Why Overlooking Nano Influencers Could Cost You in 2022

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Why Overlooking Nano Influencers Could Cost You in 2022



Are you thinking of jumping into influencer marketing by using nano influencers? Or maybe you’re curious about what actually differentiates each level of influencer. Read on to learn about how to define a nano influencer, what the advantages of working with them are, and how much it might cost to run an influencer campaign with a nano influencer for your mobile app or product.

The Rise of Influencer Marketing

Influencers have made quite a boom on the marketing scene in the past few years. Even with the major changes and setbacks from Covid-19, the Instagram Influencer Marketing market reached $5095.51М by the end of 2020. TikTok star, Charlie Damelio, expanded her fame with 784% follower growth on Instagram and the launch of a reality show on Hulu. Influencers have become part of the fabric of digital marketing, which is why it’s essential to understand the different levels of influencers and how working with them can be an asset to you. Nano influencers are a particularly great target level for startups and small businesses for a variety of reasons. Read on to learn more about them and how they can help your mobile app or product grow in popularity and usage!

What Are Nano Influencers?

Depending on your resource, the minimum amount of followers required varies. But the general consensus is that a nano influencer is one whose Instagram following caps out at about 10,000. They normally post about a specific niche and have followers that are interested in that topic. While nano influencers have the smallest amount of followers of all the types of influencers, they also tend to have the most engaged follower base. According to HypeAuditor, nano influencers with less than 5,000 followers led the pack with an average engagement rate of 5% in 2020.

On TikTok, a nano influencer is someone who has 1k-5k followers. The average engagement rate for this level was 17.89% in 2021, once again the highest of all categories. Nano influencers are a small but powerful type of influencer for you and your company to partner with in order to promote your product.

Why Work with Nano Influencers?

As mentioned above, nano influencers have small followings, but high engagement rates. This is an appealing mix for brands because it offers the opportunity to capitalize on a following without spending the entire ad budget. But there are a variety of other reasons that nano influencers have appeal:

Brand Trust – Nano influencers are known for having a lot of credibility with their followers. Someone who routinely posts about travel and then does a collaboration with a hotel booking app, is more likely to have people trust their recommendation. Even if the influencer is clearly being paid to post about the product, their audience believes that they are agreeing to the arrangement because they genuinely believe in the brand.

Accessibility – Because nano influencers have smaller followings and internet presence, they manage their own accounts. This means that if you reach out, you’re likely to connect with the influencer directly rather than having to go through a manager or automated email chain. That simple communication can save your company a lot of time and effort and that certainly makes working with a nano influencer more appealing than jumping through many hoops to work with a larger influencer.

Higher Engagement – Because nano influencers have small followings, their audience is very tuned into everything they post. This means that a post a nano influencer makes about your new dating app will likely result in more downloads and usage than the same post from a macro or mega influencer who has many Instagram followers but receives less engagement.

Affordability – Because nano influencers don’t have the most followers on Instagram, TikTok, or Youtube, they normally charge less for their collaborations. eMarketer research revealed that on average, nano influencers charge $100 for an Instagram post, $114 for an Instagram video, and just $43 for an Instagram story. Want a nano influencer to record a TikTok marketing your mobile app? On average, this will cost you between just $5-25. There are also many nano influencers who are willing to work with brands in exchange for giftings or commissions, meaning that your upfront cost could easily be $0 for a nano influencer collaboration.

Finding Nano Influencers to Work With

Once you’ve decided that a nano influencer is the way to go, you’ll want to reach out to them to express your interest in a partnership. There are a few ways to do so without much trouble:

  1. Top Lists – there are multiple lists available on the internet for top influencers in each level as well as in different niches. These lists will link directly to each listed influencer so you can DM them or contact them as directed in their Instagram profile.
  2. Hashtags – If you have a dedicated social media person on your team, or the bandwidth on your own, you can find nano influencers by following hashtags on Instagram. If your app relates to ‘clean beauty”, you can search this hashtag and look up the top posts in order to find influencers in the niche who you can reach out to.
  3. Influencer Databases – If you’re looking for an even quicker way to find influencers that might work with you, you can join a database or subscribe to a newsletter that will bring fresh new profiles and stats to you with the click of a button. Upfluence is a popular site with a large database and the capacity to contact between 500 and 5k influencers monthly depending on your plan.
  4. Influencer Marketing Agencies – If all of the above options sound overwhelming to you, or you lack the resources to devote to searching and contacting all the options yourself, you can work with an influencer marketing agency instead. These companies are versed in the influencer market and will reach out to and negotiate with influencers on your behalf so that all you have to do is choose your favorite from a shortlist and share with them your creative direction for the campaign.

Working with influencers can seem daunting at first, but once you take the leap, you’ll see the many ways that they can offer you a high ROI for your efforts. Starting off with nano influencers means that you can have an easier entry into the world of influencer marketing by working with influencers eager to join forces and grow together in the social media world. Don’t miss out on the opportunity to grow brand awareness, increase active users, and drive positive engagement as soon as possible.


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