TikTok influencers Florin Vitan (left) and Alessia Lanza present a video on the social network TikTok … [+]
Size is just a number. If you don’t believe me, just ask Simone Biles. The all-conquering American gymnast overcame questions about her height to become one of the sport’s most respected athletes.
Biles has dominated both the Olympics and world championships over the past 11 years, earning 37 medals in the process. And when asked about her formula for success, she simply answered: She says, “I don’t think about size. I focus on being powerful and confident.”
This concept doesn’t just apply to gym floors. Shifting their focus to the world of marketing, nano and micro creators are proving that you don’t have to grow tall to make your mark. They are not household names. Their communities, ranging from 1,000 to 100,000 people, pale in importance compared to influential giants like Charli D’Amelio, KSI, and Emma Chamberlain.
However, numbers alone cannot tell the whole story. Collaborating with mega creators is a double-edged sword. These top companies have large communities needed to increase brand awareness, but this comes at a shocking price. That said, the endless amount of sponsored posts they pump out every week can cause some degree of passion burnout. But most importantly, this is a story about relevant reach.
But for small-scale creators just starting their creative careers, the opportunity to collaborate with a brand is a breakthrough moment. Nano and micro creators are essential fans of your brand. They see themselves as an extension of your team, and it’s beneficial to take the time to strengthen your bond. Additionally, leading brands in their respective fields have built creator pools of thousands of people over time, with the likes of ASOS, Charlotte’s Tilbury and Coca-Cola boasting even larger creator pools.
So the question is, why collaborate with so many creators? First, SCREENSHOT’s campaign data highlights that campaigns featuring repeat creators have a 300% higher engagement rate and return on investment (ROI) than campaigns on a one-off basis. But that’s not all.
real people reaching real people
Nano and micro creators know what excites their audiences and invest their time in nurturing these relationships. And this has always been the influencer’s vision for her marketing. That means real people reaching real people.
“Authenticity” may have become an overused buzzword over the past few years. But brands shouldn’t ignore the opportunity to tap into the passion of true influencers and forge new connections. After all, 90% of consumers cite authenticity as an important factor that distinguishes their favorite brands.
This feeling is even more pronounced among younger generations, with Gen Z and Millennials finding themselves shelving “perfect, well-packaged” brands in favor of “authentic and organic” ones. . Britain’s Labor Party is one of the latest factions to try to capitalize on this preference, appointing officials to target TikTok and Instagram micro-influencers in the upcoming election to attract younger voters. There is.
Global reach at the local level
However, embracing nano and micro creators doesn’t mean you need to narrow your marketing focus. This is your stepping stone to achieving global reach at a local level by creating bespoke content that speaks to the people who matter.
Smaller creators make up for their lack of size with deep knowledge of their specific markets. They understand specific cultural nuances that can be leveraged to reach your brand’s audience, such as local idioms and phrases, behaviors and preferences.
A case in point is IKEA, a home furnishings brand that operates in 63 markets around the world. The reality is that no single voice can effectively communicate with these diverse audiences. “In today’s era of hyper-personalization, psychographics play a critical role in customer engagement and conversion,” said Jenny Lee, the brand’s Life at Home communications lead. and Nano creators understand niche communities, allowing them to have an authentic presence and being a powerful asset when building meaningful relationships with these subcultures.
Partnerships with small creators are invaluable for brands looking to connect with their audiences on a deeper level and foster a sense of belonging and trust through shared experiences. ”
Working with always-on nano and micro creators helps brands build relevant reach at scale, build authentic fan groups, leverage multiple communities across different passion points, and significantly increase EMV. This means that it can be grown to. Additionally, data from SCREENSHOT Media shows that a 100-strong nano-influencer pool can consistently achieve an average click-through rate (CTR) of 19%, well above the industry benchmark of his 4%. I am.
Influencer marketing’s answer to programmatic
Nano and micro creators allow brands to stay focused on relevant marketing. Simply put, these are influencer marketing’s answer to programmatic targeting. And the signs are that this form of creator partnership will become even more sophisticated in the coming years.
An increasing number of brands are already adopting whitelists and dark posts. The former allows creators to directly promote their content, which is a win-win for both parties. Dark posts, or ads run through creator profiles, avoid page saturation, increasing ad frequency without disrupting the user experience, and providing powerful lookalike audiences for ad targeting. You can build layers.
In today’s cluttered digital environment, trying to cut through the noise and attract both existing and potential fans can feel like trying a 6.4 routine. But brands should take inspiration from Biles’ heroic performance. What nano and micro creators lack in size, they make up for in dedication, tools, and community, all of which are key to winning the gold medal.
