Bigger is not always better. It’s a sentiment that rings especially true for brands right now. Challenges due to the ongoing pandemic led to store closures, furloughs and big budgets cuts, which hit marketing budgets hard. Many companies couldn’t afford to keep expensive celebrities on their rosters, which opened the door for nano-influencers more than ever before.
Nano-influencers are generally defined as those with 1,000 to 10,000 followers, who have a modest but dedicated audience. This small, but mighty group isn’t new to the influencer world, but it’s clear they sometimes hold just as much authority as the big guys — and most importantly, they can move product.
Take Nina Ward. The blogger from New York has 4,420 followers and is one of Aldo’s vital assets, not only for customer acquisition and garnering brand awareness, but also for internal purposes.
“Nano-influencers have created some of the top-performing content we’ve ever posted,” said Amanda Amar, the brand’s global director of social media and PR. “It informs our brand team on what they should [create in-house]. So there’s a lot to gain. You have to look beyond the big glossy number at the top of [Instagram]. Working with these people is also a great way to start and test, often somebody who’s just an incredible content creator that will eventually blow up. It’s better to be with them from the get-go, [foster] that loyal relationship and grow…