During the past 12 months, fashion brands have increasingly turned to nano influencers as a major marketing tool, according to an article in Fashion United. Nano influencers typically have smaller audiences of between 1,000 to 10,000 followers, but they have built them up through engaging content, and are therefore more likely to have a trusted impact.
The report suggests that aside from the genuine and dedicated following provided by a nano influencer, they are also more suitable for businesses with limited marketing budgets. Even bigger firms have had their finances badly impacted by the Covid restrictions, so hiring a non-celebrity to promote the brand on social media makes sense.
Amanda Amar, Aldo’s brand’s global director of social media and PR said: “Nano-influencers have created some of the top-performing content we’ve ever posted. It informs our brand team on what they should [create in-house]. So there’s a lot to gain. You have to look beyond the big glossy number at the top of [Instagram].”
Nano influencers were in a great position to respond instantly to audiences stuck at home during 2020, as they were generally in the same position themselves. Meanwhile, the celebrity Kim Kardashian managed to alienate followers by flying her friends to a private island to celebrate her 40th birthday, when millions were enduring hardships and loss.
Amar pointed out another benefit of working with the nano influencer: “Working with these people is also a great way to start and test, often somebody who’s just an incredible content creator that will eventually blow up. It’s better to be with them from the get-go, [foster] that loyal relationship and grow together.”
Even as the lockdown restrictions ease in the UK, the boom in ecommerce is predicted to continue, as 10 years of growth in the sector were compressed into a few months. The higher social media engagement rates which are possible with an authentic influencer are therefore an essential marketing tool in 2021.
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