The Week in Social #270

We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you as The Week in Social.

Read anything good that we missed? Share it with us on Twitter or give us your thoughts at @UnionMetrics

All about content marketing and influencers

If your content marketing is feeling stale, you might want to take a look at How to Develop a Better Content Creation Process from Emily Wenstrom for Convince & Convert.

Seeking out very specific audiences inside your larger target audience can serve your brand well. Here’s How to Use Micro Influencers for Engaging with Niche Audience from Taral Patel for Spin Sucks. The crux of this approach?

“Celebrities may have more followers, but might not be experts in your niche. Micro influencers know a great deal about your niche and followers find their opinions more reliable. Fans are more likely to buy anything they endorse.”

We’ve shared a few pieces before around the problem of fraud with influencer marketing, and Megha Parikh tackles it again with Fake followers are ruining influencer marketing for The Next Web. It’s not that hard for brands to identify if an influencer’s audience is genuine or not- there are obvious signs like giant spikes in followers and low engagement rates from buying fake followers- and it’s definitely worth the time to vet an influencer before embarking on a campaign or partnership with them.

Finally, if you’re a brand looking to tap into the potential of an influencer but don’t have much (or any of) a budget to work with, you’ll definitely want to check out 5 Influencer Marketing Strategies For Startups With No Budget from Georgi Todorov for Jeff Bullas’s blog.

The latest platform updates

Updates were short and sweet this week, with both we saw coming from Instagram:

Thank you, as always, for reading, and we hope you have an excellent Labor Day weekend if you’re in the U.S. (if you need something from us this weekend, give us just a little more time to get back to you, please).

Image source: The Found Animals Foundation.