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Although there are varying opinions and number scales, a micro influencer can generally be described as an influencer with under 100,000 followers. Brands are starting to realise that there are many benefits to working with influencers with a slightly smaller following. The main reason is often the lower costs compared to their more pricey peers, but there are many other reasons why micro-influencers are a great call, and a necessity to your marketing strategy. 

Working with macro influencers can be amazing for your brand. They’re able to reach more people with their wealth of followers, and can use their influence to affect consumer purchase decisions, increase website traffic and follower growth. However, brands often make the mistake of choosing to work with influencers purely based on their numbers. While this can be necessary depending on your goal, it usually is not the most important factor when it comes to choosing influencers.

Why Micro Influencers Need to be Apart of your Social Strategy

Where users with bigger followings get countless offers and deals in their inbox every day, smaller influencers often have more time and budget to say yes to more projects.

With bigger influencers, often companies will count themselves lucky if they get a mere story mention. Where micro influencers may have more time to spend on products, they often go above and beyond content expectations.

Nowadays, it's becoming harder and harder to gift to bigger influencers as they receive so many products and service offers every day. With smaller influencers, they tend to have fewer offers and therefore are more likely to accept gifting and share content in exchange. See our blog post on 

A macro influencer is unlikely to post about a brand organically after being paid to do so previously, as they know they can still get more money and essentially would be giving away free advertising. Micro influencers often need content to share with their followers and want to build a good relationship with brands, so are more likely to revisit and share products more than once.

Audiences you may not have reached before, and in more niche categories can be targeted in a more focused and personalised approach. With bigger audiences from macro influencers, sometimes you can end up showing your products off to people who aren’t interested. 

Establishing relationships early on with micro influencers can be beneficial for the future. A lot of accounts will grow exponentially over time and this enables you to grow with them, so they remember you and your brand when they are in the ‘big leagues’.

Of course, the most obvious benefit to working with smaller influencers is their lower prices. This can be convenient when you have a small budget to spend but need to raise brand awareness. Additionally, a lot of micro influencers will be open to gifting in exchange for coverage, saving you even more.

Most macro influencers work with a manager or team who deals with their PR requests and collabs. This can be great in most situations, but sometimes it can be easier to get through to them about your product and service when you can pitch it directly to them, and cut out the middle man. It also allows you to begin to build genuine, personal relationships with them.

Get in touch with us at hello@weswwim.com to see how we can help with your 

micro influencer taking picture for a brand

What Are The Benefits Of Micro Influencer Marketing?

Use Instagram analytics and 3rd party software to track and monitor the best times to post from your accounts. Sites like Hootsuite, Later and Iconosquare can tell you the most engaging times to post every day, and when your followers are most active so you can target them while they are online. You can also select times based on the content of your post, for example if you are posting a recipe idea, try sharing in the afternoon so it can serve as dinner inspiration for your followers and encourage them to engage.

Make the most of Instagram’s features and use story stickers to open up conversations with your followers. There’s a Q&A feature, polls and quizzes that can be added to your stories to help open up a two-way stream of conversation between you and your followers, so you aren’t just talking at them all the time, but with them. Also including prompts in your captions can get discussions going in the comments - make sure to reply and engage to keep them interested!

According to research, the most popular caption length in 2020 was over 400 characters! And these posts were found to have more engagement. So make sure to pack all your info into the caption and keep your audience interested.

Instagram saves are a great way to boost engagement. To increase post ‘savability’, create content that your followers will want to revisit. This can include ideas, inspiration and tips, like if this post appeared on Instagram! Check out our blog post on 

Views are an extra source of engagement for Instagram posts, so try to get lots of video content on your feed. They generally tend to perform better with audiences and can be fun to make! Instagram reels are also a great way to be experimental with bite-size content in a creative way. If you’re wary about broaching the TikTok world, this can be a good taster.

Hopefully these top tips have inspired you to create more engaging content. If you're looking for more help and advice, 

How To Increase Instagram Engagement

You’ve probably heard the term ‘evergreen content’ being thrown around when it comes to your content creation strategy, but what is it and why do we need it? To sum it up in a sentence, it’s content that stays relevant, valuable and isn’t time-sensitive. Long after it’s published, evergreen content continues to drive traffic. Read on to learn more about this valuable content type and how you can benefit from it within your business.

To help us understand what constitutes evergreen content, it is helpful to know the sort of content that is 

Content created around a specific topic season e.g Christmas gift guides, or New Years Resolution tips

Articles or content focused on current hot topics or trends

This sort of content may be popular at the time of posting, which has its own benefits. However, as time passes, it’s possible the content will fall ‘out of style’. Evergreen content, on the other hand, includes:

Lists - featuring a series of facts, tips or quotes. Also known as 

Including one of these formats in your content creation won’t automatically make it evergreen, however, these formats lend themselves nicely to evergreen content. For example, a practical ‘How To’ video on how to use a product is likely to continue to be useful for the viewer after the original publication.

How can you make your content more evergreen?

For example, we created a blog post for our clients 

begin a career within the security industry

. This post is unlikely to become irrelevant due to the fact that it’s an industry that will continue to offer job opportunities, with people continually seeking more information about this career path. Therefore it’s likely that this post will continue to drive traffic over a long time frame. This type of content will help Alpha Crew to stay relevant within their industry.


People are always seeking information and will continue to do so indefinitely. Good information is invaluable and by producing content that aims to teach people something new, you are likely creating something that will continue to be engaging for months to come.

“How to setup your exercise bike to ensure good form”

“How to write an engaging email newsletter”

“How to plan the perfect 30th birthday”

Consider what your target audience may be looking to learn and use this as a great starting point for creating valuable How-To content.

Whatever your business, FAQ posts are super valuable for your audience. They’re one of the easiest ways to acquire new customers whilst also saving time answering repetitive questions. Whilst being timelessly valuable, FAQ pages also drive new website traffic. This is down to the fact that Google’s main goal is to answer questions, so by putting your text in a Q&A format, you’re doing half the search engines work. To keep FAQ content evergreen be sure to update the post with any relevant new information.

Here are some ideas of content to include within your FAQ page:

Information to help customers choose the right product e.g how to choose the right size

Any unique selling points that might influence the customers buying decision

Common myths about your product/industry - Fact vs Fiction

Building trust with your audience is a great way to encourage conversions. A “Meet the Team” post helps potential and existing clients alike get to know the people behind the business, which in turn builds relationships and trust. This type of post is a great example of valuable evergreen content, as learning more about who makes up your business is something that will remain beneficial to the audience indefinitely.

How are you going to use these tips to make your content more evergreen? If you’d like to chat with us about our 

What Is Evergreen Content, And Why Do You Need It?

When you think of Pinterest, you wouldn’t be alone in associating it with moodboards, wedding planning and your go-to source of hair inspiration. Perhaps one of the last things you would think of is it being a money-making machine. But as all evolving technology seems to do, Pinterest breached the world of commercial sales.

Through increasing brand authority and awareness, and now being able to sell products directly on the app, Pinterest is quickly becoming more and more popular with brands who are discovering that it can benefit their store in more ways than one.

How you can use Pinterest to drive traffic to your ecommerce store

Often left behind when competing with the likes of Facebook, Instagram and Twitter, Pinterest is another social media site that can help brands connect directly with existing and potential customers.

By sharing aesthetically pleasing pins and pinboards that match branding and create synergy between platforms, companies can establish more trusting relationships with their audiences, therefore helping drive traffic to their websites.

However, this more ‘organic’ method is not the only option anymore when it comes to traffic driving from Pinterest.

Last year, Pinterest partnered with the popular e-commerce software, Shopify. This collaboration has allowed customers to buy products directly from Pinterest with ‘Buyable Pins’, making the site an additional sales channel and a valuable asset for brands.

Promoted content has higher success rates on the Pinterest app, making paid campaigns worth the ad spend. But don’t just take our word for it, the stats speak for themselves! 1 out of 2 Pinterest users have made a product purchase after seeing a brand promoted pin, and a whopping 

 of users use the platform to plan their purchase decisions. With more than 

 monthly ‘pinners’ it comes as no surprise that Pinterest is the number 2 overall source of social media traffic to Shopify stores.

It’s clear that for brands seeking e-commerce store traffic, Pinterest is quickly becoming an essential and popular business tool. Have we got you ‘Pinterested’? 

 and see how we can help you make money on Pinterest through 

Stat Sources - Pinterest Business and Shopify

How To Make Money On Pinterest

Following a year of lockdown restrictions, our homes have become entertainment hubs more than ever. With the warmer weather, garden based content such as DIY garden improvements, garden party inspo and gardening tips will be sure fire ways to drive engagement on TikTok. If garden based content compliments your social strategy consider using the hashtags #gardendiy #gardenparty #gardenmakeover #gardeningtiktok and #homegrown.

Summer Food - ‘Wrap Hack’ but make it summer

Food is a popular content topic every day of the year, but the sunny weather ups the inspiration levels with the addition of picnics and BBQ’s. If food compliments your marketing strategy, consider creating summery cooking tips or inspiration using hashtags such as #bbqrecipes #picnicaesthetic #summerfood.

What is a summer without a holiday, ammiright? With lockdown restrictions putting an end to many holiday plans in 2020, vacation inspiration and tips are now driving high engagement, with so many of us getting excited about the potential of travelling again. If your brand is ready to engage with summer travellers consider using hashtags such as #staycation #tiktoktravel #travelessentials

As more of us realise the importance of taking a moment just for ourselves, self care based content has risen in popularity. What better time to engage with this trend than when the weather is warm and inviting and the days are longer. If the theme of self care fits in with your brand consider using hashtags such as #selfcaresummer #wellness and #selfcareroutine

Joining these active conversations provides the opportunity for brands to engage and partner with creators and the broader community to share tips, tricks, and inspiration for the products to make this summer the best one yet! Other ways to join in with the summer conversation:

Big summer events e.g music festivals and sporting events,

Popular celebration days e.g Bank holiday weekend

Big days out e.g Theme park visits and beach trips

Find out how we can help with your content strategy 

 TikTok Trends To Fire Up Your Content This Summer

Influencer marketing is becoming an essential part of marketing strategies, maximising the effect of a brand’s social media presence.  Brands are working with influencers in many capacities on social media, but in this post we will look into the pros and cons of organic influencer gifting and paid collaborations.



Gifting influencers your product or service is essentially giving it to them for free, in the hope they will feature your product or service on their social media channels in return. You may find that micro-influencers are more likely to agree to gifting opportunities whilst they’re building their platforms. Whereas macro-influencers receive a very high volume of items from a broad spectrum of brands so there’s a great deal of competition which could reduce the chance of your brand being selected. They may also charge a fee in return for the publicity.

One benefit of gifting is that it is essentially free marketing, other than the product cost and shipping fees, sending influencers free gifts in exchange for coverage is a cost-effective way to spread brand awareness. 

One downside is that there is no guarantee influencers will post any coverage of your products. Any coverage they choose to post is completely at their discretion, and you have no creative control or direction over what they say about your brand. The flip side of this is that any reviews or comments that they do make, are more likely to be perceived as genuine and authentic.

The low-cost nature of gifting enables you to work with a high volume of influencers - as opposed to relying on one influencer, with one audience, you can reach out to a selection each with their own community to tap into.

This also gives you a great opportunity to test audiences and see how they respond to mentions of your brand. If they show interest, then you know to retarget them in the future, rather than wasting time and money targeting audiences that don’t seem to engage.

Paid collaborations with influencers are more of a commitment for brands as it involves investing more than just product and postage costs. However there are a multitude of benefits to working with influencers in this way. By having a contractual agreement with the influencer it allows you to have more creative direction and control over the content that's produced. The coverage is guaranteed, and you can choose specific information that you want to be included in the content.

Influencers might be more selective with who they work with for paid collaborations because they often don’t like to take any opportunity that comes to them as they want to remain genuine and authentic to their followers. This means they are less likely to accept a paid collaboration unless they genuinely like the product and the brand.

Paid collaborations are good if there is a specific influencer and audience you have in mind, who has a bigger reach. Additionally, after the collaboration, you can ask them to share content analytics which can allow you to track exactly how well the collaboration has performed.



Our recommendation would be a combined strategy of both gifting and paid influencer work. The start of your campaign or activation could involve gifting outreach with micro-influencers, putting out feelers to see who’s interested in your products or service, and begin to build relationships with them. Track coverage and performance to see where your content is well received, and make note of which influencers are genuine and positive to work with. 

After a gifting launch we would recommend the introduction of some paid collaborations to help target more specific audiences with clear and structured content that can be more effectively measured and curated. Working with influencers who have previously been gifted will be good for building relationships and retargeting audiences, or work with more macro-influencers which can increase content engagement and audience reach.

Get in touch with us at hello@weswwim.com for more ways we can help with your 

Influencer Gifting vs Paid - How To Work With Influencers

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