With the loss of trust in brands and the rise of digital, marketing and communication are more and more inclined to support part of their 360° influence strategy. Within the influence, nanoinfluence is growing fast because it is synonymous with authenticity, trust and proximity.
What is nanoinfluence ?
Nanoinfluence is the ability to activate its consumers so that they become ambassadors for your brand, prescribers, influencers in their own right. Today, we can consider the consumer as a media, just like a billboard for example.
Nanoinfluence allows you to transform your consumers into ambassadors. These consumers, who generally have less than 1,000 subscribers on their social networks, will become the prescribers of your brand to their entourage. Moreover, 83% of people say they trust their relatives, while only 16% say they trust a brand website.
Nanoinfluencers will have an influence on their relatives offline, through word of mouth, and online with their publications on social networks. They will also influence consumers in a peer-to-peer relationship through the opinions they post, the rates they give and any UGC (User Generated Content) they make on public pages, websites, marketplaces or social.
What is the position of nanoinfluence inside the influence pyramid ?
Nano-influence is positioned as the lowest layer of the pyramid, below micro-influence, itself below macro-influence.
These different layers are defined by the level of audience that someone will have, if he has less than 1,000 subscribers, he will be in the category of nano-influencers, if he has between 1,000 and 100,000 subscribers he will be in the category of microinfluencers, and people with a wide audience of more than 100,000 subscribers will be in the category of macroinfluencers.
A microinfluencer is a person who has succeeded on a social network to federate a community through the content he has posted thanks to his expertise and a well-established editorial line. If microinfluence is now often linked to Instagram, it can be found on social networks such as Facebook or Youtube, but also on more traditional platforms such as blogs. So the micro-influencer, through his expertise, has built a loyal community and generates a strong engagement when posting content on social networks.
A macro-influencer has a strong notoriety and a real creative talent. They are often new celebrities, who can embody a brand through a Youtube video and even within an advertising spot as Norman, the famous French youtuber, have done. Macroinfluence has the advantage of generating strong visibility for a brand with a high reach over a very short period of time.
Although the nano-influence is different from these two layers, it is nevertheless complementary. We can use the strong recommendation power of consumers by combining it with the notoriety, the promotion capacity of a top influencer, or an expert on a given universe such as Food, Beauty or Services.
For example, if your consumers have left opinions online, talked about your brand around them, and then a more important influencer talks about your brand, the conversion rate of your new audience will increase.
Why does it work ?
Nano-influence works for a simple reason, it comes at a time when consumers are beginning to lose confidence in traditional media such as TV, radio or billboards.
With nano-influence, consumers are invited to have a brand experience. Consumers will therefore feel valued, thanks to the trust of a brand that has chosen them to talk about its products.
With the content around the brand explaining its universe, its values and its DNA as well as with the product test, nano-influencers will be led to talk about the brand around them, and become prescribers thanks to their power of recommendation.
Consumers thus become ambassadors and will be listened to through their authentic and close speech, which will improve confidence in the brand.
What does the nanoinfluence brings to brands in terms of KPIs ?
One of the most important KPI is the UGC (User Generated Content). UGC are « consumer-generated content ». This content is not limited to comments or photos published on social networks. UGC can be consumer reviews, rating, a recipe, a photo, a tutorial video, etc.
Basically, everything that will be generated online by the consumer around a product, a service, and shared on any platform such as Google, e-commerce platforms, brand sites and social networks, will be a UGC.
These UGC will have their own KPIs. For example, the impact of rating and reviews posted on a merchant site will be measured with a variation in the conversion rate of the targeted product, a UGC on social networks will be important on engagement mechanisms, reach etc.
With nano-influence also comes the notion of reach offline. This is to quantify the number of people who have heard about the product or service through word-of-mouth (WOM).
Finally, nano-influence makes it possible to increase sales whether online or offline. In online, as mentioned above, reviews and notes can improve the conversion rate of a product sheet on an e-commerce site. We now know that a product sheet, with at least 50 reviews, will be able to increase its conversion rate by up to 30%. Similarly, 75% of millennials have already purchased a product after seeing a post on a social network such as Instagram. In offline, with word of mouth, we were able to see at Sampleo with the IRi research institute a 15% increase in store sales in shopping areas exposed to nano-influencers.