Why Brands Prefer Nano-Creators Over Macro-Influencers
Brands continue to tap into social media to broaden their reach among young consumers, increasingly leveraging the power of online influencers. While it may seem logical to partner with macro-influencers who boast large followings, their vast audiences don’t always yield the most effective engagement. According to Traackr’s “The Beauty Influencer Benchmark Report,” engagement rates for beauty content are plateauing, with significant growth observed only among influencers with fewer than 10,000 followers. This shift is attributed to the authenticity and relatability of nano-creators’ less polished content, which resonates as more trustworthy to social media users. Laney Crowell, founder of the clean beauty brand Saie, supports this trend, noting, “The impact isn’t determined by the size of the talent but the connection they create with their audience.”
Nano-creators appeal to Gen Z and Millennials far more than their mega-influencer counterparts because they appear more approachable and relatable, mirroring the everyday experiences and challenges of their followers. This affinity stems from a shared journey through the clutter of online beauty trends and the excitement of discovering the right product.
Here are some brands that have successfully collaborated with nano-creators.
Levis’ Effective Creator Community Management
Levis’ TikTok engagement strategy revolved around the Golden Rule, treating creators as they would like to be treated themselves. By leveraging creators who are genuine lovers of the brand and tag Levi's on a regular basis, the team was able to make the most out of turning taggers into partners. This approach included liking over 1,500 videos, commenting on 571, and transforming engaged users into brand partners through product seeding and responsive community management. The result was a robust community engagement that not only fostered positive sentiment but also turned everyday creators into vocal advocates for the brand.
Hello Klean Boosts ROI with Strategic Micro-Influencer Investments
Recognizing the effectiveness of genuine connections, showercare brand Hello Klean has adjusted its influencer strategy to prioritize engagement over scale. Founder Karlee Ozener notes, “This year, nano and micro-influencers have proven far more effective for driving targeted engagement and ROI compared to larger creators. Their content is personal, authentic, and human—qualities that resonate with our brand values.” Consequently, Hello Klean has boosted its investment in micro-influencers by 20% globally year over year
Banana Republic Revamps Brand Image with Micro-Influencer
SBanana Republic has effectively harnessed the power of Instagram’s fashion and lifestyle micro-influencers to showcase its clothing. By partnering with influencers from small to medium-sized accounts, the brand ensures the production of authentic content that resonates with diverse audiences. Gap CEO Richard Dickson explains, “We’ve shifted Banana’s media mix towards more social and influencer marketing, rejuvenating the brand’s cultural presence with our compelling social narrative.” This strategy has not only increased brand awareness but also produced numerous high-quality product images cost-effectively, reaching millions of consumers through a handful of campaigns..
