Nano and micro influencers’ engagement rate rises higher

Authored by Shantanu Tripathi,  AVP – Social Media, Auburn Digital Solutions

Influencers are becoming a crucial component of brand marketing.  As influencers become more prevalent every day, more and more brands are willingly utilising them in their marketing strategies. The general public has been seeking their favourite influencers for advice on the locations they should visit, the products they should buy, and the activities they should partake in. People have started to rely on influencers' reviews and opinions for an array of products and services. Even though celebrities have historically dominated commercial influence methods, social media influencers have recently taken marketing by storm. 

Inspite of the fact that there are many influencers that have become well-known on social media; marketers have been interested in leveraging micro and nano influencers for a better engagement. Nano influencers have a comparatively modest fan base. While micro influencers often have around 100,000 followers, nano influencers’ following is typically under 10,000. Although they may have a lesser fan base, there is more engagement. Their interaction has a greater impact than many major influencers', which is why businesses have begun relying on them. Their relatable content makes their audience connect with them better than that of macro influencers and is made up of people who interact with them frequently. 

Micro, nano, and local influencers are crucial in connecting brands with a narrowly defined group of consumers subtly and skillfully through direct as well as indirect messaging. Utilising influencers with a smaller following base is more cost-effective and offers a noticeably greater engagement than employing macro influencers, who are more expensive. Budget for influencer campaigns is the biggest obstacle that many small businesses face. For many, it might be challenging to hire celebrities or big influencers. Influencer marketing is becoming more affordable for a wider spectrum of businesses in comparison to celebrities and macro influencers thanks to nano and micro-influencers. 

Apart from good engagement and affordability, nano, micro and regional influencers have more to offer. Plenty of these small influencers have a niche. They have a specific set of audience. While some nano and micro influencers are devoted to sectors like lifestyle and fashion, some are loyal to their category for example finance, law, medicine, marketing, and so on. It is easier to reach this set of audience while working with these influencers. Engaging with these influencers guarantees that companies are only accessing and interacting with consumers who truly have an interest in the relevant sector, which in turn promotes increased social media interactions and conversion rates. In order to and skilfully connect brands with a narrowly defined set of customers through direct as well as indirect messages, it is imperative to be able to connect with the right influencers. 

Shantanu Tripathi, AVP – Social Media, Auburn Digital Solutions, said, “Influencer marketing has made social media marketing more challenging yet more accessible. Reaching out to a wider range of audience has become easy and has changed ways of digital marketing. Reaching to a regional set of target audience to help get more brand conversions have been made possible with an impressive engagement rate given by multiple sets of nano and micro influencers. As time goes by, the partnerships between brands and small following base influencers will only increase.”

This year, Lakme Fashion Week allowed micro influencers to walk the runway, including Ekta Rajani, who has previously worked with several companies including Levi's and Grazia. Pallavi Modaninja has partnered with companies including Lifestyle Asia, Smoked House Deli, and Levi's. Myntra interacts extensively with nano and micro influencers using the widely used hashtag #StyleSquad.