Are Nanoinfluencers the new Micro-influencer?

The New York Times has an intriguing article about the newest trend in influencer relations. Nanoinfluencers (those with followers of 1,000-5,000) are touted as the latest answer to how brands can leverage the power of social media influence.

With a smart approach, nanos may offer a value-add in the right situations. Let’s review some of their main benefits and how this can work for or against your brand-building efforts (as we’ve done in the past for micro-influencers).

Nano Benefit: Low Cost

Nanoinfluencers can be seen as cost-effective because most will take products as payment. However, influencer fees are only one “cost” of a partnership. Since they are new to partnerships, nanos may require much more management and time-investment by your team. You can also expect a much higher failure-to-post rate since they have already received the in-kind payment before posting. And, all this to only reach upwards of 1,000 followers?

Nano Benefit: Authentic

Because many nanos are new to brand partnerships, they may be seen as authentic. But this only works if the posts are done well. The article states that many “nanos typically say whatever companies tell them to”. Simply copy-and-pasting brand-created messaging is not going to be seen as authentic by ANY followers and may even work against your brand goals.

Nano Benefit: Creative Brand Content

Our recommendation would be to limit nano partnerships to true brand fans. Those who are already using and loving your product can absolutely deliver authentic brand content that you can leverage on your own social channels. Be prepared that they may require more time and feedback to manage, but the payoff of quality lifestyle content may be worth it to your team.

The bottom line is there is no cheap/easy way to work with influencers if you care about seeing sales results. And while nanoinfluencers may create a slight increase in awareness, they simply don’t have the reach to make an impact on your sales.