You may be wondering — if their audience is small, and their focus is more niche to a specific regional market, then why am I interested? I want an influencer with 400K+ followers that has a broad reach. Broad is better, right? The statistics beg to disagree.

53% of consumers in the U.S. discover new products and companies from their friends and family. Influencers with a smaller audience feel like friends and family to your customer. Nano influencer marketing is about using a higher engagement rate than smaller influencers get to create a profitable marketing campaign. Using local geotagging, specific hashtags and connecting with their audience in an authentic way, the local influencer will get your brand the best ROI. According to recent surveys, 69% of brands stated nano influencers had boosted their consumer engagement.

Local influencer marketing is about establishing your brand within the local market. Your brand is able to leverage individuals who have an audience oriented in the chosen market. This can actually be a better tactic because the audience is more likely to take action since the content is very relevant to them.

For example, if you’re a brand in the DACH region and you create a marketing campaign involving a local influencer, then you’re more likely to get higher engagement and interaction with your product or service. In fact, 45% of brands say that nano influencers gave them higher engagement rates.

The local influencer is able to position your product with the right lingo, while also already having some baseline knowledge. There’s far less convincing work to do and less risk involved.

Marketing with nano influencers convinces the audience of your brand’s authenticity and sincerity because of the trustworthy voice of your chosen influencer.

It’s important to remember that this kind of marketing strategy relies heavily on transparency and relatability. With the new rules and regulations on social media, all sponsored content whether it’s paid or not must be disclosed by the influencer. This means that a local influencer won’t pick up a collaboration unless it fits their niche like a glove. Be sure to do your research!

The best approach is to contact nano influencers that have the same values as your brand. It is absolutely important that your product or service resonates with their account, otherwise, they’re unlikely to join the partnership. Influencers have a duty to their audience, so they’re only going to promote your brand if it fits their niche and is important to them personally.

Once you’ve found them, reach out to your potential influencers with a personalized message. They’re bound to accept because many brands still don’t know the value of working with nano influencers. Local social media influencers are keen to work with brands, but rarely get the invite!