The influencer market structure is thriving in these somewhat challenging times, as people, in general, are spending a significant amount of time online.
More people are engaging with influencers than ever before, with engagement with sponsored posts doubling during lockdown, according to research undertaken by Shareable. When engaging with influencer marketing it is important to know what your goals are to get the most out of the platform.
The Scale of Influence
Part of the reason why nano-influencer marketing is incredibly good value is based on an inverse proportion between the amount of support an influencer has and the personal connection they have with each supporter.
With Nano influencers, who have less than 1000 followers, they are usually highly trusted in small communities and are effective opinion leaders. For these followers, their opinion holds far greater sway per person than a micro-influencer (between 1000 and 100,000 followers), a macro-influencer (between 100,000 and 1m followers) and mega-influencers (the huge over 1m follower celebrities usually associated with influencer marketing.
The more followers an influencer has, the more eyes they have on your product but also less of a direct connection between the brand and the influencer. People know they have been sponsored to say the positive things they are saying about their product.
A tailored, effective nano-influencer campaign will have a much greater impact, as there is a much greater level of trust between the influencer and their audience.
Know Your Market
Different markets have greater potential for influencer-led marketing than others. The beauty industry has shaped itself heavily around influencer marketing and a similar approach has been seen with the video game markets.
Honesty, authenticity and aligning with your brand are key to ensuring an influencer campaign works for your company.