Why micro and nano influencer campaigns should never switch off
Here’s the thing about micro and nano influencers: they don’t just “influence.” They belong.
They’re the ones chatting in group chats about your brand. They’re recommending you in comments. They’re answering “where did you get that?” with your name — for free.
But too often, brands treat influencer marketing like a one-off launch moment — rather than an ongoing relationship.
👉 The result? They miss the compounding effect that happens when audiences start seeing your brand consistently, through multiple authentic voices.
When you run micro/nano campaigns as “always on”: ✨ You build trust drip by drip ✨ You create a steady flow of content that feels native, not forced ✨ You keep your brand conversation alive — even when you’re not “launching” something
Here’s the secret: consistency beats virality. A one-off post might spike awareness. But an always-on army of micro and nano creators builds real, lasting influence.
If your influencer program turns off between campaigns… You’re basically ghosting the people who could be your best advocates. Take this TikTok video by Madelaine Cordell. It was a gifted campaign on Joli set up by Snowflake Gelato. https://vm.tiktok.com/ZNdWVXLQq/ Autumn and Winter aren’t their busiest months. Yet their “always on” approach, regardless of the weather or the seasons, still delivers results. Here's some of the metrics from this one video:
150,000+ views
86 comments
(full of people asking genuine questions about the product)
1,217 Saves
(bookmarked for a later date - strong buying intent)
3,088 Shares
(video being sent to another person - sparking further conversation about the brand)
All of this in less than 72 hours from the video going live. Maddi has just 8000 followers - but her content is genuine, authentic and her point of view storytelling is what makes the content more engaging than other forms of media.
Keep it on. Keep it human. Keep it consistent. 💡
See this article for more ways Snowflake Gelato get results with Joli
