Influencer marketing borrows trust from creators whose audience already listens. In Nepal, micro and nano creators often outperform celebrity blast posts on engagement and conversion.
Tiers (approximate)
| Tier | Followers | Typical fit |
|---|---|---|
| Mega | 1M+ | Mass awareness |
| Macro | 100k–1M | Broad campaigns |
| Micro | 10k–100k | Niche trust |
| Nano | 1k–10k | Local/community proof |
Selection checklist
- Relevance of audience (not just niche label)
- Engagement quality (comments real?)
- Content craft and brand safety
- Authenticity — do they already use similar products?
- Fraud risk — sudden follower spikes, generic comments
Collaboration types
Gifted product, paid post/Reel, affiliate codes, ambassadorships, event hosting, takeover.
Brief: goal, must-say / must-not-say, disclosure (#ad / paid partnership), assets, deadline, usage rights for ads.
Measurement
Track unique codes/UTMs, affiliate sales, WA inquiries, branded search lift — not likes alone.
Case study: Micro-creators for a Bhaktapur skincare launch
Instead of one celebrity story, the brand booked eight nano/micro creators (students, skin-positive pages, local makeup artists).
- Each received product + talking points (ingredients, patch test, NPR price)
- Mandatory disclosure
- Unique WhatsApp link per creator
- Whitelist rights to run the best two organic posts as Spark/boosted ads
Outcome pattern: Lower CPM than celebrity; higher comment trust; top two creators drove most codes — relationship extended for Dashain bundle.
Nepal practice: Prefer creators who answer comments in Nepali/English mix like your buyers. Always require disclosure — hidden ads damage both brand and creator.
