More than 50 million people around the world consider themselves to be influencers (or creators),’’ says Pieter Groenewald, CEO of Nfinity Influence.

‘’Influencer Marketing Hub estimates that the total creator economy market size is US$104 billion, and investments inside it totals US$5BN in 2022 alone.

‘’Despite some questioning the “authenticity” of social media influencers, the industry is booming and while not all brands can afford major influencers, each and every SME can benefit from influencer marketing and, most specifically, from nano-influencers.“

Compared to a micro-influencer (who has 10,000-100,000 followers and are often considered experts in their fields), nano-influencers are “ordinary consumers” who share snippets of their day-to-day lives in less polished, more authentic content — including what they’ve bought, discovered and loved.

“Some may only have 1,000 followers but their impact and influence on consumer behaviour is significant, with sometimes even better engagement rates than mega-influencers or celebrities,’’ says Groenewald.

“Through specific tracking links, discount codes, or affiliate marketing programs, it’s simple and easy to monitor the real-time performance of your collaboration with a nano-influencer and evaluate the bang for your marketing buck.’’

If you’re an SME and you’re not yet collaborating with nano-influencers, here are five reasons why you should be:

1. SMEs can generate authentic messaging by engaging with nano-influencers

By engaging with nano-influencers, SMEs can create content that resonates with their target audience. With feeds that make followers feel like friends, nano-influencers post authentic, relatable content that is real, less polished, and more believable. As a result, these influencers act as trusted advocates, enabling SMEs to establish a genuine connection with potential customers.

When SMEs partner with the right nano-influencers who align with their brand values and are loved by their target audience, the collaboration and influence can be powerful as they are able to tap into this otherwise inaccessible, authentic connection.

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2. Start fresh conversations and boosted brand engagement with a new audience

Compared to bigger influencers and even celebrities, nano-influencers, with their smaller yet dedicated, hyper-loyal following, provide SMEs with an opportunity to foster meaningful interactions and conversations. For SMEs, this means that when a nano-influencer posts about, or reviews your brand, followers pay attention. This heightened engagement drives brand awareness and influences purchasing decisions among their audience.

3. Build trust and credibility by leveraging real, trusted endorsements

When an influencer promotes a product or service, their followers perceive it as a genuine recommendation rather than an ad. By collaborating with nano-influencers, SMEs can tap into the trust they have built with their audience and therefore enhance their brand's credibility, while attracting customers who are already interested in their offerings.

4. For SMEs on a budget, nano-influencers are a cost-effective marketing channel

Unlike celebrities or macro-influencers, nano-influencers offer cost-effective collaborations for SMEs with limited marketing budgets. These partnerships often involve lower fees, product exchanges, or trade arrangements, allowing SMEs to leverage the influence of multiple nano-influencers within their budget constraints.

5. SMEs can amplify their brand and its reach with nano-influencers

Any digital marketing guru will confirm that there is nothing more powerful nor persuasive on a brand’s feed than organic user generated content (UGC). It adds credibility and goes a step further by putting your brand into real-life hands and homes. SMEs can repurpose compelling UGC created by nano-influencers across various marketing channels, amplifying their brand's message and maximising its reach.