What’s a nano influencer?

Anne Field

Looks at why nano influencers are the latest evolution in the social media influencer market and why they are effective for brands.

Marketers can reap big payoffs by tapping social media influencers, of course. But using them isn't cheap. Brands can expect to pay influencers $1,000 per 100,000 followers on Instagram and upwards of $200,000 for a celebrity who has more than 100 million followers. Plus, the field is noisy and cluttered: Social media platforms like Instagram are teeming with both bigger and lesser-known celebrities paid by brands to promote products.

That's why an increasing number of marketers are turning to nano influencers, or nanos for short.

While definitions vary, this new social media category generally includes people with 1,000...

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