The Rise of Nano-Influencers: Why Brands are Turning to Smaller Influencers for Their Marketing Campaigns


Table of Contents

  1. Introduction
  2. The Benefits of Working with Nano-Influencers
  3. The Challenges of Working with Nano-Influencers
  4. Conclusion


In recent years, influencer marketing has become a crucial component of many brands’ marketing strategies. By partnering with individuals who have a large following on social media, brands can reach their target audience in an authentic and engaging way. However, with the rise of influencer marketing, there has also been a rise in concerns over the authenticity and effectiveness of these partnerships. This is where nano-influencers come in.
Nano-influencers are individuals who have a relatively small following on social media (usually less than 10,000 followers) but who have a highly engaged and loyal audience. Despite their smaller reach, nano-influencers have become increasingly popular with brands due to their ability to connect with their followers on a more personal level and promote products in an authentic way.
In many cases, nano-influencers have a more niche audience, which can be beneficial for brands looking to target specific demographics or markets. Additionally, working with nano-influencers can be more cost-effective than partnering with larger influencers or celebrities, as they typically charge lower fees for their services.
A report in Business Matters stated how a recent survey by Digital Information World revealed that 52% of Generation Z trust nano-influencers and more than 60% engage with the brands promoted by these digital influencers.

The Benefits of Working with Nano-Influencers

Working with nano-influencers benefits brands in different ways. Here are some of them:
Followers who are close-knit and extremely involved
Working with nano-influencers has several advantages, including better engagement rates and authenticity. Nano-influencers, as opposed to larger influencers or superstars, have a more personal and honest interaction with their followers. This can result in better engagement rates because their followers are more likely to believe and act on their advice.
A less expensive option
Working with nano-influencers also has the advantage of cheaper expenses and higher ROI. Nano-influencers often offer reduced prices for their services due to their smaller following, making them a more cost-effective alternative for firms with restricted resources. Furthermore, because of their higher engagement rates, the ROI on campaigns with nano-influencers is frequently higher than that of campaigns with larger influencers.
Relevant content
Nano-influencers also often have niche expertise and loyal followers. They are often experts in a specific area or topic, which can be valuable for brands looking to target a specific audience or market. Additionally, their followers are often highly engaged and loyal, which can lead to increased brand loyalty and advocacy among their audience.
There are many successful campaigns that have been run with nano-influencers.
For example:
  1. Glossier, a beauty brand, has successfully leveraged nano-influencers to promote their products. By partnering with a large number of nano-influencers, Glossier was able to generate buzz and reach a wider audience than they would have been able to with just a few larger influencers. The campaign was highly successful, leading to increased sales and brand awareness for the company.
  2. Olipop – Olipop is a health drink brand that offers low-sugar alternatives to traditional soft drinks. In 2021, the brand launched a successful campaign to promote its products using nano-influencers on social media. The brand identified and partnered with a group of nano-influencers who shared a passion for healthy living and had highly engaged followers.

    These nano-influencers created content featuring Olipop’s products, sharing their personal experiences and encouraging their followers to try the drinks. The content included posts on Instagram, YouTube, and TikTok, as well as blog posts and reviews on the influencers’ websites.

    The campaign was a hit, generating over 20 million impressions and driving significant traffic and sales to Olipop’s website. The brand saw a 400% increase in online sales during the campaign period and a 60% increase in overall sales for the year.

The Challenges of Working with Nano-Influencers

While working with nano-influencers can have many benefits, there are also some challenges that brands need to be aware of.
Limited reach and potential impact
One of the main challenges is the limited reach and potential impact of working with smaller influencers. While nano-influencers may have highly engaged followers, their overall reach is much smaller than that of larger influencers or celebrities. This means that campaigns with nano-influencers may not have the same impact or reach as those with larger influencers.
Difficulty in finding and managing multiple nano-influencers
Another challenge is the difficulty in finding and managing multiple nano-influencers. Because nano-influencers have smaller followings, it can take more effort and resources to identify and partner with a large number of them. Additionally, managing multiple partnerships with different influencers can be time-consuming and challenging.
Risks of low-quality content or unethical behavior
There is also a risk of low-quality content or unethical behavior when working with nano-influencers. Because they may not have the same level of experience or professionalism as larger influencers or celebrities, there is a risk that the content they create may not meet brand standards or may even be inappropriate or offensive. Additionally, there is a risk of unethical behavior such as buying followers or engaging in fake engagement practices.
To mitigate these challenges, brands need to carefully plan and communicate their expectations and guidelines for working with nano-influencers. This includes identifying the right influencers for their brand and goals, establishing clear expectations for content creation and promotion, and providing incentives for building long-term relationships.
Brands also need to monitor and measure the effectiveness of their campaigns with nano-influencers to ensure they are achieving their goals and delivering a positive ROI.
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In conclusion, the rise of nano-influencers in influencer marketing offers many advantages for brands. These smaller influencers have higher engagement rates, greater authenticity, niche expertise, and lower costs, making them an effective and cost-efficient option for brands with limited budgets. However, there are also challenges to working with nano-influencers, such as limited reach and potential for low-quality content or unethical behavior.
Despite these challenges, the potential future of influencer marketing favors the continued rise of nano-influencers. As consumers increasingly prioritize authenticity and relatability over celebrity status, nano-influencers may continue to gain popularity and relevance in the marketing landscape. Brands that prioritize building long-term relationships with nano-influencers and provide incentives for building loyal followers can create successful campaigns that resonate with their target audience.


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