Why Brands are Moving to work with Micro and Nano Influencers & How Affiliate Marketing can help
Over the past decade, a noticeable transition has occurred from traditional to digital marketing, with a pronounced emphasis on influencer marketing. This shift can be attributed to changes in consumer behavior, advancements in technology, and the evolving landscape of communication.
Traditional marketing typically employs interruptive advertising methods like TV commercials, print ads, and radio spots. However, contemporary consumers, particularly the millennial and Gen Z demographics, find the overtly promotional nature off-putting. This sentiment is steering marketers toward influencer marketing campaigns, where a more nuanced and authentic approach is taken, accompanied by engaging content that resonates with the audience.
Another notable change taking place in the influencer marketing space is a growing preference among brands to collaborate with micro and nano influencers. In the first half of this blogpost, we will tackle the reason behind this shift. Following that, the blog will explore how influencer affiliate marketing has the potential to revolutionize this initiative.
The Rise of Micro and Nano Influencers in Influencer Marketing
The surge of Micro and Nano Influencers in influencer marketing has become a prominent trend, reshaping the landscape of digital promotion. As influencer marketing grew in popularity there was an obvious leaning toward collaborating with Mega influencers or celebrities with massive follower counts. However, the focus has shifted to individuals with smaller but more engaged audiences. Here's a closer look at the rise of Nano and Micro Influencers and why brands are more keen to work with them -
Nano & micro influencers maintain a close connection with their audience/followers
In the glamorous world of social media, big time influencers and celebrities with all the sheen and shine are believed to be losing grasp with reality. Audiences are fed up with that and there is a shift towards the content of nano influencers who are perceived to be raw and authentic. Since most nano and micro influencers have a smaller follower count, ranging from 1000-10000, they are more engaging with their audience. This helps the brands as their followers are more likely to view recommendations from nano influencers as authentic and relatable.
Nano influencers also focus on specific niches or communities. Brands can leverage this targeted reach to connect with a more defined and relevant audience. This is particularly beneficial for products or services that cater to niche markets. The value that brands get from this segment of influencers is authenticity over reach.
Much easier to find and work with Nano or Micro Influencers
Nano and micro influencers often have more accessible online profiles. Their smaller follower count makes it easier to locate and reach out to them directly compared to macro influencers or celebrities who may have a larger and more challenging online presence.
Smaller influencers often have fewer brand partnerships compared to larger or mega influencers. This means there is less competition for their attention, and brands may have a better chance of standing out and forming meaningful relationships with their followers.
Micro and Nano influencers have are cost-effective and flexible in their collaboration terms
Since micro and nano influencers have a modest follower count, they may charge lower fees for influencer marketing campaigns. This makes them more accessible to brands with smaller budgets. Having said that, may be more focused on building their personal brand rather than solely on financial gains. They might be more willing to collaborate with brands that align with their values and content, even if the compensation is not as high as what larger influencers might demand.
Smaller influencers generally have fewer brand partnerships compared to larger influencers. This means they may be more available for collaborations and have the bandwidth to engage with brands and create engaging content for the influencer marketing campaign.
They are also more open to diverse partnership models. There are various ways brands can collaborate with them which may include product exchanges, affiliate marketing, or other creative collaboration approaches. This flexibility allows brands to tailor partnerships to their specific needs and budget constraints.
Nano and micro influencers allow scalability to the influencer marketing campaign
The collaborative nature and cost-effectiveness of working with nano and micro influencers empower brands to scale their influencer marketing campaigns strategically.
Brands can allocate their budget across multiple influencers, achieving a broader reach and scalability compared to investing in a single influencer with high followers. Businesses can run multiple campaigns simultaneously with different nano and micro influencers. This parallel approach allows for scalability, reaching a broader audience and maximizing the impact of the influencer marketing campaign strategy.
Influencer Affiliate Marketing : An Effective Strategy for Brands Exploring to Work with Nano and Micro Influencers
Influencer Affiliate Marketing offers a symbiotic relationship between brands and nano/micro influencers, providing a cost-effective, scalable, and results-oriented strategy for achieving marketing goals. The performance-based nature of this approach aligns well with the characteristics and strengths of smaller influencers in the digital landscape.
Instagram as the largest social media platform has become a formidable grounds for Instagram affiliate marketing, wherein small and medium sized influencers promote their products on the platform to earn commission on sales or traffic.
These are the steps involved in influencer affiliate marketing -
Step 1 - Affiliate Program Enrollment- Brands create affiliate programs, often through affiliate marketing platforms or in-house systems such as galleri5. Micro and nano influencers can sign for such programs.
Step 2- Approval and Unique Affiliate Links- Upon approval, influencers receive unique affiliate links. These links are tied to the influencer's account and social media profiles, such as Instagram pages. This helps the server track the traffic and sales generated through their promotional efforts.
Step 3 - Product Promotion- Influencers incorporate the affiliate products or services into their content. This can include Instagram affiliate marketing in the form of posts, stories, YouTube videos, blog posts, or other platforms where the influencer has a presence. The influencer's unique affiliate link is embedded in the promotional content.
Step 4 - Audience Engagement - Followers who are interested in the promoted products click on the influencer's affiliate link to learn more or make a purchase. The affiliate link directs them to the brand's website.
Step 5- Payout & Commission - Influencers earn commissions based on the agreed-upon terms of the affiliate program. Commissions can be a percentage of the sale or a fixed amount. Payouts are typically made periodically, such as monthly or quarterly, depending on the affiliate program's policies.
Step 6 - Performance Analytics- Both influencers and brands have access to performance analytics provided by the affiliate marketing platform or the brand's internal system. These analytics include data on clicks, conversions, sales, and commissions earned, allowing both parties to assess the effectiveness of the campaign. Affiliate marketing platforms such as galleri5 also allows influencers to easily transfer the commission to their respective bank accounts.
Influencer Affiliate Marketing - How it Benefits Brands
- Cost effective - Can start on budget as low as 50,000.
- Easy to track - thanks to technologically driven affiliate marketing platform
- Risk mitigation- Since compensation is tied to measurable outcomes, influencer affiliate marketing mitigates the financial risk for brands
Influencer Affiliate Marketing - Advantages it offers to nano and micro influencers
- Helps in diversifying income
- Excellent source for passive income
- Flexibility to work from anywhere
- Helps in reaching out to niche market
- Helps in developing online profile
galleri5 is an award winning influencer marketing company that has a track record of helping big brands and influencers to grow mutually. We have recently launched our influencer affiliate marketing program from which both brands and creators can benefit. For more information, contact our business team today!