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Large corporations routinely use celebrity endorsers in advertising and marketing campaigns. Many of these stars make millions from these deals. Their faces and names are found in all forms of advertising and marketing. They often become synonymous with brands they represent.

Let’s talk about influencers – a word added to the dictionary in 2019. Social media ushered in a new era when “Everyperson” can become an influencer. We touched on influencers during this module’s discussions.

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Using the provided resources, other resources, and at least one article published in 2020 or 2021, write about how influencers have become an important part of marketing.

Influencers: Defined

Explain what influencers do. Talk about the most important information. Cite and reference your sources. (1/2 page)

Buyer Behavior

Next, write about the Buyer Behavior and what businesses must understand to better promote their goods or services. Cite and reference your sources. (1 page)

Influencer Examples

Provide two examples of social media influencers. Deliver an analysis of what each one does to influence followers. It is important to include citations for your research. (1 page)

Making Connections

Based on the research above, assess which steps of the buyer behavior model influencers can affect. Provide rationale. Cite and reference your sources. (1/2 page)

No quotations are permitted in this paper. Each paragraph (except the introduction and conclusion) must contain at least one in-text citation .

Diversity In Influencer Marketing: Why Your Brand Needs To Get It Right

Danielle Wiley

Forbes Councils Member

Forbes Agency Council

COUNCIL POST| Membership (Fee-Based)

Leadership

POST WRITTEN BY

Danielle Wiley

Founder and CEO of  Sway Group , an influencer marketing agency in the SF Bay Area.

 GETTY

It surely isn’t news to you that influencer marketing has been criticized for having a  diversity problem . As blogger Stephanie Yeboah  wrote  last year, “by exclusively using white influencers to tout holiday experiences, beauty and skincare products and fashion pieces, the story being told is that these experiences are only available to white people. Only white women use luxury skincare. Only white slim women go on holiday. Only white women wear a certain brand’s fashion pieces. It needs to stop.”

The importance of diversity in influencer marketing goes beyond the avoidance of consumer backlash. At my agency, we advise our clients to make diversity an integral part of their campaign planning, particularly if they’re looking to attract millennials or Gen Z  — not because it’s the politically correct thing to do, but because representation tells a more powerful brand story.

What Do We Even Mean By Diversity?

Diversity has become something of a buzzword in recent years, which can create a lot of confusion and bias about what people mean when they say it. For instance, it most definitely doesn’t mean “including a token person of color.” Diversity incorporates all of the elements that make individuals unique from one another, including but not limited to sexual orientation, ethnicity, skin color, gender, body type, socioeconomic status, physical abilities, religious beliefs and more.

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In a nutshell, diversity is the range of human differences, and unfortunately, many influencer marketing campaigns have not been very good at reflecting these differences.

Why Is Diversity So Important For Influencer Marketing?

It’s important for all advertisers to embrace diversity, but it’s particularly critical for brands to make diversity a priority in their influencer outreach because of how influencer marketing works.

Audiences are drawn to influencer marketing because of its relatability. Influencer marketing works best when it comes from a place of authenticity and audiences can relate to what’s being shared. While many of us have learned to tune out advertising and sales pitches, influencer content often comes across as a recommendation from a trusted friend. When done correctly, influencer marketing drives consumer action by providing real value to like-minded audiences.

However, I predict we’re going to see more and more audiences becoming turned off by what has become stereotypical sponsored influencer content. In my experience, today’s consumers, particularly younger demographics, are looking for brands who care about connecting with consumers through authentic, nontraditional representation.

When influencer brand campaigns show more diversity, diverse followers feel more associated with the brand and are therefore more likely to try the products that influencers recommend. It’s not just about appealing to those consumers, though — diversity in media is a social issue, one that has a profound educational impact on audiences.

How Can Influencer Marketing Better Embrace Diversity?

It seems obvious that diversity for diversity’s sake isn’t a great strategy. One only has to look at the colossal backlash to Pepsi’s  infamous Kendall Jenner ad  to see why tone-deaf corporate lip service doesn’t work.

Start building an inclusive campaign strategy by recognizing individual attitudes and practices. Market research can help with this process, but it’s beneficial to simply spend some time considering the unique qualities that make up your target demographics before drilling down into specific messaging.

From there, use the insight you’ve gained to put together your diversity-focused influencer marketing tactics:

• Forge the right influencer partnership. You can partner with an agency that is well-qualified to recruit the kind of influencers you need, or you can use your own resources to identify influencers who better represent their communities and your brand values.

• Ask the right questions. Before you embark on a campaign together, ask your prospective influencers how they would choose to speak about your brand and offerings. It’s one thing to find an influencer who matches the kind of representation you’re looking for, but you need to go a step further by ensuring that they have the kind of tone and values that will resonate with the demographics you’re trying to reach.

• Prioritize authenticity. When influencers speak from their hearts with real-life stories and opinions, their content resonates — whether it’s sponsored or not. For an award-winning campaign we did for a national savings program for individuals with disabilities, our agency recruited people either living with a disability or closely connected to a disabled person to talk honestly and openly about why the brand’s pre-tax savings account was important in their lives.

• Allow for content flexibility. One of the most critical strategies in successful influencer marketing is guiding the content rather than spoon-feeding influencers brand slogans and corporate messaging. While some brands require more structure in their campaigns than others, it’s important to allow influencers to speak in their own voices and contribute to your brand story in their own way.

• Prove that you value consumer differences. Don’t just talk the talk; show consumers that you care about underrepresentation with the people you choose to portray in your outreach, your visual content and your overall offerings. Just because an influencer has a major presence and a lot of followers doesn’t mean their voice is right for your specific brand or cause.

In the End, Treat Influencers As Partners

By partnering with the right creators and listening to what they have to say, every brand has a better chance of sharing the kind of diverse messaging that both helps our society and drives consumer action. Don’t limit yourself to thinking of influencers as media channels; allow them to contribute to your brand in their own authentic way. Recognize the value of their perspectives and experiences, and know that like-minded audiences will likely respond the same way.

It’s not up to any one brand or agency to do the work to make the influencer marketing industry more beneficial through diversity. If we all do our part and take steps in the right direction, we’ll see the change that  more and more consumers have been asking for .

How influencer marketing will evolve as Gen Z’s sway grows

The latest evolution of influencer marketing may see brands approach already loyal customers and give them incentives to partner on social content, a new CreatorIQ report forecasts.

Published Feb. 25, 2021

By 

Robert Williams

Social influencers are poised to have a bigger presence in advertising campaigns in 2021 as marketers eye younger consumers who spend more time online. That engagement will help to support several key trends this year, including the evolution of social media creators into long-term brand ambassadors and the growing role of customers who act as influencers.

Among other trends, Generation Z consumers will have a greater effect on influencer-generated content as their spending power continues to swell, and marketers will be able to evaluate the effectiveness of their influencer campaigns with improved metrics, according to a new forecast from influencer marketing company CreatorIQ.

“As the industry evolves, we are moving away from what was ‘Influencer Marketing 1.0,’ which was really a transactional relationship between brands and the creators that they worked with on one-off campaigns,” said Tim Sovay, chief operating officer of CreatorIQ, whose financial backers include CPG giant Unilever.

His company, which has a database of 20 million creators, is seeing greater demand among marketers for longer-term partnerships with influencers who can be effective brand advocates. At the same time, creators want to align themselves with brands whose social values match their own.

“A creator is really choosing the types of brands that they want to work with, that they identify with and who their audience is interested in,” Sovay said. “On the brand side, they’re looking for a more authentic relationship, and weirdly, it’s almost like a traditional endorsement.”

These longer-term contracts with creators can last for a year with an option to renew, and can include services like consulting on product launches or design ideation.

“‘Influencer’ means so many different things now — and really one of them is understanding what your high-value customer is.”

Tim Sovay

Chief operating officer, CreatorIQ

Yeti Holding, the maker of luxury coolers and ice chests, is an example of a brand that nurtured a dedicated following by collaborating with influencers whose  creative efforts include  everything from product tests to short films that showcase outdoor adventures.

TikTok steers demand for authenticity

Younger consumers are harder to reach through media channels like traditional linear TV, making digital efforts that include influencer marketing more crucial for brands with a younger-skewing target audience. Generation Z is even more forceful than the preceding millennial generation in demanding that brands be authentic, a characteristic reinforced by the popular social video app TikTok.

Because TikTok focuses on identifying videos that are most likely to go viral, everyday people can  become famous overnight  on the platform. Its authentic short-form content became even more popular among Gen Zers as their social media consumption soared during the first year of the pandemic, according to CreatorIQ. The firm recommends brands collaborate with Gen Z influencers to learn more about the audiences they hope to reach.

“[The Gen Z] audience is native to the social platforms. It’s all they know. Therefore, the creators that they follow have, by far, the most influence,” Sovay said.

Many young consumers aspire to become social influencers as a career, a sign of their understanding of how fame works on social media. Eighty-six percent of Gen Z and millennials said they would post sponsored content for money, and 54% would become an influencer if given the opportunity, research firm Morning Consult  found in a survey .

“Traditional ideas of celebrity — like actors — don’t have as much as impact as they used to,” Sovay said. “The creators are truly native to social media platforms, along with new up-and-coming digitally native brands that have been built off the back of Instagram and other platforms.”

Improved measurement and scale

Like many facets of marketing, the influencer sphere is becoming more data-driven, giving brands additional measurement capabilities to assess return on investment and other business outcomes. E-commerce sales linked to content is emerging as a key benchmark as platforms popular with influencers, such as YouTube and Facebook, offer native tools for marketers to measure social influencer efforts and support online ordering and payment.

“Now, it’s not just about high-level impressions and engagements — we can drill down to lower-funnel measurement to understand conversions,” Sovay said. “Shopping and social commerce is really set to explode over the next 12 to 24 months in the U.S.”

“Brands have these large databases of emails and first-party data. A brand can partner not just with a number of creators but really empower their most active and ‘influential’ customers.”

Tim Sovay

Chief operating officer, CreatorIQ

Brands are also forecast to support their influencer efforts with paid media to extend the reach beyond the organic following creators have cultivated on social platforms, per CreatorIQ’s report.

“You can get the scale and you can get the targeting through paid media that you can’t through other channels like programmatic display,” Sovay said. “This will allow you to truly scale beyond just organic reach to a much broader audience through influencer marketing.”

By scaling into paid media, marketers can target lookalike audiences who may not follow the creator directly, but have similar psychographic and demographic profiles.

“With more scale, you have the ability to have more conversion and more attribution,” Sovay said. “You can sell more products, you can get more downloads, you can get more people to take an action beyond just the audience of that creator that you’re working with or creators.”

Customers as influencers

CreatorIQ also foresees greater convergence between loyal customers of a product and influencers. Babe Wine, the canned wine marketed by AB InBev,  expanded its brand ambassador program  by identifying customers who might serve as effective social influencers.

“‘Influencer’ means so many different things now — and really one of them is understanding what your high-value customer is,” Sovay said. “Brands have these large databases of emails and first-party data. A brand can partner not just with a number of creators but really empower their most active and ‘influential’ customers.”

The convergence of influencer marketing and customer experience (CX) also can be scaled upward to extend reach and promote longer-term loyalty.

“You scale this by working with hundreds, if not thousands, of your customers, and give them incentives to be your partner,” Sovay said. “It will take time for brand marketers to get there, but I can tell you when we talk about this with our top customers, they get excited about it. They view it as the next big jump for this category.”

Influencer Marketing’s Surprising Rise Of The ‘Everyperson’

Founder and CEO of  Sway Group , an influencer marketing agency that generates exceptional content with guaranteed results.

Even during a year like no other, influencer marketing thrived in 2020. Lockdowns led to increased social media usage, a change in consumer behavior from Covid-19, there were production challenges around traditional advertising shoots, audiences turned toward authenticity and curated content, and brand budgets were upended, requiring quick-turn pivots. All of these issues and more inspired plenty of brands to partner with influencers this past year in order to get the word out in a relevant, topical and mindful way.

Of course, influencer marketing has been on the rise for a while now. According to the annual Influencer Marketing Benchmark Report, ever since 2016 there has been a yearly increase of at least 50% to the overall estimated market size of the industry. While it’s safe to say that influencer marketing isn’t going away anytime soon, today’s most brand-effective digital creators may be flying under the radar.

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TikTok’s Overnight Celebrity Factor

As TikTok continues to experience explosive growth, the platform’s unique recommendation system rewards great content with great visibility. As TikTok puts it, “neither follower count nor whether the account has had previous high-performing videos are direct factors in the recommendation system.”

This is all to say you don’t have to be a hugely popular TikTok creator with thousands or millions of followers to have a video go viral. Case in point: the second most popular TikTok of 2020 was a random man skateboarding down the highway while drinking cran-raspberry juice and vibing to Fleetwood Mac.

While TikTok is aimed at young audiences — and therefore it tends to be teenagers who receive surprise viral fame from the platform — the platform hosts an enormous spectrum of creativity that encompasses a range of niche topics and communities. A number of everyday older adults have gained viral followings in recent months simply from being their authentic selves and connecting with younger viewers.

Growing Appeal of Micro and Nano Influencers

More and more brands have been seeing the value of partnering with micro and nano influencers, whose small-in-name-only clout can far eclipse their more popular peers. These creators are often viewed as more authentic and credible than macro-influencers, and they tend to have deeper personal connections with their followers. 

Celebrity-level influencers certainly have the kind of follower numbers that implies slam-dunk campaign success, but it’s the smaller creators who bring more sway to their sponsorships. Their audiences are more engaged, more loyal, and more likely to pay attention to a review or recommendation. Simply put: people relate more to “everyday” influencers than they do Kim Kardashian or PewDiePie. 

Authenticity and transparency became important in 2020 as brands struggled to find meaningful ways of staying relevant without coming off as insensitive or appearing to capitalize on a crisis. This trend is likely to continue into 2021 as our “next normal” evolves throughout the year, with consumers being more drawn to campaigns that feel genuine and personal.

Niche Topic Experts

Many of today’s digital creators focus their content on the specialized topics they know their followers are interested in. Food, DIY, tech, parenting, fashion, beauty and lifestyle are all examples of popular niche categories, with subcategories that can be incredibly specific while still appealing to large audience numbers (gluten-free baking, for instance).

Information overload has led to a growing need for content curation, which has, in turn, driven interest in subject matter experts of all kinds. The events of 2020 prompted many of us to seek out trustworthy sources for reliable political and pandemic updates, turning those people into influencers in their own right.

As an example, political historian Heather Cox Richardson’s expertise and clear-headed writing skills led to enormous digital popularity and relevance during 2020’s political upheavals. Her political observations newsletter,  Letters from an American , is now a Facebook page with almost a million followers.

Infectious disease researcher Laurel Bristow also gained Instagram fame in 2020, by posting Covid-related information to her Stories feed, demystifying the science and keeping audiences abreast of the latest developments. Her ability to explain complicated topics in a relatable way, on a platform that people were already on, sent her follower count soaring from a couple thousand to more than 330,000.  

The point is, influencers aren’t limited to social media mavens sharing their “outfit of the day.” People across all sorts of professions and platforms can be hugely influential for a variety of reasons, which offers a world of opportunities for brands that want to leverage influencer expertise and credibility.

Influencers are often thought of in stereotypes (i.e., young blonde fashionista) but they come in all shapes and forms, across all sorts of platforms. There’s no one-size-fits-all formula for finding the right influencers; every campaign is different. However, when it comes to reflecting current realities, identifying pain points and offering real value to consumers, it’s often the “everyday” creator who truly shines.

Six Influencer Marketing Trends To Watch In 2021

If there’s one thing we can probably agree on about 2020 and its impact on brands and consumers, it’s that last year was extraordinary — unprecedented even, although I think most of us are over that particular term. At my influencer marketing agency, we spent the last weeks of 2020 wrapping up end-of-year programs while also turning our attention ahead to the new year.

It’s become a tradition for me to dedicate some time at the end of each year to share our predictions for how influencer marketing will evolve during the next year. Back in 2019, we certainly didn’t see a global pandemic coming, but  our best guesses for influencer trends and tactics  to keep an eye on turned out to be fairly accurate — down to the  importance of diversity  and the  rise of the nano-influencer .

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While forecasting what the future will hold is no easy task during this shifting cultural moment, here are six major influencer marketing trends that I believe will become increasingly important in 2021.

1. ‘Influencer’ Versus ‘Creator’: Terminology Is In Flux

While influencer marketing as an industry isn’t going anywhere (it’s been predicted that brands will  spend up to $15 billion  on it by 2022), the term “influencer” has undergone something of a sea change in recent years. Initially used to describe anyone with a following on social media, the word is now strongly associated with monetizing through sponsorships and other brand deals. 

and clout has appeal for some, but many are beginning to prefer the term “content creator,” or more simply, “creator.” We’ve noticed that those who self-identify as creators tend to put more value on their creative worth and the quality of their content. Content creators are more than social media celebrities; they’re photographers, performers, creative directors, writers and videographers, and many of them would rather be recognized for their high-quality content than their follower count. 

2. Paid Amplification Will Be Critical For Broad Outreach

It may seem counterintuitive to include paid advertising in an influencer campaign, since influencer marketing is all about, well, not being anything like a traditional ad. However, paid amplification of influencer content is becoming increasingly valuable in terms of reaching larger qualified audiences. Thanks to extremely granular ad targeting provided by social media platforms, not only can brands ensure that their high-performing influencer content gets seen despite tricky algorithms, but they also can greatly amplify their overall campaign impact.

3. Short-Form Video Will Continue To Skyrocket

Short, digestible video content  has been extremely popular for a few years now, and 2021 will most likely be no different. Short-form video is the style of brief, instantly engaging video content that has become a nearly ubiquitous trend on nearly every platform, particularly as less curated “disappearing content” options like Instagram Stories have  gained in popularity .

At our agency, we’ve seen huge success with branded, influencer-created short-form video for before-and-afters, short tutorials of all kinds (makeup, food prep and recipes, DIY projects), workouts, fashion inspiration and more. It’s safe to assume that this type of video will continue to appeal in 2021, given the production challenges of creating traditional-length video content, the need for on-trend and time-sensitive messaging and, of course,  our ever-dwindling attention spans .

4. Social Commerce Features Will Boost Sponsorship Opportunities

As more platforms offer e-commerce features for users, new shopping behaviors and related influencer marketing opportunities for brand sponsorships will likely continue to emerge. Shoppable posts and videos, seamless transitions from influencer content to brand-owned channels, deeper integrations between platforms and e-commerce solutions/storefronts — we foresee all of these trends being on the rise in 2021. These social commerce innovations are quickly leading to wider consumer acceptance, and brands would be wise to start including shoppable content in their influencer campaigns.

5. Authenticity Will Continue To Be Key For Generation Z

Believe it or not, the  oldest members of Generation Z  will be turning 24 in 2021. These digital natives have grown up with smartphones and social media, and  nearly half of them  have made a purchase based on an influencer’s suggestion.

Generation Z is shaping up to be quite the  consumer powerhouse , with spending already estimated at close to a whopping  $100 billion . With older members of Gen Z in the workforce and some even starting their own families, this is a group whose interests and needs are rapidly shifting — and brands should be paying attention. When it comes to marketing to Gen Z, they should be recognized for their unique characteristics: They tend to be drawn to quality over quantity in social media, they value individual expression, and above all, they  greatly prefer brand authenticity  and companies that are transparent about their stances on social causes.

6. Taking A Stand (And Backing It Up With Action) Will Be Crucial

2020 brought a seemingly endless list of historic events, many of which had a profound effect on the consumer landscape. Pandemic lockdowns and economic uncertainties changed how we work, how we shop and what we choose for entertainment, while social justice movements like Black Lives Matter rose to the forefront of the national conversation. 

In the past, most brands have largely avoided hot-button political and social justice topics, but this is no longer a safe bet: Silence is increasingly seen by many as tantamount to complicity.

More consumers than ever are demanding that  businesses speak up  on topics of racial inequality and other important issues affecting the country. However, it’s not enough for a brand to issue a statement or even promote a donation. Many consumers today — particularly millennials and Gen Z — are looking to support the brands that  put real action behind their stated values .

While all of the trends above are important, I think it’s the last one that matters most. Brands truly need to show how they are walking the walk in 2021, particularly when it comes to diversity and inclusion. Representation matters, and this year, every influencer marketing campaign should drive positive audience connections by  authentically reflecting the range of human differences .

What You Need To Know About Working With Nano Influencers

Founder and CEO of  Sway Group , an agency that specializes in influencer marketing, branded content, and digital media planning and buying.

Influencer marketing has been going through a period of explosive growth, with an entire industry of celebrity-level creators getting top dollar to share brand sponsorships with their millions-strong followers. However, savvy marketers have begun setting their sights on the influencers who aren’t nearly as popular as their big-name peers, which has driven fresh interest in smaller-scale outreach. 

Despite what you may think, bigger isn’t always better when it comes to sparking engagement on social media. While the most popular accounts seem to offer the largest potential audience reach, smaller accounts like micro or nano influencers often have more sway than their big-name peers. 

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Nano influencers in particular offer a surprising amount of value for today’s brands. These influencers are generally defined as content creators with a social media platform following below 10,000; their smaller size means their audiences tend to be more  active and loyal , and their recommendations are perceived as more genuine.

Nanos may not bring the so-called star power that influencers with large followings have, but don’t make the mistake of discounting their impact! These influencers are more relatable than macro creators and can  share brand messaging with the authenticity  that today’s consumers are drawn to. They’re often focused on niche topics that resonate with like-minded audiences, offering deep-dive targeting possibilities.

As nano influencer marketing continues to rise in popularity, brands should realize that working with a nano isn’t necessarily the same as working with a long-established professional influencer. For brands that are handling influencer work in-house rather than through an influencer agency, this can sometimes be a tricky adjustment — but the rewards are worth the effort. Here are some tips to keep in mind when partnering with nanos:

Pay nano influencers (just like any other contractor).

While  pricing varies , nano influencers are far less expensive than, say, hiring Chrissy Teigen to promote your brand. It’s not an uncommon practice to trade free products for a review, but it’s far better to pay an influencer as you would any other freelancer or contractor. 

Every  influencer marketing contract  should include the basics, like timelines, deliverables, language to avoid, compensation, and so on. This is where brands can get specific about what they want and when, and hold influencers accountable for their work. Paying influencers rather than trading free products for a mention not only recognizes the value they bring to the partnership, it puts structure in place for brands or agencies to review content, request changes and ensure campaign quality.

Free product may be part of the overall campaign (in order for the influencer to have an authentic experience with what they’re promoting) or included as audience giveaways, but as a general rule,  unpaid collaborations don’t bring the engagement  like a paid campaign.

Add paid media to your nano budget.

Regardless of whether an influencer has 100 followers or 1 million, ever-changing social media algorithms often make organic reach a challenge. Since it’s not guaranteed that every piece of content will be seen by every follower, the best way to amplify overall engagement when working with nanos is with paid media.

Paid social advertising not only increases visibility, it helps businesses reach highly targeted audiences beyond the influencer’s followers. Social platform ads can target interests, behaviors, location, age, demographics and more.

With nano influencers, their brand endorsements feel less like an advertisement and more like a relevant recommendation from a trusted friend. By adding paid media to the mix, brand messaging is shaped and shared by the influencers who are considered trusted sources — and ultimately exposed to an even larger, more targeted audience.

New nanos may need guidance.

Some nano influencers are longtime pros at brand partnerships, while others are brand new to sponsorships. When working with less experienced nanos, it’s important to add in some checkpoints for success:

• Verify they have a Creator Account on Instagram. Sponsored influencers should convert their personal accounts to a  professional Creator account , which provides access to insight about followers, account performance and more. Be prepared to talk new nanos through this process well before campaign launch.

• Agree on workarounds for driving action. Instagram’s “Swipe Up” feature in Stories allows users to  access links without leaving the app , but this feature is limited to business profiles with more than 10,000 followers. Without the ability for a nano influencer to drive immediate traffic to designated landing pages from their Instagram content, they’ll need to be more proactive with their audience. Options include prominently featuring Instagram’s “DM me” sticker in their posts, adding a customized link to their bio, or simply connecting with followers in order to personally provide links and other relevant brand information.

• Play the long game. As with any business partnership, building a real relationship takes time. One-off campaigns are still fairly common, but  long-term influencer collaborations  are proving to be a more successful strategy. While new nanos may not yet have a lot of historical background on how their sponsored content performs, they can learn a lot through meaningful brand communications. In turn, brands can track results and optimize campaigns over time based on what works with the influencer’s audience. It’s a smart move to start a working relationship with nanos while they’re at a lower follower count and maintain that partnership as they grow.

The Big Impact of Going Small

Nano creators bring a relatable, everyday vibe that cuts through the gloss and heavily stylized content of celebrity-level influencers. Their audience size may be smaller, but the quality of their interactions lead to higher engagement rates and more impactful brand sponsorships. 

Whatever your business goals may be in 2021, consider adding nano influencer marketing to the mix. With the right kind of campaign planning and execution, these small-but-mighty social media mavens have the potential to help you move the needle in a big way.

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