Influencer marketing: Generation Z and nano-influencers
As we all know, influencer marketing has been in vogue for a while now! Indeed, the Expected U.S. spending on influencer marketing will exceed $4 billion in 2022. But as this marketing strategy has grown in popularity, there is talk of a new issue: authenticity on social networks.
Members of Generation Z are tired of the traditional high-profile influencer. They would much rather trust their friends and family than celebrities and social media stars.
"Generation Z is tired of filters and is wary of unrealistic-looking influencers who jump at the opportunity for quick money with their questionable brand deals."
- Ruby Soave, vice president of influencer marketing for Student Beans
Next are the nano-influencers, which have been around since 2018. Because they are regular, "real" people, Gen Z consumers tend to engage with them more. Now, the influencer marketing ecosystem needs nano-influencers to function.
What is a nano-influencer
A nano-influencer is just an ordinary person. What makes them special is that they have an influential opinion that is considered authentic and newsworthy. They are ordinary people who are considered friends. The trust relationship is much stronger.
They have between 100 and 10,000 subscribers. Their content is mostly personal life photos with friends and family. They often receive free products, with little or no compensation, in exchange for creating content in their own style.
This is a perfect strategy for small businesses. Even larger companies with bigger markets are choosing to add nano influencers to their social media marketing strategies.
A more authentic, effective and affordable alternative to traditional influencers.
Why are nano-influencers more important than ever?
One word to answer this question: authenticity. As mentioned earlier, Generation Z is tired of refined, idealistic content. They want authentic, flawed content, something they can do themselves. Plus, authentic content looks less like an advertisement.
The time when the idealistic content was valued is over.
And if you're not coveting Generation Z, maybe you should be. It is, after all, a market with great potential. In fact, as seen in the Insiderthe Gen Z market is already worth more than $140 billion in purchasing power.
How to find the right nano-influencer?
Recruiting nano-influencers is very different from recruiting traditional influencers. You have to look beyond follower metrics and dig deeper, it's a more rigorous job. Also beware of fake followers and likes. It becomes very important to establish a thorough verification process.
You can also consider nano influencers who have a niche. They know their audience very well. Having a lot of influencers who each have a niche is very effective!
Questions to help you select the right nano-influencer:
Do they like and use your brand?
It is important that the influencer has a good affinity with the brand to ensure a true opinion.
Have you analyzed the quantitative and qualitative criteria?
Be sure to dig into relevant metrics such as audience age, gender, location, etc. It's important that the content creates engagement in their community.
What is the engagement rate and quality of engagement?
The nature of the comments and the number of shares is also a way to know the level of engagement. This indicates how much the audience likes and trusts the influencer.
Do their values match your brand?
Generation Z places a lot of importance on brand values. Make sure the influencer stands for the same values as your brand. Dig deep to avoid past actions that could discredit your brand by association.
Tips for a good business relationship with nano-influencers
Ask for help. Working with an agency is always a safe choice. They already have a network of regional and national nano influencers that you can access quickly.
Start by defining clear and measurable objectives and key performance indicators. Establish a good social media marketing strategy to guide your selection of influencers.
Make sure you have an active contract when you pay talent. Security measures are important in this type of business relationship.
Be flexible with influencers. Since they are often students, you need to conform to their lifestyle. You don't want to add extra stress to their plate.
Give them the freedom to create the content they want. Give some brief guidelines and let them create natural looking content around it.
Co-creation is also an interesting strategy. Involving them in the brainstorming of the campaign could create an even more authentic result. If you want to reach the most relevant audience and have the most impact, involve nano-influencers from the start. They know their audience inside and out and are able to bring a lot of value to your brand. But make sure you respect them and value their work in return.
Share the campaign strategy with them and let them weigh in on the creative direction. Track the campaign metrics and focus on what worked and what could be improved, as well as the long-term direction your brand should take.
Monitor the results of the campaign. Focus on what worked and what could be improved for the next iteration. This will also help determine the next steps for success and how to properly execute any long-term plan.
In a nutshell
Working with nano influencers, when done right, can make all the difference in the success of a marketing campaign. But, for a successful campaign, you need to know how to select the right nano-influencers. The key to success would be good planning, perfect execution and authentic content from your selected influencers.
These small, but powerful, social media gurus have the potential to make a big difference!
