Nano-Influencer Music Marketing: What You Need To Know

Nano-influencer music marketing leverages individuals with small but engaged followings. Keep reading to learn how this approach can offer higher engagement rates and more authentic connections with fans than traditional influencer marketing.

via ReverbNation

One of the fastest growing ways I see artists gaining attention today is not with Spotify playlists. It’s not with their own video content on TikTok or Instagram. Or even ads.

What’s helping so many artists to grow their career? Partnering with influencers.

Nano-influencers, to be specific.

Nano-influencer marketing can lead to:

• Increased visibility
• More fans and engagement
• A bigger network of collaborators
• Brand sponsorships or endorsements
• And more

They don’t call them influencers for nothing! 

Curious to work with nano-influencers, but not sure where to begin? Well, below you’ll find five ways you can partner with nano-influencers to promote your next release.

First though, some definitions.

What are nano-influencers?

Nano-influencers are social creators, artists, or personalities who have a small but dedicated audience between 1k and 10k followers.

These creators are often just starting out, or they appeal to very niche interest groups. They’ve yet to reach “micro-influencer” status, with 10k-100k followers, and are still far away from mega-influencer status with a following in the millions.

Because of their smaller audience sizes though, nano-influencers can often maintain a more direct connection with their followers. That’s a bonus for you if they give your music a boost, shoutout, or placement. Because the audience may perceive the endorsement to be more authentic.

These smaller accounts are usually easier to partner with too. Nano-influencers will often be happy to collaborate with you for the mutual benefit of getting in front of each other’s followers. Some will want to negotiate payment, with rates varying on the type of content required. But those rates will fall well below what micro and mega influencers charge.

That’s why I suggest you start with nano-influencers.

Of  course, if you come across a bigger influencer that’s just perfect for what you’re doing with your music, go ahead and shoot your shot. There’s no harm in trying!

How do you find the right nano-influencers?

Because nano-influencers have smaller followings, their content is not always the first to surface in topic-related searches.

So finding the right ones to promote your music can take a bit more research.

Three ways to find nano-influencers:

• Search platforms by hashtag, region, or other relevant criteria for your campaign goals
• Bookmark favorite content that’s served to you algorithmically
• Explore agencies that manage influencers, or access a list of nano-influencers (Google is your friend)

Then reach out! DMs are an okay place to begin.

Now let’s assume you’ve identified a few great nano-influencers whose audiences share overlapping interests with your own. What are your promo options?

5 ways nano-influencers boost your music

1. Use your tracks in their Reels & TikToks

One of the quickest ways to do a collaboration is to find influencers who share a similar audience to you (which means your brands and mission will be aligned) and reach out telling them what you love about their account and asking if they would be interested in sharing your song in their latest Reel. This instantly gets you in front of new potential fans in a really organic way—and it potentially helps you grow your follows and streams! 

You can do this by simply asking them to have it as the background music of a Reel they’d normally be creating anyway, or partner with an atmospheric account like we did with Cassie Fireman here: https://www.instagram.com/reel/CpqreIKjfDz/?utm_source=ig_embed&ig_rid=cc24719f-f46b-4e7d-af0a-eb45ed3e60dc

We partnered with an account with a very similar audience (though not music-related) and they used one of her songs to create an inspirational post that aligned with the song’s message.

2. Host a joint livestream

Yes, lives are still a thing! In fact, if your audience (or the influencers) seems to respond really well to lives, this is another way you can partner with nano-influencers to actively engage both audiences at the same time.

The feel of the live will depend on the specific influencer, but you can do anything from having them interview you (or vice versa) or a more relaxed chat around a topic you’re both passionate about (like a podcast). 

Here’s an example we did for Cassie: https://www.instagram.com/reel/CqbXTfLsMYh/?utm_source=ig_embed&ig_rid=20aefcf0-bb1f-44f4-b286-32a4a4012864

They used the live as a way to get in front of fans in the moment, and garner some interaction and engagement for her account, then turned it into a podcast! Because it was a livestream first, they were also able to use that to share clips afterwards, like we did above.

3. Run a giveaway for your fans

Sometimes the best way to get new fans isn’t through the music itself but through something (such as a product) you know your fans will love. By partnering with a product-based or service-based influencer to offer your fans something free, you not only are building your fanbase but you’re building your brand.

For example, say part of your brand is wearing vivid and elaborate makeup. You might partner with an eyeshadow or lipstick brand (something small, emerging) to give away to five fans. It further cements that as a piece of your brand while helping you get new fans (and new email subscribers if you use a tool that can capture audience contact info).

4. Partner for in-person events

It doesn’t have to all be digital!

You can partner with an influencer to be a part of their in-person event (such as hosting a workshop at their event) or come up with your own ideas. Like a songwriting workshop that features their yoga mats or apparel, or water bottles.

The idea is to work with someone who can help you get in front of a new audience that will like your music. Since we already know in person interactions are so powerful, doing these in-person workshops is a great way to find new fans.

Remember, it’s all about thinking about both your brand and theirs and seeing where they naturally align and then getting creative!

5. Do product placements

Believe it or not you don’t have to be famous to get product placement deals. This can be done on Instagram, TikTok, or even your music videos.

When I was first starting out, I used to have a blog that did video interviews, and I partnered with different up-and-coming clothing companies to wear their shirts and jewelry in videos and mention and tag them on the video and social media.

I chose an edgy brand that appealed to the kind of viewers that would like the musicians I was interviewing, which brought me new viewers. In turn, the clothing company got in front of my existing audience, who may not know their brand, but would surely like it once they did. 

What could you do like that? Think beyond just music related items and dig deeper into your brand identity. Clothing is an easy place to start, but what about things like yoga mats or exercise equipment or supplements (if wellness is part of your brand)? What about candles if you make New Age music or are highly spiritual? What about bar glasses and accessories if your brand aligns with nights out and parties?

Final thoughts

We’ve seen the most success with influencer placements when we take the time to find highly targeted and aligned partners. Don’t worry about having to reach out to hundreds of influencers—you only need 5-10 very specific, highly-personalized influencers to take interest before you’ll start to see a major shift in your fans and engagement. 

Angela Tyler is the founder of MP Co. (formerly Muddy Paw PR) and has secured placements on Forbes, Business Insider, American Songwriter, Lead Singer Syndrome, & more. She loves dessert, her rescue dog Sawyer, and new ideas.