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What is Nano Influencer?

With the place of social media in our lives and its effect on purchasing decisions getting bigger and bigger, the concept of an “influencer” has also entered our life. We explained what influencer marketing is in our last article. In this article, I will talk about the concept of nano influencer.

We can define nano-influencers as real people who actively use social media and who do not have any concerns about being an influencer. Organic and sincere posts appeal directly to their circle of friends. Thus, there is no perception of advertising about brands.

According to the New York Times, nano influencer is used by companies to describe people who have 1,000-10,000 followers and are willing to advertise on social media.

It is possible to reach specific target audiences by determining a specific customer segment with nano influencers. They can be more effective in encouraging people to buy than influencers with higher followers. It also is much more cost effective and has a higher conversion rate than multi-follower influencers. The reason is that nano’s are more realistic than influencers.

Nano Influencer Average Engagement Rate on Instagram
Nano Influencer Average Engagement Rate on Instagram

 According to the 2019 State of Influencer Marketing by HypeAuditor, nano influencers had a 5.6% engagement rate, as opposed to 2.43% for micro influencers and 1.97% for mega influencers (HypeAuditor, 2019).

We usually consult our friends or people whose opinions we care about before purchasing anything. The main motivation behind this is that people are affected by the preferences of the people who are like them, or the people that they take as an example and give importance to the ideas of. Our close friends are very effective in influencing our choices and making us try new things compared to the people we don’t know. For example, when they recommend a shampoo, care product, or white goods brand on Instagram, it looks like a real user or friend recommendation. This is what brands want. Unrealistic collaborations pull the brand down. It actually creates a more negative attitude about the brand.

What do you think about this topic? Do you think we are too bored with influencers who introduced the same product with the same sentences?


Au-Yong-Oliveira, M., Cardoso, A. S., Goncalves, M., Tavares, A., & Branco, F. (2019, June). Strain Effect-A Case Study About the Power of Nano-Influencers.