In today’s digital era, influencer marketing has become a strategy that is being used by every small and big company. But a common confusion that marketers have is, what is the difference between “nano versus micro influencers“, and which type of influencer will be best for which brand?
This article will clear up the confusion and tell you which influencer will be best for your brand or campaign—nano or micro?
The Growing Impact of Influencer Marketing
The craze of influencer marketing is nothing new, but nowadays brands are focusing more on authentic and relatable creators. Now the time of working with only big celebrities is over. Now small creators, who maintain a real connection with their followers, are also boosting the results of the campaign.
According to a recent HubSpot report, 89% of marketers believe that influencer marketing has a better ROI (return on investment) than traditional marketing.
Nano Versus Micro Influencers—What’s the Difference?
When we talk about nano vs micro influencers, the first difference is in follower count:
- Nano Influencers: 1,000–10,000 followers
- Micro Influencers: 10,000–100,000 followers
Benefits of Nano Influencers:
- Their engagement rate is very high because there is a direct and genuine connection with the followers.
- They are usually experts in a specific niche—like parenting, fitness, travel, etc.
- They are budget-friendly, hence a perfect choice for small businesses.
Benefits of Micro Influencers:
- These provide a slightly larger reach than cuppers and nano influencers.
- Their content quality is also professional.
- These are also focused on a specific niche, but the audience base is a bit broader.
Which influencer should suck up to whom?
If you are a local or small brand with a limited budget, then nano influencers are the best option for you. You can do multiple collaborations with them without incurring high costs.
Whereas, if your campaign requires a little mid-level or regional reach, micro influencers can provide you with better visibility and returns.
Example:
 If you want to promote a local cafe in Jaipur, then it would be best to approach local nano influencers. But if you want to promote a food brand at the Rajasthan or North India level, then micro influencers with 50K+ food followers will give a better ROI.
Real Engagement > Follower Count
Remember this thing – the engagement rate of the influencer is more important than his follower count. Nowadays many influencers have followers in lakhs, but their engagement is less than 0.5%.
So check these metrics before selecting an influencer:
- Engagement rate (likes + comments / followers)
- Audience relevance
- Niche alignment
- Past brand collaborations
What do the experts say?
According to a recent Forbes article, nano and micro influencers have been considered the unsung heroes of marketing. Their trust factor and relatability make them more powerful than traditional advertising.
Conclusion: Right strategy, right influencer
So friends, whenever you plan your next influencer campaign, it is important to understand the difference between “nano versus micro influencers“. Every brand has different goals and budgets, so the influencer should also be selected accordingly.
If you want a strong impact with a small reach, then a nano influencer is perfect. If you want a little more visibility and professional content, then a micro-influencer is your go-to.
Just remember one thing—quality and authenticity are the biggest currencies in influencer marketing.
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