Geo Targeting Era with Nano Influencers

If one thing is clear it’s that 2020 has shaken up lives in many aspects.

If one thing is clear it’s that 2020 has shaken up lives in many aspects. The pandemic has shaped our behavior, from adapting to a WFH (Working From Home) lifestyle to the way we consume content. Newsfeeds are bombarded by ads from businesses transitioning to online sales, saturating social media. We must scroll through twice the noise to get to the content we want and are building an immunity to paid social ads. It’s no wonder that influencer marketing, with its ability to get brands into newsfeeds through a recognizable face, is taking off faster than ever.

According to Socialbakers, in 2020 the demand for nano influencers has spiked significantly compared to previous years. Since these influencers have a smaller following (nano = 1K-10K), their platform is much more intimate and the level of engagement is much higher. Their intimacy makes their audience more receptive, giving brands an opportunity to reach their audience in a more human way. Nano influencers also give brands an opportunity to align with the influencer beliefs and values, which has proven to be beneficial in these unprecedented times—think Black Lives Matter movement or community-level affinity during tough economic times.

One of the biggest success stories with nano influencers was created by Dunkin, who launched a campaign called “Sipping Is Believing” for a new espresso beverage. The campaign delivered extraordinary results by providing nano influencers the freedom to deliver Dunkin’s message in their own personalized way. Vanessa Lace, a fashion and lifestyle influencer with only 4K followers at the time, achieved an engagement rate of 26%—more than five times the campaign average with a single post—showcasing how niche engagement through nano influencers can truly outperform.

Nano influencers have also proven to be cost-effective in connecting with Hispanics at a local level. Recently, Lisette Melendez, a Hispanic nano influencer from the Bronx that focuses on fashion and lifestyle, worked on a beauty campaign for randco. She created an in-feed post on Instagram, a blog post, and a YouTube video for the cost of $250—showcasing how sometimes less can actually be more for brands.

Audiences are on the lookout for authentic, humanized content within saturated social platforms, and nano influencers often offer exactly what they are looking for. These authentic spaces are an oasis to their followers. Nano influencers produce the kind of content ideal for brands to test within niche markets/subcultures, and they do so in a highly engaging and cost-effective way.

by Andres Talavera, Conill, September 14