Nano and micro creators: the gold mine of Influencer Marketing

Expert commentary on the new wave of micro- and nano-influencer hiring by brands

With the advancement of digital platforms, new business models have emerged based on the production, consumption and distribution of content on media such as YouTube, Facebook, Instagram, Pinterest, TikTok. It is in this context that the economy of creators is developing, professionals who, through their digital presence, use creativity, influence, marketing and visibility as the main productive resources and, more than ever, generate their own income.

According to research by HootSuite, a North American system specializing in social media brand management, the estimated global revenue by 2027 will be $480 billion.

Although there are big names and celebrities within the creator economy, the niches of nano and micro influencers, those who have less than 10 thousand followers and up to 50 thousand followers and who work in different segments, have gained greater importance in marketing strategy of brands and companies, mainly due to their high engagement rates. According to a survey conducted in the US by Hypeauditor in 2022, the average engagement rate for nano and micro influencers was 2.53% that year, compared to 0.92% for mega influencers and celebrities.

The uniqueness of these two groups lies in the close connection they establish with a specific audience. Their content is generally tied to specific themes, passions, or niches, giving them the title of respected experts in their respective fields.

A HubSpot study showed that approximately 50% of millennials trust product recommendations from micro- and nano-influencers. That recognition drops to 38% when suggestions come from celebrities and mega-influencers.

“The big attraction in using this strategy is the engagement of these creators, who are able to build narratives in a more humanized and natural way, presenting greater credibility to their audiences and creating more authentic connections with consumers,” comments Beto Sirotsky, Co. -CEO of BPool, working to transform the contracting of marketing services, including strategies and tactics for influencer campaigns.

Since Brazil has the second largest number of influencers of all sizes, behind only the United States, according to Nielsen research, Beto Sirotsky lists four advantages for investing in the nano and micro influencer segment.

• Cost effectiveness: Hiring nano and micro influencers can be considered an advantage due to lower advertising costs, making partnerships more accessible for brands;

• Relevant involvement and growth potential: By having a more segmented and engaged audience on specific topics, micro influencers generate more authentic and genuine engagement, which increases traffic to sales sites and generates greater customer loyalty;

• Credibility and trust: Followers of micro influencers often have a closer relationship of trust with them, which increases the credibility of the recommendations made. Furthermore, this influencer niche maintains greater consistency in results by creating a more genuine relationship with the promoted product,

• Reach specific niches: The ability to communicate with segmented niches makes micro influencers a major attraction in advertising markets, allowing brands to reach specific target audiences and target content based on the segmentation performed, generating greater engagement.

Watch the video with commentary by Alexandre Manisck, coordinator of the strategy and planning bootcamp of the Miami Ad School and CSO of Social Talent, a company that is part of BPool and handles the hiring of influencers.

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Source: Terra

Rose

Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.