Nano influencers

: using ordinary people for extraordinary results

Abstract

This thesis explores the influence and effectiveness of nano influencers (individuals with less than 10,000 Instagram followers) on marketing communication. The study examines several key metrics to understand the performance and behaviors of 84 public Instagram accounts across various influencer tiers—nano, micro, mid-tier, macro, and mega—in propagating content on social and environmental issues. Our findings demonstrate that nano influencers exhibit high engagement and thematic relevance levels despite their smaller follower bases. Their posts resonate strongly with their audience, facilitating trust and authority within their communities. Nano influencers' use of relevant hashtags and consistent posting schedules contribute to their ability to attract and retain new followers. On average, nano influencers were 50.06% more effective than higher-tier influencers for every impression. The study introduces several practical strategies for leveraging nano influencers in marketing efforts. These include increasing their number in campaigns, employing paid ads for greater reach, and adopting burst-style and influencer-driven campaigns for broader dissemination of social and environmental content. A notable strategy introduced is 'hub-centric influence maximization,' which involves using nano influencers to activate larger, more influential hubs in the network, thereby creating a cascading effect that maximizes overall campaign impact. Additionally, the research highlights the importance of understanding each follower's social capital and diverse values when planning influencer campaigns rather than assuming homogeneity among followers. Overall, this research provides valuable insights into the effectiveness of nano influencers in marketing communication. By understanding their unique characteristics and implementing tailored strategies, marketers can harness the power of nano influencers to reach large audiences, generate meaningful engagement, and influence behavior.

Date of Award	16 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)