By now we've all heard about how certain markets have peaked during COVID-19 whether it's online shopping, delivery services, and online meetings, and have planted the seeds for long-term changed consumer and customer behavior. Among those changes is the preference for local vs. global. Marketing-wise, COVID-19 habits of buying locally, and using local services and SMBs have been reflected in the digital world and this is where micro and Nano-influencers take center stage.
What is a Micro-Influencer?
A micro-influencer is typically someone who is regarded as an expert or a leader in a specific niche. The number of followers for a micro-influencer range from 1,000 to 100,000 followers.
What is a Nano-Influencer?
A Nano-influencer may have even fewer followers than a micro-influencer, yet they have a greater presence in their local community or neighborhood. This can be a local pastor, a local pub owner, or a local establishment leader. The Nano-influencer is the everyday person that you meet on your local street.
Why Micro and Nano Influencers?
The question is, with such a small number of followers, do brands seek micro and Nano influencers? The answer is yes, and here is why:
Changed customer behavior
As mentioned above, some habits that have been formed during COVID-19 are here to stay (for now) and localization is higher than ever before.
Higher Engagement Rate
Engagement is not necessarily only through digital media, but personally in local establishments and gatherings. This type of engagement is much higher and of higher quality.
Engaging with someone you know from your neighborhood or local community, club, or even with someone who follows on social media on specific issues, within your natural environment or field of interest makes a higher authentic engagement.
A local leader you know personally or a micro-influencer who spent years establishing credibility in their field of expertise will naturally have a higher trust level than a celebrity who is clearly endorsing with a very high price tag.
The cost of a micro or a Nano influencer is much more affordable than a mega influencer. To put things in perspective a mega influencer price tag may be as high as $75 thousand US Dollars per post vs. $500 US Dollars per post for a micro or a Nano influencer.
With such a targeted audience, high trust level, and authenticity, audiences here a more likely to take action. This ratio of a targeted group with a high call-for-action rate is priceless.
In conclusion, the influencer market, which was traditionally reserved for the high brands with big budgets is now shifting to a micro and Nano level that are highly sought after by these same brands. The difference now is that at these prices and budgets, this marketing strategy is now made available for the SMB level as well. Furthermore, if we think about it, we all know a Nano-influencer. Whether in our neighborhood, on social media, parents in school, can they leverage your marketing efforts in some way?
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