Due to an extraordinarily high level of digital media consumption by the audience from practically all age groups and socio-economic sectors, the space of digital media and brand promotions, In the last few years, it has seen a remarkable transformation. The growing popularity of digital media has resulted in a significant number of content providers with the ability to influence their followers on platforms such as Instagram, Facebook, Twitter, and LinkedIn, to mention a few.
While the idea of influencers may appear to be a recently popularized and novel concept, it has been a part of society for ages. Josiah Wedgwood, the founder of influencer marketing Pinterest, made ceramics for the British royal family in the 1760s to influence people’s attitudes. Then came Web 2.0, when the notion of word-of-mouth marketing was embraced wholeheartedly. With the existence of wide fans and followers, branding has become the accepted norm, with firms investing a significant portion of their marketing budget on influencer marketing.
The emergence of nano-influencer marketing can be attributed to several factors.
Influencers with a small audience are known as nano influencers India. These aren’t celebrities with millions of followers on social media, but ordinary people who have captured the attention of an audience with their distinctive and entertaining material. Such influencers can have a following of 1,000 to 10,000 people who are interested in a specific specialty because of the material they generate. Influencer marketing accounts for around 10% of a brand’s promotional spend, with businesses focusing on nano-influencers who can reach their target audience.
The following are the primary causes for the emergence of nano-influencer marketing:
Nano-influencers have a specific target audience
Every nano-influencer creates a certain type of content and hence has a specific audience group to whom advertisers may easily reach out. This simplified audience is beneficial to companies in that it allows them to get better returns with less effort.
Nano influencers India is incredibly cost-effective and charges a fraction of what a celebrity or well-known face would. However, because of their focused reach, they reach the masses and are more directly associated with their audience than a superstar with millions of followers, which helps the business convert leads into purchases.
A target market that has faith in the brand ambassador
Nano-influencers communicate with a small number of individuals regularly and work to build an online friendship built on respect and trust. This is where brands take advantage of the chance to build strong word-of-mouth. The public trusts influencers, and influencers, in turn, tend to advocate only the companies in which they believe.
Growth in digital media consumption
Between 2012 and 2018, social media usage increased from 5 hours 37 minutes to 6 hours 45 minutes per person. Generation Z, which spans the ages of 16 to 24, has an even greater rate of consumption. A typical day’s usage for these young people is stated to be 7 hours and 44 minutes. These figures indicate that people from all walks of life are spending more time on social media. As a result, businesses are concentrating on making the most of this readily available audience pool.
Nano-influencer marketing’s impact on digital marketing
While nano-influencer marketing benefits both small and large firms, it also offers advantages and disadvantages in the digital marketing sector.
Influencer marketing Pinterest is only one aspect of digital marketing; there are countless more. However, with the quick emergence of nano-influencer marketing, other aspects of digital marketing, such as sponsored advertisements, paid promotions on websites, and so on, have taken a backseat.