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  • Writer's pictureLive Oak Management

Nano and Micro-Influencers: Shaping the Evolving Social Media Landscape

Written by Lauren Winslow

Account Executive

When discussing influencers in traditional terms, several prominent figures come to mind, such as Charlie D'Amelio, Mr. Beast, David Dobrik, and Alex Earle, who are widely recognized. 

While traditional influencers continue to wield significant influence in social media marketing, micro-influencers are quickly gaining ground. The term nano-influencer refers to those on social media who have 1,000 to 10,000 social media followers, while micro-influencers have 10,000 to 10,0000 followers. 

According to Influencer Marketing Hub (IHM), companies increasingly prefer to collaborate with smaller influencers, including nano (44%) and micro (26%) influencers, rather than working with maco-influencers (17%) and celebrities (13%). 

There are several reasons behind this shift away from macro-influencers in social media strategies. In recent years, macro-influencers have demanded higher pay, which smaller companies may struggle to afford. Additionally, IHM reported that nano and micro-influencers often have higher engagement rates than macro-influencers. Thus, for some companies, utilizing nano or micro-influencers provides better value in terms of both cost and engagement. 

For a company aiming to reach specific target audiences on social media, using macro-influencers may not be the optimal choice. While content from macro-influencers may reach a broader audience, it might not reach the intended demographic. Moreover, macro-influencers are not always perceived as trustworthy or relatable, as paid videos often come across as product placements rather than the influencer genuinely expressing their opinion. 

For instance, a new body-inclusive clothing brand seeking social media influencers may find it challenging to engage with prominent figures in the body positivity space, such as Spencer Barbosa or Remi Bader, due to their large followings. 

In contrast, model and influencer Taylor Cole, with her smaller following of 4,000 on TikTok and 12.2 thousand on Instagram, could be a more suitable option. Cole has cultivated a loyal following on both platforms and may be perceived as more relatable and trustworthy due to her smaller audience size. So, Cole would be of better value to the company than a macro-influencer. 

As social media marketing continually evolves, the role of influencers will undoubtedly undergo further transformations. Currently, nano and micro-influencers are reshaping the landscape, offering increased opportunities for smaller content creators.

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