Influencer marketing has been dominated by big names for years – but times are changing. More brands are turning to nano and micro-influencers, realising that authenticity and engagement often outweigh follower count.
Understanding influencer categories
Here’s how influencers are generally categorised based on their follower count:
- Nano: 1-10K followers
- Micro: 10-50K followers
- Mid-tier: 50K-500K followers
- Macro: 500K–1 million followers
- Mega: 1 million+ followers
While mega-influencers have a huge reach, smaller influencers often have higher engagement rates, sometimes doubling rates of macro-influencers. In the UK, brands are recognising that authenticity sells, and real connections drive better results than celebrity endorsements.
Why the shift towards smaller influencers?
For years, brands have relied on famous influencers to promote their products or services through paid ads – many of these influencers coming from TV shows or rising through social media. While this method gets exposure, it comes at a hefty price. Now, we’re seeing a rise in relatable content creators who genuinely enjoy and use the products that they promote.
Instead of paying a high-profile influencer, why not tap into real customers who already buy from you? Nano-influencers and micro-influencers may have a smaller reach, but they make up for it in trust and higher, authentic engagement.
Take TikTok as an example. Search for specific products, restaurants, or destinations, and you’ll find multiple reviews from individuals sharing their genuine thoughts… simply because they want to help others, and they aren’t being paid to do this! These opinions are incredibly valuable and often hold more weight than a scripted ad.
Why Micro-Influencers Are Worth It
Choosing a micro-influencer for your marketing strategy means:
- A relatable user reviewing your product or service – someone with genuine experience
- More trust from potential customers who can see their honest feedback
- Better engagement, as they actively interact with people who comment and answer their questions
- Lower cost, saving money while increasing credibility
- A reward for the influencer who is a loyal customer already, turning them into even bigger brand advocates
People are more likely to trust creators who have used a product multiple times, over a famous influencer who might try it once for a paid promotion. Smaller influencers genuinely care about the products they promote, which leads to meaningful interactions with their followers.
The Stats Speak for Themselves
According to Dash, micro-influencers drive the highest engagement rate, with 78% of users purchasing a product after seeing it featured in TikTok creator content.
So, if you’re looking to use an influencer to boost your brand’s presence, it might be time to look at smaller influencers. Names aren’t always the best choice! Real voices have real impact.
Ready to explore how influencer marketing can work for your brand?
Get in touch to find out if it’s the right fit for you.
charlotte.bennett@8848agency.com
07595 781657