"Smaller creators are often at the heart of new trends because they have less to lose and they're willing to take risks and see what sticks," said Claudia Leitch, senior influencer marketing and data consultant at Traackr.
"Nano-influencers with lo-fi, authentic content have proven highly effective in resonating with our consumers making them an integral part of the community," says Akash Mehta, co-founder and CEO of Ayurvedic haircare brand Fable & Mane.
"This year, nano and micro-influencers are proving to be far more effective for driving targeted engagement and return on investment compared to larger creators," says Hello Klean founder Karlee Ozener.
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