With the emergence of new trends as well as the growing interest in authenticity and organic content on social networks, influencer marketing is gaining more and more importance in companies' media mixes.
What is a nano-influencer and what is UGC?
A nano-influencer is an individual with a relatively small audience on social networks, usually between 1,000 and 10,000 followers, but characterized by a high degree of engagement. UGC, user-generated content, refers to content created by unpaid
contributors, such as customers or fans, rather than commercial entities. This content includes posts, reviews, images, and videos, building credibility and boosting engagement. For a brand, UGC often takes the form of tagging on photos, mentions in stories accessible for resharing by the brand, and several other forms of authentic interactions with users.
(image) Shopify, Nano-influenceurs : tout savoir sur cette stratégie de marketing d'influence
What are the benefits of choosing nano-influencers and promoting UGC?
Nano-influencers are often the source of user-generated content (UGC). Currently, a strong trend on social media is for users to share content from their favourite brands, driven by factors such as brand love, sense of belonging, or brand awareness.
Almost everyone participates in sharing UGC, whether it's posting stories, identifying the restaurant where they eat, reporting their location during activities, and many other similar actions.
For businesses, this has many advantages: by resharing UGC, they create a bond of trust with customers, demonstrating to the community that they care about their audience. It also encourages other customers to do the same, allowing brands to accumulate free authentic content for their pages. All in all, UGC helps maintain a balance between organic and promotional content as well as authentic and raw content on the company's page.
In summary, the rise of nano-influencers and user-generated content (UGC) has transformed the marketing landscape. These approaches offer valuable authenticity and engagement, as well as help build customer trust and create a critical balance between promotional content and spontaneity on branded platforms. For businesses, it's clear that the future lies in skillfully harnessing these resources for a deeper connection with their audience.