Can Influencer Marketing Work For Small Brands?

The Influencer trend is continuing to grow and the use of influencers are becoming the norm for consumer brands. With social media platforms continuing to grow and evolve this is influencing how consumers engage with brands and consumer buying behaviour.  Brands are finding innovative ways to reach customers  because today’s consumer relies more on reviews and information shared through user-generated content online to influence their purchase decisions

Instagram has overtaken YouTube as the most effective and popular social media channels used by consumer brands for influencer marketing for the fashion, luxury, lifestyle and beauty sectors. Last year Celebrity Intelligence produced the Influencing Beauty report which explored the impact digital talent and influencer marketing has had upon the beauty industry. The report examined consumer buying decisions, behavioural shopping patterns and took a closer look into the evolution of the beauty sector and influencer marketing by conducting research with 385 respondents that included in-house brand marketers, agencies, consultants and media owners and results showed that Instagram is the most successful channel for brand and influencer collaboration because influencer audiences are most engaged on Instagram.

A common theory appears to be that a high follower/fan base means wider reach, but even though a large follower base can be favourable, the number of followers shouldn’t be the key decision factor when choosing influencers to work with. There has been a rise in “Nano-influencers” – who we describe as influencers and bloggers with between 1,000 and 3,000 followers that promote products on their personal social media pages. Similar to Micro-influencers, Nano-influencers have a small following and lack the fame of influencers with over 500,00 followers.   

Many of our clients believe that they can’t afford to use influencers to promote their brands on social media so the advantage of working with these types of influencers is that they charge smaller fees and will sometimes promote brands in exchange for free products. The increase in nano-influencers is making it easier for smaller brands to implement influencer marketing strategies and collaborate with influencers to promote their brand and products.  Don’t be fooled by the smaller following. They can generate effective campaigns and you can yield a good return on investment if you choose the right influencers to collaborate with.

We work with niche nano-influencers to create social media campaigns and promotions to increase brand awareness and sales. We source relevant influencers for your brand across Instagram, Twitter, Youtube and Blogs and negotiate influencer rates and compensation. Contact us to find out more.

Not totally convinced?  Check out the infographic below by Influencer Marketing Hub with the most significant influencer benchmarks of 2019:

Influencer marketing report 2019