Identify nanoinfluencers focused on your niche
Nanoinfluencers are most often focused on a particular topic or interest as an enthusiast or expert, be it a specific industry, brand or something else. Search for the ones whose interests lie in the same sphere as your business. For example, a sportswear brand can turn to a fitness blogger, or go even narrower and opt for a devoted runner.
To start the process, do some research, either manually or with the help of specialized influencer marketing platforms that assess potential efficiency and campaign results.
Leverage micro communities and events
Take note of both online and offline micro communities or niche interest groups relevant to your business. These can take the form of book clubs, conferences, local markets, activist groups, thematic educational events, Facebook groups, etc.
In some instances, the nanoinfluencers are part of or even lead such an association. Attend or sponsor events related to your industry. There, you may meet nanoinfluencers who are active in the area of your business.
Evaluate engagement and authenticity
Nanoinfluencers may have a smaller following than macro influencers, but they should be assessed just the same prior to collaborating with them. Analyze their content, comments, likes and shares to gauge their authenticity and the level of interaction they have with their audience.
Genuine engagement is crucial for effective promotion. Look for nanoinfluencers who consistently receive meaningful interactions from their followers. It indicates their ability to influence and engage their audience effectively.
Be purposeful when working with influencer platforms
Agencies can provide great advice about collaborating with influencers that stems from hard-earned experience and expertise in the space. Remember, though, that it’s a partnership, and you still need to do some work for it to achieve the best results possible. Usually, it means delivering a clear brief with the objectives of your campaign, statement of work, description of the product and the target audience profile.
Measure KPIs
Collaborating with influencers is not just about creating pleasing and appealing content. It’s about numbers and efficiency as well. Don’t overlook the necessity of measuring and assessing key performance indicators.
KPIs are the same for influencers of all sizes. However, you may prioritize some of them above others depending on the goals of the campaign (awareness vs. engagement).
There are still individuals who are impressed by the big following of macro influencers and celebrity bloggers. But for businesses, nanoinfluencers may be a more beneficial asset due to better engagement rates and more reasonable fees. Besides, they are not yet spoiled by the attention of big brands and highly value each collaboration. It’s important, though, to find the ones that align with your business vision and goals in order to achieve the best results and avoid disappointment.
