We all know that influencer marketing has been a major strategy for companies and brands. However, there has been a huge shift ! Marketers have hit the jackpot and discovered the power that nano influencers possess.
According to the State of Influencer Marketing 2019 report the average Instagram engagement rate (ER) for influencers with 1 million+ followers is 1.97%, while the ER for influencers with 1,000 – 5,000 followers is 5.60%. The higher the ER, the more active the audience—and because nano-influencers tend to have personal relationships with many of their followers, their audiences tend to be very active.
Industry data also confirms a steady rise of smaller influencers overall. According to CreatorIQ, in 2016, for every macro-influencer campaign, there were three featuring micro- or nano-influencers. In 2018, that number tripled. For every macro-influencer campaign, there were nine featuring micro- or nano-influencers. While more and more brands are partnering with nano-influencers, they are still a largely untapped group, mostly due to sheer volume.
Check out HypeAuditor’s report and blog site! It estimates that 85.4 %of all Instagram influencers have between 1,000-20,000 followers, with 0.3 %boasting 1 million+. This gives brands a multitude of potential micro- and nano-influencer partners—decreasing the chance of working with partners who have overly branded feeds and making it easier—and cost-effective—to scale programming.
Scott Cook put it right when he said, “A brand is no longer what we tell the consumer it is — it’s what consumers tell each other it is.” If you want a level of control on the conversation that happens between consumers authentically, you need to befriend the powerful voices of nano-influencers!
This is just the beginning for nano influencers! Tell me what you think about the rising impact of nano influencers? Comment below and lets chat.
There has been a lot of conversation online about the new FTC guidelines and it has every influencer on their toes! The Federal Trade Commission is an independent agency of the United States government whose principal mission is the enforcement of civil U.S. antitrust law and the promotion of consumer protection.
The FTC works to stop deceptive ads, and its Endorsement Guides go into detail about how advertisers and endorsers can stay on the right side of the law.
If you endorse a product through social media, your endorsement message should make it obvious when you have a relationship (“material connection”) with the brand. A “material connection” to the brand includes a personal, family, or employment relationship or a financial relationship – such as the brand paying you or giving you free or discounted products or services.
Telling your followers about these kinds of relationships is important because it helps keep your recommendations honest and truthful, and it allows people to weigh the value of your endorsements.As a nano influencer, it’s your responsibility to make these disclosures, to be familiar with the Endorsement Guides, and to comply with laws against deceptive ads.
The video above does an awesome job at explaining the new FTC Guidelines. For more influencer marketing information you guys should check out the creator of the video Alex Wilcock’s , Youtube channel!
When to Disclose
Disclose when you have any financial, employment, personal, or family relationship with a brand.
Financial relationships aren’t limited to money. Disclose the relationship if you got anything of value to mention a product.
If a brand gives you free or discounted products or other perks and then you mention one of its products, make a disclosure even if you weren’t asked to mention that product.
Don’t assume your followers already know about your brand relationships.
Make disclosures even if you think your evaluations are unbiased.
Keep in mind that tags, likes, pins, and similar ways of showing you like a brand or product are endorsements.
If posting from abroad, U.S. law applies if it’s reasonably foreseeable that the post will affect U.S. consumers. Foreign laws might also apply.
If you have no brand relationship and are just telling people about a product you bought and happen to like, you don’t need to declare that you don’t have a brand relationship.
How to Disclose
Make sure people will see and understand the disclosure.
Place it so it’s hard to miss.
The disclosure should be placed with the endorsement message itself.
Disclosures are likely to be missed if they appear only on an ABOUT ME or profile page, at the end of posts or videos, or anywhere that requires a person to click MORE.
Don’t mix your disclosure into a group of hashtags or links.
If your endorsement is in a picture on a platform like Snapchat and Instagram Stories, superimpose the disclosure over the picture and make sure viewers have enough time to notice and read it.
If making an endorsement in a video, the disclosure should be in the video and not just in the description uploaded with the video. Viewers are more likely to notice disclosures made in both audio and video. Some viewers may watch without sound and others may not notice superimposed words.
If making an endorsement in a live stream, the disclosure should be repeated periodically so viewers who only see part of the stream will get the disclosure.
Use simple and clear language.
Simple explanations like “Thanks to Acme brand for the free product” are often enough if placed in a way that is hard to miss.
So are terms like “advertisement,” “ad,” and “sponsored.”
On a space-limited platform like Twitter, the terms “AcmePartner” or “Acme Ambassador” (where Acme is the brand name) are also options.
It’s fine (but not necessary) to include a hashtag with the disclosure, such as #ad or #sponsored.
Don’t use vague or confusing terms like “sp,” “spon,” or “collab,” or stand-alone terms like “thanks” or “ambassador,” and stay away from other abbreviations and shorthand when possible.
The disclosure should be in the same language as the endorsement itself.
Don’t assume that a platform’s disclosure tool is good enough, but consider using it in addition to your own, good disclosure.
Let us all be mindful and responsible with our duties as nano influencers! Comment in the comment section and tell me what you can do to be more responsible . Don’t forget to email subscribe for post updates!
“The core of influencer marketing lies in building a solid relationship to ensure mutual value creation“. Dr. Konstanze Alex Brown
This is absolutely one of my favorite quotes from Veloci. In order to be a successful nano-influencer, authenticity is necessary and critical to building an online brand. Followers must trust nano influencers content. They have a bigger responsibility because of the close knit relationship they have with their audience.
According to Yahoo Finance , nearly three quarters (72%) of all Generation Z and millennials follow influencers on social media. Fifty-two percent of the surveyed Gen Z and 50% of the millennials say they trust influencers to give good advice about the brands and products they’re promoting.
Nano-influencers have stronger connections with their audience. They have established a good dialogue with them and one-on-one communication, which is much more intimate and engaging. They really talk to their audience using comments on their posts, they know the most loyal followers and love to interact with them. Check out this amazing blog by Jeff Bullasfor more amazing influencer authenticity quotes.
The engagement rate of nano-influencers is twice as high as that of other groups of influencers which has a huge impact on reach. The higher the engagement rate the more an influencers followers will see a sponsored post. This means they have higher reachability, thus the cost per impression and engagement would be much lower.
Personally, I like to follow nano influencers because they are “average joe’s” that I can relate to. I trust their word and input more than a celebrities because we have shared experiences. Corporate Curly, @Corporate_curly on Instagram happens to be one of my favorite nano influencers. Why? because she gives honest reviews including bad ones. I appreciate honesty! She also lives a similar lifestyle and share similar interest so therefor I trust her when she gives product reviews and recommendations. Definitely check out her blog!
I wanted to share my passion for influencers so badly, I made a video for you guys! This video talks about the importance of authenticity and highlights how to showcase authenticity online as a nano influencer. Are you a nano influencer? Are you someone who wants to know how to build your authentic brand online? Or you just want to know more about nano infleuncer authenticity? Then check out the video below. Make sure to subscribe to the mailing list for more blog and video updates! Comment below and tell me why you choose to trust nano influencers?
You’re most likely wondering , “what that heck does Nano Influencer mean”? That it ok! You are at the right place. This blog will guide you in understanding more about Nano-Influencer’s and the benefits, how to successfully operate an online brand, and best tips and practices.
You’re here because you’ve most likely heard this term buzzing around online! We all know, social media influencer’s are booming. Everyone knows one, wants to be one, or they are one. But what is a Nano Influencer? Lets take a quick look at the list below
Normal everyday people who have a niche passion they want to share.
Approachable and have higher engagement. through conversation.
Simple right?! You may already know a Nano Influencer, you may even be one! Nano Influencer’s are everyday people who have a niche passion they share in many different ways, and you know what? They are the most effective influencer of all influencer types.
The industry is actively seeking Nano Influencer’s
Their engagement is twice as high as other influencer’s.
Audiences trust them!
They give a competitive edge.
Cost effective and easy to scale.
They have closer relationships with their audiences through one-on-one communication, which is much more intimate and engaging. Their engagement rate is much higher than other influencer’s. The engagement rate of nano-influencer’s is twice as high as that of other groups of influencer’s which has a huge impact on reach. The higher the engagement rate the more an influencer’s followers will see a sponsored post. This means they have higher reachability, thus the cost per impression and engagement would be much lower.
People trust nano influencer’s more, they are more careful about choosing a product or service for advertisement because they don’t want to disappoint and lose the audience’s trust. Nano-influencer’s are the best option for brands and companies to use. The product will get an endorsement from an audience because of an established trust towards the nano-influencer with whom brands decide to collaborate. People trust niche influencer’s more, they give a competitive edge, they are more cost-effective, and they are easy to scale.
Nano-influencer’s are the best choice for startups and small businesses or for those who want to scale their presence on the market with a limited budget. These benefits are what make them the most resourceful and efficient of all influencer groups.
In short, it’s time to to realize the POWER Nano Influencer’s posses. They are sitting next to on the bus, teaching in front of the classrooms, Cooking you’re food and they are sharing that online with others. We all have a bit of Nano in us. It’s time to share that with others.
Bring Your Own Brand 