How To Find and Pick the Right Nano Influencers For Your Brand

When brands start with influencer marketing, they naturally fall into the trap of wanting bigger and more popular social media influencers like macro influencers, mega influencers, and celebrity influencers to promote their products.

We all want clout and popularity, it’s natural. But it won’t get to sales and it will be massively unprofitable when you’re starting out. It’s wiser to smart way small and build from there. This is where nano influencers come in.

What is a Nano Influencer?

The definition of Nano influencers is that they are influencers with small, highly engaged, and niche audiences. A nano-influencer follower count might be up for debate but we consider any influencer with a following of 3k-20k in the nano-influencer category.

With nano-influencers, it’s just not about the follower count as a nano influencer has a highly engaged audience and this audience is super niche, hence likely to be early adopters of your product. Even big brands know their importance and are partnering with more nano influencers each passing month.

Why work with nano influencers?

Have you ever reached out to someone with a following of 75k and up? Even if you manage to get a response, it would be from their agency sharing a 15-page-long Media kit that highlights their statistics and the last page would mention their 4-figure rates.

You try to negotiate with the influencer and get a response like, “Sorry, these rates are non-negotiable. We wish you all the best”.

I know that feeling!

What I like most about nano influencers is the simplicity and ease. You send them an email, get a response, strike up a partnership with the nano influencer and it’s done. They engage with your brand and promote your products authentically. If you see some of their posts, they elicit emotions. A nano influencer genuinely use the products and rave about them with their audience, and in turn creating authentic UGC which a celebrity influencer can never do.

Nano influencers have a personal connection with most of their followers. They engage in comments, and messages and know their audience more intimately. This gives the nano-influencer more INFLUENCE over them. Remember, it’s influence marketing, not influencer marketing that you want to do.

How To Negotiate With Nano-Influencers?

Brand partnerships are not a primary source of a nano-influencer's income and they are more likely to accept affiliate-only collaborations. You can even get usage rights for the content for just a small fee. This content can be used as ad creatives for amazing FB and TikTok ads for your paid media efforts. That’s two birds, one stone.

Coming to the fee, it’s another great thing about nano influencer marketing. The nano-influencers are most likely okay with working on affiliate commissions if they like your product and think it’s a fit for their audience (which it should be by default since you’re vetting them for fit before reaching out)

Even if the nano-influencers do charge money, it would be a nominal $50-$100 in addition to a sample (i.e. your COGS). You can also ask them for usage rights to repurpose the influencer content for this amount to improve your influencer marketing ROI.

The best part about a nano influencer is that they grow over time, sometimes fast. So if you get in early, they’ll love and recommend you for life, even when they become huge influencers, creating a strong long-term relationship.

How to find nano-influencers and pick the right ones?

It’s just not about partnering with nano-influencers but about partnering with the right ones. How do you figure that out?

There are some rules of thumb that we follow here at SARAL.

• The nano-influencer should be niche specific in their content. If you go for a general nano-influencer who posts about everything then you will have a hard time getting any conversions. Instead, if you are promoting your beauty product and go for a nano-influencer who talks about skincare, and beauty then you can expect more engagement from their target audience.

• Avoid nano-influencers who have already partnered with big brands. The reason is that the nano influencer inflate their upfront flat fee price once they have partnered with a couple of big brands. Their price would suddenly go up from $100 to $500 but the value (to you) remains the same. It doesn’t hurt to reach out though.

• Check the engagement rate. For nano influencers go for at least 3-5% engagement. More than 7% means you’ve struck gold!

• The comments-to-likes ratio is the most important influencer metric to gauge the engagement of the nano-influencer's audience. Ideally, it should be 1:15. They should have 1 comment for every 15 likes. You can always check this metric easily with the SARAL FREE Chrome Extension.

Engaging with nano influencers and getting results

‍Here are some best practices to be mindful of when engaging with nano influencers.

• Discuss the deliverables in detail with the nano-influencers. Nano influencers know best what works with their audience. If the nano influencer is telling you to do a post followed by 3 stories then that’s what you should test out at least for the first time. The foundation of every great influencer relationship is trust. So trust the nano influencer here as they know what will work best instead of creating a 10-page long creative guideline document.

• Give the nano-influencer creative freedom to create the content. The important part is that the nano influencer's content with your product should look natural and resonate with the audience.

• Do at least 2 to 3 promotions in a month with the same nano-influencer. This is how you will get the best engagement from the nano-influencer's audience. This way, you may also be able to bag a discount on their flat fee for a combo deal. Marketing works when customers see it over and over again.

• Maintain a level of decorum in your communication with the nano influencer but don’t be too professional or corporate sounding. Nano influencers are giving you access to their audience so they should be treated as brand partners and nothing less.

• If you didn’t already, discuss the possibility of usage rights with the nano-influencer - especially if the piece of that influencer UGC got good comments. This way, it’s more likely to be a hit on paid media channels too.

• Partner with at least 10 nano influencers each month. More nano-influencers you partner with create more buzz and you are more likely to see exponential growth in your sales each month.

Conclusion:

‍The right product in front of the right audience is the key to any form of marketing. Teaming up with dozens of nano influencers month by month can drive a tremendous amount of sales for your brand. Most brands frown upon working with influencers with a smaller audience. They see a 5k, 7k audience and think they are not big enough to make any impact.

But they are WRONG, it’s literally five thousand people, that’s an auditorium full of potential buyers! Imagine getting your product in front of all these prospects. This is why nano influencers are important. Don’t wait, capitalize!

But, if you are spending hours and hours scrolling social media platforms to find the right nano influencers, manually reaching out to them one-by-one, and managing them all on time-consuming spreadsheets - that's where SARAL can help you.

SARAL is an all-in-one influencer marketing platform excels at what matters most:

• Automating repetitive tasks (emails, follow-ups, tracking)
• Finding and onboarding nano-influencers
• Organizing creator relationships in one place
• Simplifying performance tracking
• Running all types of campaigns (gifting, seeding, affiliate, ambassador programs, etc.) from one tool

...and so much more so you can focus on things that can't be automated, like building relationships. Let's show you in person.