Big companies will often turn to popular internet personalities and influencers to take advantage of their massive audience. However, more and more brands are turning to micro or even nano influencers to market their products. But who are these influencers, and what do they offer?
Understanding Micro and Nano Influencers
Micro influencers typically have audiences ranging from 10,000 to 100,000 followers, while nano influencers cater to even smaller audiences, often between 1,000 and 10,000 followers. Unlike mega influencers or celebrities, these individuals may not have global fame, but they do boast highly engaged communities within niche markets.
For instance, a micro influencer might be a fitness enthusiast sharing workout tips on Instagram, while a nano influencer could be a local food blogger recommending their favorite eateries. These creators often have a more personal connection with their followers, which can translate into greater trust and authenticity.
Nowadays, consumers are less likely to follow celebrity endorsements, often finding them shallow and out-of-touch. Hence the push towards micro and nano influencers. Having a smaller following helps foster authenticity and a deeper connection with their audience. Studies show that micro and nano influencers are quickly raising in popularity, in 2021 90% of marketers stated they prefer working with influencers with a smaller following.
When mega brands use nano influencers
An emblematic example is the decision by PETRONAS Lubricants International (PLI) to be the Main Partner of the “Viaggio Italia Around the World” project by Luca Pagliardi and Danilo Ragona, two nano-influencers who embody fundamental values such as resilience, inclusion, and solidarity.
In 2024, the company chose to support their wheelchair journey between Malaysia (the headquarters of the multinational parent company) and Thailand to promote themes of accessibility and breaking down barriers.
PLI’s decision to collaborate with nano-influencers reflects a targeted strategy to support micro-projects that align with the company’s values. Nano-influencers, while having a smaller following, boast high engagement rates and strong credibility within their niche audiences. This approach allows companies to communicate more authentically and directly, reaching specific communities more effectively.
In this context, Scoprinetwork played a crucial role as a project partner, supporting PLI in planning and implementing the collaboration with the nano-influencers. The agency facilitated alignment between PLI’s corporate objectives and the content proposed by Luca and Danilo, ensuring consistent and authentic communication.
This approach is not only economical but also ethical: supporting small initiatives like “Viaggio Italia Around the World” establishes a direct and authentic connection with a diverse audience, amplifying the value of the projects through communication based on genuine and universal stories.
By supporting initiatives such as “Viaggio Italia Around the World,” companies not only promote their values but also help create deeper connections with local communities and foster positive societal change.
For more information about the project and the collaboration between PLI and “Viaggio Italia Around the World,” an explanatory video is available:
The future of marketing
Statistics show that the market rewards genuine connections and authenticity. Micro influencers boost engagement around 7%, which is incredibly impressive after considering celebrities with massive followings only boost engagement 2%.
Instead of paying a single celebrity influencer to endorse a product, a brand can partner with multiple micro or nano influencers across different regions or niches. This allows the brand to reach diverse, highly targeted audiences while benefiting from the authentic, personal recommendations these influencers provide.
Additionally, the campaigns involving micro and nano influencers tend to be more collaborative, often giving the influencers creative freedom to promote products in a way that feels organic and aligned with their personal brand. This approach increases the likelihood of resonating with their audience.
As digital marketing continues to evolve, micro and nano influencers are proving to be a powerful force for brands. They bring an invaluable blend of authenticity, relatability, and audience engagement that’s difficult for mega influencers or celebrities to replicate.
With the increasing demand for genuine connections and meaningful interactions, the era of smaller influencers is just beginning. Brands that prioritize authenticity and invest in building strong relationships with these influencers are likely to stay ahead in an ever-changing marketing landscape.
