Micro and nano influencers
Posted: Mon Jan 20, 2025 10:34 am
In addition to being harder to build partnerships with, micro-influencers can have a diluted audience in terms of interest due to the sheer volume of people. A mass audience is less likely to be interested in the type of niche message a startup wants to promote, which could weaken the engagement rate of any influencer content.
Starting small is often a better approach for startups: focusing on a smaller, but more engaged and relevant group of followers.
In terms of definition, a nano-influencer has between 1,000 and 10,000 followers . A micro-influencer has between 10,000 and 100,000. They often create content around a specific niche topic, which receives high engagement from fans who follow them because they share the same interest in the topic. Startups should try to tap into this passion.
And since nano- and micro-influencers are more likely to be less famous than their macro counterparts, they retain an image of authenticity . They come across as “real” people, whose recommendations can be trusted because they are passionate about the things they share. This is borne out by research. A study by Experticity found that 82% of people are very likely to follow a micro-influencer’s recommendations.
Lastly, and this is crucial for startups, this high engagement rate and personal connection with an audience through nano and micro influencers comes at a lower cost, because those influencers are still trying to establish themselves.
How to work with influencers when marketing your startup
Now that you’ve selected, contacted, and partnered with your influencer, it’s time to get down to business. There are several ways to maximize your relationship with influencers.
1. Focus
The first step in any marketing campaign is to come up with an action plan . Setting goals and determining how to achieve them helps focus team members and influencers, and ensures that content is always on message. As mentioned, there can be no wasted effort when it comes to influencer marketing campaigns for startups.
Startups should work with influencers to set reasonable expectations, and put this in writing as well. They should also decide on KPIs in advance, based on business needs, and record the data before the campaign for reference . This is the best way to know if an influencer campaign is working.
2. Step back and encourage creativity
Startups are often in the unique position of having little to canadian ceo email database no brand awareness when they launch. Without a reputation to protect, they can, within reason, go out and create whatever identity they want without limitations.
However, they should remember that influencers are experts in this field. They have built careers by creating engaging content that delights audiences. So when it comes to content related to their startup, founders should give up as much creative freedom as possible if they want to maximize the relationship.
3. Build great partnerships by starting small
Startups can often stumble at the first hurdle when launching influencer campaigns: establishing the relationship with influencers in the first place.
Influencers should always be compensated for the work they do – they are creators, and being an influencer is a job. However, startups on a tight budget may not be able to afford the expected rate. Offering free products and services can fill that gap and help secure the services of an influencer.
Startups can also get noticed by the influencer of their choice by offering to produce content for them . Influencers don’t always have the time to meet the needs of every brand that wants to work with them. By offering to do at least some of the work for them, startups can increase their chances of partnering with their desired influencer.
Starting small is often a better approach for startups: focusing on a smaller, but more engaged and relevant group of followers.
In terms of definition, a nano-influencer has between 1,000 and 10,000 followers . A micro-influencer has between 10,000 and 100,000. They often create content around a specific niche topic, which receives high engagement from fans who follow them because they share the same interest in the topic. Startups should try to tap into this passion.
And since nano- and micro-influencers are more likely to be less famous than their macro counterparts, they retain an image of authenticity . They come across as “real” people, whose recommendations can be trusted because they are passionate about the things they share. This is borne out by research. A study by Experticity found that 82% of people are very likely to follow a micro-influencer’s recommendations.
Lastly, and this is crucial for startups, this high engagement rate and personal connection with an audience through nano and micro influencers comes at a lower cost, because those influencers are still trying to establish themselves.
How to work with influencers when marketing your startup
Now that you’ve selected, contacted, and partnered with your influencer, it’s time to get down to business. There are several ways to maximize your relationship with influencers.
1. Focus
The first step in any marketing campaign is to come up with an action plan . Setting goals and determining how to achieve them helps focus team members and influencers, and ensures that content is always on message. As mentioned, there can be no wasted effort when it comes to influencer marketing campaigns for startups.
Startups should work with influencers to set reasonable expectations, and put this in writing as well. They should also decide on KPIs in advance, based on business needs, and record the data before the campaign for reference . This is the best way to know if an influencer campaign is working.
2. Step back and encourage creativity
Startups are often in the unique position of having little to canadian ceo email database no brand awareness when they launch. Without a reputation to protect, they can, within reason, go out and create whatever identity they want without limitations.
However, they should remember that influencers are experts in this field. They have built careers by creating engaging content that delights audiences. So when it comes to content related to their startup, founders should give up as much creative freedom as possible if they want to maximize the relationship.
3. Build great partnerships by starting small
Startups can often stumble at the first hurdle when launching influencer campaigns: establishing the relationship with influencers in the first place.
Influencers should always be compensated for the work they do – they are creators, and being an influencer is a job. However, startups on a tight budget may not be able to afford the expected rate. Offering free products and services can fill that gap and help secure the services of an influencer.
Startups can also get noticed by the influencer of their choice by offering to produce content for them . Influencers don’t always have the time to meet the needs of every brand that wants to work with them. By offering to do at least some of the work for them, startups can increase their chances of partnering with their desired influencer.