If you’re looking to extend your brand reach right now to help you recover from lockdown during the pandemic, you might want to look into the benefits of nano influencer marketing, given new research revealing that 96 per cent of consumers who follow influencers say they’re with them to the same extent or more than they were before the pandemic.

Carried out by GlobalWebIndex and Influencer, the study found that 37 per cent actively watch live videos, 34 per cent leave comments on posts and watch stories, while 41 per cent engage with them when scrolling through feeds, The Drum reports.

Finding out how different demographics interact with influencers is key to working out the kind of content you’ll want to produce. The study found that Gen Z engage with creator content more fully and are more likely to engage as they scroll through their feed, and are keen to watch video-based content.

As for millennials, it was found that this group actively gets involved and takes part, with approximately one in four saying they enjoy quizzes and giveaways/contests.

In fact, influencer marketing is one of the best ways to go about reaching target audiences, as you can talk to relevant influencers about placing content in front of an audience that is already interested in what you have to offer.

To help drive success, work out your audience first and refine your understanding of them so you can craft the most effective messages and find the perfect messenger to help spread the word.