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Brief Published: 27 Nov 2020

Brands Should Pivot to Nano-Influencers, New Data Suggests

Partnering with nano-influencers – a social media influencer with between 1,000 and 5,000 followers – is becoming a key strategy for brands with budgets constrained by Covid. New data suggests that while making economic sense, nano-influencer collaborations are also effective in terms of reaching highly engaged audiences.

Nano-influencers may take over from micro-influencers (those with between 10,000 and 50,000 followers) as key brand partners in 2021. Micro-influencers have been at the heart of many brand campaigns in the past couple of years (see Future of Authenticity: The State of Influencer Marketing for examples), and new research from global social media marketing firm Socialbakers reveals that over the last 16 months, around 40% of all brand social media influencer partnerships were with micro-influencers.

However, new data from US influencer marketing agency Traackr reveals that Instagram influencers with fewer than 50,000 followers offer brands only slightly higher average engagement rates (3.5%) than macro-influencers (2.67%). As such, in 2021 we may see more of a marketing shift to nano-influencers, who offer brands engagement rates of 7-10% according to Singaporean social media start-up Partipost.

Earlier this month, nano-influencer Jen Lauren revealed to US business blog Business Insider that despite having only 1,500 subscribers to her YouTube channel, she is making successful deals with brands – most recently with US food box firm Epicured.

For more on influencer marketing, particularly in the food and beverage space, see Content for the Culinary Insperience.