Strictly speaking, influencers are divided into categories related to the number of followers that they have. A nano influencer has between 100 – 10,000 followers. A micro influencer has between 10,000 – 100,000 followers. A macro influencer has have over 500,000 followers. Of course, it’s more complicated than just numbers. Followers of these accounts tend to be more focussed and engaged, which is where the influencing happens. So for really speciality niches, an engaged and targeted following of 250 can be more valuable than a broad, disinterested following of 25,000!
Abi Feltham is a sobriety and mental health content producer and has 88,000 followers on Instagram @abi.feltham and 42,000 followers on TikTok @abifeltham. This account is an excellent example of how to build a community around an account. Abi uses a mixture of sharing, storytelling, polls and opportunities for followers to share their own stories. We chat to her about her influencing life!
Do you prefer Instagram or TikTok?
I’d have to say Instagram because it’s easier to engage with my community via interactive Stories.
How do you categorise yourself as an influencer and do labels matter?
I’m not bothered by labelling myself, but I would describe myself as a content creator as the majority of my content is not sponsored. It’s great when my content goes viral, but it’s important to prioritise what my regular followers respond well to.
How did you grow your following?
People really respond to authenticity. I found by showing up as my true self and not over thinking or producing my content, people were more likely to follow my journey. In terms of creating content that is pushed by the algorithm, I make sure I post at least 3 times a week and utilise trending audio and jump on popular social media trends. It takes time, focus and patience!
How do you find inspiration for your content?
My content is like a personal diary, so I’m inspired by whatever is going on in my life and what things are taking up space in my thoughts. There’s a mix of trends, comedy, and my own stream of consciousness!
How important is engagement?
Engagement is super important in terms of building a community who are invested and care about what you say and post. It’s also important for putting your content in favour with the algorithm, and so it gets pushed to a wide audience.
How do you choose who to collaborate with?
I only work with brands that are aligned with my message and personal values. It all comes back to authenticity.
What do you do when you’re not in the mood?
I don’t force myself to create content, because if I do it turns out inauthentic and it usually tanks!
How often do you do sponsored posts?
I do them around 2-3 times a month. There’s a good balance to be found that works for everyone.
What is your main ambition for the future?
Off the back of my social media following, I’m launching a podcast in June – so I hope to be able to make that my main source of income.
There’s clearly a huge amount of work that goes into creating social media content for Abi and other micro influencers. And it’s being noticed by brands and organisations who are increasingly teaming up with content creators to increase awareness of their products. The thing to remember is that micro influencers tend to be very focussed with their audience. This might be lifestyle, sports, parenthood, or nostalgia to name just a few. This means that for a collaborative relationship to be fruitful, products or services have to be relevant. It all comes back down to authenticity; something that Abi Feltham prioritises so well.
Here at Elle Courbee we’re always interested in social media opportunities so if you’re an influencer in the plus size fashion space, get in touch! We’d love to work with you!