If you are selling beauty products, chances are that you’re already marketing across Instagram and other social media networks, but are you leveraging all the potential of social selling?

As an article for Beauty Packaging recently revealed, nano influencers could prove to be the element missing from your marketing mix.

The news provider cited research conducted by CreatorIQ, which found that in the beauty product sector, nano influencers have the best rate of engagement with followers. A nano influencer is defined as someone with between 1,000 and 10,000 followers.

Their engagement rate for these kinds of products was 8.13 per cent. Micro influencers, who have a following of between 10,000 and 100,000 people, were in second place, but their engagement was just 3.03 per cent. That’s quite a difference.

Of course, that’s not to say that the likes of mega influencers can’t also be useful. The research also pointed out that Selina Gomez had the most-engaged with sponsored post in the beauty industry, which had an estimated reach of 107.8 million.

However, the point of nano influencers is to encourage a conversation and to give people recommendations from those they trust, thereby pointing them in the direction of your brand or product. Because engagement among this group of influencers is higher, it’s more likely to lead to sales of your product.

Earlier this year, we also noted that people are engaging more with influencers on social media now than they were before the start of the global pandemic, so if you aren’t already using influence marketing, it’s certainly worth exploring how it could benefit your company.