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As we have seen over the past few years, social media influencers have long overtaken celebrities and are dominating marketing strategies, with 86% of businesses claiming they plan to invest more in influencers throughout the year. A survey conducted by Piper Jaffrey in 2019 found that 89% of female teens look to online influencers for beauty trends

When it comes to millennials and generation z, they want to hear from people they trust. This is where micro-influencers and nano influencers are useful! 

WHAT IS A MICRO INFLUENCER

A micro-influencer is someone with around 1,000 to 100,000 followers. So not necessarily your average person on social media but not quite what might be seen as ‘famous’. This type of influencers’ power comes from being regarded as a specialist on a certain topic. This could be in beauty, food, fashion, activism, fitness, travel the list is endless. 

The micro-influencer has an established audience aka their followers, who may not know it but often trust the opinions of the influencer. Some experts explain this using the Halo Effect, a theory that suggests that if a person is deemed physically attractive and their lifestyle is appealing, they are generally judged to be a better, more trustworthy person. Therefore the products they use, the places they go, the things they care about all have an influence on their audience. 

WHAT IS A NANO INFLUENCER

Nano-influencers are essentially ordinary people who have between 1,000 to 5,000 followers. Research has shown that people tend to trust their friends or family most when making purchasing decisions and nano-influencers are considered a friend by a majority of their followers. With a good dialogue with their audience, actively interacting with followers in the comments sections and answering direct messages, not only is there a closer relationship between influencer and audience but also higher levels of engagement. 

It is important not to underestimate the power a nano influencer has with their small audience, as well as the benefit of having loyal nano influencers, some of who may go on to grow their following even further. 

SEVENSIX INFLUENCER NETWORK 

The SevenSix Influencer Network is centred on giving a platform to POC nano and micro-influencers. A channel to hear about new opportunities with brands, network with other content creators and receive advice on growing your platform in exclusive webinars and workshops. As the role of influencers become more vital in marketing strategies, a support system such as the Influencer Network benefits both influencers and brands when creating great content!

Written by Lynette Sraha – Influencer Marketing Assistant at SevenSix Agency