What it means to be an influencer and who can be an influencer is ever-evolving. Having a huge follower count isn’t always as beneficial as it may seem. Have you seen accounts with let’s say 40k followers and only 200 likes per post? Sure, they might have a large following—but they also have shit engagement. Audience engagement is a key reason as to why brands are choosing to partner with nano influencers as opposed to micro (1,000-100,000 followers) or macro (100,000-1 million followers) influencers.
Who are nano influencers?
Nano influencers can really be anyone that have anywhere from 1,000 to 10,000 followers. I’m sure you know some—whether it be your friends, coworkers, family, or even yourself. It’s those that have a knack for Instagram and enjoy creating and posting content. While their follower count may be smaller in number, brands recognize that ones follower count is just that—a number. Where it counts though is through ones engagement rate.
Why are brands loving nanos?
- Cost. For one, the cost of working with nano influencers is significantly lower than working with micro, macro, or mega influencers. For instance, a singular post from a macro influencer could cost anywhere from $5,000-$10,000. Where on the other hand, nano influencers costs per post usually range from $10-$100.
- Engagement. As opposed to other influencers, nanos are known to have the highest engagement rate. What this means is that based on their follower count, the amount of likes, comments, shares, saves, DMs, etc. is of a higher percentage than other influencers. This is important for brands since it illustrates that your followers are actually interacting with your content that you’re posting.
- Loyalty. With a smaller following, it’s assumed that the majority of their followers are people they know. It therefore is more comfortable for them to like and comment on the posts of friends rather than people they don’t know and follow. This more intimate and authentic connection results in a loyal audience.
As you can see, there’s no need to obsess about your follower count since it doesn’t mean shit unless you have high engagement! Remember—bigger doesn’t always mean better–usually.
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