The world of influencer marketing is a vast place. And let’s face it, nothing seems more glamorous and luxurious than working with a mega celebrity influencer. They offer PR-ability, drive fame, and help contribute to everyone’s favourite KPI: good old reach.

However, follower count can often be misunderstood as the most important metric when it comes to selecting the right influencers to work with. While it is key, there is a hidden power of collaborating with nano creators – the smallest of the influencer tiers.

Nano influencers usually have between 1,000 and 20,000 followers. Their accounts are relatable, unpolished, and real. They are renowned for trust and offer a genuinely valued voice within their engaged niche communities. From an advertising perspective, this means more authenticity and consideration for your brand.

And guess what? Working with nano influencers doesn’t mean you have to compromise on reach and impressions. We have recently managed through an influencer campaign for adidas Originals and OFFICE Shoes, and we have noticed some pretty insightful stuff…

Our nano influencers were actually our top performing influencer tier. Utilising just 8 nano creators, we managed to reach over 4.7 million people and drive over 75k engagements. Not bad for smaller influencers, eh? This was over double what our mid-tier creators managed to achieve, who each had a larger follower number than all our nanos combined. This reinforces how important nano creators are to drive brand and product consideration through meaningful engagements.

Through a highly targeted boosting strategy, we’re able to maximise reach of nano influencers. Everyone knows that nano influencers are the most cost-effective; therefore, we can lower CPMs and ensure ROI through boosted batch content.

Our nano influencers were also the most powerful in influencing purchasing decisions. Our nano content earned over 10,000 saves, suggesting real intent of future purchase. Plus, three of our nano influencers were able to generate 164 purchases from just five boosted posts, which equated to £14,287.95 worth of revenue.

So, although mega, macro, and mid-tier creators are great, bigger doesn’t always mean better in the world of influencer. Next time you want to manage an influencer campaign that is cost-effective and drives real product consideration, look no further than our trusty nano influencers.