If 2018 (and to be honest, 2016 and 2017) marked the rise of influencers and microinfluencers, then the 2019 is definitely the year of the nanoinfluencer. As social media has penetrated every facet of our lives, social media marketing spawned influencer marketing –– a high impact and cost efficient way to create buzz around events, products or services.

However, the very nature of influencer marketing suggests the influencer has a large following, which can translate into higher demands from and paychecks for these once-affordable marketing conduits. Perhaps even more importantly, as their followings grow, influencers can become celebrities in their own rights, moving themselves from an aspirational role model to a near-untouchable status, a shift that can make the products the influencer is hawking seem out-of-reach for every day audiences.

Nanoinfluencers are defined as influencers with between 1,000 and 7,000 followers that enjoy high engagement and an on-brand aesthetic. Learning how to engage and work with these nanoinfluencers can be critical to a business’ success, especially here in Hawaiʻi. As an island state, we are geographically limited by the number of influencers we have access to. Where businesses in other states can easily get high-profile influencers to drive into a metropolis or even fly in from a bordering state, Hawaiʻi needs to make the most of the influencers that live on-island…or risk incurring a hefty travel fee. Incorporating nanoinfluencers into your marketing strategy is a wise, elegant and on-trend way to reap the best of influencer marketing in a way that makes sense for how business in done in Hawaiʻi.

Bennet Group has enjoyed great success with nanoinfluencer marketing, most recently as part of the launch strategy for the Queen Kapiʻolani Hotel’s grand opening. We invited a dozen nanoinfluencers for a one-night stay to experience the best the new hotel had to offer –– and the results for phenomenal. In total the hotel received over 100 hashtagged posts and stories and the applause rate (an engagement metric that measures likes, shares and retweets) and average engagement rate were both well over 75 percent.