Nano Influencer, ecco perchè vanno trattate con riguardo. La parola a Zaria Koch studentessa di marketing e comunicazione in USA
Riportiamo l’articolo sull’importanza dei “Nano influencer”, di Zaria Koch, studentessa di marketing e comunicazione alla Michigan University, in questo momento qui da noi a svolgere il suo internship con Global Experience (fn.photo)
Nano influencers are active on social media but do not have a large following relative to typical influencers (1-10k). These postings replicate a friend’s recommendation. They are personalized advertisements going out to a small set of followers, in contrast to a post going on a popular, public page for the whole world to view. The personalized element nano influencers have drives more action than mega influencers do. The less followers an influencer has the more engagement they have on their posts. Nano influencers with less than 1,000 followers get an average like rate of 8.03 and a comment rate of 0.56. In contrast, mega influencers with more than 10 million followers get a significantly smaller like rate of 1.66 and a comment rate of 0.053. Although the engagements rates are higher for nano influencers, it is important to keep in mind the size of the follower base on contrasting accounts.
Nano influences are valuable for a number of reasons. First, their motivation behind posting comes from belief and support of the product. This honest sentiment translates into their posts. Followers do not believe these posts are for money, which creates trust with the nano influencer and the brand. The passion for the product also creates influencer loyalty with the brand. Those posting for monetary gain may go elsewhere when a better offer comes around, but nano influencers are more likely to continue work with the company due to their love of the product.
Second, while mega influencers are limited, the choices of nano influences are almost endless with the vast quantity of accounts on social media. Calvin Klein representative Ms. Gulin-Merle voices his opinion on the subject saying, “We generally think that the usual 0.2% top-tier influencers are a limited and sometimes saturated pool, and that we really need to talk to the 2% of our consumer base that are brand advocates and sometimes micro- or nano-influencers”4. When using naco influencers, finding a profile that perfectly matches the company’s product niche can be done with some research.
Lastly, nano influencers are significantly cheaper than mega influencers are, although a company may want a handful of nano influencers. According to a report by Influence.co, nano and micro influencers with between 2,000 and 100,000 followers charge roughly between $137 and $258 per Instagram post3. With multiple posts per influencer and numerous influencers to is vital to keep the price per post as low as possible to see return on investment.
Nano influencers create the best posts when they share a personal story and that followers can relate to. Another nano influencer tactic is to launch ongoing campaigns to remind followers of the brand continuously. This will lead to followers recognizing the brand in different contexts and eventually being able to recall the brand unprompted. When taking a nano influencer strategy, the company can also take the customer created content and integrate it into their brand website, emails, digital signage, emails, and other advertisements. This tactic saves the company money creating the content and gains more attention for their nano influencers.
Lulus clothing brand implemented a nano influencer approach around the University of Michigan campus. The company reached out to a single sorority girl with nearly 3,000 followers and offered free products in exchange for posts on Instagram. As that girl recommended her friends to Lulus for the same agreement, many of them became brand ambassadors. This began to draw attention as they shared many of the same followers and the users saw this brand repeatedly. Not long after, there were many purchases on the University of Michigan campus and Lulus became a recognizable name. When a brand is attempting to increase sales, micro influencers can inspire followers to purchase.