Micro-influencers are people with between 10,000 and 100,000 followers on social media.Following nano-influencersUnder 10,000. These creators are seen as more relatable and trustworthy than celebrities, so they can promote your products in a way that feels organic and authentic.
When you work with small-scale influencers, you don’t have to worry about them promoting products that their followers don’t actually want or need. They only promote products that they believe in and would personally use, so you can trust them to sell your products honestly.
Read the guide below to learn why and how to leverage nano and micro influencers. We’ll discuss strategy, compensation, channels, and more.
Why and How Should You Use Micro and Nano Influencers?
Without further ado, let's see why micro and nano influencers are your ecommerce store's secret weapon.
1. Obtaining More Useful Information
Companies often ignore this opportunity rather than seize it, but micro and nano influencers:
Know your audience intimately. Sharing this information with you will give list of taiyuan cell phone numbers you better ideas on how to improve your products or messaging.
They are well-spoken and assertive. After sharing your products with these creators, conduct a market research-like interview. The findings will help you improve product distribution (e.g., less or more packaging) or specific features. You may even find new angles for your messaging to improve your copywriting.
2. Relevant Audience
People prefer original, unfiltered content over traditional advertising. This is nothing new under the sun. What is new is the rise of social media, which allows companies to deliver branded content to consumers in a palatable way.
This goes through micro and nano influencers.
Side note: Sure, you can hire mega influencers or even celebrities. But,Show statisticsThe engagement rate is inversely proportional to the number of followers.
Nano and micro influencers can drive more engagement because:
They are real. These creators invest hours of research into the topics they discuss.
For example,Fairyis a beauty nano influencer who promotes hair styling products and wigs. Fay has been solving alopecia in women for a while now, so she knows the struggles that women who experience it go through.
That's why she's relatable, believable and trustworthy because she's going through the same thing. That's why when Fay recommends a hair clip or a wig, her followers trust her research.
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Quick fact:61% of peopleTrust influencer recommendations over traditional advertising.
They can interact with their followers.Marketing expertssuggests that building relationships with potential customers is one of the best lead conversion strategies. A micro or nano influencer has the time and interest to communicate with their audience. This means people can get the answers they need about a particular product by DMing the creator.
Your ecommerce business can benefit from this authenticity and direct connection to your audience. And don’t forget to leverage the insights your influencers have, as we discussed in the previous section.
Here's the problem:
Some “influencers” have fake followers and engagement groups that aim to trick you.
Here's how to tell: Check the audience quality.
If all the comments look the same and are very flat (e.g. “great product” or “beautiful”), your influencer has a red flag.
If the profiles lack details (e.g. photos, personal information), they are likely fake.
So what is a good engagement rate?
For micro-influencers, 3% and above is good. For nano-influencers, you should aim for at least 6-10%.
3. Brand Discovery
Micro and nano influencers also aid in brand discovery.
Let’s say your company sells vintage shoes. If someone knows they want that product, they can type it into Google. If they find your website among the first results, you get one point for traditional brand discovery.
What if some people don't know they like these shoes? Or what if your brand doesn't rank well in search engines?
This is where social media comes into play.
Imagine this from a potential customer’s perspective. They’re scrolling through Instagram when suddenly one of their favorite influencers posts some adorable shoes.
And not only that.
The content creator they trust also offers definitive information, like choosing a specific color or going a half size larger. The potential customer is now aware of and trusting your brand.
Purchasing is just one step away.
This phenomenon is worldwide. Statistics show that90% of peopleThey learn about the brands they want to buy through social media. Also,82% of peoplePeople are more likely to buy by following recommendations from micro or nano influencers.
Lucy WilliamsonA perfect example of How to Live Like Louise.
The company sells fitness services online, so:
It is difficult for them to stand out in a crowded industry.
Many competitors promise “long-term results” that often don’t even show up.
As a result, people's trust in these companies is quite low.
But Lucy Williamson is reliable.
The mother of four has been detailing her relationship with exercise on social media. Her followers know about her family, her struggles, and her passion for weightlifting and ballet.
These people perceive Lucy Williamson as an ordinary person, not a walking, talking advertisement.
Therefore, their advice is as reliable as that of a friend, especially:
She shares progress pictures.
It tackles difficult topics like the mummy belly and cesarean sections.
Details of Live Like Louise's offer.
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4. Research versus shopping
Nano and micro influencers will help you get more purchases than a traditional ad.
X% of people buy products based on recommendations from nano influencers.
X% buy products from online stores after seeing social media influencers using them.
But you have to make their job easy.
Fortunately, platforms like Instagram have developed shopping features that:
Allows creators to add product tags to their posts.
It allows people to click on these images to see related product information (e.g. price, material, size) and even purchase the product directly.
Pro tip: Make nano and micro influencers a part of your entire sales funnel.
A common mistake ecommerce businesses make is to think that influencers are only effective at the beginning of the funnel, but content creators can do more than just educate or create brand awareness.
They can also help you with other stages of the funnel, such as:
thought
Intent
Evaluation
@barefacenusiis a perfect example. Her struggle with acne and her constant search for solutions to the problem have earned her an air of expertise among her nearly 9,000 followers.
Therefore, recommending products from a particular brand will help more acne sufferers decide to buy those products right away.
