A report released by Influencer Intelligence has revealed that nano-influencers have been the most popular influencer tier over the previous 12 months.

The report, ‘The Rise Of Nano-Influencers’, was based on surveys of 359 marketing specialists on the emerging of the newest digital influencer. Typically, nano-influencers are classified as content creators with a natural aptitude for influence, with 1,000 to 5,000 social media followers.

“They typically have a particular skill, voice or expertise in a niche sector so they are able to drive their audience to action,” outlines the report.

According to the report, 76 per cent of those surveyed had already been collaborating with nano-influencers in the past year, which suggests that they are the most in-demand tier for brand collaborations.

This was closely followed by micro-influencers and in comparison, top tier influencers only received 35.6 per cent of the vote.

Of the 24 per cent not currently working with this group, 43 per cent intend to start doing so in the next year and 35 per cent after one year, indicating nano influencer outreach is in the pipeline for many marketers.

69 per cent of respondents stated nano-influencers had boosted consumer engagement with their brand. Additionally, 45 per cent of respondents were attracted to the higher engagement rates that nano-influencers can offer.

On the subject on whether nano-influencers require formal contracts, the opinions were divided. Some felt it unfair to ask nano-influencers to sign a legal agreement due to their lack of experience, while others think nano-influencers should be treated the same as any other influencer partner to help protect both parties and mitigate risk.

Rahul Titus, head of influence at Ogilvy said: “I think people assume contracting will be a faff and painful, but actually, the amount of protection a contract brings for a brand, as well as the influencer, is indispensable. We would never recommend working with an influencer without a contract.”

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