The study by He and Pongsakornrungsilp (2024) explores the growing influence of nano-influencers in social commerce. The research highlights several key ways that nano-influencers impact consumer behavior and platform loyalty:
Perceived Value and Consumer Stickiness
Nano-influencers have been shown to increase consumer “stickiness” to social platforms. Stickiness refers to how likely a consumer is to keep returning to a platform over time. Nano-influencers create value beyond product recommendations by fostering a sense of community and trust, which encourages followers to revisit the platform regularly to engage with content.
This perceived value is especially important for platforms like Instagram and TikTok, where users follow influencers not only for entertainment but for authentic product advice. Consumers tend to revisit platforms more frequently when they feel connected to influencers who share their interests and values.
Influencing Purchase Decisions
Nano-influencers are known for driving higher conversion rates in social commerce. Their recommendations feel personal and tailored to their followers’ preferences, creating a sense of trust. He and Pongsakornrungsilp (2024) found that nano-influencers strike a balance between entertainment and product endorsement, making their followers feel like they’re receiving genuine advice from a friend.
In social commerce, this personal connection leads to immediate purchase intent. Followers are more likely to act on recommendations when they believe the influencer genuinely uses and supports the product, rather than promoting it for purely commercial reasons.
Trust and Relatability
Nano-influencers excel at building deep trust with their audience. Their smaller follower count allows them to engage directly with followers, responding to questions and comments, and fostering a sense of community and relatability. This trust is critical in social commerce, as it breaks down the skepticism that often accompanies traditional advertising.
He and Pongsakornrungsilp (2024) emphasize that trust in the influencer directly translates to trust in the products they recommend, leading to higher conversion rates.
Several statistics support the role of nano-influencers in driving social commerce:
Several brands are already leveraging nano-influencers in their social commerce strategies:
As social commerce continues to grow, nano-influencers will play an even more critical role in driving conversions. Brands that want to succeed in this space need to prioritize authenticity, trust, and direct engagement—areas where nano-influencers excel. Whether through Instagram shopping, TikTok’s integrated purchase links, or Facebook’s marketplace, nano-influencers are the key to building meaningful connections that lead to sales.
By forming long-term partnerships with nano-influencers, brands can build genuine brand ambassadors who continuously promote products in a way that feels personal and trustworthy. This strategy not only drives sales but also strengthens consumer loyalty to both the brand and the social platform.
Ready to leverage the power of micro and nano-influencers? At Stars and Stories, our Social Buzz service connects your brand with thousands of influencers who specialize in creating authentic, targeted content in niche markets. Get in touch today to learn how we can help you build meaningful connections and drive higher ROI with Social Buzz.
