Nano Influencers – The Underrated Marketing Strategy

We have all heard the term ‘Influencer’ – a word which is now being used by almost every marketer. Becoming an “Influencer” has become the trend of this generation.

According to the dictionary, an influencer is defined as, “A person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media.”

Influencer marketing has always been the best way to promote your products/service and we see it almost everyday in TV Advertisements. The best example that one can give is a Bollywood Superstar promoting maybe a Car/a Dish Washing bar etc. However, have you ever wondered, do these stars really use these products? Do they actually drive the car they promote? Apparently not.

Despite that, various brands resort to this method, because the people trust them and are enamoured by them. People love them and would take their word quite seriously. This has been a marketing technique being used by a lot of brands for many years.

However, if you had a choice to buy a service/product based on a the recommendation of either a celebrity or by a friend of yours, who’s recommendation would you consider? Would you consider buying a car based on the endorsement of a Superstar or would you buy it based on how has your friend’s experience been about the car? As glamourous as the former may seem, the latter is a more practical option, and that is the kind of impact Nano Influencers bring about.

A nano influencer is nobody different. It is us, the common people, not some celebrity who endorses a particular brand, but common people who talk about something they have used and personally experienced. And we all know that Word of Mouth Marketing, which is exactly what a Nano Influencer does, is one of the best marketing techniques having superior results in comparison to others.

Having said that, the quality of the product needs to be superior, because only then will the nano influencers talk about it in their circles and promote it well. Because who doesn’t love talking about a great product/service, especially if it is given to you at a bargain or at times, even free of cost.

While on social media, the Big Influencers do have the numbers, i.e. the followers, the engagement of Nano influencers is much more than those of these influencers. Since these Nano influencers either know their followers personally or have some kind of connection, it helps them engage with them better and reach out to them on a much closer level than those of the other influencers.

As most of these Nano Influencers are common people, they do not depend on influencer marketing to earn their livelihood. Hence the cost of “hiring” (Asking them to promote you) them is exponentially lesser, when compared to hiring a regular influencer, so much so, that you can actually hire 10 Nano influencers and still have a good budget left to run your other marketing activities.

Being cost-effective, a lot of smaller companies with low marketing budgets can opt for this method to reach out to the masses. This gives them a fair chance to compete with the MNC’s who spend millions of dollars on running advertisements with a superstar endorsing them.

All this information, isn’t just something that I have read off the internet. I personally have tried Nano Influencers for some of my clients and it has worked really well.

So if you haven’t considered Nano Influencers, and are spending a lot of your budget on Influencer Marketing, this is something you should definitely consider trying, because who doesn’t want to save money and still get a better return on Investment, right?