Micro and nano power: How brands can get the most out of influencer marketing

Brands need influencer marketing but taking this route can involve high costs with pitfalls. ATKT.in’s Saurabh Kanwar explains how brands can do it right.

Why it matters

Influencer marketing is important for brands although the trust factor and legitimacy are among some of the concerns. But there are ways to identify and retain quality influencers, with micro and nano influencers also being a good alternative for their growing clout.

Takeaways

• The very biggest influencers are household names with similar power and pricing to entertainment and sports celebrities.
• There is huge opportunity, at the centre and base of the influencer pyramid, with micro and nano influencers.
• A strong small-influencer campaign can actually provide great returns, especially with products that are easy to sample.