Nano-influencer collaborations offer many marketing benefits to SMEs

By our News Team | 2023

Unlike celebrities or macro-influencers, nano-influencers provide cost-effective collaborations for businesses with limited marketing budgets.

Compared to a micro-influencer (who has 10,000-100,000 followers and are often considered experts in their fields), nano-influencers are ‘ordinary consumers’ who share snippets of their day-to-day lives in less polished, more authentic content – including what they’ve bought, discovered and loved. 

Some may only have 1,000 followers. but their impact and influence on consumer behaviour is significant, with sometimes even better engagement rates than mega-influencers or celebrities.

Influencer Marketing

Photo by Blue Bird from Pexels

This is according to Pieter Groenewald, CEO of Nfinity Influencer, an Africa-focused agency specialising in influencer marketing. 

“It’s been proven … that working with nano-influencers can lead not only to increased brand awareness, sales and business growth, but also offers a way to ignite trust and word-of-mouth marketing at a bigger scale,” he says.

He believes SMEs can gain particular benefit from working with non-influencers, and lists the following as being among the key reasons:

  1. SMEs can generate authentic messaging by engaging with nano-influencers

By engaging with nano-influencers, SMEs can create content that resonates with their target audience. With feeds that make followers feel like friends, nano-influencers post authentic, relatable content that is real, less polished and more believable. As a result, these influencers act as trusted advocates, enabling SMEs to establish a genuine connection with potential customers. When SMEs partner with the right nano-influencers who align with their brand values and are loved by their target audience, the collaboration and influence can be powerful as they are able to tap into this otherwise inaccessible, authentic connection.

  1. Start fresh conversations and boosted brand engagement with a new audience

Compared to bigger influencers and even celebrities, nano-influencers, with their smaller yet dedicated, hyper-loyal following, provide SMEs with an opportunity to foster meaningful interactions and conversations. For SMEs, this means that when a nano-influencer posts about your brand, followers pay attention. This heightened engagement drives brand awareness and influences purchasing decisions among their audience.

  1. Build trust and credibility by leveraging real, trusted endorsements 

When an influencer promotes a product or service, their followers perceive it as a genuine recommendation rather than an ad. By collaborating with nano-influencers, SMEs can tap into the trust they have built with their audience and therefore enhance their brand’s credibility, while attracting customers who are already interested in their offerings.

  1. For SMEs on a budget, nano-influencers are a cost-effective marketing channel

Unlike celebrities or macro-influencers, nano-influencers offer cost-effective collaborations for SMEs with limited marketing budgets. These partnerships often involve lower fees, product exchanges or trade arrangements, allowing SMEs to leverage the influence of multiple nano-influencers within their budget constraints.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.