We’ve said it once and we’ll say it again: big numbers don’t necessarily mean big influence. And that’s where the peer-like power of Nano Influencers comes into play. Nano Influencers, or Nano’s (the much cooler nickname), are everyday Instagrammers with anywhere between roughly 1,000 and 5,000 followers. They live relatively normal lives: no big-time influencer fame or massive paychecks. They could be acquaintances, colleagues, bloggers, local artists – anything really. And that’s exactly the appeal: they’re just like you and me. When a Nano posts about a product, it’s as though a friend – or a friend of a friend – is merely sharing some personal tips on how to make your everyday life a bit better. It’s like choosing a locally grown coffee, hometown brewery, or farm-to-table restaurant: it just feels more trustworthy, transparent, and responsible. And these are the qualities and values that build trust in a brand, get people talking, and ultimately expand your reach and relevance.
Take the collaboration between Callum Paradise and MYL Berlin, for example. This collab worked, and it worked well. Why? Because the brand’s values and the influencer’s values not only align with each other, but also with both of their target audiences. Callum is a makeup artist from Germany, currently based in Berlin, with a following of about 3,500. Here, @callumparadise models for the local jewelry and accessories brand, MYL Berlin. Both he and the brand stand together against prejudice and encourage others to be their true selves.
Photography by https://www.instagram.com/callumparadise/?hl=en
In 2019 the influencer marketing industry is expected to grow at a rapid pace, nearly doubling from 2017. Why? Because what’s also changing at a rapid pace is the definition of what – or who – an “influencer” is. The market no longer relies solely on the Kardashians, Hadid’s, or other big name celebrities (although, they are pretty cool) to advertise products and brands. Instead, 2019 is all about being as reachable and real as possible. And for some, local influencers might not only be more suiting to the brand’s personality, but more loyal, more engaged with customers, and even more cost-effective as well.
Small commissions or free products drive these Nano’s and they’re a great, affordable way for local companies to advertise. A coffee shop, for example, might use a Nano in their community to drive more traffic to their cafe. And all this might cost them is a few free cups of coffee. But bigger brands can also benefit from Nano’s more intimate relationships with niche audiences. Plus, it’s a great way to show customers that your brand supports local artists, activists and economies.
@still_georgette is another Berlin-based influencer and personal blogger who works with local photographers, stylists, magazines and brands all over the city. Here, she models for the Berlin Afro Hair Convention, Curlcon. WIth her following of roughly 3.345, Georgette reaches a niche yet diverse European audience with her colorful, bold and playful style.
Photography by https://www.instagram.com/p/BsqXk6dFRzm/
So, when choosing an influencer to collaborate with, consider shopping locally. Find someone who suits your brand’s personality and shares your values. Make sure you don’t only factor in reach, but relevance too. And instead of asking yourself “how many do we want to impact?”, first ask “how do we want to impact?”.
@charlotte_hym is a Paris-based skateboarder with a following of roughly 6,000. Nike has done a great job shedding light on female skateboarders and supporting them with useful gear. And as Charlotte’s followers count quickly grows, Nike’s surely benefiting as well. It’s a win win.
Photography by https://www.instagram.com/charlotte_hym/?hl=en