Many local businesses have closed as a result of the pandemic, but those that have survived to face new challenges. Even though “support small business” campaigns have swept the consumer world, catching attention to create more demand hasn’t been easy.
Many people were given a rude awakening when live events and face-to-face interactions came to a halt. In reality, in the wake of the pandemic, 83 percent of local businesses changed their marketing strategies.
People were forced to stay at home when the COVID-19 resulted in a series of lockdowns. It was a time when marketers realized how effective the influencer marketing model is. It was a time when users were in pursuit of some kind of inspiration. Focusing on self-care, learning new recipes, and searching for DIY videos were among them.
The use of influencers, for this reason, isn’t new; however, the use of nano-influencers for ultra-local marketing is still largely untapped. Local companies may penetrate niche structures that are often closely knit and highly involved by engaging with audiences of up to 10,000 followers.
The increase of Nano and Micro influencers is one trend that is expected to expand on a large scale in 2021. It will undoubtedly be one of the most common trends in 2021. The explanation for this is a combination of factors, including low costs, authenticity, and high engagement rates, particularly in the current environment.
Nano-influencers – the inexpensive, efficient, and genuine alternative to traditional influencer marketing. Doesn’t it sound intriguing? On the most recent trend in influencer marketing platforms, here’s the who, what, why.
WHO: While conventional influencer marketing divides influencers into micro and macro-categories based on the number of followers, nano-influencers are largely unnoticed. Nano-influencers are regular social media users with a following of 100 to 10,000 people.
WHAT: Unlike conventional influencers, who are paid by advertisers to influence their fans and curate a certain look, nano-influencers usually receive little to no compensation in return for posting in their own style on their social media site.
WHY: Typical “influencers” aren’t the most influential individuals in a buying decision, according to a study by Social Media Today. This is a reserved area for friends and relatives. More than 60% of survey respondents said that recommendations from friends and family influenced their purchasing decisions, compared to just 23% who said celebrities and influencers influenced their decisions. Although nano-influencers may have limited audiences, their audiences are typically comprised of the people most likely to be affected – close friends and family.
Why should you collaborate with lesser-known influencers?
There are many advantages to working with these developers and changing your social selling approach, including:
1. Nano-influencers have a higher level of engagement with their viewers
Since they have a smaller following, substantive contact and connection are easier to create. Nano-influencers are more likely to respond to almost every comment with genuine responses or to pose a question in return in order to gain a deeper understanding of their followers.
The viewer would be more engaged and trusting if there is more genuine interaction.
2. Their rate of engagement is higher
As previously mentioned, nano-influencer interaction and thus scope is higher than that of other influencer groups, implying that their followers are more likely to see a supported message.
Since they have a greater scope, their cost per impression and interaction is lower.
3. They have a higher level of confidence among their followers
Because of their smaller audience and the type of content they publish, nano-influencers are more relatable to their fans, who see them as a friend. This builds confidence, and as a result, these creators are more cautious about what they support in order to avoid disappointing and losing the audience’s trust.
4. They are more important to your company’s image
Nano-influencers are known for tailoring their content to a particular audience, which is advantageous for brands that cater to a specific industry. It’s also a fantastic way to test your goods and services in a new niche while getting input from influencers and followers.
5. They will help you gain a competitive edge
Smaller influencers are still establishing themselves, so you can notice that they haven’t shared much, if any, supported content in the past. They’ll probably need some help, but including them in your social selling campaign is a great way to build a network of brand ambassadors.
There are many local businesses out there that are still learning the ropes of steering a digital presence. Luckily, they have strong allies on their side — and at little cost. While nano-influencers might need some extra guidance at first, they can help local businesses bridge the gap to their audience and craft engaging stories, which will be vital to capturing consumer attention throughout 2021.