5 Influencer Red Flags and What to Do About Them

Before you send that first product or sign that contract, pause. The wrong influencer can drain your budget and derail your business’s growth. The good news? Influencer red flags are easy to spot if you know what to look for.

At RPR, we have dealt with our fair share of influencers, developing our knowledge on the best and worst kinds. The right influencer can drive conversions and brand awareness. The wrong one is a costly misstep that drains your time, resources, and morale. We get it—working with influencers can be daunting when you are not sure who the best fit is for your brand, so we’re here to help!

Let’s break it down. Here are five major red flags to watch for before you commit:

Influencer Red Flag #1: Their Engagement Doesn’t Match Their Follower Count

Sure, an influencer with 100K is nice and all, but if no one’s actually paying attention to their content, their follower count doesn’t matter. 

Engagement rate is the real metric to focus on. It tells you how connected an influencer really is with their audience and, ultimately, how likely their followers are to take action from a post. You can check influencers' engagement rates using tools like Modash. Bigger isn’t always better, and buying followers is very easy nowadays. Check their comments for bots to make sure their engagement is genuine, too. Trust your gut. If it feels fake, it probably is. 

Influencer Red Flag #2: Poor Communication

Don’t expect communication issues to get better if they’re bad early on; if anything, take it as an influencer red flag. Clear communication is critical to any partnership. Make sure to set expectations upfront in writing to help nail down those deliverables. Not sure what that should look like? We can help.

Influencer Red Flag #3: They Don’t Seem Genuinely Excited

You deserve a partner who’s excited about your brand. If the vibes are off and it’s clear the paycheck is all they care about, cut it off.

Audiences can tell when a partnership feels authentic—and when it’s just another sponsored post. True excitement can’t be faked, so stick with those who are genuinely excited about your brand. 

A way to gauge this is to see if they ask you questions about your brand, goals, and deliverables. These are all good signs that they are actually invested in the partnership. If it feels like they’re going through the motions, it’s okay to walk away.

Influencer Red Flag #4: No Proof of Past Performance

A credible influencer can support their work with data. They should be able to show what they’ve done and how it performed through case studies and analytics reports. A trustworthy influencer will be proud to share those insights. Ask potential influencers for proof of past performance, and if they avoid showing you how their past partnerships performed, reconsider the partnership. 

Influencer Red Flag #5: Zero Process

While posting a successful story or reel might seem simple, there’s actually a great deal of planning that goes behind it. If the influencer doesn’t have a strategic plan on how they meet deadlines, it’s okay to pass. A good influencer doesn’t just post—they plan. Ask them about their process from concept to content approval to post-campaign reporting. Influencers who have a standardized process are more likely to stay on track and help your business hit its goals.

Find Authentic Influencers with RPR

No influencer red flags here! At RPR, we understand how overwhelming it can be to take on uncharted waters like influencer partnerships. From vetting influencers to managing contracts and campaign execution, the RPR team knows what it takes to build successful influencer partnerships. Whether you’re launching your first influencer campaign or trying to recover from a bad experience, RPR is here to help connect you with authentic influencers that align with your brand!

by R Public Relations Firm

5 Best Practices for Working with Influencers

In today’s world, social media is a must for small businesses looking to grow, engage with customers, and boost their brand awareness. However, navigating the ever-changing landscape of platforms, influencers, and algorithms can be tricky. One area that often comes up in conversations is how small businesses should approach working with influencers. This guide answers some of the most common questions and provides key insights for successful influencer collaborations.

1. What Should Small Businesses Look for in an Influencer?

When you're just starting, it’s easy to assume that influencer marketing is all about finding someone with the highest number of followers. While reach is important, it’s more critical to find an influencer whose audience aligns with your target market. Look for influencers who share values that match your brand, and whose followers are genuinely engaged with their content. Working with influencers who have built trust with their audience will yield better results than simply partnering with a well-known face. 

2. How Do You Approach Influencers?

When reaching out to potential influencers, be clear about your expectations. From the beginning, it’s essential to be professional and transparent about your budget and expectations. Highlight why you think they would be a great fit for your brand and give specific ideas for collaboration, whether it’s a product review, giveaway, or social media post. Be sure to discuss the deliverables, timelines, compensation, and any potential creative control the influencer will have. Transparency builds trust and helps avoid misunderstandings later on when working with influencers.

3. How Much Should You Pay Influencers?

One of the trickiest aspects of influencer marketing is determining compensation. Influencer rates can vary widely based on their reach, niche, and the level of content production required. Smaller influencers, often referred to as "nano-influencers" (those with around 1,000 to 10,000 followers), tend to charge less, making them a more affordable option for small businesses. If you’re working on a tight budget, consider offering product gifting as compensation. If you’re looking for a longer-term partnership or campaign, be prepared to discuss rates based on your desired scope of work. When trying to gauge spend per Instagram post, this is Influencer Marketing Hub’s rule of thumb: 

• Nano (1k-10k followers) - $10-$100
• Micro (10k-50k) - $110-$500
• Mid (50k-500k) - $500-$5000
• Macro (500k-1M) - $5000-$10,000

These numbers can vary widely depending on the influencer’s engagement, but this is generally a good rule of thumb. 

4. What Red Flags Should You Watch for When Working with Influencers?

When working with influencers, it’s important to keep an eye out for any red flags. One major red flag is engagement that doesn’t match the follower count. If an influencer has tens of thousands of followers but little engagement (such as likes or comments), it could indicate that their following is inflated with bots. This could mean they have bought their followers. Also, be wary of influencers who aren't clear about disclosing partnerships with brands. The Federal Trade Commission (FTC) mandates that influencers disclose paid promotions clearly.

5. How Do You Measure the Success of an Influencer Campaign?

Success in influencer marketing is not just about sales. While driving revenue is definitely an important goal, it’s also about increasing brand awareness and engagement. Make sure to track metrics such as social media mentions, the number of new followers, website visits, and overall audience engagement. Using tools like Google Analytics and social media analytics tools can help you track the success of the influencer collaboration in real-time. It is important to track metrics, but this is only one piece of the puzzle. Give your brand and the creators you work with time to grow. By asking influencers for insights into their campaigns, you can adjust your strategies and improve over time.

Making the Most of Influencer Marketing

Working with influencers can be a game-changer for small businesses, but it’s important to approach it strategically. By understanding how to choose the right influencer, set clear expectations, and measure success, you can use influencer partnerships to grow your brand authentically and effectively. If you’re interested in learning more about influencer marketing or need help finding the right influencers for your business, reach out to us! RPR specializes in helping small businesses navigate the influencer landscape and can offer personalized strategies to boost your brand.

by R Public Relations Firm

Answers to Our Most Asked Small Business Social Media Questions

Social media usage has only continued to grow over the last several years. As of 2024, over five billion people are using social media worldwide. With such a large user base and a landscape that is only growing, small businesses can’t afford not to have some kind of social media presence. But for new and experienced small business owners alike, social media can be an especially intimidating part of business marketing. So, it’s no surprise that we get many questions from small business owners about how to approach social media.

To help you get a better understanding of how to tackle socials, we answer some of our most asked small business social media questions below.

Do I need to post on every social media platform?

The long and short answer is no. You do not have to put your small business on every social media platform. The best social platforms for you to be on will vary depending on a few factors, including:

• Business type
• Target audience demographic
• Type of content you share
• The platforms your target audience is using
• Social media goals

These factors will be key to helping you narrow down what platforms to focus on for your small business. While it can be tempting to jump onto every social platform right away, this can ultimately be a bad strategic move if your audience isn’t on every platform. Remember that less is more, and you can maximize your time, effort, and content by focusing on a select few social media platforms that are most relevant to your business.

What type of content performs best on social media?

The best-performing content on social media is going to largely depend on two things: your target audience and the social platforms you’re using. For some platforms, visual content like photos and videos will perform the best, while text-based posts will perform better on others. 

According to the Pew Research Center, YouTube and Facebook are two of the most widely used social media platforms in the U.S. alone as of 2024. And more than half of U.S. adults use platforms like Instagram, TikTok, LinkedIn, and X (formerly Twitter). Each of these platforms will see a different type of content that performs best. For YouTube and TikTok, videos are the primary content type, while LinkedIn and X see traction with content like short text posts and blogs. For some platforms, a mix of content types will offer the best performance. 

You can experiment on your own and with the help of RPR to figure out what formats work best for you.

What do I post?

Figuring out what to post involves several previously mentioned factors: your business type, target audience demographic, and the social platforms you’re on. These will be beneficial to keep in mind as you determine what to post. Whether you post photos, videos, blog posts, live videos, or infographics will largely depend on what platform you’re on, what information you’re sharing, and what your audience responds well to.

Remember that you’re a small business owner. You’ll want to share promotional content regularly that highlights your products and services, but you’ll also want to share posts that are funny, relatable, or informative to your customers. A variety of different content will keep your audience engaged. 

For example, say your business has an ongoing sale, and your customers have been sharing photos of the products they purchase on Instagram. It would be beneficial to post about the sale in a promotional manner and highlight the customer posts on your social page. This helps enhance social engagement and increase your visibility. By using a variety of content, you can leverage your social media campaigns to their fullest. 

How often do I post?

Posting frequency will vary from platform to platform. For example, Instagram recommends that users post a few times a week. And according to HubSpot’s 2024 State of Social Media Report, marketers post on platforms like TikTok and X a few times a day. You can also reference your direct competitors to get an idea of how often they’re posting on social media as well.

It’s also important to remember that posting frequency differs between large and small businesses. Larger businesses often have a full marketing team that can post frequently across all social media platforms. Small businesses like yours typically don’t have the time or resources to post as often—though you can seek the help of a PR team to build out your social media efforts further.   

Ultimately, how often to post comes down to what works best for you. Keep industry insights and the size of your business in mind and experiment with posting frequency to see what you can maintain on the regular.

How do I measure my small business's social media presence?

There are several different tools you can use to measure your social media presence—including analytics tools that are built directly into the platforms. Built-in analytics tools often display information like total followers, growth rate, audience demographics, and post impressions and reach. You can also use tools like Buffer, Sprout Social, and Hootsuite, which provide additional analytics features.

Another tool you can use to measure your social media presence is Google Analytics. This is a powerful tool that PR professionals often use to measure campaign success, but it can also be used to understand how your social platforms contribute to traffic and user behavior on your business website.

How can I grow followers?

Growing your followers can be achieved through a few methods. As discussed above, you’ll want to choose platforms where your target audience is. From there, you’ll want to optimize your small business social media profiles so that they’re recognizable. This is done by using branded imagery, linking to your website, filling each profile out completely, and incorporating targeted keywords relevant to your business and industry.

Posting consistently, both in frequency and the quality of your content, helps to grow followers as well. Be sure to post content that your audience can find engaging or helpful—use your social analytics to see what kind of content is performing best, or directly ask your followers.

Lastly, actively engaging with your audience shows potential followers that you’re communicative and keeps you in touch with the community you’re building around your business. Engage by responding to comments, answering questions, and sharing interactive content. Be sure to remain authentic to your small business, and don’t try to mimic other brands—your true brand, tone, and voice will resonate with your followers and help you grow.

Small business social media doesn’t have to be a solo venture 

In today’s digital world, having a social media presence isn’t optional for small businesses—but it doesn’t have to feel overwhelming. Now that you have a better understanding of the basics, you can start identifying the right platforms for your business, refining your content strategy, and leveraging tools to track your growth.

If you’re ready for a dedicated social media partner to handle the details, our team is here to help.

For expert guidance in creating a social media strategy tailored to your business, contact RPR today to schedule a discovery call.

by R Public Relations Firm

Would My Brand Benefit from Paid Social Media Ads?

In today’s digital landscape, social media has become an essential tool for businesses looking to expand their reach, engage with their audience, and drive conversions. However, one of the biggest decisions small business owners face is whether to rely on organic social media strategies or invest in paid social media ads. Understanding the advantages of each approach—and when to use them—can make a significant difference in achieving marketing goals.

The Power of Social Media for Small Businesses

Social media provides small businesses unparalleled opportunity to build brand awareness, foster customer relationships, and generate leads. Platforms like Facebook, Instagram, LinkedIn, and TikTok allow businesses to engage directly with their audience through content, conversations, and community building. While organic social media efforts are valuable, they often take time to yield substantial results. This is where paid social media ads come in.

Paid vs. Organic Social Media: What’s the Difference?

Organic social media marketing involves posting content without paying to boost visibility. This strategy relies on high-quality content, audience engagement, and algorithmic reach. While organic posts are cost-effective and help build authentic relationships, their reach is often limited due to platform algorithms prioritizing paid content.

On the other hand, paid social media ads involve investing in promoted posts or advertisements to reach a specific audience. Paid campaigns allow businesses to target demographics based on interests, behaviors, and location, ensuring their message reaches the right people at the right time. Unlike organic efforts, which can take months to gain traction, paid ads deliver immediate results.

Key Considerations for Small Businesses

Before investing in paid social media ads, small businesses should evaluate the following factors:

• Business Goals: Are you looking to increase brand awareness, drive traffic, or generate sales? Paid ads are particularly effective for businesses aiming for rapid growth or targeting new customer segments.
• Budget: While paid social media ads require an investment, they can be customized to fit any budget. Small businesses can start with a modest amount and scale as they see results.
• Target Audience: Understanding your audience is crucial. If your organic engagement is already strong, paid ads can help amplify your reach to potential customers who haven’t yet discovered your brand.

Content Strategy: High-quality visuals, compelling ad copy, and clear calls to action are essential for success. Businesses should test different ad formats, such as carousel ads, video ads, and stories, to see what resonates best with their audience.

Support with Paid Social Media Ads

Navigating the complexities of paid social media advertising can be challenging, especially for small business owners managing multiple responsibilities. This is where partnering with a firm like RPR can make all the difference. RPR specializes in crafting targeted social media ad strategies tailored to business needs, ensuring optimal ad spend, and maximum return on investment. From audience research and ad creation to campaign monitoring and performance analysis, RPR provides the expertise needed to run successful paid social media campaigns.

Final Thoughts

While organic social media strategies are valuable for building relationships and credibility, paid social media ads offer a powerful way to accelerate growth, increase visibility, and drive measurable results. By carefully considering business goals, budget, and audience needs, small businesses can make informed decisions about incorporating paid ads into their marketing strategy. Additionally, tracking key performance metrics and continuously optimizing campaigns can help ensure a strong return on investment. Paid advertising provides the ability to target specific demographics, test different creatives, and adjust strategies in real time to maximize effectiveness. And with the support of a professional firm like RPR, businesses can maximize their ad performance, reach their ideal customers more effectively, and achieve long-term success in a competitive digital landscape. 

by R Public Relations Firm

Three reasons your brand may not need national media coverage

In the wise words of Vincent Van Gogh, “Great things are done by a series of small things brought together.” While the masterful painter may have been referring to creating art, the sentiment applies perfectly to public relations efforts. More often than we may recognize, we are exposed to a flurry of national media outlets, fictional TV shows that celebrate national recognition, and national news of our favorite celebrities, sports teams, brands, and even our competitors. This celebratory coverage leads many brands to believe that national media coverage is the ultimate PR goal for every business—the end-all-be-all to boost brand recognition, secure sales and gain an invested audience.

However, focusing on local and regional media can be a better investment as it can drive more robust results, meaningful connections and targeted exposure.

Because each approach has several benefits and drawbacks, paying close attention to your brand’s needs is essential when weighing which is right for your organization. To provide insight into the topic, here are three reasons why R Public Relations believes local and regional PR may be a more strategic approach for your business.

Broad reach ≠ relevant reach

While national media coverage is more likely to reach a vast audience, it is also likely to lack reach targeted at key audiences. 

While national stories may acquire more impressive unique viewership metrics, the message conveyed in the piece may not resonate with the demographic actively viewing and engaging with the content.

For example, if a local restaurant is gaining traction in national media—but not in local or regional outlets—potential customers and regulars who could visit the eatery, increase sales and move the needle could be missed entirely.

In contrast, localized media coverage can provide strategic exposure by reaching more closely concentrated and easily definable target audiences, bolstering community involvement and recognition, and encouraging locals to engage with the business in some concrete way.

Oversaturated markets can dilute brand messaging

The phrases “big fish in a small pond” and “little fish in a big pond” perfectly illustrate this concept.

Regardless of how notable your brand is, when you release it into a large pond filled with thousands of other brands, thought leaders and industry professionals, it can easily be swallowed up by the fast pace of the news cycle, the noise of additional businesses, and timely current events that are ever-occurring.

While national media coverage can place your brand in areas and communities that are beneficial and unique to the access of the big pond, it is also undeniably valuable to be a big fish in a little pond. 

This approach ensures that a brand’s story is conveyed to critical audiences authentically to the organization, that it is unique to its story and offerings, and that it stands out from the crowd, reducing the possibility of untailored or ingenuine messaging.

Cost-effectiveness is critical

Nowadays, costs seem to rise everywhere we look, and media is typically no different. National outlets play a vital role in the media landscape, but obtaining placements in this arena can require significant fees, ad buys and highly involved, long-lead pitching efforts.

To offset costs and ensure a positive ROI, investing in relationships and opportunities with local and regional publications can result in media coverage that earns your brand consumer buy-in and can even save money.

More often than not, localized outlets provide an array of affordable and authenticity-centered opportunities that are highly likely to reach audiences that have already been exposed to the organization, are interested in it or resonate with its key messaging.

Final thoughts

Focusing on obtaining opportunities with relevant reach, strong, genuine brand messaging, and budget in mind is a critical way to connect more authentically with your target audiences and communities and secure future success.

Investing in local and regional opportunities centered on these ideas will also build stronger relationships. Furthermore, it will build customer loyalty and word-of-mouth marketing, prompting further media coverage from invested outlets and contacts.

If this sounds like what your brand is looking for, then national exposure may not be the best action. While it may be valuable and vast, opting for more localized media is a crucial, solid and strategic foundation to build future coverage.

If you’re interested in learning more about the robust results, impressive ROI, strong community connections, and targeted engagement that localized media coverage can provide, contact R Public Relations today.

by R Public Relations Firm

PESO Please! How Integrated Communication Strategies Can Transform Your Brand

For a long time, public relations (PR) lived in its own silo—focused solely on media relations, earned coverage and brand reputation. Marketing and advertising were separate entities, each working within their own lanes. But today, in the age of digital-first everything, PR is no longer just about press releases and media pitches. Instead, it’s about shaping a brand’s voice across all communication channels—paid, earned, shared, and owned.

That’s where the PESO model (Paid, Earned, Shared, and Owned media) comes in, offering a holistic approach to brand storytelling. When applied correctly, PESO creates a stronger, more consistent brand presence across all touchpoints using integrated communication strategies.

“Gone are the days when PR was only about media relations,” says Emily Reynolds Bergh, founder of R Public Relations (RPR). “Using the PESO model, we help clients leverage every communication channel in an intentional and coordinated effort, ensuring their message isn’t just heard—but amplified.”

Breaking Down the PESO Model

The PESO framework, created by PR expert Gini Dietrich, blends traditional PR efforts with digital marketing strategies. Here’s how each component works together:

1. Paid Media: Amplify Your Reach

Paid media includes social media ads, sponsored content and pay-per-click (PPC) campaigns. While PR has traditionally shied away from paid efforts, they’re now essential in getting your brand in front of the right audience at the right time.

💡 Example: If we secure an incredible media placement for a client, why not amplify it with a small paid boost on LinkedIn or Instagram?

2. Earned Media: PR’s Traditional Sweet Spot

PR professionals have always excelled at earned media, including media placements, interviews, podcast appearances, and industry recognition. This third-party validation builds credibility and trust like nothing else.

💡 Example: RPR secures a feature for a client in a major publication. By integrating it into a larger PESO strategy, we don’t just celebrate the win—we maximize it.

3. Shared Media: The Power of Organic Engagement

Shared media encompasses social media interactions, customer testimonials, influencer partnerships, and brand collaborations. This is where your audience gets involved—sharing, commenting and creating a dialogue around your brand.

💡 Example: A loyal customer posts about your product on Instagram. When shared on your brand’s page, it adds authenticity to your marketing efforts.

4. Owned Media: The Foundation of Your Brand Story

Owned media includes content you control and create—your website, blog, email campaigns, and brand newsletters. These channels are the foundation for your messaging, positioning your brand as an industry leader.

💡 Example: We can recommend updates if we see gaps in a client’s website content.

Why PESO Works for Today’s Brands

A fully integrated PESO strategy ensures that a brand’s message is consistent, cohesive and effective across all platforms. It removes communication silos and allows brands to leverage multiple channels to build authority, credibility and engagement. While traditional marketing has focused on generating leads and driving sales, PR has focused on brand trust. We are moving toward more integrated communication strategies that impact brand awareness and a business’s bottom line. 

“At RPR, we don’t just secure media hits and call it a day,” says Bergh. “We help clients integrate every aspect of their communications, so they see measurable impact across paid, earned, shared, and owned channels.”

The result? A more powerful, data-driven approach to PR and marketing that delivers results beyond traditional media placements.

The Future of PR Is Integrated Communication Strategies

The days of PR living in a vacuum are over. Today, brands must think bigger, connect the dots and embrace an integrated approach, leveraging PESO to maximize visibility, credibility and brand loyalty.

Want to learn how RPR can help you build an innovative, modern and results-driven PR strategy? Let’s chat.

by R Public Relations Firm

Social Media for Small Businesses: How to Create a Content Strategy

As a small business owner, you know that it takes continuous effort and work to increase your online presence and reach the eyes of your target audience. But now that we’re well into the digital age, the question of how important social media for small businesses is remains a pressing question for many—despite how widespread and integral to daily life these platforms have become.

As a small business owner, you know that it takes continuous effort and work to increase your online presence and reach the eyes of your target audience. But now that we’re well into the digital age, the question of how important social media for small businesses is remains a pressing question for many—despite how widespread and integral to daily life these platforms have become. 

With billions of users on social platforms and more than half of U.S. adults reporting that they use Instagram alone, it’s never been more clear that social media for small businesses is crucial. Utilizing social media for your business’ growth and recognition will help ensure that you’re connected with your customers while keeping you competitive. To do this, you’ll need a social media content strategy that meets your business needs.

At R Public Relations, we know the most effective ways to build and integrate a content strategy for businesses across a range of social media platforms—from Facebook, Instagram and TikTok to LinkedIn. 

Below, let’s dig into what exactly a social media content strategy is and how you can get started creating your own.  

What is a Social Media Content Strategy?

A social media content strategy is a roadmap for how your small business will create, manage and optimize its online presence. It includes: 

• A social media posting schedule
• How social content will be created 
• Social media goals
• Target audience demographics
• Specific plans for each social media platform

Your social media content strategy will help you and your team fully understand how to best manage your online presence across your chosen social media—from how to tackle content creation for different platforms to keeping track of social analytics like conversion rates and engagement. 

Effective social media for small businesses requires a carefully planned content strategy so you can connect with your audience in the most relevant ways for your business. This can be through targeted social media campaigns, engaging content, building influencer partnerships, and building a consistent brand voice on your socials.   

How to Create a Social Media Content Strategy

The wonderful thing about social media is that there is no one-size-fits-all approach. Each small business is completely unique in its own right and that requires your social media content strategy to be distinctive. But when it comes to creating your content strategy, there are some specific methods you can use to create a strong, long-term strategy for your business.

Create social media goals that align with your business intentions.

No social media content strategy can begin without setting social media goals for your small business. Clearly defined goals will lay a strong foundation for your entire content strategy, including the social content you’ll be creating and sharing. To create clear goals, you’ll want to consider what you’re looking to get out of your social media specifically and ensure that your goals align with your long-term business intentions.

For example, say that three of your social media goals are to increase brand awareness, grow revenue and build a strong community around your small business. These are all clearly defined goals for which you can utilize your social media. They also tie directly into your small business’s growth. By creating social goals that align with your business intentions, you’ll ensure that you can’t lose sight of your social media content strategy.

Determine the best social media platforms for your small business.

You may already be on social media platforms and you’re probably aware that many large businesses have accounts on all available social platforms. But as a small business, it’s imperative that you take a step back and ask yourself what social media networks are absolutely key for you.

Consider the following factors as you determine the best social platforms for your business:

• Think about what features each social media offers and what would be beneficial to your business. For example, Instagram and TikTok are visually-driven platforms that center photos and videos while LinkedIn is more focused on text-based content.
• Figure out where your target audience is spending most of their time—younger and older audiences tend to use different platforms. About 42% of Millennials are using Meta Threads while Baby Boomers are still going strong on Facebook. You’ll want to meet your audience where they are.
• Consider the type of social content you want to focus on and how you want to engage with your audience. Will you be creating videos or blogs? Do you want to encourage ongoing conversations or be able to participate in social trends?

Keeping these factors in mind will help you choose which platforms will have the most impact for your business and social media content strategy.

Put together a social media content plan.

Within your larger social media content strategy, you’ll need to put together a specific content plan. This plan will be a defining outline for the type of content that you and your team are creating for each social platform you’re on. Keep factors like social media features, what type of content your target audience engages with most, and what industry content works best in mind while creating this plan. 

HubSpot’s 2024 Consumer Trends Report found that 63% of consumers feel that content posted by brands on social media is authentic or relatable. You can use this kind of data, along with what your target audience enjoys seeing from you, as a guide to creating your content plan. Your target audience might be more keen to engage with long-form blog posts over videos or vice-versa—factor what content they engage with most into your content plan. A content plan will serve you in many ways, allowing you to plan social posts in advance and ensuring that your social media content strategy is relevant.

It’s Time to Consider Your Social Media Content Strategy 

Creating a social media content strategy for your small business can seem daunting, but it doesn’t have to be. By taking it one step at a time, you can build a long-term content strategy that is specially tailored for your business’ needs and will help you get the most out of your chosen social platforms.

For expert PR help on tackling social media for small businesses, contact RPR today to schedule a discovery call.

by R Public Relations Firm

The evolution of influencer marketing: Why bigger isn’t always better

It seems like just yesterday we were explaining what influencer marketing was to family, friends and clients, but—as is often said—time truly flies.

With today's rapid technological advancement and continuous social change, the days of Myspace and traditional mommy bloggers from the early aughts are long gone.

Influencer marketing has quickly evolved from a far-off, novel concept to a household term and a facet of daily life for all internet users. While this contemporary aspect of marketing provided PR practitioners, marketers and businesses with vast new opportunities for success, consumers have become fatigued by the content of many macro-influencers with significant wealth, millions of followers, large-scale brand deals, and the like.

Due to this priority shift among much of the public, brands and professionals are following suit by partnering with more micro- and nano-influencers who have smaller, highly engaged audiences.

While securing collaborations with individuals with more expansive audiences may seem like the best outcome for brands, this is often untrue. In fact, the micro- and nano-influencers we see today typically offer more authentic endorsements and foster closer connections with their followers, making them valuable partners for brands seeking genuine engagement.

One of the many ways that marketing and public relations firms mindfully and strategically serve clients is by monitoring various trends and continuously navigating these seemingly undetectable shifts, which can significantly impact brands across all industries.

Then and now

According to Aspire, the pioneers of influencer marketing can be traced back as early as the 18th century. British potter Josiah Wedgwood earned the official title of "Her Majesty's Potter" after receiving approval from Queen Charlotte in 1765.

At a time when the Queen was the ultimate influencer, Wedgwood opted to leverage his new status and established the world's first luxury pottery brand. Even then, an endorsement of this caliber was the catalyst for the "Queensware" brand, making it desirable and relevant to the masses.

Centuries later, modern royalty—celebrities—took over this role. In the early 2000s, celebrity endorsements leveraged the influence of these seemingly unreachable icons and tastemakers with actual, current preferences. Because of these individuals' sway on the public, brands like Nike and Pepsi began to create mutually beneficial partnerships and endorsements.

Naturally, this gave way to the age of influencers we know today. However, despite their massive reach, the sense of access and connection dissipated, significantly decreasing engagement and ultimately causing consumer fatigue as the market oversaturated.

The Micro- and Nano-Influencer Effect

This pivot away from vast but blatantly promotional content is pushing brands back toward more authentic, value-centered and intentional partnerships. This is where micro- and nano-influencers enter the chat.

Harvard Business Review shared critical data on the transition: "Nano influencers, those with fewer than 10,000 followers, yield a remarkable average return of more than $1,000 on a $50 investment—the typical worth of the free products they receive. Conversely, macro influencers, those with more than 100,000 followers, command a hefty price tag of well over $1,000, on average, but deliver a return of only $6,000."

These findings showcase that consumers prioritize authenticity, honesty, connection, and trust in "real" people, making more niche influencers the perfect partners.

Aside from the authenticity, trust and impressive engagement rates that nano- and micro-influencers possess. They are also much more cost-effective, providing opportunities to brands with smaller budgets or more diverse strategies. For example, niche strategies, allowing brands to target particular audiences effectively, or community-oriented strategies, building deeper relationships with followers and feeling like a friend.

"Nano influencers are just like us," Bocconi University's Maximilian Beichert wisely stated. "They interact with followers just like they do with their friends. This authenticity is so much more powerful than a sponsored post with no engagement from a well-known celebrity.” Though consumer preferences continuously evolve, trust, authenticity and honesty will never go out of style.

If you're interested in learning more about RPR's approach to influencer marketing, reach out to R team today!

by R Public Relations Firm