Nano-influencer

What does nano-influencer mean?

Nano influencers typically have a smaller follower base, usually under 10K followers. Now, you might think a smaller audience means minimal impact, but that's not necessarily the case. The smaller follower count often signifies that they have a closer and more personal connection with their audience, which can lead to higher engagement rates.   

A real-world example is Emily Chan, a lifestyle influencer and the Senior Sustainability & Features editor at British Vogue. Despite having just a few thousand followers, her posts receive high engagement. Why? Because her content is authentic and tailored to her audience who believe in sustainability.  

How to identify nano-influencers

Nano-influencers have relatively ow follower counts and other characteristics, such as: 

• Hyper-niche focus: Nano-influencers often specialize in specific topics or interests, such as vegan recipes, sustainable fashion or local travel. Their content resonates with a tightly defined audience. 
• Authenticity: With smaller follower counts, nano-influencers maintain personal connections. Their recommendations feel more genuine and less like sponsored content. 
• High engagement: Their followers actively participate — liking, commenting and sharing. Nano-influencers foster meaningful interactions. 
• Affordability: Brands find nano-influencer collaborations cost-effective. They offer targeted exposure without hefty fees. 
• Local influence: Some nano-influencers focus on local communities, making them valuable for location-specific promotions.