The rise of micro, nano & regional influencers
Ever since the lockdown in 2020, the digital world has grown exponentially. Throughout the country, screen time has increased rapidly with a whopping 55 percent rise in time spent on social media alone. Clearly, the internet revolution has seen its prime during this pandemic. Since the consumption of digital content has grown manifold, nano, micro & regional-level influencers have seen this as their golden opportunity to change the game and swing it their way.
Even though these influencers have a limited following, their rate of engagement is astoundingly impressive. As opposed to macro-level influencers, the audience of these nano, micro & regional influencers is genuine followers who consistently engage with them for candid brand reviews and information. Since these influencers churn out content that is much more personal and individualized, their followers feel that they can—much more easily—comprehend the content and approach these small opinion leaders without any reservations.
Here at Whoppl, we took more than 300 nano-level influencers across the state of Maharashtra to drive forward our campaign narrative. They helped us get a reach of more than 6 million, which only goes on to showcase how the presence of nano, micro & regional-level influencers has begun to dominate the Instagram scene.
During the peak of the 2020 lockdown, many people joined YouTube to post food recipes in multiple regional languages. Not just that, many people started coming up with tutorial videos, skincare routines, lifestyle-hack videos, spirituality sessions, etc. to not just spend their time productively but also to monetize their content eventually. Through apps like Chingari, many regional content creators have found their base—and it will only grow henceforth.
In today’s time, almost everyone has a basic smartphone and they are able to produce some stellar content using equipment like gimbal and tripods. Alongside having these resources at their disposal, they are much more aware of ingenious ways to churn out some good content. Not to mention, they have got a limitless pool of frames of reference on the internet.
When it comes to recommending influencers for brands, macro-level influencers are leveraged to increase the campaign reach. However, when the objective is to increase conversions, nano, micro & regional-level influencers are undoubtedly more instrumental in accentuating traction—where we can, for instance, ask them to give coupon codes and create a more e-commerce angle to it.
About the author:
Ramya Ramachandran, CEO & Founder, Whoppl