What “nano” really means (and why they win)

Nano influencers are the often-overlooked creators in the ~5K–15K following range. They deliver higher engagement and tighter conversations because they’re intertwined in their communities. In fact, they have the highest engagement rates (2.19%) on Instagram among all influencer tiers¹. On TikTok, they lead with ~10%+ engagement. 

Their comment threads read like group chats, which makes them ideal for teaching, answering questions, building credibility and spreading information locally. Translation: tighter communities, deeper trust, better signal back to your brand.

Here’s why you should strongly consider including nano influencers in your PR mix:

• Engagement quality > volume. Expect more comments, saves and follow-ups per viewer. That’s gold for tutorial content.
• Cost-efficient content engine. More useful assets per dollar. Content you can reuse on your own platforms (win-win visibility).
• Local proof editors use. City-specific demos, store mentions and campus tie-ins make pitches more relevant and shoppable.
• Smart scale with paid. Whitelist/Spark-boost the content through the creator’s handle; layer geo and interest targeting, etc. 
• Long-term > one-off. Nanos grow. Treat them as partners, and build a bench you can scale, not a single post you forget.

Don’t forget: Fair partnerships build long-term wins. Compensate properly, be clear on rights/usage and give simple briefs with room for their voice.

Ready to build a PR mix powered by trust and strong communities? Get in touch to see how nano creators can work for your brand.

Source:

1: HypeAuditor, State of Influencer Marketing 2025