Since its inception, social media has significantly impacted consumer buying habits and approaches to marketing strategy. Instead of advertising on billboards, commercial breaks, and print media, targeted ads are now in consumers’ pockets, on the devices we use to stay connected. Social media has become ubiquitous and become increasingly intimate.

The feeds of the major platforms like Tiktok and Meta offer a window into potential customers’ habits and routines. These online gathering spaces contain valuable information about our needs and wants and an avenue to expose products and services to more people than ever before. Around 4.6 billion users are now scrolling for their daily dose of memes, celebrity gossip, and to check in on their favorite influencers. And the number of users is growing; up 10.1% in the past year. The influencer marketing industry is projected to reach $16.4 billion in 2022.

Content creators spend years building relationships with the people in their audience. Users often choose to follow influencers with whom they share common interests or lifestyles. Creators consistently connect with their following through short engaging videos, sharing educational resources, and life updates. One trend is that more and more people are exhausted by the hype of “mega influencers” with tens of thousands of followers and are intentionally turning their attention toward more relatable, authentic accounts. Users are seeking out more down-to-earth content from creators who have grown slower and more organically. These “micro influencers” typically have fewer than 10,000 followers and tend to produce more organic, less polished social media posts but get more engagement than celebrity influencer content. “Nano influencers” might have fewer than 1,000 followers and are appealing to work with as they’re viewed as authentic, regular people.

Micro and nano influencers are perceived as more personable and available to their audience than mega influencers, so they offer a unique opportunity for brands to reach new customers. Smaller influencers have a limited reach but their followers are loyal and are more likely to view them as friends or peers than online celebrities. Brands can also stretch their advertising budgets by working with multiple small creators in their niche across different social media platforms.

When you know your potential customers you can easily select small creators who engage consistently with their followers who align with your specific demographic data.