What Are Nano and Micro Influencers, And How Can You Find Them?

Getting into the world of nano and micro influencer marketing may sound hard, but it shouldn’t be! Nano and micro influencer definitions might seem confusing, but read below and see what they can do for your business!

It may seem like many students today are wanting to grow up and become influencers. To those unfamiliar with social media, the influencer marketing industry may not look profitable or attainable for the average joe.

But what if it could be? With nano and micro influencer marketing, almost any influencer can boost a business’s awareness profits, and ROI.

In this article, you’ll learn:

• The nano influencer definition, and the micro influencer definition: What are they, and how they differ from traditional influencers

• How nano and micro influencers can help grow your business

• The pros and cons of using nano and micro influencers

• And more!

What Are Influencers?

Unless you’re completely unfamiliar with social media marketing, you probably know what an influencer is. An influencer is someone who can affect others’ purchasing decisions based on their authority, knowledge or relationship with the audience. 

Most influencers are known for something specific, like health and wellness tips, fashion advice, travel hacks, beauty tutorials and more. Influencers have followings across many platforms, like Instagram, Facebook, TikTok, YouTube and much more.

Across the influencer marketing industry, there is no standard follower count to separate influencers from each other. However, many marketers agree on the following definitions and numbers: 

• Mega influencers: An influencer with over one million followers.

• Macro influencers: An influencer with 500,000 to 1,000,000 followers.

• Mid-tier influencers: An influencer with 50,000 to 500,000 followers.

• Micro influencers: An influencer with 10,000 to 50,000 followers.

• Nano influencers: An influencer with 1,000 to 10,000 followers.

Influencer marketing is extremely profitable, with the influencer marketing industry with an estimated value of $24 billion worldwide in 2024, with a forecasted value of $56 billion in 2029! More and more businesses are turning to influencers to raise awareness of their brand, with over half of businesses working with up to 50 influencers as of February 2024. 

Despite their name recognition, mega and macro influencers may not be the best pick for most companies. However, nano and micro influencers can bring many more benefits for brands at a much lower cost.

What Are Nano And Micro Influencers?

Nano influencers have the smallest number of followers out of all the influencer categories, with up to 10,000 followers. Nano influencers are more likely to resemble the average person, as you are much more likely to walk past a nano influencer on the street than a macro or mega influencer (unless you work as an influencer marketing specialist!).

On the other hand, micro influencers have a wider range of followers, with 10,000 to 50,000 followers. 

While nano and micro influencers may be small in followers, they are mighty in size. Over half of content creators on Instagram, YouTube and TikTok are considered nano and micro influencers. These influencers have much more engagement than macro and mega influencers and may bring more benefits to brands looking to for influencer endorsements. 

Nano and micro influencers also vary in what they post. Over half of content requested from micro influencers come in the form of TikTok videos, followed by Instagram Reels, Instagram Stories, then Instagram Static Posts. 

How Can Nano And Micro Influencers Help Grow Your Business?

Out of all the influencer categories, nano and micro influencers are usually the best for small businesses. Macro and mega influencers may charge thousands or even millions for an endorsement or post on social media, while micro and nano influencers may charge as little as $25.

With nano and micro influencers, you also get more bang for your buck. Nano influencers have the highest engagement rate with their followers compared to all other influencers. While you may pay a nano influencer much less than what you would pay a mega or macro influencer, you are getting a much better investment in the long run.

Nano and micro influencers are also well suited for small or local businesses thanks to their niche audience. While a women’s clothing boutique in Starkville, Mississippi, may initially jump at the opportunity to partner with a mega fashion influencer, they may find that their target market follows more local nano and micro influencers who are seen as more trustworthy and relatable. 

What Are The Pros And Cons Of Using Nano And Micro Influencers?

Now that you know more about the influencer industry as a whole, let’s talk more about the benefits of nano and micro influencers, and the potential drawbacks from hiring these kinds of influencers. 

Pros Of Using Nano And Micro Influencers

• High engagement at low cost: Nano and micro influencers have a much higher engagement rate with their content at a lower cost compared to macro and mega influencers. This means that nano and micro influencers’ followers are more likely to follow, buy or visit the brand the influencer endorses at a much lower cost for the business. This allows for targeted brand awareness at a lower cost.

• Easy communication: Since nano and micro influencers are less likely to be represented by an influencer agency that filters out proposals, brands can easily get into contact with nano and micro influencers without an agency middleman. 

• More trustworthy: Because nano and micro influencers are more relatable and accessible to their followers, consumers view nano and micro influencers as more trustworthy. Therefore, followers are more likely to have faith in their recommendations and follow through on their call-to-action. 

  
  

Cons Of Using Nano And Micro Influencers

• Lower chances of going viral: While macro and mega influencers have the ability to go viral thanks to their large follower count, nano and micro influencers are much less likely to go viral. Therefore, small brands looking to go viral from one influencer post may not want to use a nano or micro influencer.

• The ‘Influencer aesthetic’: Because nano and micro influencers have smaller follower counts, they are less likely to invest in the resources needed for the perfect post, like lighting, professional cameras and photo-editing software. Therefore, the content from nano and micro influencers may not be ideal for user-generated content to be posted on the business’s social media platforms. 

  
  

How Can connectU Help You Enter The Nano And Micro Influencer Market?

Now that you know about influencers, the different types of influencers and how they can impact your business, you may want to enter the influencer marketing industry, connectU is here to help!

connectU is an influencer marketing platform designed to connect small businesses and online retailers to find influencers on college campuses. If your business is located in a college town or your target audience consists of college students, we can help. connectU is an all-in-on platform to find micro and nano influencers for your brand!

If your business is ready to create influencer marketing campaigns, connectU is here for you. Sign up here and get started today!