InsightsPOSTED February 26, 2019

Crystal Ball 2019: The rise of the nano influencer

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With 2019 ramping up, expect new trends throughout the news, social media, technology and more. At APEX and ruckus Digital we will be sharing our predictions on some of these trends that we think will define 2019 (or at least part of it).

Jen Stein, SVP at APEX PR and ruckus Digital, shares her view on the rise of the nano influencer.

We live in an age of information overload, AKA infobesity. Because information is coming to us from so many places, the overload can be overwhelming.

That’s why in 2019 we’re seeing a shift to trusting information coming from people within our circles – enter the nano influencer.

We know from research that consumers are 92 per cent more likely to trust purchase recommendations from peers over advertising. That means that we are going to see the rise of nano influencers – not to be confused with micro influencers that have 5,000 to 25,000 followers these influencers have a smaller audience, ranging from 1,000 to 5,000 followers made up of mostly friends and family.

Usually nano influencers have the highest level of engagement, as their content is seen as authentic. This makes them perfect candidates for campaigns that measure success based on engagement.

Because nano influencers’ circles are close friends and family, they are more trusted as an everyday consumer, helping to drive purchases in a cost-effective way.

After all, people with real influence don’t just drive awareness – because they are trusted – they drive the bottom line through persuasion. That’s why in 2019 we’ll see the rise of the nano influencer.

Jen Stein is an SVP at APEX Public Relations and ruckus Digital. Interested in an influencer strategy? Drop us a line.

Check out more of our Crystal Ball series to know what other trends to expect in 2019.

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