Nano Influencers: using the full effect
How can a person with few followers become an important
brand asset? At first glance, this seems illogical: the fewer followers, the
more modest the impact on the target audience. However, market research shows completely
different data.
For example, according to a survey of the Muse Find
platform, only a tenth of consumers are guided by the opinions of large
bloggers and media people, while the rest prefer to listen to lesser-known
people - thereby Nano-influencers. Attracting them to your side means
conquering new markets. But how to do this?
Five Step Strategies for UK Marketers
Step 1
Find Nano-influencers who are in your target audience or are
actively communicating with it. To do this, you need to drill through social
networks and carefully study the profiles of potential candidates. The same
criteria apply here as when working with high-grade celebrities: age, gender,
income, and geographical distribution. The goal is not to reach all followers,
but to find active blogs with topics that are in tune with you. For example,
advertising luxury cosmetics is unlikely to be effective on a blog where the
author shares the news of the mass market.
Step 2
Evaluate not only the style of post design, but also the
technique of communication with subscribers. How often does a Nano-influencer
respond to comments? Does he conduct polls or quizzes? What atmosphere prevails
among subscribers? Remember that the reputation of your company may be affected
by cooperation with a brawler.
Step 3
Respect the blogger’s personal space. Do not insist on your
own promotion strategy. Remember that the Nano influencer knows best the
features of his audience. The advantage of micro-bloggers lies precisely in
creative freedom. Give them the opportunity to tell a story in a format
familiar to subscribers - such an ad comes much better than a post based on the
advertiser's template.
Step 4
Support the initiative of Nano influencers. Perhaps the new
format of presentation of the material will cause a lively response from the
audience and increase sales of your product.
Step 5
Show bloggers that you value them. Material reward is far
from the only method of motivation. It is important for many people to hear
words of gratitude for their support and to take an active part in the public
life of the organization.
Not every blogger with a four-digit number of subscribers
can be considered a nano-influencer. It is important that a person not only
talks about his life or maintains a thematic blog, but also gently advertises
to his followers the products he uses.
Key formats for collaboration with Nano influencers
In Russia, cooperation with micro-bloggers is only gaining
momentum, while in America specialized agencies have long been working. Most
often, they focus on a new generation of social network users. Nano influencers
aged 14-25 have a strong entrepreneurial spirit, they are well versed in the
interests of the target audience and are able to shape public opinion. A huge
plus is that such bloggers are willing to work for a small fee or company
products. In addition, they are much more accurate in their commitments -
unlike Instagram stars.
For example, a blogger with 16 million subscribers
accidentally published not only a post agreed with the advertiser, but also
instructions for it. The publication by Scott Disik cost the Bootea brand 10-13
thousand euros (according to various sources), and its result was a flurry of
criticism from users of the global network. When the blogger noticed his
mistake, he simply adjusted the signature and added the hashtag #ad.
Collaboration with nano-influencers can be arranged in
several formats.
Expert reviews and reviews
This is the most common and probably one of the most
effective placement formats. Product testing is perceived much more positively
than other advertising methods. Especially if the post is as similar as
possible to familiar reviews from relatives and friends. Unpacked videos are
enjoyed by viewers of any age.
Beauty patch blog patches review with 15k followers
Even if you do not cooperate with influencers, it is worth
monitoring the information field for positive and negative reviews. The former
can be referenced by agreement with the bloggers, and the latter must be
practiced. An ardent critic of the brand may well become a no less loyal
supporter. The main thing is to deal with the cause of dissatisfaction.
Social Media Discussion Invitations
A blogger can not only initiate a discussion among his
subscribers, but also tag a representative or company page. An expert who joins
the conversation enhances user confidence. Of course, if he is able to
professionally answer all the questions of followers.
Guest Blogging
Expert columns allow you to attract more attention, increase
your brand awareness. In addition to writing company blog posts, the Nano
influencer can distribute published content on its social networks. True, link
sharing requires special attention: if a blogger is ready to repost any
information for money, you should thoroughly study the quality of his audience.
Most often, such omnivorous goes hand in hand with the cheating of subscribers
and views.
Paid publications
Not the best format for collaboration with bloggers. Paid
publications work well on third-party resources, but in social networks they
look alien and immediately catch your eye. The exception is a series of
publications that talk about the advantages of the product and the features of
its use. But the posts should not be of the same type, written on a carbon
copy.
Ambassador
Strategic level of cooperation with Nano-influencers: an
expert becomes the face of a brand, and the audience associates the company's
products with a specific person. This format allows you to use all the features
of the promotion. It is important to choose the right candidate - a
professional whose values will coincide with the mission of the brand.
For example, Tork actively collaborated with Chef Andrei Makhov.
The brand ambassador took part in the development of a large number of expert
and educational materials. The target audience of the action was restaurateurs
and cooks.
How to evaluate the effectiveness of the influencer?
To evaluate effectiveness, you can use a number of
indicators:
The number of views will show how many people saw the
content over a period of time. But these numbers do not always correlate with
the fact of reading or interacting with the post.
Likes, reposts and comments are more informative. Here you
can use data from public statistics, and not rely on the honesty of the
blogger.
The engagement rate allows you to evaluate the quality of
the blogger’s interaction with the audience.
Sales conversion is the most important indicator. To assess
it, you can apply traffic control from social networks through UTM tags and
promo codes.
According to market research, the loyalty of customers
attracted by Nano-influencers is on average 37% higher than that of those who
come from classical advertising. At the same time, the industry is growing at a
double-digit pace - today the advertising budget is estimated at 6-8 billion
dollars, and about a third of modern children dream of maintaining their blog
or popular page on social networks.
But there is a fly in the ointment in this barrel of honey.
According to EPISINSTA, about 90% of bloggers resort to cheating subscribers
and likes. Against this background, cooperation with Nano influencers looks
even more advantageous - they obviously do not use dubious promotion methods.