Nano-influencers are quickly becoming a key player in digital marketing. As discussed in our previous posts on Why Nano-Influencers Are Crushing It With Engagement Rates and The Trustworthiness and Authenticity of Nano-Influencers, what makes them stand out is how real and relatable they are. Instead of promoting products like celebrities, nano-influencers share genuine experiences with their small but loyal audiences. And this personal connection directly influences consumer behavior, especially when it comes to making purchasing decisions.
A recent study by Ardiansyah et al. (2024) looks at how nano-influencers, particularly based on gender, impact what people buy. Here’s what they found.
Key Findings from the Study by Ardiansyah et al. (2024)
1. Gender Differences in Influence
According to the study, female nano-influencers are especially effective in industries like beauty, fashion, and wellness, where their audience sees them as relatable and trustworthy. On the other hand, male nano-influencers have more influence in areas like technology, fitness, and gaming. People tend to trust influencers who reflect their own needs and interests, which is why women respond better to female influencers and men to male influencers.
2. Recommendations Boost Purchase Intent
The study also shows that people trust product recommendations from nano-influencers far more than those from larger influencers. Because nano-influencers feel like peers, their followers are more likely to act on what they say. For example, when a nano-influencer shares a personal story about how a beauty product improved their skin, it prompts their followers to want to try it too, trusting the recommendation because it feels real and personal.
3. Nano-Influencers as Brand Ambassadors
Nano-influencers act like genuine brand ambassadors, not just paid promoters. Their followers view their recommendations as honest advice, which makes them more powerful in influencing purchasing decisions. When brands partner with nano-influencers, they gain access to highly engaged audiences who are more likely to trust the product and buy it.
Supporting Data on Consumer Behavior
The Ardiansyah et al. (2024) study provides data that backs up these insights:
- 75% of respondents trust recommendations from nano-influencers more than those from larger influencers, especially for personal care, fashion, and lifestyle products.
- 63% of consumers said they had bought a product based on a nano-influencer’s recommendation in the past six months.
Real Examples of Nano-Influencer Campaigns
Brands are already seeing success with nano-influencers:
- Findus
- Wella partnered with Stars and Stories to promote their ColorMotion+ hair product line by targeting customers with dyed hair in the Nordics. The campaign generated over 1,500 Instagram posts and stories and nearly 3,300 reviews on Buzzador and Lyko, achieving a total reach of 2.47 million impressions. With a 4.2 average rating and 9/10 users recommending the product, the campaign exceeded expectations and built strong brand trust.
- Lindt
Why Nano-Influencers Work
Nano-influencers are effective for several reasons:
- Authenticity: They have fewer sponsored posts, so their recommendations come across as more genuine.
- Relatability: Their followers see them as people who share similar lifestyles and interests, making their opinions more trusted.
- Personal Connection: Nano-influencers interact directly with their followers, creating a stronger bond that makes people more likely to take their advice.
- Niche Focus: Many nano-influencers focus on specific topics, which means they reach the right audience for the products they recommend.
Conclusion: Nano-Influencers Drive Consumer Behavior
The study by Ardiansyah et al. (2024) shows just how important nano-influencers are in today’s marketing world. Their ability to build trust and influence consumer behavior is unmatched by larger influencers. If you’re looking to connect with your audience in a more authentic way and drive real action, nano-influencers should be a key part of your strategy.
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Joost van de BeldBrand Activation & MarCom Specialist at Sony Benelux 
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E. EngqvistLindt
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