‘Reach to relevance’: How nano influencers are helping brands drive ‘cult fandom’
Should brands looking to craft a successful influencer strategy forget follower size and harness the authenticity of smaller scale creators?
Having creators with followings the size of Kim Kardashian’s doesn’t guarantee a successful influencer strategy.
While the followings of nano and micro influencers may be smaller, the loyalty of their fanbases is driving success for brands such as IBM and Elemis.
Businesses are increasingly realising creators are beneficial at every stage of the funnel, says co-CEO of influencer marketing agency Whalar, Emma Harman. Smaller creators bring “discoverability” to brands and prove valuable from a search perspective as they are typically discovered through intentional searches rather than algorithms.
