MICRO-INFLUENCER MARKETING

Nano Influencer Marketing -A Thorough Guide

David Morneau

By David Morneau
16 min READ | Oct 20 2021

Nano-influencer marketing is rising, from an $8bn industry in 2019 to $15bn in 2022. According to Forbes, that’s because small influencers generate 22.2 more conversations weekly and are 9.8 more impactful.

So, jumping on the nano-influencer wagon is a pretty safe bet.

Read this guide as we discuss how to drive quality engagements, build relationships with experts, and leverage user-generated content to your advantage.

Keep reading below!

Key Takeaways

  • Nano-influencers address tiny but tight-knit and unique niches.
  • Usually, a nano-influencer’s pay per post is below $100, but you can find other rewards.
  • Finding influencers requires using specialized platforms, or you’ll lose time hunting hashtags and keywords.
  • The best nano-influencers know how to connect with their audience to increase your ROI.
  • Nano-influencers are cost-effective; they can increase sales by up to $18 for each $1 you spend in your campaign.
  • Learn to leverage the power of nano-influencers through events, reviews, Spark Ads, contests, and UGC.
  • inBeat can help you scale your nano-influencer campaign.

Table of Contents

  1. What Is a Nano-Influencer?
  2. What Makes a Nano Influencer?
  3. How Much Do Nano-Influencers Get Paid?
  4. How to Find Nano-Influencers?
  5. Some Examples of Nano-Influencers
  6. Nano vs. Micro-Influencer: What’s the Difference?
  7. Some Nano-Influencer Statistics
  8. Nano-Influencer Strategies
  9. Nano-Influencer Marketing Campaign Examples

What Is a Nano-Influencer?

A nano-influencer is someone with a small but trusting following on social media.

  • On Instagram: 1,000 to 10,000 followers
  • On TikTok: 1,000 fo 10,0000 followers
  • On YouTube: 1,000 to 10,000 subscribers

Note: YouTube and TikTok influencers have more followers than Instagram influencers.

As nano-influencers have a smaller follower count, they’re almost like everyday people. By contrast:

  • Micro-influencers: 10,000-20,000 followers
  • Mid-tier influencers: 20,000-100,000 followers
  • Macro-influencers: 100,000-1m followers
  • Mega influencers and celebs: 1m+ followers

What Makes a Nano Influencer?

A nano-influencer isn’t defined just by its audience’s size. Good content creators need to:

  • Address a specific niche
  • Be in tune with their audience, catering to particular needs through a unique proposition
  • Have a high engagement rate

Free tools:

For example, @berma.fit is a fitness content creator you can find for free on the inBeat platform. Just like most of our nano-influencers, this profile has:

  • A unique niche: Young people who want to get fit healthily, particularly those who have had a rough start and some setbacks along the way
  • A deep connection with followers: @berma.fit shares his fitness journey. He is very raw, creating trust and a strong bond with his audience.
  • A unique selling proposition: People can DM him for training and nutrition advice. Receiving this personalized experience strengthens the connection between him and his audience.
  • A high engagement rate: His average engagement rate/post is 12.91%, 150% higher than the average Instagram engagement rate of 7.2%.

How Much Do Nano-Influencers Get Paid?

Nano-influencers rates vary depending on that influencer’s experience, the number of followers, and expectations. However, the average price is $20-$200/post, and you will usually get collaborations under $100.

This fee depends on:

  • The influencers’ expertise, follower count, and engagement
  • The feedback they’re giving to you regarding your products and current communication
  • The originality and creativity they bring to the table
  • Events they’re taking part in (e.g., openings, concerts, photoshoots, etc.)
  • The impact they’re generating according to your objectives (e.g., more visitors, more sales, etc.). This variable depends on the social media platform your audience is using the most
  • The length of your contract and whether that nano-influencer will become a brand ambassador or a part of your team. In this case, consider different job positions depending on the specific unit (e.g., marketing consultant, copywriter, product creator, etc.)

Pro-tip: Use our Instagram Money Calculator to estimate colaboration cost.

Consider other means of paying your nano-influencers, apart from the “per post” basis, such as:

  • Incentives: special access to specific products or events, possibly before others.
  • Product exchange: if your product is of decent retail value (around that $100 mark), you can get unique collaborations in exchange for the product.
  • Rewards: deals, discounts, prizes, recognition, etc.
  • Cost per action: each time their followers click on the specific affiliate link or use an influencer’s discount code, content creators receive a percentage of that pay.

Remember: Include all cost-related information in your contract. Download a free influencer agreement template to avoid all hassle.

For example, Jacki, @jacki.byr (at the time of this writing), is a fitness and fashion influencer with 5539 current followers and a 24.3% engagement rate. Her prices are:

  • Post: $60-$100
  • Story: $40-$60
  • Reel: $100-$140
  • Video: $124-$164

How to Find Nano-Influencers?

Finding influencers seems easy at first. You can:

  • Use platforms such as inbeat.co. We have software to help you find the best Instagram and TikTok influencers based on your needs. Click here for the demo and see how you can customize your searches proficiently.
  • Browse hashtags on TikTok and Instagram. If you know your niche, you know the hashtag to search for on social media (e.g., #oversizedbags or #FaceYoga).

      Pro tip: Use specific hashtags for nano-influencers, like #discoverunder10k.

  • Use channelcrawler.org. This tool helps you find smaller YouTubers for your needs.
  • Analyze your followers. Look for nano-influencers among your customers, clients, or employees. These people always vouch for you and create high-quality content about your brand because they genuinely appreciate it.
  • Search by location. If you have a local company, searching by location is a must. Imagine your local coffee shop has zero recommendations from local celebrities. Instead, social media accounts are brimming with sponsored posts from content creators in other cities. That’s a red flag for potential customers.

As you can see, some of these methods take a lot of time. Picking the best keywords, sifting through endless hashtags, and vetting all your influencers takes weeks.

That’s why we started inBeat.

Our free platform is optimized based on our years’ worth of experience working with customers from diverse backgrounds. Our optimized influencer database makes finding nano-influencers a breeze.

A screenshot of inBeat's influencer search tool.
An influencer database is a precious time-saver.

Here’s a quick peek:

We’ll show you how you can use this platform to scale your campaign later. Now, let’s look at some nano-influencer examples.

Some Examples of Nano-Influencers

Here are some popular nano-influencers to consider:

  • Kalan Laws @senorguapo713: Multi-faceted content creator in Texas, interested in fashion, fitness, and acting. He bases his unique selling proposition on style and distinction, which is why he’s partnered with brands like Hattitude and Southern Gents.
  • Jill Smokler @jillsmokler: Entrepreneur, author, and motivational speaker, Jill Smokler is the human behind the famous Scary Mommy blog. Forbes Magazine recognized her success by rating her among the top 10 parenting influencers in 2017.
  • Teresa Vandervort @happyplacecreations: Nurse, foodie, and businesswoman who likes DIY and home design. Her Topanga Scents business retails home cleaning products.
  • Chris Kwon @chriskwonrealtor: A real estate professional, Chris Kwon has been an expert and committed agent for many years. His account is full of funny posts, but also insightful ones such as “Why doesn’t the listing agent tell us their highest offer?”

On inBeat’s platform, you can find nano-influencers such as:

  • Kelly Jackson @callmekells: Mom, traveler, and BLM advocate. Kelly Jackson is the perfect exponent of family life.
  • Olivia @k_aivilos: A Polish nano-influencer with passions for nano-technology and fitness, Olivia is versatile.
  • Carter Sullivan @cartersully: Passionate about reading, traveling, and lists, Carter Sullivan is an excellent representative for Gen Z. Carter is authentic and well-spoken, always trying to improve herself from all points of view. Those are some of the reasons inBeat worked with her for the Mogo campaign.

You can read more about other nano-influencers below as we discuss strategy and campaign examples. But first:

Nano vs. Other Influencers: What’s the Difference?

Here are the advantages of social media influencers with a smaller following count:

  • More trust. Nano-influencers’ audience hasn’t been saturated with ads.
  • Higher engagement. Their audience is more engaged with their content.
  • Direct representation. They don’t have an agent, and you deal directly with them.

Nano-influencers tend to have more time to actively engage with their followers through DMs or comments. Influencer marketing stats show that nano-influencers’ engagement rates are 4%, compared to 2% for micro-influencers.

A lower follower count is not necessarily bad, as it can equal a higher engagement rate. Source

Thus, nano-influencers generally:

  • Have higher engagement rates than larger-tier content creators.
  • Can target and convince niche audiences.
  • Feel more authentic and connected to their followers.

Which category of influencers should you choose based on these pros and cons?

Nano-influencers:

  • Smaller campaigns
  • Local companies
  • One tiny and united brand community per nano-influencer, each with a niche interest

Micro-influencers:

  • Medium campaigns
  • Larger companies
  • Many brand communities, sometimes with common interests; one micro-influencer can address several audiences

Some Nano-Influencer Statistics

Nano-influencers are usually influencers by accident. Many of them have a hobby and they’ve picked up a niche following, which then attracted brand endorsements.

And that’s great!

Influencer marketing statistics all over the web show that using nano-influencers is the most cost-effective advertising solution to attract potential customers.

For example:

  • 67% of Gen Z prefer to see real people over celebrities in branded content and 78% of younger consumers aren’t influenced by celebrities. Thus, nano-influencers are more effective persuaders.
  • Up to 43% of people have made purchase decisions based on these recommendations at least once.
  • According to the influencer marketing statistics cited above, nano-influencers boast the highest engagement rates of 4%. This marketing strategy can trigger explosive growth between $5.20 and $18 for every dollar you spend on your nano-influencer campaign.

Remember: A social media campaign using nano-influencers is still a campaign. Thus, you have to organize it carefully, plan it to the last detail, and ensure your influencers receive some payment.

After all, they are experts, and you are hiring them with a contract and all the other stuff. But the thing is, nano-influencers have lower CPAs than micro-influencer marketing or macro-influencers.

Why would that happen?

Nano-influencers get the best engagement rates–don’t they know to ask for more money from you?

The same stats show that micro-influencers are more in demand than nano-influencers because they can connect to a larger pool of people. So even if they do have a lower engagement rate, they ultimately engage more customers.

Thus:

Larger influencers charge $1000+/post; micro-influencers ask for around $300, but nano-influencers charge much less than that.

Since we got you in this place where we discuss your influencer marketing campaign, let’s look a some of the most effective strategies you could adopt.

Nano-Influencer Strategies

There’s a wide array of nano-influencer strategies that you can use. We’ll discuss some below, but you can mix and match these tools and even come up with your own.

Remember: Think outside the box and be open to your influencers’ strategy-related suggestions.

In the meantime, try:

Events

Using events is excellent for local businesses because nano-influencers’ usual audience skews on the local side. The content creators you need can be:

  • Thought leaders in your industry
  • Suppliers
  • Speakers
  • Sponsors
  • C-suite professionals

That’s where inBeat can help as we connect you with ideal nano-influencers. These people know how your industry works, so they’ll create valuable content for their followers.

And obviously, they have the right followers–your audience.

Here’s how to leverage nano-influencers in your event campaign:

  • Speakers can create teaser videos to create FOMO and desire
  • Sponsors can talk about what connects them to your brand
  • Employees can discuss your product/services in detail, offering unique insights
  • Loyal customers or newcomers can discuss what it’s like using your products

Remember to use rewards and gamification to encourage your nano-influencers into posting more content:

  • Better registration perks for those whose content is more effective (remember to use promo codes or affiliate links)
  • Special deals
  • Exclusives
  • And more

Reviews

Nano-influencers are a great way to generate reviews for your e-commerce business through product seeding campaigns. That’s because nano-influencers have:

  • Higher engagement rates. These content creators have fewer followers, so they have more time to build relationships with these people. Of course, your nano-influencer won’t know each of their 10k followers intimately, but they can forge strong bonds with at least 100-200 people and become a credible source of information for the rest.
  • Authenticity. Nano-influencers appear like “normal” people, making them more relatable and trustworthy.
  • Word-of-mouth. WoM has long been proven to be more effective at selling than traditional brand advertising. It works for private hospitals in Saudi Arabia, luxury brands, cosmetics, and more. Nano-influencers leverage the rapport they have with their followers to reap those fantastic results.

What sort of reviews can a nano-influencer make, though?

Incentivized reviews work by sending free products in exchange for reviews.

  • Follow the FTC guidelines around asking for reviews.
  • Be transparent about these paid reviews.

What about review length?

You may think that an in-depth review is better because it shows people all the intricacies of your brand/products. After all, it’s what we did with Mogo.ca–but more on that below.

Long reviews are best for (seemingly) complicated products.

On the other hand, short reviews promote unique feelings through powerful images. Take this Instagram post, for instance.

Instagram influencer @hxrrietday starts by expressing some poignant truths:

  • Content creators on Instagram appear cheery and full of self-love, but that’s not always true.
  • Everyone has body issues.

Next, she states generically that some brands help her confidence, followed by a short albeit deep “love you @skims” mention.

A screenshot of a nano-influencer's post and caption.
Short and sweet caption + authenticity = big win.

Besides, Harriet’s peaceful, content expression on the added photos speaks a thousand words.

This post got 399 likes and 49 comments in just under a week, translating into a 4.6% engagement rate.

Contests

Get people to go in-store and participate in a UGC-driven contest to:

  • Gain more notoriety
  • Increase short-term sales
  • Outline your tribe

Liquid Death’s Crack Open A Water Contest is an excellent example. Participants had to open a water can in the dumbest way possible and post their videos on TikTok or Instagram. Of course, they had to use the specific #CrackOpenAWater hashtag and wait for five popular influencers to judge their work.

Liquid Death offered some once-in-a-lifetime prizes:

  • Life tickets at Live Nation® concerts for the winner
  • Full-year tickets at Live Nation® shows for the five runner-ups

Spark Ads and Whitelisting

If a piece of content from a nano-influencer shows signals of virality, amplify it.

Whitelisted ads are becoming more popular on social media like TikTok and offer more ROI. So, let’s say that one of your nano-influencers posts organic clips on TikTok about your brand.

One of these videos becomes extremely popular or even viral.

Now you, the marketer, can get an authorization code from TikTok to run this clip through your ad account.

There’s a comprehensive article on TikTok about this strategy that:

  • Improves your reach
  • Increases your completion rate by 30%
  • Increases your engagement rate by 43%
  • Lowers your CPM by 4.2%

The Isle of Paradise is an excellent example because using Spark Ads on TikTok got them:

  • 500% ROI
  • 45 million views
  • 1.1% click-through rate
  • 68% revenue increase/week

And that can be you, too.

UGC

User-generated content is another worthwhile marketing strategy because:

  • It’s more trustworthy, making your brand appear credible to more customers.
  • Nano-influencers have a deep understanding of social media, meaning they can create engaging UGC.

However, it can be tricky to trust your nano-influencers to create their own content about your brand. You’ll have to outline basic rules but simultaneously give them enough free rein to produce original, inspiring content.

For example, Karen Mauritzen’s post for Schmidt’s Naturals is excellent because it:

  • Starts from her personal (bad) experience with other deodorants, bringing authenticity
  • Connects with an audience facing similar odor-related difficulties
  • Offers a customized solution

Still, notice that this post, albeit sincere and 100% about Karen and her followers, includes:

Remember: UGC is less controlled than other content, but you still need to set some rules. Read our in-depth piece about what is UGC and how to leverage it.

Nano-Influencer Marketing Campaign Examples

Let’s see more examples of great brand partnerships with nano-influencers.

Mogo.ca

Mogo.ca is a finance app that inBeat helped promote. One of our strategies was to get Carter Sullivan to present this app because she’s exactly like Mogo’s target audience:

  • Young
  • Organized
  • Empowered
A screenshot of an example of a successful nano-influencer campaign with Carter Sullivan on YouTube.
An example of a successful nano-influencer marketing campaign with Carter Sullivan on YouTube.

Her video posts helped Millennials and Gen Z-ers see themselves in a new light. Her messages triggered a reaction and determined increased purchase decisions because:

  • Mogo became its audience’s supporter, dispelling the bias against young people who aren’t mindful of their finances.
  • Mogo empowered people with concrete tools to mind their finances. Mogo showed it trusts its customers and actively helped them make a 180ᵒ lifestyle change that benefits them.

MAC Cosmetics

MAC Cosmetics uses a strategy similar to Spark Ads and Whitelisting on TikTok. This brand actively supports niche nano-influencers, reposting their content.

These heartfelt recommendations from nano-influencers come in the form of photos and reviews, and they’re excellent for MAC Cosmetics because they:

  • Are genuine, thus building the brand’s credibility
  • Help build a loyal community around the brand

MAC Cosmetics reposted Liz Layton’s photo, detailing all the beauty products she used during her ski trip. Thus, this photo with a short caption manages to:

  • Establish credibility because it shows people how MAC Cosmetics work
  • Create desire because people want to look their best in all conditions – even when practicing outdoor sports

Besides, MAC Cosmetics leverages this strategy to:

  • Underline the brand’s values (e.g., diversity, acceptance) and through that:
  • Attract a wider audience

Other examples include:

Fitness Blender

Fitness Blender has always relied on word-of-mouth and UGC to grow. That’s how a husband-and-wife team posting home workouts on a tiny website scaled up to:

This business is so powerful that it doesn’t even leverage the user-generated content created online. And that’s a loss from our point of view, but hey, we’re an influencer marketing company–all that wasted potential hits us straight in the hearts.

Look at their mentions on TikTok. Many people do Fitness Blender videos, including nano-influencers and even celebrities, promoting a strong community feeling.

Unfortunately, FB isn’t leveraging that connection, but you could for your company. You can adapt your strategy to suit whatever social media platform you choose to use.

Porto’s Bakery

Porto’s Bakery understands that pets can be notable social media influencers because they:

  • Sway their owners’ decisions easily
  • Are so cute you can’t stop looking at them!! (in professional terms, this means they have a high reach and engagement rate)

Mochi ECMO’s Instagram post shows how happy the dog is with eating low-carbs from Porto’s Bakery.

A cute pomeranian dog sitting on a box of treats from Porto's bakery.
How cute is that?! Nano-influencer marketing can also include pets!

Scaling Nano-Influencer Campaigns

Creating a nano-influencer campaign and scaling it isn’t easy. You need a lot of time, resources, and a deep understanding of the market.

Besides, you need to know:

  • How influencers think
  • What motivates them to do a better job
  • How to talk with them

Of course, you must have a well-prepared contract outlining all possible details of your partnership.

To craft an effective campaign, it's a good idea to use an influencer marketing platform. inBeat will help you with:

  • Finding,
  • Contacting,
  • Negotiating,
  • Managing, and
  • Onboarding nano-influencers

Try it now–it’s free.

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