In a previous blog entry on IA (More on Influencer Aggregation, April 3, 2019), I discussed the concept in terms of micro-influencers, a person on social media with 10,000 to 500,000 followers. There are others with less than 10,000 that are also effective influencers. Those with 1,000 to 5,000 followers (usually on Instagram), known as nano-influencers. These nano-influencers are receiving well-deserved attention as people who are deemed reliable and trust-worthy because they know how to communicate and do not appear to be “selling” the promoted product/service. This is exactly what “social selling” is all about, exactly the opposite of the original influencer concept that targeted celebrities with millions of social media followers.
The following November 14, 2018 article in The Guardian explains it best:
More recently, marketers have turned to micro-influencers: More specialized and thus more trusted individuals, who might be persuaded – for a micro-fee – to become a “brand ambassador” for a vegan bacon startup or share a post about an aspirational cuticle treatment. And now (according to the New York Times’s Sapna Maheshwari), we must welcome the nano-influencer. Perfectly ordinary digital citizens, with follower counts as low as 1,000, are being courted for their influence. The whole point is that they are not famous.