Influencer marketing has been incredibly successful for a lot of brands and it is often added into the mix when thinking about putting together a marketing strategy.

However, the mistake in the planning comes when brands think too big. We’d all love for a huge Instagram star with millions and millions of followers to work with our brands but let’s get real. The cost can be anything from £10,000 + per post for smaller mega influencers and when it comes to celebrities, you could be looking at £100,000 + and it is not unheard of for it to be up to £1,000,000.

You should be considering the value of those with smaller, but more engaged, communities, who can also help connect you with the people who are increasingly more likely to buy from your brand.

These smaller-scale influencers, referred to as ‘micro’ & ‘nano’ influencers, can be highly valuable to your businesses, despite their smaller audience size.

 

Think Local

If you spend a little time looking for a local nano-influencer with give or take around 1,000 followers, but all of them are local business owners & shoppers, it can have a significantly larger impact on your promotion than a broader reaching campaign.

To provide a little context and offer some food for thought, the team from Planoly recently put together this infographic on nano-influencers and the potential benefits of this form of outreach. Give it a look and maybe the time to think small and local is right now.