As established previously, there are 4 types of influencers brands can work with. This article focuses on nano influencers and why you should start working with them.
Most of us are familiar with micro-influencers but it doesn’t actually stop there. Nano influencers are the dark horse of the industry but they’re not talked about as much - here’s where Partipost comes in.
In short, nano influencers are individuals with up to 5,000 followers on their social media platforms and have the highest engagement rates compared to other influencer types. Nano influencers have the closest relationship with their followers whom they frequently interact with. They are friends; someone their followers can count on - making them the most authentic and trustworthy of the lot.
Benefits of engaging nano influencers
Authenticity
Since nano influencers have the smallest audience compared to other influencer-types, they are the ones who treasure every single follower and are constantly motivated to share their honest thoughts on a subject matter. Furthermore, it’s easier for their followers to know them on a deeper level and have a genuine friendship. According to Digital Marketing Institute, almost half of consumers rely on influencers when deciding on products to purchase.
High engagement rates
Engagement rates are basically the number of interactions between influencers and their followers - likes, shares and comments. Since nano influencers have the lowest following count compared to the other influencer-types, their engagement rates are the highest. Our data shows that influencers with 5,000 followers and below rakes in about an average of 7% to 10% in engagement rates!
Niche audience
Influencers from other tiers generally dabble across different or generic categories like lifestyle and therefore their followers may have different interests. Nano influencers are perfect for brands as they create more targeted content e.g. food solely from local restaurants and their followers follow them because they are interested in finding out the best local restaurants.
Cost-effective
Engaging nano influencers is a great way to maximize your marketing budget. The budget for one macro influencer can easily accommodate 50 nano influencers!
Now that you know nano influencers better, how do you truly measure their effectiveness on your campaign?
Below are several key indicators you may take into consideration.
1) Reach
Regardless of industry, all brands covet maximum reach as it indicates the total number of people who can see their advertisement. However, getting a suitable space to display ads doesn’t always come cheap. In fact, Statista reported that ad spend has been growing since 2010, with Asia Pacific being the second biggest spender.
With the rise of active social media users comes the decline of traditional advertising as brands are quickly turning to social media advertising to stay afloat. At the end of the day, for people to see your advertisement, it has to be displayed on a platform they use frequently. That said, influencers have proven themselves useful in promoting brands via their social media platforms.
If you pushed out an influencer marketing campaign, these are some of the common questions you should be asking yourself: Are more people aware of your brand and product offerings after influencers share about it? Are you receiving more profile visits and views on your branded content?
How to measure: Track your mentions, keywords, hashtags used, social media posts and profiles. It sounds tedious but there are online tools to reduce your workload by measuring your social media reach and impressions all at once.
Doing a comparison before and after influencers promote your product will give you a good gauge of the value they add in raising awareness for your campaign. Getting influencers to include a unique link to your campaign is another good way of tracking their effectiveness by understanding the click-through rate.
2) Engagement
Engagement rate (essentially the number of likes, comments and shares of your social media posts) is a sure way of learning about the type of content consumers enjoy receiving and gives you an idea of how to attract them. Putting out content tailored to your audience keeps them interested in coming back for more thereby expanding your customer base.
Tip: Content should be creative, straightforward and relatable to instil positive feelings toward your brand.
Comments help you understand how your fans and that of the influencers really feel about your brand. Moreover, it would appeal to potential leads and encouraging interaction builds a sense of belonging.
How to measure: There are many social media analytic tools out there which calculates data across different platforms but Hootsuite is one of the widely-used tools. For a more manual approach, the total engagement garnered by all the influencers you worked with is basically the sum of all their likes, comments, and shares related to your campaign.
3) Sales
According to Tomoson, the majority of the marketers they surveyed indicated that sales were the most crucial metric where influencers come into play. After all, engaging influencers cost money and the end goal for any business is to maximize profits.
A good question to ask yourself is “are you profiting more after tapping on influencers to promote your product?” Different influencers have different styles of crafting their content, and appealing ones directly drive sales. Click here to learn how influencers can help in encouraging purchase.
How to measure: Provide influencers with a unique code to enter during the buying process to track the influencer to the sales they manage to achieve.
4) Website traffic
Is your customer base growing? How good is the brand at keeping customers coming back for more?
How to measure: Take note of website visits - are they repeat or new customers? How long are they spending on your site? What are their shopping patterns? How many times do they visit your site? Do they go through with the purchase? Identify the sources of traffic (direct, search, or referral from other sites/ influencers). Google Analytics is a great tool for tracking site website traffic, and enables you to generate reports for easier reference.
In a nutshell, nano influencers are perfect for brands with a smaller marketing budget and are the Davids of the industry - small but powerful. They are not only the most reliable source of information for consumers but also have the greatest levels of two-way communication with their audience.
Ready to embark on your marketing journey with nano influencers? Let us guide you step-by-step!
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