NEWSROOM

Social media influencers play an increasingly important role in purchasing decisions. Research shows that brands prefer social media influencers with few followers called nano influencers, as they increase consumer engagement by 69%. Half of the brands prefer nano influencers because of their cost advantage.

*** This release is originally published in Turkish.
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İSTANBUL (TR) - During the pandemic period, the tendency towards online shopping increased, while many brands accelerated their advertising activities especially on social media. While collaborations with influencers played an important role in this process, brands preferred social media influencers, which have between 1000 and 10 thousand followers and called “nano influencers”. According to the results of a survey study published by Xeim containing the views of 359 marketing experts, 3 out of every 4 brands (76%) have worked with nano influencers in the last year. On the other hand, the rate of those working with influencers who have 1 million or more followers remained at 35.6%. While the main reason why nano influencers are preferred so much was the affordable cost with 50%, 44% of them stated that they were more successful in establishing organic bonds with the consumer, and the majority of 69% stated that they increased consumer participation.

Stating that nano influencers became prominent and a similar trend was observed in Turkey in a period when sales on social media increased worldwide, Teamfluencer Co-Founder Dilara Bostancıoğlu said, “As a nano influencer marketing platform, we see that our society is very conscious of these kinds of collaborations and does not accept advertising-looking and insincere attitudes. At this point, names that have fewer followers but manage to establish friendly relations with the majority of the audience they address come to the fore.”

The decisive criterion is quality content

Pointing out that the priority for social media users is to benefit from content, Bostancıoğlu said, “Research shows that brands will increasingly use nano influencers in their marketing campaigns. We see that 73% of marketing experts agree. Content quality with 68% is among the criteria for choosing nano influencers. Because people no longer want to feel that they share in someone's earnings, but to benefit from the content they come across. At this point, making qualified collaborations through expert platforms is critical in terms of the image and reputation of both brands and influencers.”

Brings brands and influencers together 

Pointing out that as Teamfluencer, they serve brands with 160,000 nano and micro influencers, Bostancıoğlu said, “We have developed a new generation marketing method that will meet the marketing needs of the changing world and meet the requirements of the digital age. With this method, influencers achieve high return rates by appealing to their friends, mostly in an organic and sincere language, without creating a perception of advertising when they post about brands. Until today, we have brought together our influencers with more than 2 thousand leading players from many sectors, especially world-famous brands such as Pepsi, Nike, Shell and ETİ. We allow brands that are registered to teamfluencer.co platform to share information about their brands with nano or micro influencers in the criteria they choose, after specifying information such as age, gender, interest area and location appropriate to the target audience of their brand. Influencers, on the other hand, can register via the mobile application and apply to the cooperation campaigns of the brands suitable for them. Users earn a fee as a result of their sharing.”