Nano Influencers: a not-so-nanometer tool that contributes about 20% to influencer marketing


Based in Mumbai Razien Patel who is a dentist by profession, and who also does lifestyle photography as a hobby, is also a nano influencer on Instagram. She has promoted brands like Meesho, Conscious Foods and Chai Point on the platform. She has barely 2,500 followers, but her posts, which include videos and stills, are able to garner eyeballs and conversations within her small Insta community.

Another nano influencer, Poornima Srivastava, who is also a lifestyle and food photographer with nearly 4,400 followers, has won paid partnership deals from brands like H&M Home and Chumbak.

Patel and Srivastava, like many other Instagrammers, are neither celebrity nor “macro or micro”. influencer by marketing standards, but brands are rushing past them primarily for two reasons: their skills in videography and photography and their ability to radiation their followers who are commoners like them.

Nano influencers are probably the largest basin of influencers contribute up to 20% to the influencer universe,” says Kunal Sawant, Business Leader, INCA India, GroupM, WPP, Content and Influencer Marketing. This clearly shows every fifth influencer in India is a nano influencer now.

Kunal Sawant

A few years ago, most brands only worked with celebrities, movie stars or cricketers who enjoyed a massive fanbase and huge following on social media platforms. They are now increasingly willing to work with nano and micro-influencers, which is not only a profitable deal, but results in better engagement than macro-influencers and celebrities, according to industry experts.

A many brands keep aside 30 to 40% of their influencer marketing budget for nanoinfluencers only,” shares Ishan Jindal, founder and CEO of Wobb.

The content and influencer space has, to a certain extent, been democratized. To become an influencer, all you need is a good smartphone, high-speed internet access and creative vision, says Payal Sakhuja, co-founder and CEO of Ripple Links.

Payal Sakhuja

Sakhuja adds, “This has led to the emergence of several nano creators across the country, in a host of popular categories such as photography, fashion, lifestyle, parenting, food, travel and many niche and skill-based categories like illustrators , artists, cyclists, etc.

Which are nano-influencers?

“A nano influencer with only 100-15,000 followers on Instagram is one who has a highly engaging following, building a personal connection and relationship with followers. On YouTube, their follower threshold would be around 5,000,” says Sakhuja.

They are not professional’influencers in any way and the majority of their posts feature typical content like photos of their family, friends, pet videos, and memes.

Soano-influencer industry in India is flourishing on YouTube and Instagram where thousands of influencers working with brands for a small fee, barter, and also when they believe very strongly in the brand, in their values ​​and resonates with any campaign.

Sawant explains, “They are ordinary people who have turned their hobbies into professions and have a small, tightly knit community built on trust. Subscribers closely follow updates to these influencers and perceive them as experts in specific areas.

brand value

The abilities of nano-influencers creating authentic content, connecting and responding to followers helps them get better engagements than celebrities, say industry experts.

“Brands looking to address the bottom of the consumer funnel to increase actual sales, engage with nano-influencers. If a purchase is the campaign objective, then engagement becomes the natural KPI,” says Sawant, highlighting the nano-influencers marketing.

Sakhuja said: “The nano influencers are often more relevant to their fans than celebrities because they are like their next-door neighbors. Consumers are 30% more likely to purchase a product recommended by a nano-influencer compared to a product promoted by a celebrity.

Ishan Jindal noted, “Nano influencers have a higher engagement rate than macro influencers. The large ER is a result of their narrow niche opening up more space for personalization and connecting with their limited audience, resulting in better engagement.

Market size

According to the latest e4m INCA influencer marketing report, influencer marketing is considered a Rs 900 cr strong industry, growing at a CAGR of 25% and will become a Rs 2,200 cr industry by 2025.

Nano influencers would contribute approximately 5 to 10% of the influencer market income. Traditionally, customers focused on the big, well-known influencersbut there is definitely a change and brands are more than willing to work with influencers that resonate the most with the brand, speak to the right audience, and show better engagement,” says Sawant.

Gen Z is fueling this growth as they make up the bulk of Instagram influencer followers, marketers have realized this and hence they are also increasing their budget allocation for the influencer marketing activities, Sakhuja points out.


The average load of a static station for a nano influencer is around Rs 2000. However, the majority of deals are in the form of barter collaboration instead of paid collaboration, confirms Jindal.

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