Nano influencers, despite having a smaller following, are making a significant impact in the world of social media. Take Jalyn Baiden, a skincare influencer with 4,000 Instagram followers and 8,000 TikTok followers, for example. She has successfully transformed her social media hobby into a full-time job as a content creator.
Brand deals play a crucial role in Baiden’s income. She sets different rates for each deal based on factors such as deliverables, usage rates, and exclusivity. For a three-frame Instagram story, Baiden starts at $350, while a TikTok video begins at $1,000. As a nano influencer, Baiden adapts her rates accordingly and negotiates with brands to find mutually beneficial terms.
Influencer rates have significantly increased over the years, according to a report the influencer-marketing platform Izea. Nano influencers now earn 36 times more than they did in 2015. This is a testament to their rising importance in the industry due to their niche content and highly engaged audiences. Additionally, nano influencers generally charge lower rates compared to influencers with a larger following, making them attractive to brands and influencer-marketing agencies.
The recent removal of NIL (Name, Image, Likeness) restrictions the NCAA has created additional opportunities for nano influencers. College athletes with smaller social media followings are now being approached brands and sponsors who recognize the value of their engaged audience. These athletes no longer need tens of thousands of followers to benefit from brand deals and the monetization opportunities available.
Platforms like Heartbeat have emerged to connect brands with nano influencers, further solidifying the industry’s growth. While reaching 10,000 followers on Instagram is seen as a major milestone for aspiring influencers, many nano influencers are already monetizing their smaller follower counts.
In conclusion, nano influencers are carving out a niche in the influencer-marketing landscape, showcasing the potential to turn social media into a lucrative career despite their smaller followings. Brands and sponsors are increasingly recognizing their value, and platforms are emerging to facilitate collaborations between nano influencers and brands. As the industry continues to evolve, nano influencers are proving that size does not always equate to success in the digital world.
Sources:
– Business Insider: “Jalyn Baiden is a full-time skincare influencer” (without URL)
– Izea: 2022 report on influencer rates (without URL)
– Insider: “How student-athletes with small social-media followings are cashing in on the NIL gold rush” (without URL)
– Heartbeat (without URL)
