How to choose a niche influencer for your business?

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The good news for brands is that there is a wide variety of influencers on social media who are willing to help you achieve your goals. Although finding the best profile can often be a daunting task, as we mentioned before, there are various platforms that make your job easier.

Read also: Step-by-step guide to influencer discovery.

If you want to carry out the search yourself, that is completely valid, however, if you have the financial capacity to hire a specialized platform, you will see the time savings that brands save by systematizing this process.

If you are looking for platforms that help you find influencers for your next campaigns, we remind you that at Kolsquare we have a tool that facilitates the process of identifying and selecting the best influencers for your marketing campaigns in your market niche. From the first contact by email to sending briefs, including campaign management, our platform will help you save valuable time. If you want to learn more about our proposal, request a demo with one of our experts.

Now, using tools like Kolsquare can help you in this process. However, there is something else you need to consider when selecting influencers for your brand: the size of their follower base.

When working on niche marketing campaigns, generally speaking, the influencer profiles that best fit this segment are micro and nano influencers, due to their more concentrated focus on a specific audience.

Micro and nano-influencers in niche marketing strategies
Micro and nano-influencers represent a niche segment within the influencer industry, and their more focused approach can bring huge benefits to brands seeking a high level of engagement with a specific group of people or audience.

Micro-influencers are those who have between 10,000 and 50,000 followers. They cmo email lists often specialize in a specific niche and have a highly engaged audience. They are valued for their authenticity, close and more personal relationships with their followers.

Nano-influencers, on the other hand , have between 1,000 and 10,000 followers, and are often seen as opinion leaders in very specific and highly engaged communities. Because they have a smaller number of followers, they are able to interact more directly with their audience, which can generate a high level of trust and engagement.

But then, how do you choose between a nano or a micro-influencer? The best option will depend on factors such as objectives, budget, profile of the audiences that make up your community, statistics and specific needs that your brand has at the time.

Examples of campaigns with micro-influencers and nano-influencers in Spain
When exploring social media, we see a growing number of influencers with smaller accounts promoting products from well-known brands. This is evidence of the growing trend of companies recognising and taking advantage of the great potential offered by collaborations with micro and nano influencers.

On TikTok, micro-influencer Athenea Pérez , with 49.8 thousand followers on her account and 1.8 million likes, recently shared a post as an ambassador for the Garnier brand. In it, she promotes a mask from the brand to achieve defined curls for up to 96 hours.