Influencer Marketing
XX min read

Rise of the Nano Influencers: How They Are Changing the Game

Published on
June 16, 2023
Are you struggling to build real connections with your target market? Know how to revive your brand and improve engagement with nano influencers.

Saying that content creators affect businesses is an understatement. Influencer marketing is at the top of every business's list when it comes to catching their audience’s attention. Agencies and solo marketing practitioners adopt this strategy to improve business growth, attract and convert leads, and boost brand awareness.

This practice, siloed to social media and PR departments in the past, is now considered an essential marketing strategy worthy of inclusion in every media plan. Changing customer preferences and behaviors through increased social media and e-commerce website usage cemented these influencers' place as business growth drivers.

E-commerce has also accelerated in the past months and years. This surge created unique opportunities for brands to capitalize on social media influencers as an ally in creating effective marketing strategies.

Fortunately, the recent trend points to the use of nano influencers for these social media campaigns. Previously, brands worked with celebrities or well-known vloggers to endorse their products. However, they found that influencers with fewer followers maintained a more intimate engagement with their followers.

Key Takeaways

  • Nano influencers interact with people they share diverse interests with. These are also mostly the people they talk with in real life. As a result, they build a homogenous community defined by specific socio-demographics.
  • Brands can utilize nano influencers to speak to their “niche customers.” Nano influence can also be a tool for promoting inclusivity. It allows brands to connect with different clientele segments in a bespoke manner.
  • User-generated content (UGC) from nano influencers can help brands earn a positive reputation. The more personalized these UGCs are, the better for gaining the public’s trust.

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So what are nano influencers, really?

A social media influencer with 1,000 to 10,000 followers is called a nano influencer. These influencers endorse something they love, so their followers love their authentic commentary and recommendations. They've cultivated their relationships by engaging with their social media followers. As a result, they've become very close.

Generally, there are four types of influencers based on the number of their followers. Mega influencers or celebrities are influencers with over one million followers. Next to them are macro-influencers with 100,000 to one million followers. After them are micro-influencers with around 10,000 to 100,000 followers.

Nano influencers may have the fewest social media followers among the four but have the most engaged audience. They also enjoy excellent rates. If you decide to work with nano influencers, you'll be connected with vocal advocates.

Working with nano influencers is ideal for small and mid-size companies to get their marketing campaigns together on a limited budget. These influencers can be a cost-effective option. You should also consider working with them if you're in a new niche and testing your products.

If you're looking for nano influencers, Instagram is the best place to spot them. You can also use the listening tools on these social media platforms. Look for brand mentions and tags.

What are the other types of influencers?

Knowing which type of influencer to work with is one of the most essential steps in creating a successful social media campaign. These influencers have different target market ranges and engagement levels. Hence, your digital marketing goals must align with the strengths of your influencer of choice.

Aside from nano influencers, here are the other influencers you can tap into for your campaigns.

Mega Influencers

These influencers have celebrity status because they have over one million social media followers. Since they already have a massive following, you should also have a truckload of money to pay for their services and endorsements. Before you plan to work with these influencers, know that they have a broad audience.

The best time to use the services of a mega influencer is when you have a massive budget and are working on brand awareness. They can bring your products to as many customers as possible. This move is beneficial if your brand appeals to different market segments. This option is great if your brand has appeal across segments.

You can find these social media influencers easily since they are famous. Most brands look for hashtags or brand mentions for their niche or product when looking for influencers to work with. Instead of this, look for accounts owned by mega influencers. After that, look at how your brand can resonate with them.

Macro Influencers

These influencers have a broader appeal than being social media celebrities or internet-made stars. They could also be podcasters, vloggers, and bloggers. Aside from establishing a large follower count, these influencers have also developed their audience after years of nurturing follower relationships. The number of their followers is indicative of their low engagement rate.

It would help to consider working with macro influencers to boost your reach. They have a healthy follower count that can help you increase your reputation and help you touch base with a larger market. TikTok, Facebook, and YouTube are the best platforms to spot macro influencers. You can utilize hashtags related to your niche, industry, or brand to find these influencers.


The difference between micro, macro, and mega influencers is that even if micro-influencers have a massive following, they remain relatable to their audience. As a result, they have better engagement rates. These influencers often specialize in a specific niche. They also have a targeted audience. With this, brands will find creating and implementing specialized sponsorships easier.

If you want to generate more focused leads, you need micro-influencers help. These people enjoy the same closeness with their followers as nano influencers. They're more specialized, meaning their target market is primed to read and consume niche-specific marketing messages.

Social listening is one of the best ways to find this influencer. It's best to look for a micro-influencer who is aware and fond of your brand. Again, you can utilize hashtags related to your niche, specialty, or brand.

Image by Malte Helmhold on Unsplash

Why do brands prefer working with nano influencers?

It's surprising to see how influencers grow in number so quickly. It only takes one viral video, post, photo, or reel to launch one’s social influencer career. This phenomenon makes a lot of sense, considering that the return on investment (ROI) for an influencer marketing campaign is one of the highest among digital marketing strategies.

Brands love nano influencers because of their genuine connection with their audience. These influencers provide excellent opportunities for creating inexpensive content that attracts attention. Brands are taking advantage of these connections and reaping the rewards.

Here are more specific reasons why brands prefer nano influencers for their digital marketing campaigns.

Good bond means good engagement

The beauty of having a smaller audience is that you have more time to engage with them. The relationship of a nano influencer with their followers is like that of a family member or friend. If you react to their post, comment on it, or send them a direct message, there is a greater chance they'll reply. This process is how these influencers cultivate a solid relationship with their followers.

If a nano influencer promotes a product or service, followers will likely take their word for it. They wouldn't see a hidden motive there because they trust the influencer. This setup makes it easy for the brand to get and convert leads.

More authentic

A nano influencer's follower base is mostly their acquaintances. This fact means their circle trusts them. If they review something or make content related to a product recommendation, their friends will believe them. Brands should take advantage of this authenticity and work with nano influencers to promote or sell their products and services.

Relevant to the niche

Nano influences are relevant because it's common for them to follow a specific niche. Brands can benefit most from influencers who only post in a particular industry. If they want their campaigns to achieve stellar results, they should choose someone who will gain expertise and experience in only one sector.


New nano influencers would agree to collaborate with brands for an “x-deal.” They would be okay to promote your brand in exchange for free products or services. This exchange is especially beneficial for startups as it will save you a considerable chunk of your marketing budget. Aside from that, you can work with more than one nano influencer to broaden your reach.

Ingenious content ideas

Mega influencers and micro-influencers may already have produced saturated content. However, nano influencers can still curate new and fresh content plans. If you team with nano influencers, you're in a win-win situation. Since they're new, they'll work extra hard to prove how excellent their content creation skills are. Brands will enjoy varied social media marketing strategies in return.

Working With Nano Influencers for Your Campaigns

While some influencers have plenty of experience working with brands, others are new to sponsorships. If you are collaborating with less experienced nano influencers, use these guidelines to ensure success.

Ensure they have an Instagram Creator Account

Sponsored nanos must switch their personal accounts to professional Instagram accounts. This type of account offers valuable insights about followers, account performance, and other metrics. It's essential to guide new nano influencers through this process well in advance, preferably before the campaign's launch. Guiding the nano influencers you work with is also a win for your brand.

Be picky about who to work with

There are plenty of nano influencers, so finding one will be easy. The real challenge is finding one that fits your brand, company culture, and vision. Make a shortlist of your chosen nano influencers and do your research about their background. Here are some things you should be mindful of:

  • Creator's following
  • Engagement rate
  • How these creators engage with their audience

Agree on your courses of action

You must agree on strategies to drive desired outcomes. Nano influencers can't directly redirect their Instagram audience to specific landing pages. Hence, they must take a more proactive approach to engaging their audience.

Ensure that you both agree on how you achieve the goals you set at the start of the campaign. They might create the content, but you must collaborate to avoid surprises. Through this, you'll know what to expect. This setup will also make it easy to remedy issues in the long run.

Go for the longer route

Like any business partnership, it takes time to develop a genuine relationship. One-off campaigns may still be prevalent, but long-term collaborations with influencers are a more effective strategy. The longer the relationship, the more opportunities there are for both parties to discover natural ways to promote a product or service.

If the nano influencer gets to know your brand more, they'll also have more authentic and unforced things to say about you. They may promote a trusted friend to a family member or a different circle of friends.

Be clear about your expectations

The nano influencers you will be working with might need help and guidance from their more experienced counterparts. Show them what success should look like if they work with your brand. Also, keep them posted about the campaign’s effectiveness and brand updates.

Collaboration will be a breeze if your goals, moves, and plans align. Make it a practice to communicate and talk about any concerns. This step will prevent misunderstandings that might tarnish your working relationship.

Nano Influencers: Trends To Keep an Eye On

Audiences are increasingly drawn to nano influencers who are authentic and genuine in their content rather than heavily curated or overly promotional. Their expertise and deep knowledge in a particular area make them more influential and credible to their audience, allowing them high engagement rates.

To maximize your nano influencer marketing strategies, you must learn the following trends:

More monetization opportunities for nano influencers

Companies now understand the importance of creators for their platforms' success. Pinterest, Instagram, and YouTube have made significant investments to support creators. TikTok, Twitter, LinkedIn, and Facebook have also started campaigns encouraging high-quality creator content.

Leverage these platforms' active involvement and support by working with a trusted nano influencer. More activities on a social media platform mean unlimited opportunities to get your brand known to your target audience.

Brands prefer partnerships with nano influencers

The user-generated organic content on TikTok has demonstrated a remarkable ability to rapidly go viral and reach a significantly larger audience than anticipated. Over 90 percent of marketers are interested in collaborating with influencers with 5,000 to 100,000 followers.

Stay ahead by doing what your competitors have yet to think of. The sooner you act on this trend and opportunity, the quicker you can get high-quality leads and improve conversion rates.

Nano influencers are getting more long-term partnerships

Many nano influencers create content on par with celebrities and macro influencers. Smaller influencers typically have much higher engagement rates. The benefit of your relationship with a nano influencer is that you can boost brand awareness by creating a more solid following.

Choose a trusted and reputable nano influencer, help them set their names up, and support them by giving them access to insider information. Let them try your products and services, and show them why they should trust you among the competition. Doing these will help you both grow together.

No matter what happens, you can overcome challenges because you nurtured a long-term relationship with professional influencers premised on trust and collaboration.

Image by Brett Jordan on Unsplash

Brands Taking Advantage of Nano Influencer Content

Consider these success stories if you need clarification on whether nano influencers can help grow your brand. These brands decided to leverage content from nano influencers. They are now reaping more success because of this marketing strategy.

La Croix

La Croix sells sparkling water, and they've been sourcing high-quality and engaging user-generated content from different nano influencers. The influencers the brand choose are those using hashtags like #LiveLaCroix and #LaCroixlove. They feature this user-generated content on the company's social media platforms.

The company encourages its fans and followers to share photos on its website. If they love your photos, they'll feature them in a virtual scrapbook about brand love.


Coca-Cola may be a multi-billion brand, but it also hopped on the nano-influencer bandwagon. It allows its fans to be brand ambassadors by sharing their favorite photos with the product. All the fan need to do is use the hashtag #cokeambassador. Coke will boost the best user-generated content by sharing it with its almost three million Instagram followers.


The brand regularly works with nano influencers. They also give their nano influencers a budget to show and promote products they like to their online followers. What's good with Sperry is they consistently keep an eye out for collaborators uploading high-quality content using the hashtags #sperrystyle and #sperry.

Did you know? The "social butterfly effect" explains why nano influencers are more trusted than influencers with more prominent names. Since the former has a smaller following, they're more capable of keeping up with and responding to their followers' posts. This scenario launches a feedback loop that promotes engagement.

Leverage Nano Influencer Content and Engagement With Archive

Nano influencers may have a smaller following than mega, micro, and macro influencers, but they can bring explosive growth to a brand. If you're new to the trend, it's time to take action. Look for reputable nano influencers with values and vision that align with your brand. Use their authentic influence to boost your brand reputation, improve online visibility, and increase conversion.

While doing this, partner with a tool to simplify your and your nano influencer's life. Use the Archive app to leverage the engagement of nano influencers. The app allows you to store and repurpose your social media content. You can use these posts for your future campaigns.

You can also check the Archive website for significant insights on Instagram, analytics, and other digital content-related matters.

Are you eager to leverage nano-influencer content for your marketing campaigns? Introduce your nano influencers to Archive to help them repurpose content with ease. You can significantly improve your conversion rate with the right people and tools!

FAQs on the Rise of the Nano Influencers

How much should you pay a nano influencer?

Nano influencers often pitch their rates to the brand they'll work with. However, the average rate companies are generally willing to pay them differs depending on the social media platform. For a YouTube video, brands often pay nano influencers $315 per video.

If it's an Instagram image, the cost is around $100. The price for an Instagram video is $114. If it's an Instagram story, brands pay up to $43.

Where can you find a nano influencer?

It depends on which platform you intend to use to boost your brand. If you're on Instagram, use your brand hashtags to spot nano influencers.

What kind of collaboration with a nano influencer works best?

Paid collaborations are the best when it comes to results. In this setup, the nano influencer assumes an obligation to market the brand. This setup also allows the brand to negotiate terms related to usage, content rights, and other deliverables.

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