The power of consumer-influencers: how micro- and nano-influencers give credibility to advertising

When advertising meets consumer confidence

BuyTryShare bridges the gap between two worlds that brands use regularly, but which often remain compartmentalised: advertising (‘outbound’, which goes from the brand to the consumer) and recommendations (‘inbound’, which circulates between consumers and can even go all the way back to the brand). On the one hand, the power of traditional media (TV, press, cinema, etc.), and on the other, the trust generated by consumer reviews.

In both cases, it's a question of influence: commercial and powerful, advertising sometimes inspires less trust; spontaneous and unpaid, recommendations between consumers are perceived as more authentic and reassuring. BuyTryShare relies on these consumers (a source of credibility) to reinforce the impact of advertising campaigns, by combining the power of screens and media with the trust of authentic reviews.

Macro, micro, nano-influencers... Who are they?

The choice of influencer is a key element in a brand's marketing strategy. Whether the aim is to increase visibility, raise awareness or boost sales, each type of influencer fulfils a specific role. Their classification is based on the size of their community, i.e. the number of subscribers they gather on social platforms such as Instagram, Facebook, TikTok or YouTube. Depending on their audience, they fall into different categories, each with a distinct impact and objectives based on their reach and engagement.

• a nano-influencer has between 1,000 and 10,000 subscribers

• a micro-influencer with between 10,000 and 100,000 followers

• a macro-influencer with between 100,000 and 1 million followers

• a star (or mega) influencer with more than 1 million followers

Why are micro- and nano-influencers more credible?

Unlike celebrities or macro-influencers (who are paid), micro- and nano-influencers interact with smaller but much more engaged audiences. Their recommendations are perceived as honest and sincere, because they are based on a real product experience. It is these consumers that BuyTryShare relies on to boost the impact of its advertising campaigns.

A recent study reveals that 92% of consumers trust peer recommendations more than traditional advertising messages. This figure illustrates a major change in buyer behaviour, with consumers preferring to listen to verified reviews rather than traditional marketing slogans.

What's more, micro- and nano-influencers have a much higher rate of engagement, as their community is often made up of friends, colleagues and family, which reinforces their credibility. On average, micro-influencers get 60% more engagement than macro-influencers.

From customer experience to advertising

BuyTryShare builds on this trend by turning consumers into natural ambassadors. By sharing their authentic experiences on various channels, these consumer-influencers amplify the brand message with a far greater impact than conventional advertising. Their role is no longer limited to simply making a purchase: they become marketing players, providing a credible review that influences future buyers.

The major advantage of this approach is that it reduces the cost of advertising campaigns, while delivering a better return on investment. Rather than paying high-cost traditional influencers, brands can engage their consumers directly and capitalise on their satisfaction to generate digital word-of-mouth.

The figures that prove the effectiveness of genuine recommendations

Campaigns based on consumer-influencers are supported by concrete data :

• 82% of consumers say they are more likely to buy a product after seeing an authentic recommendation.

• On average, micro-influencers generate 7 times more engagement than macro-influencers.

• The ROI of campaigns based on micro- and nano-influencers is often higher than that of traditional advertising.

• 58% of online shoppers have already bought a product on the recommendation of a micro-influencer they follow.

These figures show that influencer marketing no longer relies solely on high-profile figures, but on recommendations that are closer to home, more credible and more influential.

Case studies illustrating this new dynamic

Case study 1: A cosmetics brand boosts sales thanks to its female consumers

Take the example of a cosmetics brand that launched a campaign using nano-influential consumers. Rather than spending huge budgets on traditional advertising campaigns, it encouraged satisfied consumers to share their reviews in the form of short videos and testimonials on social networks.

Results:

• A 35% increase in sales in three months.

• 5 times more engagement than its previous campaigns with macro-influencers.

• A significant increase in customer loyalty and the rate of repeat purchases

Case study 2: A clothing brand boosts its traffic thanks to consumer-influencers

A clothing brand incorporated nano-influence into its marketing strategy by asking nano-influential consumers to share their experience of their new purchases. Consumers posted authentic photos and videos on their social networks tagging the brand, generating a viral effect.

Results:

• A 28% increase in website traffic.

• A conversion rate 15% higher than with traditional advertising.

• A 30% reduction in customer acquisition costs.

How can you incorporate consumer-influencers into your media strategy?

To take full advantage of the power of consumer-influencers, here are a few key steps:

1. Identify your most engaged consumers: Use consumer data to identify those who leave positive reviews, interact with the brand and already share their experiences spontaneously.

2. Encourage content creation: Offer incentives (discounts, exclusives, promotion on networks) to motivate consumers to share their experience.

3. Facilitate distribution: Put in place tools that simplify content sharing (dedicated hashtags, platforms such as BuyTryShare).

4. Measuring performance: Analysing the impact of consumer recommendations on sales, engagement and brand awareness.

Conclusion: a new era for advertising

Influencer marketing is no longer just for social networking stars. Today, every satisfied consumer can become a powerful advertising lever thanks to BuyTryShare. By focusing on authenticity and trust, brands can maximise the impact of their advertising while strengthening their relationship with their consumers.

Tomorrow's advertising depends on the voice of the consumer. Are brands ready to make their consumers their best ambassadors?