At a glance
- 61 nano creators, each with 1,000 to 10,000 followers when selected.
- 125 posts: one Instagram Reel per creator, synced to TikTok.
- 913,813 views, 597,469 reach and 7,073 engagements.
- An estimated RM0.02 per view, against an industry average of about RM0.15.
The brief
A global skincare brand was launching a brightening range in Malaysia. The goal was simple: show as many people as possible how the products work and how to use them, from people who actually use skincare every day.
Instead of a few big names, we recommended a wide spread of nano creators. Smaller creators feel like friends giving advice, and spreading the budget across many of them puts the product in front of many different audiences at once.
How we ran it
- Volume over fame. We aimed for 65 nano creators and secured 61. A few creators stopped responding despite daily follow-ups, so we kept a buffer in the plan.
- One format, two platforms. Each creator made one Instagram Reel and synced it to TikTok, doubling the content's chances to be seen without doubling the work.
- Show, don't tell. The best posts explained what each product does and then demonstrated it on camera.
- Flexible timing. The launch was planned for late March but moved to late April because of approvals on the brand's side. With creators already briefed, we could start as soon as the brand was ready.
Results
| Metric | Result |
|---|---|
| Creators | 61 |
| Posts | 125 |
| Views | 913,813 |
| Reach | 597,469 |
| Likes | 6,289 |
| Comments | 630 |
| Shares | 154 |
| Estimated cost per view | ~RM0.02 (industry average ~RM0.15) |
Small accounts, big views
The three best posts each passed 190,000 views. The top one came from a creator with fewer than 7,000 followers: a clear video that explained every product and showed how to use it reached 207,000 views, around 30 times her follower count. The other two came from creators with roughly 19,000 and 40,000 followers, whose energetic demonstrations drew strong comments.
That's the case for nano creators: the platform's algorithm rewards a good video, not a big follower count.
The nano bet: many creators, a few breakouts
Working with nano creators is a deliberate bet. You don't book 61 creators expecting all 61 to perform. You book them knowing that on TikTok, follower count isn't what decides reach. The For You Page (FYP) is. Any creator, however small, can land on the FYP if the video is good. So you spread the budget wide and expect three or four posts to break out.
That's what happened here. Three posts passed 190,000 views each and together delivered around 590,000 views, about two-thirds of the campaign's total, from creators with 7,000 to 40,000 followers.
It's also the test we hold every nano campaign to. When you work with nano creators, ask: did at least one of them go viral? If none did, the campaign didn't do its job, however many posts went live.
What we learned
- Nano creators deliver reach at low cost. The cost per view came in at about one-seventh of the industry average.
- Boost the best posts. Some posts clearly outperformed. Putting paid boosting behind those winners would push reach further.
- Fast approvals protect the plan. A month's delay on the brand side compressed the schedule. Quicker sign-offs make planning, coordination and posting smoother.
Thinking about nano creators for your launch?
Read our influencer marketing cost guide, see how we run TikTok influencer campaigns, or browse more case studies.
Frequently asked questions
Do nano influencers work for skincare brands in Malaysia?
Yes. In this campaign, 61 nano creators with 1,000 to 10,000 followers generated 913,813 views across 125 posts, at an estimated RM0.02 per view against an industry average of about RM0.15.
How many nano influencers do you need for a product launch?
It depends on budget and reach goals. For this skincare launch we planned for 65 and secured 61. Planning a small buffer helps, because a few creators may stop responding.
What content works best for skincare influencer campaigns?
Clear demonstrations. The top post explained each product and showed how to use it, and reached 207,000 views from an account with fewer than 7,000 followers.
How do you know if a nano influencer campaign worked?
Look for breakouts. On TikTok the For You Page, not follower count, decides reach, so a nano campaign should produce at least one viral post. In this campaign, three posts passed 190,000 views each and delivered about two-thirds of all views.