Nano versus micro influencers comparison
nano versus micro influencers comparison
Rewind two years ago and micro influencers were all the rage. Now nano influencers are the talk of the internet - and for good reason! They're a dynamic group of content creators who want to share their passions and connect with others who enjoy similar things.
Both types of influencers are great for brand partnerships, but they have their strengths and weaknesses. We broke down the differences between nano and micro influencers so you can make an informed decision about which type you want to work with.
Nano influencer definition
Nano influencers have between 1,000 - 10,000 followers on social media. The most popular channels are Instagram and TikTok, but YouTube and Twitter or X are common, too.
They create content because they’re passionate about the topic they sharing about! They do not do it exclusively for the income. In fact, some of the best nano influencers have only dabbled in brand deals - if they have at all!
Nano influencer posts tend to be more authentic and raw because they're not concerned with their brand image. They may not have perfect editing in their photos or meticulously filmed the videos, which is a good thing! These influencers are able to build trust with their followers more easily because they're giving them a real glimpse into their lives.
Micro influencer definition
The third influencer tier is micro influencers. They typically have between 10,000 - 50,000 followers, making them an ideal group for brand collaborations.
Micro influencers, like nano influencers, create content about a specific niche like fitness routines or beauty product tutorials. They’ve likely built up a following over the years by posting consistent and engaging content. When influencers hit the micro tier, many are able to shift to content creation for their full-time jobs.
Because their accounts aren’t brand new, they usually have a presence across multiple social media platforms. A great selling point for brands is the ability to reach audiences in multiple places.
Similarities and differences between nano and micro influencers
Aside from size, nano and micro influencers are different in their intentions. Nano influencers love the subject they post content about and want to share it with the world. Micro influencers love the subject, too, but now sponsorships are also their livelihoods.
When money is no longer a fun, side-hustle, it can take on a different tone. For example, when brands pay more, the stakes are higher. They may request influencers to use affiliate codes, recite exact scripts, or include exact copy in their post description. This unfortunately makes the influencer sound like an ad and therefore strips away the authentic nature of the post.
In addition, the photos and videos produced by nano influencers feels like quality user generated content. They're great to reshare and use in ads because it feels like you're getting a review from a real customer. Sometimes you truly are!
Micro influencer content often feels like a professional created it - because they did.
Should your brand work with nano or micro influencers?
Brands new to the influencer space should test working with a few different types because it's not a one size fits all strategy. Some brands do well with nano influencers, while others see better results with mid-tier influencers.
Nano and micro influencers are two of the best types for brands to test that sell online or have locations across the country. They are not the best influencer option for brands with physical locations or brands that want to target specific regions. That award goes to local influencers.
Where do small influencers fit in your marketing strategy?
Small influencers include local, nano and micro influencers. You can activate them at any stage of the marketing funnel from awareness through loyalty. Influencers are great at getting the word out about new products, services, location and events.
These influencers are also great at inspiring action because their followers genuinely trust their recommendations. More often than not, micro and nano influencers interact with their followers. This includes responding to comments, posting polls, and even following top followers back. These behaviors form a connection with their audience that increases trust and believability in what the influencer recommends.
Learn more about influencer marketing
How to find and work with local and nano influencers
