Unlocking the Power of Nano-Influencers: How to Build Authentic Brand Connections with Vicky Boudreau
If you’ve ever wondered whether “small” creators can make a big impact—especially when you’re marketing a service business—you’re going to love this. Today I’m chatting with Vicki Boudreaux, co-founder and CEO of Heylist, an influencer platform that connects brands with nano influencers (that’s typically creators with ≤10k followers).
We’re unpacking what nano influencers are, why they’re powerful in an oversaturated market, and how both brands and creators can build long-term, authentic partnerships that actually move the needle.
What Is a Nano Influencer (and Why Should You Care)?
Nano influencers are the trusted “civilians” in your world—the friend you text for a skincare rec, the mom who knows the best baby monitor, the foodie who always finds the cutest cafés. They don’t necessarily want to be celeb-level influencers. They’re relatable, niche, and hyper-trusted within their circles—which is exactly why their recommendations convert.
Vicki’s team spent years activating smaller creators for giant brands like L’Oréal, Neutrogena, Aveeno, and The North Face—shifting budgets away from “bigger is better” to “real is better.” The result? More genuine content, better engagement, and an audience that actually listens.
Quick scope check: At Heylist, “nano” usually means 10,000 followers or less.
For Brands: How to Choose the Right Nano Influencers
If you’re a service provider, listen up—this can be your scrappy, smart path to growth. Here’s what Vicki recommends:
- Start with your super fans. Peek at your Instagram comments and DMs. Who already talks about you? Activate them first.
- Check audience location. If your clients are in the U.S. and a creator’s audience is 95% elsewhere, it’s a mismatch.
- Prioritize conversations, not counts. Don’t obsess over follower numbers. Look at the quality of comments and questions under posts.
- Protect the brand—lightly. Provide do’s/don’ts (lighting, compliance, safety), but give creators creative freedom. Over-controlling kills performance.
- Set expectations clearly. Deliverables, deadlines, usage rights, and KPIs should be clear from day one. Don’t “blind-send” product—get consent first.
Pro tip: Track click-through rate and redemption with one shared promo code across your creator set. It’s clean, simple attribution—especially for small campaigns and seasonal pushes like Black Friday.
Authentic Content Wins (Even If It’s Not “Perfect”)
I test constantly for my audience, and here’s what’s true:
- Professional photos often get half the engagement of casual phone snaps or quick, real videos.
- Unedited, real-life content stops the scroll because it feels human.
- User-generated content (UGC) is skyrocketing—many brands now hire creators primarily to produce content the brand can repurpose across channels.
Bottom line: aspirational still has a place—but when you want trust and action, authenticity wins.
For Creators (and Business Owners Becoming the Face): How to Stand Out
Yes, you—the service provider—can be the influencer brands want to sponsor. Build niche authority and show up consistently. Vicki’s advice:
- Do more than expected. If the brief says two posts, consider three or four.
- Be professional. Hit deadlines, communicate clearly, and follow the brief.
- Create a one-pager. A simple “media one-sheet” with metrics and past collabs builds credibility fast.
- Nurture between campaigns. Keep engaging with the brand even when you’re not in a paid activation. It signals partnership, not a one-off.
Meet Heylist (and a Perk for You!)
Heylist makes discovery and collaboration easy—and it’s free for creators (no pay-to-play). Brands can search, build lists (think “Beauty Bosses,” “Wellness Pros”), and track real-time performance via Meta/TikTok connections. Want a hand? Their team also offers white-glove support.
Vicki is gifting my community 20% off your first collaboration—self-serve or managed. Email the team and include code MSA2025 so they know you came from Marketing Strategy Academy.
Your Next Step (Pick One and Put It on Your Calendar)
- Brands: DM three superfans today and ask if they’d like to test a small collaboration. Keep it simple and clear.
- Creators/Owners: Draft your one-pager and outline your niche content pillars. You’re closer than you think.
If you found something you can use today, leave a review—and, yes, actually calendar that next step so it happens.
