A typical social media user, or "nano-influencer," has between 100 and 10,000 followers. Not only do the vast majority of their social media posts consist of basic things like pictures of themselves and their friends and family, cat videos, and memes, but they aren't even "influencers" in the traditional sense. In contrast to a conventional influencer, who are paid by businesses to influence their supporters and create a specific social media look, nano marketers often get free products or services in exchange for sharing them on their media platforms in their own way.
The main goal of nano marketers should be to make people aware of a product or brand. Brands with simple, inexpensive products are a good fit.
Working with nano creators can be challenging for firms with expensive or difficult-to-ship items or services because the expense of sending out significant quantities of the free product may not be worth the return. Nano creators may also be hard to work with for brands with strict photography rules or carefully controlled aesthetics.
However, particularly for modern brands, the significance is startling. Even though they have fewer fans, those who follow them tend to be engaged and loyal, taking their ideas seriously. You shouldn't underestimate the influence of nanos just because they lack the "star power" of an influencer with massive followings. These innovators can get the word out about brands in a way that feels real to modern consumers, which makes them more effective than macro endorsers. They tend to focus on specific, narrow topics that are interesting to people with similar interests. This lets them target users in a specific way.