Nano Influencers: The untapped power of fewer followers
When marketers think of influencer campaigns, the focus often falls on big-name creators with millions of followers. But the real goldmine for driving ROI often lies with nano influencers, the creators with smaller audiences, typically between 1,000 and 10,000 followers. Their reach may be modest, but their impact can be extraordinary.
Dominique Egan, Senior Influencer Project Manager at redpill, puts it this way: “Nano influencers don’t just have followers—they have trust. They’re in the comments, responding to DMs, and genuinely engaging with their audience. That kind of connection can’t be faked, and it’s why they’re so effective.”
3 benefits of going nano
- Authenticity is their superpower
Consumers today crave authenticity. They’re tired of polished ads and celebrity endorsements that feel detached. Nano influencers thrive because they’re relatable. Their content feels like advice from a friend rather than a sales pitch.
Consider Heineken’s campaign targeting young professionals in European cities. Instead ofworking with macro influencers, the brand partnered with local nano influencers who were already active in nightlife communities. These creators shared posts about weekend hangouts and gatherings, seamlessly featuring Heineken in their authentic routines, cementing the brand’s place in local culture.
- Niche audiences, big results
Nano influencers often focus on a single niche—whether it’s fitness, parenting, gaming, or a specific location. Their laser-focused content builds credibility, and their followers trust their recommendations wholeheartedly.
For example, consumers in smaller or less populated areas feel overlooked. Big campaigns tend to focus on metropolitan hubs, but these local audiences are hungry for attention. That’s where nano influencers come in. They bridge the gap with authentic, localised content that resonates and makes them feel seen.
They don’t need millions of followers. What they bring is hyper-engaged, niche audiences—and that’s where the magic happens. It’s cost-effective and delivers real results.”
- Cost-effective campaigns
One of the biggest advantages of nano influencers is their affordability. Many work in exchange for free products or modest fees, making them ideal for brands looking to maximise ROI without blowing their budgets.
Not every campaign should be about going viral or reaching millions. It’s about understanding your goal. If the goal is conversions, engagement, or education, nano influencers are unbeatable. Their audience sees them as a friend, someone they can trust. That’s not something money can buy with a big-name influencer.”
Tips for building a nano strategy
For brands considering nano influencers, Dominique offers this advice:
- Start local: Use nano influencers to target specific cities or regions. Their deep connections to local communities make them ideal for hyper-focused campaigns.
- Focus on engagement: Choose creators whose audience is actively liking, commenting, and sharing.
- Provide clear guidance: While nano influencers excel at authenticity, they may need direction to align their content with brand goals. Keep communication open and collaborative.
- Track ROI: Use tools like UTM links and unique discount codes to measure the direct impact of campaigns.
If you’re only chasing big names, you’re missing out on the real magic. Nano influencers connect with people in ways algorithms can’t. That’s where trust is built, and trust drives ROI.”