The nano influencer: the conversion asset
And if the influence was no longer measured by the number of subscribers more and more affected by “influence fatigue”?
Reflection on this market certainly booming but especially and fortunately changing.
Influencer marketing budgets have increased by 90% since 2013.
The market, which was estimated at $ 2 billion in 2017, could reach 10 billion by 2020.
But while investment is taking off, some are already beginning to talk about influencing tired.
And looking closer, we realize that the market of influence is certainly booming but it is especially changing.
Technology redistributes influence
What exactly is an influencer?
A fashion blogger with millions of followers on Instagram?
A gamer who lives advertising by streaming on YouTube?
Or again, George Clooney, who praises the benefits of a coffee with Jamesbondian phlegm?
No, in 2018 an influencer is simply an individual who is given enough confidence and respect to act on our consumer behavior.
If we perpetuate these stereotypes of influencers it is because the brands have for a long time privileged the collaborations with the most visible personalities, essentially to have access to their very broad audiences.
But that was before.
Today, digital has redistributed the cards, and the influence is no longer the prerogative of web stars and celebrities.
Influencers are now polymorphous: on one side of the spectrum are macro and mega-influencers, with gigantic audiences but whose engagement rates, confidence and impact suffer the effects of influencing fatigue.
On the other side are the micro and nano-influencers who have access to smaller but highly captive communities.
The mega-influencers losing momentum
It’s hard not to be seduced by the mega-influencers’ huge audience ponds.
But celebrities are influential marketing what TV is to the media: an overpriced channel to reach a wide audience but less and less attentive.
Especially since the professionalisation of influence marketing has had a detrimental effect on its effectiveness.
What some people call influencing fatigue characterizes the recent crisis of confidence caused by consumer overexposure to influence marketing campaigns.
Trained in the codes of consumerism, they quickly learned to recognize a paid influencer to promote a product.
And if they realize that the brands are trying to hide the commercial approach, then it’s the cold shower.
In the United States, the Federal Trade Commission warned influencers against these practices in 2017 by requiring brands to report their partnerships in the same way as native ads or sponsored links.
In France, the law is not yet formal but the ARPP (Advertising Regulatory Authority) already gives similar recommendations and it is only a matter of time before this kind of legislation applies. in the hexagon.
One thing is certain, if the big influencers persist in promoting brands that do not look like them just to get their stamp, they risk losing the hard-won confidence of their audiences.
“According to a study by Marketly (2016), the most important element sought by a brand in an influencer is its ability to engage and not the number of subscribers.”
In the age of recommendation, nano-influencers are kings
Call it what you want: prescriber, ambassador, consom’actor …
In the end, the nano-influencer is a gentleman-all-the-world, except today his sphere of influence is not limited anymore only to his family, friends and colleagues.
Ultra-connected consumers now have the ability to influence the market in a few clicks: social networks, forums, customer reviews, blogs, rating platforms …
Spaces of expression are more numerous and allow Internet users to short-circuit brands to talk about them, for good or bad.
And the strength of these individuals is that they are listened to: 88% of Internet users consult customer reviews to prepare a purchase, and 68% trust these opinions, even if the author is a complete stranger.
Behind this figure hides a very simple reality: today, consumers trust consumers.
Authenticity and nothing but authenticity
If brands started to work with influencers, it’s because by wearing sweetened marketing messages they had lost their credibility in the eyes of consumers. Mega, macro, micro or nano … it does not matter, what counts is that the influencer delivers an authentic message.
In the end, each influencer category has its strengths and weaknesses, but if brands want to succeed in their influence strategies, they must favor ambassadors who will speak authentically.
And for this, they must choose influencers close to their brand and who can speak with sincerity to an audience who can identify with their experience of the product or service.
Mega or nano, a satisfied customer will always put forward the right arguments to guide other consumers in their purchases.
Nano-influencers still have this advantage today: their approach is sincere.
It remains for brands not to reproduce the same mistakes made with mega-influencers.
They must avoid manipulating the influence of their customers, but offer them the means to create content and freely express their opinion to put them back at the heart of their communication.
What is his profile?
It’s a person, like you and me, who has less than 10,000 followers on Instagram.
An ultra-connected consumer, a persona cleat or a surfer like you and me with a community, niche certainly, but quality.
The way to approach his community is sincere and web users feel it via: his photo, his personalized filter, his bio, a hashtag, a feed worked etc. in short, a whole lot of little details that characterize him.
Happy to test new products and to be considered as full influencers, he gives his time and especially the same energy during each partnership.
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