Glossary/Nano-influencer
Who is a nano-influencer?
Short answer
A nano-influencer is a creator with a small audience — the line is conventionally drawn at roughly 10,000 followers, though it is only a rough guide and every tool counts it differently. An account like that knows its audience almost personally, so it usually has the highest engagement in the whole split, and collaborations are often settled with barter or a low rate.
What sets a nano-influencer apart?
The scale of contact. The author replies to most comments, recognises regular followers by name and writes to them the way they would to friends. A recommendation from an account like that sounds closer to advice from a neighbour than to an ad. In exchange the reach is small and sensitive to breaks in posting, so one collaboration is rarely enough for a noticeable effect on sales.
When does working with a nano-influencer make sense?
It works best in four situations:
A local business: a café, a clinic, a studio — the audience lives in the same city and can come by.
A narrow product that needs explaining. A smaller account has time to answer questions in the comments.
A campaign across many small accounts at once, instead of one post from a large creator.
Content the brand then wants to use in its own advertising — that has to be written into the contract.
Why do brands keep coming back to the smallest creators?
Because the entry threshold is low and you see the audience react straight away. Several smaller collaborations also give you more material to compare than one big post: you can see which way of talking about the product works. For the creator these are usually the first paid tasks and the moment to set their own rules — what they do for barter and what they charge for.
Where to order it or find tasks
Related terms
Words that come up in the same conversations. Each has its own definition in the glossary.
- Micro-influencer
- A creator with an audience of roughly 10,000 to 100,000 people. They have a clearly defined topic and still high engagement — the most common choice for local campaigns. Read more
- Engagement rate
- Engagement measured against the size of the audience and given as a percentage. It lets you compare a small account with a large one and catch profiles with dead followers. Read more
- Target audience
- The people a brand wants to reach: who they are, where they live, what they are looking for. You choose the creator to fit them, not to fit the biggest follower count. Read more
- Niche
- The narrow topic a creator's audience is built around — beauty, food, cars. The narrower the niche, the more accurate the delivery at smaller reach. Read more
Frequently asked questions
At how many followers does a nano-influencer start?
The split is a convention. People usually talk about accounts up to roughly 10,000 followers, but different reports and tools put that line in a different place, so treat it as a rough guide.
Should a nano-influencer work for barter?
It is a common start, but not the only option. If the content is going into the brand's paid advertising, or needs a script and several shots, it is worth talking about a rate. We give the ranges on each niche page.
Is it worth combining several nano-influencers in one campaign?
Yes, that is the most common way of working with this segment. Several accounts from the same niche add up to real reach and show which message about the product gets the most reaction.
