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Why Your Brand Should Start Working with Smaller Influencers

Why Your Brand Should Start Working with Smaller Influencers

Published by Programme B

Over the last decade, the global importance of social media has grown rapidly. Social media is used by over 3.4 billion people. Inevitably, these people resort to social media influencers to help them make decisions.

As a brand, there are several types of influencers to look out for when looking for somebody to help boost your digital campaign. According to Peersway, a nano influencer marketing in Toronto, they are as follows: 

  • Nano: 1,000–10,000 followers
  • Micro: 10,000–50,000 followers
  • Macro: 500,000–1,000,000 followers
  • Mega: 1,000,000+ followers

While macro and mega content creators are expected to be celebrities with global brand recognition, nano influencers are everyday people with more followers than the average person.

While they may be involved in other sponsored content deals, social media may not be their primary source of revenue, rather than a side hobby.  Their social media presence are likely to be more personal than PR or professional.

What Are the Benefits of Working with Nano Influencers?

Nano Influencers bring plenty to the table in terms of deeper friendships, enhanced trust, and genuine content.

Here are some of the most prominent perks of working with smaller accounts:

Increased Engagement

Smaller Influencers have invested the time necessary to develop enduring relationships with their followers. Their fans interact with their material more as a result of their relevant cachet.

While micro influencers typically have an interaction rate of 3.86%, skilled influencer marketing companies consistently surpass this standard when creating nano campaigns. Even double digits can be achieved by certain campaigns.

These organisations are able to claim such high figures because they are successful in locating the best supporter for your campaign.


A huge following base has a hefty price. Focusing on smaller accounts gives your budget more breathing room because one macro influencer costs the same as 15 nano influencers.

To keep your expenditures down when you’re just getting started, you might work with a small group of content producers.

As an alternative, it’s simple to collaborate with hundreds of influencers on a single campaign. You may reach a wider audience for a smaller portion of your marketing budget because each influencer is less expensive than the typical nano influencer.

They Return Investment 

Influencer marketing techniques are being used by your company to turn browsers into buyers. A successful campaign must provide a good return on investment.

For every dollar invested on influencer marketing, a business often receives $18 in return. You’re probably going to obtain an even stronger ROI for your campaign because to nano influencers’ higher engagement levels and lower initial fees.

In Summary

While hiring influencers with millions of followers first appear to be your way to success due to their sheer numbers, the absence of authenticity in these extremely popular accounts can hinder true engagement your company is looking for in a campaign.

Consider using influencers with less followers if you want to develop a genuinely effective influencer marketing plan. Your sweet spot for return on investment, affordability, and engagement is $10,000 and less.