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The diagram below illustrates my approach. First I research: what are the hot topics (Google Trends)?  What keywords are target consumers using (Keyword Planner tool)?  Then I’ll set up robust mechanisms to evaluate the creative, focused communications plan that I’ll implement.


The rise of micro-influencers

Micro-influencers are here to stay.  We don’t like advertising, we don’t like being sold to, so that is why we are communicating in this new way.

As a nation we love our social media but we don’t like sales messages when we use it.  Facebook has changed its algorithms.  We now see more of our friends’ posts and less sponsored content from brands.  This is why micro-influencers are filling that gap.  Their posts are fun and shareable and they don’t feel like advertising.

Who are micro-influencers?

They are active social media users who enjoy a strong following from specific groups of people.  They need to fill their insta feed as much as we, who manage brands, want to communicate to our stakeholders.  Micro-influencers are so-called because they tend to have up to 10,000 followers.  They are not celebrities.  Consumers trust them and identify with them because they seem like themselves.  Facebook has been making changes to its news feed algorithms so that it will favour content posted by  friends and family.  This is where the micro-influencers become so useful.

Choosing the right ones

It is important to find the right micro-influencer for each brand.  The best place to start is brand values – is there a good fit?  Then it is worth analysing their followers.  How old are they?  Where do they live?  How did they respond to posts in the past?  It is important to make sure there are no fake followers or bots.  With high value products, like holidays and designer clothes, the arrangement is usually free stuff in return for posts.  Micro-influencers love to have new content to grow their followers.  They must declare this interest, however, when they are recommending the products, as journalists do.

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