Every business today is putting aside influencer marketing budgets as it is one of the most effective ways to impact consumer behaviour  and achieve brand awareness. It also has better outcomes than traditional advertising methods. For example, paid advertisements on social media feeds might lead to ad fatigue. Audiences become desensitized to ads due to their ubiquity and the immediate response to such endorsements is to skip them. On the other hand, influencer marketing provides a more subtle and integrated approach and is usually part of a visual storytelling, thus reducing the risk of ad fatigue. 

Another change that influencer marketing has brought about is the way brands choose their endorsers. For example, in the recent past there is a growing preference to work with nano influencers, who typically have 1000-10000 followers. As opposed to mega or celebrity influencers, nano influencers are known to have the highest engagement rate.

What engagement rate stands for in influencer marketing?

Engagement rate in influencer marketing is a crucial metric that measures the level of interaction and connection an influencer has with their audience. It is calculated as the sum of likes, comments, shares, and other forms of engagement on a post, divided by the total number of followers, expressed in the form of percentage. A high engagement rate indicates that an influencer's content resonates deeply with their followers, fostering meaningful interactions.

Several marketing statistics have shown that nano influencers have the highest engagement rate of 5%, whereas, the engagement rate drops as the follower count of influencers increases. For example, the engagement rate of most mega/celebrity influencers stands at 1.6%.  

What does higher engagement mean for brands?

For brands, a high engagement rate  in influencer marketing signifies not just popularity but also the potential for impactful reach. It suggests that the influencer's audience is genuinely interested in their content and actively participates in discussions or actions prompted by the influencer. This level of engagement translates to brand awareness, trust, and credibility for a brand's products or services when promoted by the influencer.

Besides higher engagement rate, nano influencers also bring other benefits with them. In this write-up today, we will highlight five ways in which nano influencers supersedes other influencer categories -

1. A relatively less saturated space 

The celebrity or mega influencers is a very saturated space, even though there is a booming creator economy. To begin with, they are fewer in number and there is competition amongst brands to work with them. Many may also have signed exclusive contracts with brands, therefore, legally it would not be possible to work with them. However, in the case of nano influencers, such technicalities and competition is not there and it is easier to find influencers for a campaign.  They are more in number and it is relatively easier to find the right influencers in the niche brands are looking for. 

2. Less polished and more authentic content

While high production value is common among larger influencers, nano influencers may have content that feels less polished and more natural. Nano influencers are also perceived to use the product that they are promoting on their platform as opposed to celebrity influencers. This authenticity and reliability factor resonates with audiences who are seeking genuine connections and real-life experiences.

3. Wider variation in content

Most brands prefer to work with several nano influencers for a  single influencer marketing campaign. More influencers means wider variation in influencer content. It offers a diverse range of content styles and formats. This can help brands keep the message fresh and appealing to different segments of the  target audience.

4. Potential for long-term partnerships

Since nano influencers are more accessible and cost-effective, brands can establish longer-term partnerships with them. This consistency can help in building a sustained presence and recognition within the influencer's community.

5. Lower marketing voice, but huge impact 

Most larger influencers receive many collaboration offers and often their content might feel like conventional advertising. Nano influencers, having less exposure to big marketing campaigns, are more likely to bring in fresh perspectives and tend to work harder. This attitude helps them stand out in a very noisy and cluttered social media environment. 

Final Words- 

For brands, cost-effectiveness and big returns are the biggest requirements for a successful influencer marketing campaign. If the campaign is done right, both these criterias are beautifully met by nano influencers. The influencers of this category can certainly help brands achieve brand awareness, higher sales and a genuine connection with the target audience.These factors contribute to stronger engagement and more meaningful connections with their audience, making them an attractive choice for brands looking to build genuine and effective influencer marketing campaigns.

galleri5 is an award winning , influencer marketing company which is known to work with content creators and influencers across the categories. We offer cost-effective and efficient influencer marketing solutions to brands seeking unprecedented campaign results. For more information, book a demo today!

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