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Social Media Marketing

What are Micro-Influencers and why they’re ‘Big’ in 2019

Influencer marketing on Instagram is now over a billion dollar industry.

The decline of traditional TV and the growth of social media have given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020. Instagram is one of the most quickly developing segments of the growing influencer marketing market.

It’s because it works: influencer marketing campaigns boast some of the highest ROI metrics available to marketers today. But its effectiveness also means the price of entry can be exclusionary for most teams.

Your brand probably doesn’t have $200,000 to throw at a celebrity for an Instagram endorsement, and for most even allocating $1,400 for a single post from an industry influencer can be a hard sell.

But what if there was a way to see explosive ROI with influencer marketing on a scale that wouldn’t eat up half of your monthly marketing budget?

Welcome to the wonderful world of micro-influencers. From fancy seltzer to B2B giants, savvy marketers are seeing serious ROI by exploring this new kind of relationships.

So What Is a Micro-Influencer?

Micro-influencers are brand advocates who have a deeply engaged, niche audience. They generally have between 1,000 and 10,000 followers, and while they don’t boast Kardashian levels of stock-affecting social influence, they do offer opinions that are deeply trusted by their followers, who are generally like-minded folks looking for real talk.

Check out the difference:

FMB Partner Micro InfluencerTraditional Influencer: @yoga_girl

  • Followers: 2.1M
  • Projected Cost Per post: $25,000+
  • Content: broad focus with less engagement per post

Rachel Brathen is one of the most well-known influencers in the yoga community on Instagram, boasting a reach of over 2 million followers. Her content ranges broadly from her family life to her yoga practice.

However, according to Forbes, because of Brathen’s expansive reach and position as a thought leader on the platform, she charges a minimum of $25,000 per sponsored post.

FMB Partner Micro Influencer 1Micro-influencer: @curvyyoga

  • Followers: 8.9K
  • Projected Cost Per post: $130
  • Content: narrow focus with engaged community


Anna Guest-Jelly runs the Instagram account @curvyyoga, and while she posts somewhat similar content to Brathen, her content is more narrowly focused. Guest-Jelly’s account also features pictures of her yoga practice and family life, but her content is all laser-focused on accessible, body positive yoga.

Because of this narrowed focus, Guest-Jelly’s account (and others like it) have followers that makeup deeply engaged, niche communities – and Influence & Co. estimates sponsored posts on accounts with similar follower counts to Guest-Jelly’s will only cost you around $130.

Why Do Micro-Influencer Matters?

Though micro-influencers have far fewer subscribers than their million-plus peers, engaging them in the promotion of online stores can be more profitable. It turns out that trust and close relationship with the audience is critical for purchasing decisions. So, what exactly makes e-commerce companies choose micro-influencers?

Three simple statistics:

  • 60% higher engagement
  • Underpriced (6.7X more cost-efficient per engagement)
  • 22.2% more weekly conversations than the average consumer.

60% higher campaign engagement rates are driven by micro-influencers; those campaigns are 6.7 times more efficient per engagement than influencers with larger followings, which makes them more cost-effective; and micro-influencers drive 22.2 times more weekly conversations than the average consumer.

Because they are personally invested in their crafts, micro influencers are trusted sources of recommendations for followers.

Just because an influencer has hundreds of thousands, or millions, of followers doesn’t mean that the specific campaign will be more effective than if a marketer or brand works with an influencer with fewer followers.

Not only do micro-influencers have more conversations, their unique position somewhere between the average joe and thought leader lends itself perfectly to brand endorsements that don’t feel forced. This unique ethos makes them more able to be direct in their recommendations with 74% using a “buy it or try it” call to action in posts.

So, why aren’t you working with influencers?

Now that you know why do micro-influencers matters, get out there and start collaborating with influencers that are a good fit for your brand. If you are a brand hoping to learn how we can help you with your influencer campaign, be sure to drop us your queries and contact us to

Source: SnapAppMediakixSWLH on Medium.


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7 Instant Solutions on How to Cut Down 90% of Time Used for Social Media Management

Small business owners are always hard-pressed for time and resources. They can’t afford to spend hours on social media management each week. They don’t have the budget or time to have quality content created consistently for multiple social media networks.

The good news for such small business owners is the presence of social media management tools that can help automate much of social media management. This post is a straight-up summary of 7 steps to save time on social media management today.

  1. Create a content calendar

When you plan social media posts for a month, you not only save the effort of having to do it every day but also retain more control over quality and consistency.

Create a detailed social media calendar that covers all the activities you plan to execute over the course of a month. Account for important days – festivals, shopping days and other important dates for your business. Hand over the plan to your content creation team, so they can get to work on creating the content.

  1. Create post templates

Most content created by businesses for social media falls into certain patterns. Social media managers can save a ton of time on content creation by creating templates of these patterns. For instance, if you blog regularly and promote your blog posts on social media, you can create blog promotion templates and save them on your social media management tool like DrumUp.

DrumUp is a social media management tool that lets you store posts in-app in content libraries and schedule posts from those libraries easily.

  1. Curate 25% of your content

Not all of your content has to be a 100% original. In fact, there’s a lot of content that is better curated than created. Examples of these posts are news and trends posts. Why rewrite news risking SEO penalties when you can simply curate them for your social media audience. To curate posts easily, you can use a content curator.

Flipboard is a content curator that lets you curate industry-specific news to share easily on social media.

  1. Use visuals instead of text

Visuals are now easier to create than blog posts. Why spend hours creating a blog post when you can put together an infographic in minutes? Infographics are also more successful on social media because they display important information in a concise and attractive form. Infographics are hard to create from scratch but are very easy to create using templates on infographic makers.

  1. Bookmark content on the go

When curating content, why wait until it’s time to post when you can bookmark interesting posts on the go? As a social media manager or small business owner, you probably spend some time catching up on the news each day. When doing this, you can easily bookmark the interesting posts to share with your social media audience at a later point.

Both DrumUp and Flipboard have bookmarking tools that you can use to save posts for publishing at a later point.

  1. Cross-post across social networks

Why restrict the publishing of posts to one social network when you can easily cross-post to others? Many small business owners limit their social media presence to one or two social networks because they don’t have enough time to manage multiple pages at the same time. However, this need not be the case because you can use a cross-promotion tool to share posts published on one social platform to others.

IFTTT is a cross-promotion tool that lets you set up “recipes” that automatically publish posts you schedule on one social platform (say Facebook) to others (LinkedIn, Twitter, etc.)

  1. Leverage UGC

UGC or User Generated Content is a great alternative to creating your own content. Not only does UGC save you time, but it also has more of an impact on your audience. Over the years, your audience’s trust in companies has been declining. The best source of a recommendation is no more a brand’s social media accounts. Today’s audience is likely to trust more in recommendations provided by other social media users.

The simplest way to collect UGC is by running a contest or listening to your fans on social media.

There’s a lot that social media managers can automate to save time on social media management. The seven tips mentioned in this post, along with scheduling posts in advance (the obvious one) can save you a lot of time.
The article is originally published and written by

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