Brands are increasingly getting drawn to nano influencers. Unlike in the past, when they only wanted to work with big influencers with a mammoth number of followers, they are now opening up to influencers with fewer followers. This is because they have realized that the effectiveness of influencer marketing isn’t in the number of followers but in the level of engagement.
Since nano influencers have a small but active audience, their followers are likelier to trust the influencer. They also react more to their posts by liking, commenting, and sharing them. This article will examine the top 5 Instagram nano influencer trends to watch in 2024. Understanding these trends will help you develop a winning influencer marketing strategy.
Who Are The Instagram Nano Influencers?
Nano influencers are your everyday influencers with a following of between 100 and 10,000 followers. These aren’t the big celebs or professional influencers. They are ordinary people who create usual posts, including their photos.
Unlike the big influencers who get paid by brands to post about them, these influencers receive free products and services to post about a brand in their style.
Why Use Instagram Nano Influencers For Your Brand?
There are several reasons why nano influencers can be a good option for your brand. These include:
- Genuine connections. Instagram users are likely to trust posts done by nano influencers. Since they aren’t in the everyday business of reviewing a business product or service, when they do a post on it, it appears genuine.
- Reach. Since you do not pay them to review or promote your products, it becomes easier to work with many nano influencers and, therefore, get a wider reach.
- User-generated content. Studies indicate that user-generated content produces better results than ads. Nano influencers are a great way of having user-generated content.
- Higher engagement. Nano influencers usually have a smaller audience that easily relates with them. This drives more engagement in their posts.
- Diverse content. People have different views of different things in life. When you work with nano influencers, showcasing your brand from different angles becomes easier.
Tips On Working With Instagram Nano Influencers
For the best results when working with Instagram nano influencers, here are a few tips to incorporate into your influencer marketing strategy for eCommerce and other sites:
- Be selective on the influencer. You must work with an influencer that fits your brand, company culture, and vision. Choose your nano influencers carefully and check the following: engagement rate and how the creator engages with their audience.
- Agree on a course of action. You should agree with the nano influencer on how to get the right results. If they will be creating the content, it should match your company goals.
- Explain your expectations. Be sure to tell the influencer of your expectations. If there are any concerns, explain to them to avoid misunderstanding.
Top 5 Instagram Nano Influencer Trends
So, what should we expect in the world of nano-influencer marketing in 2024? Here are the top 5 trends.
Growth of Nano Influencer Marketing
Studies indicate that brands that go with user-generated content get 29% better results than those that don’t use it. Besides, user-generated content can go viral quickly. With brands realizing the effectiveness of this niche marketing method, they are likely to start using nano influencers more, especially in startup influencer marketing programs.
Use Of AI and Machine Learning In Nano Influencer Marketing
The AI era is here with us, affecting many areas of our lives. The nano-influencer area will not be left behind. In 2024, we expect brands using AI to sift through influencers and find those that meet their needs. They will also use AI to tailor their content and engagement strategies to align with individual content needs.
Evolving Content Creation
In 2024, there will be a higher demand for video content as TikTok marketing trends take shape. Nano influencers will strengthen their hold on the different video formats to create engaging, informative, and immersive content formats.
There will also be a focus on live-streaming marketing. This will enable nano influencers and their audience to connect directly. It will also foster an environment of authenticity and immediacy, which will help improve trust and nurture a community environment.
Rise of Ethical Influencing
We live in a world that is becoming more conscious of environmental, social, and ethical considerations. This means that the role of influencers is likely to be more than brand promotion. In 2024, we will see influencers becoming agents of change.
Brands will look for influencers with whom they share values or have the same ethics. Influencers will pick brands that they align their values with. This will help them build authenticity and trust.
With audiences becoming discerning, they are also likely to continue to value brands that endorse brands’ responsibility and stand for ethical consumption. Therefore, influencers will need to balance between promotional and educational content.
Rise of data privacy
We are living in an era where data is king. This means that influencers, brands, and social media platforms will be keen on how they capture audience data. They will need to adhere to stringent data policy. Influencers will need to seek data consent before they can collect audience data. They must also be careful to adhere to the data privacy laws.
Use Of Audio And Visual Content
The rise of audio content has resulted in the development of platforms such as Clubhouse. This indicates that influencers will also use audio to connect with their audience. This will provide them with a multi-dimensional experience that can cater to the needs of different customers.
However, audio content will take a lot of work to stand independently. Since Instagram is a visual platform, the place of images will be preserved. Nano influencers will still need to use visuals in their marketing. This will result in audiences having multidimensional experiences that cater to different audience needs. Influencers will use image search engines to find visual content.
Final Thoughts
In 2024, we will likely see an increase in the prominence of nano influencers as they are now among the top influencer marketing programs. This is because brands will continue to notice the importance of this influencer marketing category. Therefore, by understanding the above nano influencer marketing trends, brands will position themselves to reap the most benefits.
