It’s no secret that the influencer marketing scene is has exploded in recent years. Every industry has had a fair amount of constant development and innovation that can be really tricky to stay on top of. We live in a digital world, and new things are coming our way constantly, the one thing that is essential, though, is a clear grasp and understanding of the fundamentals of an industry, or in our case, a media channel.

The influencer space has picked up that there is still a large amount of work to be done around educating, in both client, and agency worlds. And the one area where the understanding isn’t always clear, is the definition of different influencer categories, and what they can do for your brand campaign.

On the surface, a nano-influencer is just a regular social media user, one just like the rest of us. Sharing pictures, videos and posts – everyday people with something to say. They probably have fewer than 3k followers, and they aren’t likely to call themselves influencers. But when they talk, people listen. They engage their audience, they build an element of trust, and they are willing to take advice. These are people with the power to sell your products, and this is nano influencer marketing.

These influencers are motivated by things they are passionate about, and they want to share it with their audience – freebies and/or cash to them is a bonus. They truly appreciate the offer to work together and are far less likely to be demanding when it comes to agreeing on compensation.

Due to their smaller fanbases, nano-influencers are able to reply to all of their followers' comments and forge closer relationships with them. The engagement rates of smaller influencers have been found to be 60% greater compared to those of larger influencers. Their followers get a sense of belonging, appreciation, and engagement. Basically like pals.

Product recommendations seem more genuine and are more likely to get more likes, comments, or shares.