Who exactly are they?
Whether based on new buzzword or reality, nano-influencers, also called consumer players, are breaking out of the traditional model of digital influencers presenting a product or service on social networks. These people know the products inside out; they use and consume them regularly and wish to talk about them to those in their entourage, in particular to their family members, friends and colleagues. What can be more authentic than your colleague who shares his or her experience about the purchase of a new family car? What about your mother giving you a try on her latest vacuum cleaner?
They have the power of being authentic and sincere; their ability to influence goes beyond the traditional approach adopted when it comes to posting directly on Instagram or Facebook. Who can be in a better position than a consumer to talk about consumer experience?
As a result, this new form of communication broadens the scope in terms of influence and puts P2P (people to people) marketing forward. Often compared to Tupperware 2.0 gatherings, the nano-influence campaigns are not just a trend. More and more businesses are turning to their customers for their brand voice and image. “Brands should no longer talk about themselves but make people talk about themselves,” specified Agathe Nicolle at the Winter Influence Forum co-organised by the WÔO agency in February 2019. Such a genuine approach on the part of nano-influencers enables brands to take a more objective look at consumers who often feel deceived by advertisements. It is therefore not the number of subscribers that determines the influence, but the authenticity of the content sent to a given community.
So in what way do the nano-influencers provide something different? They guarantee authenticity and credibility!
It is about being the brand’s best ally and setting up a new digital influence strategy that puts the people back at the heart of the message. Far more than being a brand ambassador, nano-influencers should reflect the brand they bring to the table to convey messages that are tangible to their community: in this way, the public will be able to embrace their customer experience, as nano-influencers aim to engage their community in all sincerity. Their ability to influence would be almost four times higher than that of the macro-influencers. The nano-influencer is, therefore, a combination of brand ambassador and subscriber.
What role can brands play in this regard?
Are they supposed to be alone or accompanied? For example, platforms, such as Very Good Moment or Goodplay enable brands to find their consumers-brand ambassadors from a database of 260,000 members to test the products with their friends and family. Therefore it is easy to offer enjoyable, unique and especially convincing experiences. Very Good Moment accompanies the brands for developing creative concepts to illustrate the brands’ products and services. For instance, what could be better for a car company than running road trip challenges to test all the features of its cars? Nissan’s #ElectricRepublic campaign shows an example of this: the brand ambassadors purchased a total of ten cars after being convinced through their experience. Brands such as Danone, Andros, Hachette and Richemont are already making good use of this tool for creating memorable customer experiences. Certain agro-food industry sectors offer discounts for ambassadors and their family members to go even further, and these can lead to conversion rates between 20 to 40% for the most part.
At the end of the campaigns, each person may give his or her opinion about insider experience or tested products through talking to those in their entourage or via online websites: a consumer questionnaire is available at the end of each challenge. It is an important factor, particularly if we consider that 88% of Internet users consult customer reviews before making a purchase, and 68% of them trust online reviews, even when the author is a total stranger. A simple fact underlies this figure: today’s consumers rely on other consumers, and that is where the power of these new types of influencers comes into play. The aim is to bring people together in a shared experience to have a good time.
The digital ecosystem continues to evolve and returns to its primary source: the word-of-mouth.