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If you google “What is a social influencer?” you will instantly be met with thousands of results, each giving you a similar but different answer.
Pixlee defines an influencer as a user on social media who has established credibility in a specific industry, while Influencer Analysis defines influencers as “normal people who are often connected to key roles of media outlets, consumer groups, industry associations or community tribes” and who have an above-average impact on a specific niche process.
In today’s day and age, social influencing can be misconstrued as young adults who post product reviews and photos for “likes” online, but don’t get it twisted — these influencers could be the key to bringing your company or brand big business in the coming year.
Typically, an online influencer has built an online community (large and small) through various social platforms surrounding their niche topic. As an influencer works to create relationships through authenticity, their online community not only continues to grow, but members begin to place trust in any brand recommendations or product endorsements the influencer may have. This allows the influencer to represent control of an audience segment that is important to your business.
Regardless of how you define or view a social influencer, one thing is clear: An influencer has the power to influence or persuade an audience.
Why is this important?
In an age when everything is online and consumers buy based on suggestions from those they respect or admire, having the right influencer market your product can have an impact on your company’s sales and success. In fact, 49% of respondents in one survey admitted that they “rely on influencers for product recommendations,” while 40% of those respondents said that they’ve “purchased something online based on seeing it used by a social media influencer on Twitter, YouTube, Instagram or Vine.”
In the past, Hollywood elite and A-list celebrities used to be the preferred influencers for many brands. However, over the last few years, there has been a shift in the market, with consumers now opting to listen to nano- and micro-influencers rather than their favorite celebrities. This is in part due to the authenticity of the influencer, as most only choose to do business with brands they know and love, while celebrities receive large payouts for posts.
What is a nano-influencer?
The term “nano-influencer,” much like the term “influencer,” is hard to define. Some say it’s anyone with as few as 1,000 followers on social media, while others say it’s about 5,000 or more followers. However you choose to understand it, the one common theme is that a nano-influencer “will usually have a more niched-down following that’s interested in something specific, such as fashion, hockey or art.”
Nano-influencers are generally “super fans” who are passionate about certain brands or topics, and in some instances even initiate conversation with brands they’d like to promote.
A team member at my company is considered a nano-influencer and often receives products to review in the health and wellness space. While her following is small, brands look to her level of engagement among audience members and the trust she has built with her online community through authenticity. With 2,000-plus hits to her site per month, she states that she typically receives direct messages from community members looking for additional information on a product, and many have circled back with comments after they have purchased the product themselves.
How do you find a nano-influencer?
Just as with celebrities, there are a number of influencer marketing agencies looking to match their influencers with different brands. Obvious.ly is an influencer marketing agency that works with a number of top global brands including Uniqlo, Google, Heineken, Sephora and more. If you’re a smaller company or don’t want to go through an agency, you can sign up with companies like Peersway. Through this platform, according to ZDNet, “Brands can pay for nano-influencer marketing at a fixed price per influencer. Each influencer registered with the service charges the same amount for each campaign.”
In other instances, social influencers have their own media kits detailing their personal audiences, reach and engagement per post. If you find a social influencer who does not work with an agency but would be a great fit for your brand, you can simply request a media kit and then discuss payment based on the above details.
As media becomes more fragmented, the role of the nano- and micro-influencer will become even more important as brands look to target a specific niche in the market. These influencers have strong and engaged followings with audiences that trust them and often make purchase decisions based on their recommendations. It’s important to recognize their value and find one who’s worth your investment.
January 31, 2019 at 08:41AM
Forbes – Entrepreneurs