Nano influencers: how brands increase the ROI of their marketing campaigns?

Collaboration with nano-influencers is increasingly synonymous with mega-success. Less popular than star influencers with large followings, these influencers are nevertheless excellent brand ambassadors, authentic and loyal. Discover how brands are maximizing the ROI of their campaigns by partnering with influencers in this category.

Who are nano influencers?

Nano influencers are consumers with up to 1,000 social media followers. They have a very personal relationship with their community and interact with it directly through posts, likes, comments or private messages. Their community consists of friends, family or people around them, and most of their posts contain personal content. They collaborate with brands that they are passionate about and share common values ​​with.

4 good reasons to partner with nano influencers

1. High employment rate

Brands are increasingly choosing to work with nano-influencers because their communities have high engagement rates across all social networks. The higher the engagement rate, the stronger the connection between the creator and their audience and the higher the conversion rate. Take TikTok as an example, their average engagement rate is 17.69%, while that of star influencers is 4.96%.

2. The ability to attract hundreds of consumers

Unlike paid influencers, nano-influencers receive free products in exchange for sharing their personal opinions on social media or with others, not money. Brands can activate hundreds of nano-influencers for the same budget they would spend on a few paid influencers. Plus, since their content isn’t paid for, it’s considered more authentic and more authentic in the eyes of their community.

3. Lots of generated content

Content created by nano-influencers is called UGC (user-generated content). This includes reviews posted on product recommendation platforms or on the brand’s website, social media posts, blog posts, etc. includes. This type of content has great value for consumers. 79% of them say that posts created by other online users influence their purchase decisions. By engaging nano-influencers for their marketing campaigns, brands ensure they have quality content such as images, videos and testimonials that they can promote to increase conversion rates.

4. Competitive advantage

Most brands underestimate the potential of nano-influencers due to their sparse communities. Those who choose to work with them can use this strategy to gain a competitive advantage. In most cases, brands won’t find competing ads on nano-influencer profiles. Most likely, the content they create about a brand will be the first ad in their account.

Nano influencers: increased sales and ROI

Many brands, such as Starbucks, Old El Paso or even Diadermine, are aware of these advantages and are already betting on campaigns with nano-influencers like those offered by the agency. TERRITORIAL IMPACT.During an Old El Paso brand product launch, food manufacturer General Mills actually sent 5,000 nano-influencers to Mexico to offer them the opportunity to try Old El Paso products over lunch. Influencers were able to test new products and new recipes with their loved ones. The result is convincing: about 760,000 impressions on social networks, an ROI of 2.4 euros in the test area and an overall increase in market share of 27%. After studying about fifty TERRITORY Influence campaigns by IRI, we determine. on average, brands can increase sales by about 12% per product and 6% across the entire product line. The average ROI for the campaign is estimated at 4 euros.

With nano-influencers, brands can do well and have a real impact on their sales. Click here for more information and Influencer Marketing campaign results.

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