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I'm about to give you a secret weapon that will change the game for your influencer program and generate a lot of sales for your ecommerce store. (it's underutilized and underestimated by most).
I call it the "Go small or go home" strategy.
Nanoinfluencers are usually ignored by brands starting with influencer marketing as they want to go big or go home. Usually, their influencer program does end up going home instead of going big!
You must do the opposite.
Start small. I like to start with a 5k-20k follower range and grow gradually from there. Here are some reasons why smaller creators are better:
- More likely to work with emerging brands
- Have a better connect with their audience
- More likely to hop on ambassador programs (commission only!)
- Authentic content
- Potential to become big in the next couple of years
Understand that 20k followers means potential for you to reach the MSG full of targeted niche buyers. Don't let big influencers and celebrity shoutouts fool you into chasing them.
Once you shift your mindset from finding "influencers" to finding sources of influence, partnering with smaller creators becomes a no-brainer.
What do you think?
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