How nano- influencer advertising and marketing has affected the general digital advertising and marketing
Each nano-influencer produces a certain type of content and therefore has a dedicated audience that allows brands to easily find their target audience.
From Aaradhya Khanna
The digital media and branding space has seen a remarkable increase in recent years due to an exceptionally high level of digital media consumption by audiences from almost all age groups and socio-economic sectors. The rapid demand for digital media also resulted in a large pool of content creators who have the power to influence their followers on various social media channels such as Instagram, Facebook, Twitter, and LinkedIn, to name a few.
While the concept of influencers seems to be a suddenly hyped and new term, it has been a part and practice for centuries. Dating back to the 1760s, influencer marketing pioneer Josiah Wedgwood made ceramics for the British royal family to influence people and their thoughts. Then came the era of Web 2.0, in which the concept of word of mouth marketing was heavily implemented. With the availability of a large audience on social media, influencer marketing has become the new normal, with brands investing a large portion of their marketing budget in brand promotion through influencer marketing.
Reasons for the Rise of Nano Influencer Marketing
Nano influencers are influencers who have a limited audience. These are not celebrities with over 1 million followers on social media, but some of the simple folks who have been able to grab the audience’s attention through their unique and engaging content. Such influencers can have around 1,000-10,000 followers who focus on a specific niche based on the type of content they produce. The brands devote about 10% of their brand promotion budget to influencer marketing and mostly focus on nano-influencers who can reach their target audience.
The main reasons for the rise of nano influencer marketing are:
- Increase in consumption of digital media: From 2012 to 2018, an increase in social media usage from 5 hours 37 minutes to 6 hours 45 minutes per person was recorded. In Generation Z, who fall into the 16-24 age group, this consumption rate is even higher. The average consumption of these young people is given as 7 hours 44 minutes for a typical day. These numbers indicate the amount of time people from all walks of life are spending on social media. As a result, brands are also focused on getting the most out of this readily available audience pool.
- Nano influencers have a niche: Each nano-influencer produces a certain type of content and therefore has a dedicated audience that allows brands to easily find their target audience. This optimized audience is helpful for the brands so that they can achieve higher returns with minimal investment.
- A target group that the brand ambassador trusts: Nano influencers have a very close group of people that they interact with on a daily basis and build an online bond that is based on admiration and trust. Here the brands take the opportunity to develop strong word of mouth. The audience believes in the influencers and, conversely, influencers mostly only promote the brands they believe in.
- Cost efficient: Nano influencers are very inexpensive and don’t charge as much as a celebrity or familiar face. However, with their dedicated reach, they reach the masses and are more connected to their audiences than a celebrity with millions of followers, which serves as a huge plus for the brand in converting leads into sales.
Effects of nano influencer marketing on digital marketing
- While nano influencer marketing works wonders for both small and large businesses, it also has its pros and cons for the digital marketing industry.
- Digital marketing isn’t just focused on influencer marketing, it has several other facets. However, with the sudden surge in nano influencer marketing, there has been a regression in other areas of digital marketing such as paid ads, paid promotions on websites, etc.
- Nano influencer marketing will slowly and gradually become the most invested sector in digital marketing. It is the sense of personalization that is lacking in other types of digital marketing plans that nano influencer marketing covers very much.
- With the increase in revenue generation and engagement in social media by nano-influencers, digital platforms are investing in the development of more and more apps that provide a platform for all influencers to showcase their talent.
Hence, nano influencer marketing is the future that has only just begun and those who invest in this practice are sure to make big profits. The fact that certain brands also hire nano-influencers on a contractual basis proves that this profession is also recognized and on the rise.
The author is the CMO of Gem Selections. Views expressed are personal.
Also read: D2C brand SkinKraft spends 80-90% of advertising revenue on digital money
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