Nano influencers provide authentic content, higher engagements, personal connection with the audiences, and a lot more at half the price demanded by mega influencers or celebrities
In 2022, the influencer marketing spend in India reached $400 million and is estimated to touch $3.5 billion by 2028, according to research. Marketers are actively spending on the creator economy to boost audience engagement across social media, causing an increase in influencer rates. Image: Shutterstock
While some brands are busy employing big-name influencers to promote products on social media, well-known D2C brands place their bets on nano creators.
With over 19.2k nano Instagrammers in India, more D2C brands leverage their content to stay relevant in the Indian market. Nano influencers provide authentic content, higher engagements, personal connection with the audiences, and a lot more at half the price demanded by mega influencers or celebrities.
According to the Influencer Marketing Hub, Instagram nano influencers with 1k-10k followers can charge anywhere between $10 to $100 per post depending on content format, number of followers, and collaboration duration, which is nearly 200 percent less than the $10,000+ charged by macro and mega creators. As influencer costs rise, nano influencers will dominate the creator economy in 2023.
In addition to being less expensive, nano creators clock the highest engagement rates and conversions compared to other influencer categories, making them an ROI-positive solution for D2C brands. The data extracted by affable.ai after analyzing 4.5 million influencer profiles shows that nano influencers generate a high 14.63 percent engagement rate on YouTube, followed by 96.89 percent average views on TikTok and 5.05 percent on Instagram.
Plus, as Gen Zers and millennials increasingly demand honest content, nano influencers might be the only way to connect with the younger minds.