Influencer marketing is widely successful, and because of the large success, it is also incredibly expensive. For smaller companies, or startup companies that do not have endless budgets, influencer marketing can seem out of reach because of the hefty price tag. However, there are ways to work around these large price points. One method is to use nano-influencers instead of huge mega-influencers.
Nano-influencers are influencers who have much a smaller following than your typical mega-influencer. In fact, usually the number of followers a nano-influencer has is around 5,000 followers or even less!
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The awesome thing about nano-influencers is they can still have great influence over their followers, if not more so because they are able to be more connected with their audience when there are less of them to connect with. Nano-influencers often appear more authentic to their audience, and therefore, more trustworthy.
Additionally, many nano-influencers cater to specific niches which can be helpful for companies that are in smaller industries, or looking to target niche communities.
Of course, there is the added benefit to nano-influencer marketing of a significantly lower cost. At this lower price range, it is not only more cost effective, but also gives the option to use many influencers instead of just one expensive influencer. Using more than one influencer can bring awareness to various audiences of all kinds of demographics. Whereas this option is often not sound when using mega-influencers due to the much higher cost per influencer.
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Mega-influencers can charge thousands of dollars per post, while you can find a nano-influencer that charges less than five dollars per post. Now you have to consider the saying “you get what you pay for”, and you should probably try to spend more than five dollars for your influencer.
You don’t want to end up learning the hard way that you should have saved your five dollars and gone with a more expensive nano-influencer that has shown success. There are many sites that have ‘influencers’ for hire that you should be wary of.
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For example, Fiverr is a great website to find freelance work. However, for influencer marketing many of the Fiverr “influencers” aren’t actually influencers at all. Many of these accounts listed pay for followers or use bots.
If you ignore our advice, and do end up using a Fiverr influencer, be sure to do your research beforehand. Check the influencer’s engagement, especially if they receive comments. Go through their followers list. If the accounts look similar, or don’t have much content, they are probably not legit. Follow your instincts. If an influencer has tens of thousands of followers, appears to receive a lot of engagement, and is charging you five dollars, they probably actually don’t have any influence at all!
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Start by building relationships! Engage with content that an influencer you’re interested in working with posts, share their content, and offer up a mutually beneficial partnership! The worst the influencer can say is no, and then you can move onto the next influencer. If you establish a relationship before you outright ask for their help, it can lead to great success and long-term success if you continue to build upon and nurture that relationship.
Additionally, having a relationship with the influencer, instead of just a quick business exchange, will make the influencer want to help you out more. They will publish content that they know will resonate with their audiences, and put more thought into what they publish about you, because they genuinely care about your success. Networking is such a buzzword, but it truly does help with just about everything. So, get out there and start building those valuable connections!
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Our startup has experimented with nano-influencers a few times, and the greatest success we have had is from reaching out to someone who had been engaging with our blog posts. We noticed that a blogger with many followers was commenting and liking our blog content and we decided to do something about it. Taking a chance, we reached out to the blogger and asked if they would be interested in a professional relationship. The blogger agreed! We were featured on their online publication which helped them with content production, and helped us gain reach.
In our case, no money was even exchanged to use the service of that nano-influencer. This is something to keep in mind when you are looking to make a deal. If finances are the biggest thing holding you back from trying influencer marketing, you can always try to make deals that benefits the both of you, without exchanging any money!
Remember that influencer marketing doesn’t have to be something that only companies with large budgets can take advantage of. As a small company, you can find lots success in nano-influencing, so give it a try!