how nano-influencers are changing the game
Influencer marketing faces a moment of truth. As brands catch on to the changing social media landscape, the industry must rethink what makes an influencer truly valuable. Spoiler: it’s not their number of followers.
Up until now, influencer marketing has been obsessed with numbers that were easy to see. Followers and likes make influencer partnerships look successful on paper. However, with social media’s algorithms becoming more recommendation-driven, the number of followers no longer guarantees reach or, more importantly, relevance. Now the value of an influencer lies in the depth of their community, not the size of their audience.
relevance over reach
With the overwhelming content available on social media, creators who can authentically engage their audience are far more valuable than those with many followers. True influence is marked by genuine connections, not numbers and vanity metrics. An influencer who lacks connection with their community is unlikely to drive the real engagement or brand loyalty that makes influencer partnerships worthwhile.
The shift from reach to relevance aligns with the current algorithms driving content discovery on platforms like TikTok and Instagram. These algorithms prioritize engaging content over the size of a creator’s audience. Therefore, the quality, creativity, and relevance of the content will decide if it gets picked up by the algorithm. Real influence happens when people aren’t just watching, but engaging.
Nano-influencers, often with audiences between 1,000 to 10,000, are becoming more interesting in the world of influencer marketing. Their strength lies in their authenticity, as they engage deeply with their followers and are seen as friends rather than celebrities. This aligns with the fact that Gen Z and Gen A tend to look up to individuals who feel relatable and approachable, rather than those who seem unreachable. This shift makes nano-influencers more important for brands that are looking to drive product awareness and conversions, because their recommendations feel trustworthy and personal, almost as if a friend recommended it to you.
who's gen z taking advice from?
In a recent panel we hosted with Gen Z participants, we asked who they would be most likely to take advice from. The options were pop singer Ariana Grande, influencer Monica Geuze, and their best friend. And we must say, it was a very close call between queen Monica and their bestie. We get it, because let’s be honest, Monica does feel like our internet bestie. Surprisingly, every participant eventually chose their best friend. Despite the large followings of Ariana Grande and Monica Geuze, the participants stated that they value their best friend's opinion the most.
“With your best friend, you know you’re getting an honest review. This direct feedback is much more valuable. If you know the person, you know you’re getting an honest user-experience, without them getting paid for it.”
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flipping the script for magnum bonbon
In today’s world, culture decides. We’re no longer being influenced by TV commercials, authenticity reigns today. Magnum put the trust in For You Agency to assist in the launch of Magnum’s brand-new product, Magnum Bonbons. The goal was to introduce the new product to Gen Z on social media.
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Tess Scholten, founder For You Agency:
With the launch of Magnum Bonbons, we decided to flip the script. Instead of relying on big influencers to set the trend, we turned to micro- and nano-creators to lead the way. Letting them create authentic taste tests on TikTok, formed the foundation of our campaign. With this strategy, culture was inspired and everyone began creating their own content, spreading the word even further. Culture doesn’t get influenced, today it’s the culture that influences. And we made them do it. By flipping the script, culture really got the first taste.
What's in it for the marketer?
Marketers now have the responsibility to identify the creators whose voice and content style naturally resonate with their target audience. This means thinking beyond reach and moving toward relevance. This shift demands brands to start working with creators who excel in specific niches. A good fit can outperform a good following. Today’s smart consumers can tell when a creator truly believes in the products they promote, and they reward authenticity with loyalty and engagement.
Prioritize creators who show genuine engagement, foster communities, and create relevant content. This way brands can truly connect with their audiences.
