“Silence is the last thing the world will ever hear from me.”— Marlee Matlin
Influencer marketing has gained wide success in the past few years. Brands readily invest in their products to get shared over social media, entering into a huge audience. Social Media influencers are not just the “verified” accounts on social media platforms, but have levels which are probably not much known.
The category of “think celebrities” are mega influencers with more than a million followers. A second category is the macro-influencers with followers in the mid range from 500k – 1 million. From the 50 k to 500 k followers range, there is a level of mid-tiers. Micro and nano influencers are the ones with 10k to 50k and 1k to 10 k respectively. Number of followers in comparison with another category brings up this tier.
Micro and Nano influencers shouldn’t be considered inferior as the number of followers is comparatively less. Jill Smokler, who is one of the best selling authors of the New York Times, is a micro influencer. She has 9598 followers on Instagram as of now. Posts similar to what is posted on her blog Scary Mommy are shared here too. Being a public figure and having proven writing skills, she also shares a podcast series named ‘she’s got issues.’
Such social media figures, similar to Jill Smokler, do exist. And the fact is nano and micro influencers are as important as the macro and mega influencers.
According to a statistics by FashionUnited, micro influencers have 8.7% greater engagement rates compared to other influencer types. For any social media platform like Facebook, Twitter or Tiktok, the accounts engaged from the insight section marks the same. Mega and Macro influencers have millions of followers to look over and the engagement rate is much lower as they have huge followining.
The follower audience too, are better original for influencers with lesser number of followers. This shows that micro and nano influencers have a more percentage of real audience. The authenticity of the small influencers is infact found to be high. They are considered more credible when it comes to influencer marketing. Brands too have started recognising this, which makes nano and micro influencers also creating sponsored content. Another plus point from the brand’s side is that they will have pay lesser for the influencers with less followers. Hence the small influencers too can have necessary collabs opportunities and growing brands, can have trustworthy marketing in a lesser pay.
Not just a top-listed social media influencer but also the nanos and micros have its own benefits as it is better targeted on a specific audience. The impact can also vary, teaching the big is not always the best.
