Brands Need Nano-Influencers — Here’s why.

It shouldn’t come as a surprise that influencer marketing has been alive and thriving for over 250 years. After all, for as long as people have been selling, there have been ways to influence the buying decision. Companies have always known the value of an influential personality endorsing their brand. Think of the work Nike did with Michael Jordan. When they collaborated to come out with AirJordans, which sneaker enthusiast didn’t own a pair?

Its when social media entered the playing field and everyone gained access to user demographics and psychographics that the game completely changed.

The information brought a paradigm shift. From consumer-centric, marketing changed to value-centric. Customers had to be pulled to a product- and what could be a better way than hearing famous people talk about it online? Engaging with their followers to not necessarily convince them of the brand's greatness, but even allude to the fact that they support it. Ergo, companies took influencer marketing to a level up. This extended to a new wave of influencers as well; social media personalities who created deliberate and effective online profiles with large followings — as long as you were creating attention-worthy content online, you could be an influencer.

The Change

As social media has permeated through our society more and more, the meaning of ‘influence’ has radically changed. While the underlying premise is the same, along with the mechanics, the fact of who is influential has taken a 360 turn.

Gen Z disrupted consumer behaviour that both brands and consumers got used to. Before they bought even a hair tie, they wanted social proof of it. They needed to hear the experience of people who used it, who they trusted. It brought to daylight bloggers, vloggers, YouTubers and social media geniuses from all corners of the internet. When they spoke for or against a brand, some millennials listened and based their buying decision on it. Influencer marketing moved away from celebrities and towards these content creators.

In other words, they democratised influence.

So why Nano- Influencers?

Because the feeds of present-influencers are full of #ad and #sponsored posts. The more they grow, the less effective their engagement tends to be. There is research supporting how ‘nano-influencers’ — smaller accounts, bring in considerably higher rates of engagement and have higher conversion rates.

Think about it, wouldn’t you buy something based on the recommendation of someone you implicitly trust, as opposed to someone you know has been paid large amounts of money and might not even use the product in question. They also make it easier for brands to reach specific audiences at a fraction of what a big influencer would charge.

DYT (Do Your Thng) is a community for these very same nano influencers — where they can select brands they believe in, share content to their social media feeds and make money doing it. Brands who work with us get the opportunity to reach a number of personal advocates who have an audience that trusts them.

A wave of new influencers is rising. The ‘everyday’ individuals — people who others relate to, whose recommendations are acted on. They have built tiny, strong communities around them. Their authenticity leads the followers to take action which is the money-maker brands are searching for — a group of people who buy a product because a person said so.

The gist?

No matter how far we come along, humans will stay humans. The need to feel a connection will drive most of our decisions. It is why word-of-mouth advertising never goes out of vogue. DYT caters to social media users who want to use their platform to share what they love and earn money at the same time. They collaborate with brands who want to tap into this growing community of influencers.

Learn more about the DYT community.