Searching for Consumers


Brands/retailers are geared up for holiday sales surpassing $1 trillion for the first time and the strongest growth rate (5.8%) since 2011. Note: Spending further enhanced by a 32-day holiday calendar. Consequently, influence marketers are working overtime to identify nanoinfluencers (a.k.a. “nanos”) to fuel their marketing movements.

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This past year, thanks to my affiliation with the Social Media Research Association, I have been reviewing the current viral wave of influence marketers. Via the different social media platforms, influence marketers are now digitally mining deeper to find their target audience. Their objective is to identify select social individuals who have influence over potential buyers. However, marketers’ question whether is it better to use macro or micro influencers.  Macro influencers are categorized as celebrities with massive, millions of followers, while micro influencers are everyday consumers who have significant social media followings (1,000 to 100,000) they engage deeply with on a regular basis.

Welcome nanoinfluencers (a.k.a. “nanos”), people with small followings (1,000 to 5,000), high engagement, their primary social platform being Instagram. In return for monetary compensation or free goods, “nanos” post Instagrammable, shareable photographs of products, services or travel destinations they like. Their online followers (including close friends) value their advice leading to purchase decisions. An inexpensive form of consumer marketing. For the holidays, Macy’s, H&M and J.C. Penny have implemented Instagram influencer movements.


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