Recently, influencer-marketing company Buzzoka announced a “Nano Influencer Programme” to recruit social-media content creators who would endorse brands. The Noida-based company says it wants to get on board over 20 million creators — common folk — on its platform over the next two to three years. 'Nano' influencers are people with only 500 to 1,500 social-media followers, but they
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become expensive. “Of the entire fee charged, influencers spend at least 30%-35% on production. But to build a bigger brand and better following, they tend to spend much more (70%-80%) on creating their brand,” says Gurpreet Singh Tikku, an influencer blogger who goes by the handle @mistertikku. Micro or nano, this game isn't for those who think small.