Brands That Work with Nano Influencers: Big Impact from Small Voices

Brands are increasingly turning to nano influencers—social media personalities with fewer than 10,000 followers—for authentic engagement and niche community reach. Unlike traditional celebrity endorsements, nano influencers are everyday individuals whose recommendations often carry more weight due to their relatability and personal interaction with followers.

Why Brands Choose Nano Influencers

Nano influencers offer:

• High engagement rates – their smaller audiences are often more loyal and responsive.

• Cost-effective marketing – great for small businesses or startups.

• Authenticity and trust – their content feels more organic and less scripted.

1. Glossier

Industry: Beauty & Skincare
Strategy: Glossier has long built its brand through grassroots marketing. It regularly works with nano and micro influencers by sending PR packages and encouraging user-generated content. The brand emphasizes authenticity, allowing creators to review and showcase products in their own voice.

2. Daniel Wellington

Industry: Fashion & Accessories
Strategy: Known for pioneering influencer marketing, Daniel Wellington uses nano influencers to promote their watches with custom discount codes. The brand’s minimalist aesthetic makes it easy for influencers to incorporate products into daily lifestyle content.

3. HelloFresh

Industry: Food & Meal Kits
Strategy: HelloFresh sends meal kits to nano influencers in exchange for posts, stories, or short-form videos. They often offer affiliate links or promo codes, helping track ROI while maintaining a “real customer” feel.

4. CeraVe

Industry: Skincare
Strategy: CeraVe uses a mix of dermatologists, micro, and nano influencers to promote its dermatologist-developed skincare. Many nano influencers on TikTok and Instagram praise CeraVe’s affordability and skin-friendly formulas, often resulting in viral product reviews.

5. Pura Vida Bracelets

Industry: Fashion Accessories
Strategy: With a strong emphasis on community, Pura Vida runs an ambassador program inviting nano influencers to promote bracelets and give back through charity collections. Influencers receive perks and commissions, creating a win-win for both sides.

6. Function of Beauty

Industry: Hair & Body Care
Strategy: Nano influencers unbox personalized shampoo and conditioner formulas and share their results with followers. Their small-scale but targeted reach helps the brand get in front of specific hair types and needs.

7. Casetify

Industry: Tech Accessories
Strategy: Casetify partners with nano influencers for phone case reviews and custom designs. Their aesthetic appeal and shareability make them perfect for short-form platforms like Instagram Reels or TikTok.

8. The Ordinary

Industry: Skincare
Strategy: With science-backed skincare, The Ordinary gets a lot of attention from nano beauty influencers who break down ingredients and share personal routines—boosting trust in the brand.

The Future of Nano Influencer Marketing

With platforms like TikTok and Instagram favoring personal, relatable content, nano influencer partnerships are set to grow. Even major brands are allocating budget to nano campaigns to:

• Tap into hyper-niche communities

• Gather authentic user-generated content

• Build long-term brand advocates

Brands no longer need massive celebrity endorsements to create buzz. Nano influencers offer a powerful blend of trust, engagement, and affordability. Whether you’re a startup or a global player, working with nano influencers could be your smartest move in the age of authenticity.