In the ever-evolving landscape of social media advertising, a new trend is emerging that goes beyond the familiar platforms of Facebook, TikTok, and Instagram. Advertisers seeking niche audiences are now turning to creators who align with their brand’s values and aesthetics, giving rise to the phenomenon of nano influencers.
From Charli D’Amelio endorsing Dunkin Donuts to PewDiePie promoting NordVPN, large influencers have traditionally been advertisers’ go-to for product promotion. Beth Trejo, CEO & Co-Founder of Chatterkick in Sioux City, brings a unique perspective with 11 years in the social media industry, predicting a significant shift towards nano influencers. In an in-class interview, Trejo said, “Nano influencers are going to be huge soon.”
Camrie Miranda, a senior at Morningside University, recently discovered nano influencers, noting their prevalence on platforms like TikTok. Miranda, after learning the term nano influencers, said, “The more I look and pay attention to my For You Page on TikTok the more I realize that most of these products are being shown by small creators.”
This sentiment was echoed by Amanda Oka, a 21-year-old mom from North Dakota, who recognized the term and its applicability to influencers like Lindsay Gallimore. Being a mom, Oka follows Lindsay. Oka is currently pregnant with her second child and will be in the market for baby products soon. According to Oka, “Lindsay has some amazing deals on children’s items like baby strollers and even simple things like feminine hygiene products.”
Lindsay Gallimore (also known as @mamanloupsden), a Canadian mom with 7.8k Instagram followers, challenges the belief that sponsorship success hinges solely on a large following. Brands recognize her influence on new moms due to her niche content, fostering paid partnerships with top baby brands.
Carmen, a 20-year-old marketing student from Canada, follows Lindsay and acknowledges the risk for brands collaborating with a nano influencer. However, Lindsay’s consistent impact on her engaged 7.8k followers showcases the potential of working with smaller influencers.
In conclusion, as nano influencers like Lindsay bring unique perspectives to advertising through niche content and engaged audiences, advertisers are realizing comparable or superior results compared to collaborations with more widely known influencers.
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