Why you should consider micro and nano influencers for your next campaign
Whenever you’re planning your next advertising campaign, one of the goals is to create as many impressions as possible. I mean, why wouldn’t you? Statistically, it would make sense that the more people see your advert, the greater the chance that some of those views could be converted into sales. That would explain the allure of having celebrities such as Kim Kardashian to advertise your product or service. She boasts 172 million followers on Instagram. Therefore it might seem like the logical thing to pursue these celebrities due to their wide reach. However, there is really compelling evidence to pursue college micro and nano influencers.
Previously we discussed the impact of these influencers. College Micro and Nano influencers are social media figures that have follower counts ranging in the couple of thousands, to maybe even under 1000. These are everyday, regular people, who are most likely perceived as opinion leaders. They can also be more knowledgeable on specific subject matters. This designation also includes those who might be “internet famous.” People who built up a following from posting funny or interesting content online.
Cost is a great reason to consider micro and nano influencers. A single post by an A-list celebrity such as Kim Kardashian can range anywhere from $300,000 to $500,000. For larger corporations with gigantic marketing budgets this might not be a problem. Considering the scale of exposure from her social media presence, it would be worth it. Smaller companies or campaigns with tighter budgets wouldn’t be able to afford those services.
Because Micro and Nano influencers have smaller followers counts, in the hundreds to thousands, they tend to charge much less per post. Getting student influencers with higher follower counts for example (2,000-4,000 followers) will not only get you good exposure within that demographic, but it is rather affordable.
Focus and Authenticity
Another benefit of college micro and nano influencers is the focus and engagement from their followers. Since their audience is substantially smaller, these influencers have more authentic voices due to the higher likelihood of real life relationships between them and their followers. This would most likely be seen in the form of friends, family and acquaintances.
College micro and nano influencers lead to more engagement than macro influencers. Engagement rate is based likes, comments, and video views. According to InfluencerMarketingHub, Kim kardashian’s instagram acoount (kimkardashian) has a 1.46% engagement rate. The Mobile Marketer breaks it down even further. The engagement rate for Instagram Influencers with at least 10,000 followers is steady at about 3.6% worldwide. Influencers with 5,000 to 10,000 followers have an engagement rate of 6.3% and those with a following of 1,000 to 5,000 have the highest rate at 8.8%. Our own campaigns see between 14-16% engagement. This could potentially lead to vastly more efficient conversions per dollar spent.
If the product or service you are selling is targeted to a more specific niche, then college micro and nano influencers are very effective ways of getting your message across.