That is the term (“nanos” for short) used by companies to describe people who have as few as 1,000 followers and are willing to advertise products on social media.

Their lack of fame is one of the qualities that make them approachable. When they recommend a shampoo or a lotion or a furniture brand on Instagram, their word seems as genuine as advice from a friend.

Brands enjoy working with them partly because they are easy to deal with.