SEOCOM shows us eight reasons to bet on the influence marketing of nano-influencers and micro-influencers.
Influence marketing is a very popular and effective strategy among brands. That is why SEOCOM shows us the benefits that we should know before choosing a path. Micro-influencers and nano-influencers, which is the best option?
When approaching a marketing strategy in collaboration with influencers, a recurring question among professionals in the sector is determining whether collaborating with any type of influencer is beneficial for achieving the brand’s objectives. Faced with this question, SEOCOM assures that the answer is not simple, since it depends on multiple factors that must be carefully evaluated.
Influence marketing benefits the strategy for a brand, but it does not ensure that working with any type of influencer will help. “Not everything is useful or works, so you have to know what the characteristics are, and above all know the needs of each strategy to adapt influence marketing to it,” explain the SEOCOM experts.
There are numerous profiles on social networks such as Instagram and TikTok where we can find a multitude of influencers. Each one is different, with different numbers of followers, reach and so on.
That is why, before analyzing whether an influencer will bring us benefits, we must distinguish between micro-influencers and nano-influencers.
What is a micro-influencer?
These types of influencers are those profiles on social networks that have between 5,000 and 100,000 followers. In addition, they focus their content on a specific niche. They are characterized by being natural and close to their followers.
The nanoinfluencer and its characteristics
Nanoinfluencers do not vary much from the previous type, but they have 1,000 and 5,000 followers. In addition to the aforementioned characteristics, nanoinfluencers appear even more (if possible) natural, because behind a “halo” of naturalness, and “nativity” in their content, they show a message that is certainly close to their followers.
The eight reasons to bet on micro and nano-influencers in influence marketing
When considering an influence marketing strategy, it is essential to take into account the type of influencers you want to work with. While famous influencers can be an excellent resource for reaching a broad audience, this audience does not necessarily correspond to the brand’s target audience.
For this reason, choosing the right influencer requires an in-depth analysis of several factors, such as the way in which they carry out their collaborations, the types of agreements or remunerations they offer, among others. Ultimately, it is a process that involves detailed considerations before making a decision that will directly impact the success of the campaign.
According to a study carried out in 2021, 21% claimed to carry out collaborations through product exchange, and 56% also did so but adding an economic amount. In this context, the “smaller” influencers are willing to receive a product or service in exchange for a collaboration with the brand.
The key then is in the so-called micro and nano influencers who, according to SEOCOM, offer better results than a famous influencer. The digital marketing agency has identified the eight reasons that explain this.
- They are closer to the user.
- They are authentic and show their personality without acting.
- They focus on a specific market niche.
- They offer better engagement rates.
- They transmit confidence.
- They feel the value of the brand.
- They are more accessible and profitable.
- Long-term relationships, finding synergies and links with the brand.
