Nano-Influencers: Valuable partners for brand strategies

In recent years, working with nano-influencers has become a worthwhile strategy for brands. Nano-influencers are influencers with a follower base of a maximum of 10,000. They particularly score points due to their close ties to the community and offer brands an authentic and focused opportunity to address their target group. Unlike influencers with a larger reach, where quantity is often the priority, the special value of nano-influencers lies in the quality of interactions and the deep trust of their followers. Find out in the article what you need to consider when dealing with nano-influencers.

Nano-Influencer: Authenticity and proximity as a success factor

41 percent of German influencer marketers say they regularly work with nano-influencers (“The State of Influencer Marketing in Europe in 2024” by Kolsquare) – and not without reason. What makes nano-influencers so special is their authentic relationship with the community. They are not professional advertisers, but real people who are closely connected to their followers and share authentic content. This closeness is reflected in a high interaction rate – their followers usually comment, like and share their content more often, which can lead to above-average engagement. Brands that rely on credibility benefit from the fact that nano-influencers’ recommendations are seen as trustworthy and do not seem like typical advertising.

Reach niche markets and local target groups precisely

Target group analysis is the be-all and end-all in influencer marketing. Nano-influencers often have a very specific target group: Their community is usually focused on a niche topic or a local target group, which offers brands the opportunity to specifically reach people who rely on traditional marketing channels are difficult to access. This is particularly valuable for brands looking to penetrate specialized or local markets. By partnering with a nano-influencer who has a deep connection with this audience, companies can also efficiently promote niche products and messages and reach the community in an authentic way.

Furthermore, the followers of nano-influencers are usually more selective and follow fewer profiles. This results in higher audience reachability. Because people who follow fewer profiles are more likely to see influencer content. For brands, this creates greater certainty that relevant posts are being seen by the right people.

More creativity, lower costs

For brands and agencies, working with nano-influencers often offers more opportunities than is the case with larger influencers. Because nano-influencers are usually still at the beginning of their careers and are willing to respond more flexibly to suggestions. This gives brands the opportunity to develop creative campaigns that stand out from standard advertising. In addition, collaboration is more cost-efficient, as nano-influencers are usually willing to make their reach available in return for lower compensation or even just product samples. This reduces costs without sacrificing authenticity.

Long-term relationships and community building

Instead of short-term “one shots”, brands should focus on long-term collaborations with nano-influencers. These help to build a sustainable and deeper connection with the target group that goes beyond pure product advertising. Nano-influencers are generally less interested in constantly promoting new products and are more interested in providing added value for their community. If content and products are presented that really suit the target group, you create authentic brand loyalty, which leads to loyal followers.

Avoid mistakes: Don’ts when dealing with nano-influencers

1. No rigid regulations: Nano-influencers are not classic advertising media. Too narrow guidelines and scripts can undermine their authenticity. It’s important to give them enough space to add their own voice.
2. Unrealistic expectations of reach: Nano-influencers have smaller reach than macro or mega-influencers. Therefore, brands should focus on quality of interaction and engagement rather than quick, viral reach.
3. View results over the long term: The success of collaboration with nano-influencers often only becomes apparent over a longer period of time. Brands should not expect immediate results but should continually build and nurture the relationship.
4. No clear consideration: Even if nano-influencers are willing to work for less compensation, their performance should be fairly compensated. Free products alone are often not enough to cement a long-term, trusting relationship.

Combination of nano and micro influencers

Collaborating with nano-influencers can also be easily integrated into a larger influencer strategy. The combination of nano and micro influencers allows brands to leverage both the deep engagement of nano influencers and the greater reach of micro influencers. This strategy can help reach a larger audience without losing the authenticity and high engagement that nano-influencers offer. By working closely with nano-influencers, brands can also gather valuable insights and adapt their strategy accordingly.

Nano-influencers offer brands the opportunity to authentically build a close relationship with a specific and engaged audience. With the right approach and a long-term focus, brands can not only expand their reach, but also strengthen the trust and loyalty of their customers. By relying on the specific strengths of nano-influencers and continuously optimizing collaboration, companies can place their brand messages effectively and sustainably. But one thing should be taken into account: Nano-influencers also have to adhere to the advertising labeling requirement.

Risk for brands and creators:
A quarter of influencer posts are not marked in accordance with the law