Comparison of local versus nano influencers
Nano influencers are the trendiest influencer type because of the targeted reach and authenticity of their content. However, there’s a new type of influencer that’s quickly rising in popularity: local influencers. Let’s explore how these two types of creators compare and which one your brand should use in your next campaign?
What is a nano influencer?
Nano influencers have between 1,000-10,000 followers on Instagram, TikTok, YouTube, or another social media channel. They create content focused on a specific niche because they love it, not because it’s their full-time career. Nano influencers don't typically focus on broad subjects like art, food, and sports. Instead, the niche is more specific like watercolor art, vegetarian food, and downhill skiing.
Because nano influencers are not always paid to post, their content feels authentic. It reels in followers and convinces them to trust what the influencer is saying.
Here are two examples of nano influencers:
Nails - priyanka I Nail Artist
Board games - Ally
What is a local influencer?
Local influencers have around 500-5,000 followers made mostly of people they actually know and are invested in what they say. Because of this, their posts have high engagement rates! Some are active on one social media channel, and others are active across Instagram, Facebook, and TikTok.
The true indicator of a local influencer is pride in the place they call home. These influencers often have a location tag in their profile description and post about places in their community.
Two examples of local influencers:
Des Moines - Kara
St. Louis - Family Travel
How are local and nano influencers similar?
These influencer groups have some overlap. To start, local and nano influencers can have the same follower count. Most local influencers have up to 5,000 followers, but we've seen these influencers driving local action in their communities with as many as 20,000 followers! This is more common in larger cities when the influencer’s network is sharing about them to their own network, who refers their own network, and so on.
A second similarity is the authenticity of the content. Because nano influencers don’t depend solely on their influencer income, they can be more picky about which brands they work with. Local influencers are similar in that they only work with brands they’re interested in experiencing (and maybe already love).
How are they different?
The main difference between local and nano influencers is where they have influence. Because of their targeted content focus, nano influencers can have followers from around the world. On the other hand, local influencers have a more targeted audience that's mostly from around their city or state. They interact with them where they live, work, and spend their free time.
Which type of influencer should your brand work with?
The answer to this question depends on your goals. If you sell a niche product exclusively online, activating influencers in one area isn’t relevant. Nano influencers would be great for you! However, if your niche product is sold in-stores, local influencers can visit the store, purchase the product, and inspire others to do the same.
If your business has its own brick-and-mortar location, local influencers are definitely the way to go!
Let’s look at a hypothetical example of a nano fashion influencer with 9,000 followers and a local influencer with 1,000 followers. Both live in St. Louis, Missouri.
The nano influencer is often more attractive due to their larger follower account. However, the nano influencer has a national following. Advertising a boutique in St. Louis will not drive sales from their followers in Boston, Madison, and other parts of the country.
The local influencer, on the other hand, has hundreds of followers who live within a short drive of the boutique. Her followers see the post and will probably run into her at the gym, work, or when picking kids up from school. They can have a real conversation with her about her purchases and maybe even see her wearing them! Community connections like this is where the real power of local influencers lies.
Ready to start working with local or nano influencers?
Working with influencers can be a daunting task, especially if you don’t know where to start.
Here are four steps to work with local or nano influencers!
Decide what your goal is. Are you hoping to increase awareness, drive sales, get UGC to reuse, acquire new customers, or something else? Secondary goals are important, too.
The second step is deciding which type of influencer is best for your brand. This will largely depend on what your goal is. For example, nano influencers work for increasing awareness, while local influencers are great at moving products off shelves. Also, decide on a budget to help determine how many influencers you can work with.
Determine how you want to execute your influencer marketing strategy. There are four ways you can work with influencers: DIY, hire an agency, use a platform, and collaborate with your loyal customers.
Start the process! Whether you choose to DIY influencer collaborations or use an influencer platform, it’s time to get started.
