Nano-Influencer IG Program/Ambassadors - brief overview, if you guys want a full guide, including how we source and outreach these nano-influencers, like this post and I’ll create one
One thing we have been doing with a lot more clients lately is building/scaling nano-influencers programs on Instagram. Nano-influencers are typically 0-25k followers according to @Loreal’s team, but thresholds aside… they are people with small audiences who don’t expect much from brands, and until now, never really heard from them.
What are the pros vs cons?
Because we aren’t spending time trying to create a one-time engagement, you get more “bang for your buck” if we are looking at time spent sourcing. Ambassadors stick around as long as you you can keep them interested, it’s not a “one and done” type relationship, its something that is recurring. They feel like a part of something bigger. They do more and go above and beyond. This results in more tagged posts, more people seeing your product in hashtags, and a bigger perception in general with quantity of posts that you wouldn’t see from just paying 1 person to make 1 post comparably with the same budget. IE pay a guy with 50k followers $1k to post and get 1 piece of content/tag, or give your product out to 50 people with 1k followers and get 50 posts out of it.
Recurring Content Creation
The time you put into acquiring these nano-influencers goes a lot further for your brand… recurring content creation at scale, which eliminates a lot of your thinking and time spent hiring photogs etc. With the right direction and passion for the product, you’d be amazed how non-professions can create high engaging content
Mostly friends/family followers who truly trust their opinions/posts/stories are who their network consists of, not 100k randos who like their pretty color scheme.
Whether you need reviews on your amazon store, likes on your IG post, or google reviews… you have an army of active engagers for all of your branded posts, liking and commenting their hearts out if they feel valued. They are your biggest advocates.
Only Product/shipping costs + Perceived value
You aren’t paying anyone for posts, and they dont expect to be paid. The value of your product (IE $49.99) is their perceived payment, yet you know the product shipped to them only cost you $11.32 #winning
Lots of people to manage.
We aren’t talking about 1-10 people here, we are talking about 25-50 minimum, and 100+ to be truly a super power for your brand. This results in creating processes from the start. Having a system to manage weekly nurturing emails highlighting great ambassador posts and the good direction for the squad so they can try to create types of content the brand is looking for and get re-posted/feel valued. If you don’t have certain processes from the get go or a way to stay organized with shipments etc, you will fail. Miserably. Believe me, because this was us for a long time haha.
You need to track UGC/save it…
which there are plenty of chrome extensions to save stuff etc, or hire a VA to do it once a day from your list of users. There are also systems out there that automate this for you like grin.co or traackr.com , but they are pricey (600-4k/mo… enterprise shit that Loreal uses). I built one that we use internally, feel free to DM me if you want access to it free of charge, actually looking for feedback/beta users.
While this is also a Pro, it’s still not cheap to do this at scale… your dope ass product is not free to create and shipping expenses add up. So don’t jump into this if you don’t calculate things out… it sounds very appealing to just send product until you start adding up the actual costs and looking for your returns that aren’t trackable lol. Which takes me to my next point…
So as you all know, influencer marketing isn’t trackable unless you get super salesy and give them a discount code to push. But if you’re like me and you avoid buying anything from someone with a discount code because you dont trust their incentive, thats not my #1 avenue…unless it’s something you add in later to an existing working model or your product is not a consumable good etc…then this is the only avenue you can go to build recurring ambassadorship and keep them posting. So if I do a full guide, Ill dive deep into both angles, but hopefully this is enough to get the gist here. To repeat, there is no way to track sales here, unless you isolate this as your only form of marketing. My recommendation is that this should compliment your other forms of marketing, not your main one. If you cant afford to lose the expense of product you are giving away each month on this, probably not a good idea jump into it.
The Big Question: Is this a fit for my product/service/brand?
As I mentioned above, if your brand is typically a one time sale and it is not consumable or repeatedly purchased often, IE bikinis or a hydroflask, discount codes are how you can share rev with people and help motivate them to keep creating content for you (typically if the price point us under $100, tough to do unless its marketed to very young audience on IG without jobs or other sources of income).
So if you do have frequent repeat buyers or your product is consumable… that makes it a perfect fit for this type of marketing strategy and the reason why Loreal is doing this with almost all of their subsidiary beauty brands… as you have instant motivation for your ambassadors to remain ambassadors… they want more of your product/service/brand ever month and it’s truly the cheapest form of content creation/word of mouth marketing if you nurture it correctly with weekly emails and relationship building techniques with your ambassadors.
Hopefully this is a little helpful and happy to dive into this deeper with email templates and a whole breakdown of campaigns that I’m currently running for a couple brands etc. Cheers guys!