Micro/nano influencer marketing has recently emerged as a core strategy in social media marketing. Instead of macro influencers with a large following, marketers are now focusing on micro/nano influencers with a small but loyal follower base. Why is this happening? And how can you leverage this strategy effectively?
What is Micro/Nano Influencer Marketing?
Micro/nano influencer marketing is a strategy that promotes brands through individual creators on social media with less than 100,000 followers. Despite their smaller follower count, these influencers often exhibit high loyalty and engagement from their audience.
While mega and macro influencers were primarily used in the past, micro and nano influencers are now gaining attention for their strong impact despite their smaller audience size. This shift is also due to the high effectiveness and low cost associated with these influencers.
For example, a small flower shop owner, Ms. A, collaborated with a floral art influencer with 5,000 followers to create short video content. This video quickly spread and attracted significant attention, leading to an increase in sales.
Advantages of Using Micro/Nano Influencers
The biggest advantage of micro/nano influencer marketing is their ability to communicate brand messages effectively due to their close relationship with their followers in specific fields. Additionally, they can carry out marketing activities at a relatively low cost compared to large influencers.
- High loyalty: Their followers are highly interested in specific fields and are more receptive to brand messages.
- Low cost: Marketing can be conducted at a lower cost compared to using large influencers.
- Close relationship: Brands and influencers can maintain a close relationship, allowing for long-term collaboration.
- Growth potential: As these influencers grow into macro or mega influencers, greater synergy can be expected.
Precautions When Using Micro/Nano Influencers
There are also precautions to consider when using micro/nano influencers. They may not be familiar with professional content creation, so detailed guidelines and communication are crucial during collaboration.
- Lack of content creation experience: They may lack professional content creation experience compared to mega and macro influencers.
- Need for target-specific strategy: It’s essential to ensure that their follower characteristics and target audience align with the brand.
- Detailed communication: Clear guidelines are crucial since communication primarily occurs online.
For instance, a fashion brand promoted a new collection through a micro influencer. However, due to the lack of clear guidelines, the collaboration resulted in inconsistent messaging, diminishing the effectiveness of the campaign.
Conclusion
Micro/nano influencers wield more influence in our daily lives than we might think. They are more accessible than large influencers and have strong bonds with their followers, enabling more effective brand message delivery. Marketers must meticulously plan and execute influencer marketing strategies that align with their brands.
- Micro/nano influencers with a narrow and focused target audience are now trending.
- The biggest advantage is the ability to convey the brand’s message at a relatively low cost.
- However, communication and detailed, precise guidelines are crucial during collaboration.
References
- Line PR, “Failproof Strategies for Micro/Nano Influencer Marketing”
- Marie Claire Korea, “Changes in Influencer Marketing”
- G Futures PRIME, “Influencer Marketing Data”
- Disrupt, “The Impact of Micro Influencers”