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From micro influencers and messenger ads to X’s new NBA portal – audience engagement is the name of the game this month.
Micro But Mighty Influencers
Public affairs has long been a game of access and engagement – all about getting the right message in front of the right people at the right time. Easy, right? Well not so much, especially when you take into consideration the hyper fragmented media landscape we see today.
Enter the micro influencer: niche, trusted, and surprisingly persuasive.
These creators may not be breaking the internet, yet they sure are breaking through the noise. But how do they do it, and how can you leverage their impact to amplify your message? We’ve got answers!
Niche Audiences and High Engagement
Influencers earn their “micro” status by having anywhere from 1,000 to 100,000 followers. While that may sound small compared to social media giants, that’s exactly the point. Micro-influencers create content catered to a specific audience and/or a niche interest, making their content more personal and meaningful to their followers.
It’s important to find the right micro-influencer for your issue. These influencers thrive with their niche communities – where engagement is higher, trust runs deeper, and messages don’t get lost in the scroll. That’s great news for you: Hubspot reports that micro-influencers can drive up to 60% more engagement than their larger counterparts. Why? Their tight focus delivers tuned-in audiences. It’s quality over quantity—and that’s exactly what makes micro-influencers so effective for both their followers and your organization.
From Algorithms to Inboxes
Micro-influencers are everywhere – not solely on your Instagram feed. While their follower counts may be modest, their impact is anything but. These creators are carving out influence across a wide range of platforms – think TikTok, Pinterest, YouTube, LinkedIn, Substack and Reddit. Because they go where their communities live, scroll and engage.
Think of micro-influencers as the bridge between you and your target audience. Influencers’ presence across multiple platforms increases your chances of getting seen, while letting you choose where your message fits best. This allows you to show up across multiple digital touchpoints and do so authentically through a trusted voice.
Formats and Feeds
Similar to the variety of platforms used by various micro-influencers, content formats are equally diverse. From bite-sized TikTok’s and Instagram Reels to long-form YouTube videos, in-depth LinkedIn posts, weekly blogs and even curated newsletters – these creators have mastered the art of meeting their audiences where they are.
This flexibility isn’t just a win for followers – it’s a strategic advantage for you. It allows you to determine which content form pairs best with your messaging and use this as a guideline when choosing which influencers to partner with. Because when the content fits, the message sticks.
Standout Results
Micro-influencers offer a smart, strategic investment. By partnering with creators who align with your brand or message, you increase the odds of connecting with a highly relevant audience.
Micro-influencers = big impact. They connect authentically across platforms, building trust and relevance. For brands and public affairs pros, they offer targeted reach, high engagement, and real connection. But remember it’s a partnership, not a purchase. Audiences respond to trust, creativity, and shared values—not just another sponsored post.
Click-to-Messenger Ads… but Make it Strategic
Meta released new tips on how to maximize your ad connection with your audience, and spoiler alert: it’s about crafting intentional, real-time conversations in the DMs. Yup, you read that correctly.
For public affairs campaigns, on the hill, in the states, or on the ground, it’s not just about getting your message across. It’s about meeting stakeholders where they are (in the DMs) and opening the kind of one-on-one channels that build trust, humanize your message, and mobilize action.
Highlights from Meta’s guide:
- Greet people like you’re starting a real convo (because you are).
- Test tone, timing, and calls-to-action to find what resonates.
- Use messaging activity to create lookalike audiences.
- Drive issue awareness, signups, or event attendance.
Direct messaging isn’t just for brands anymore. It’s a powerful tool for causes, coalitions, campaigns, and grassroots engagement. So, if you’re trying to shift opinion, rally support, or move constituents, click-to-messenger ads might just be your secret weapon.
Gen Z is Watching – Here’s How to Make Sure They’re Watching You
Meta’s latest deep dive into Gen Z makes one thing crystal clear: if you want to catch their attention, you need to speak their language – and surprise, that language is short-form video.
With 67% of Gen Z Facebook and Instagram users sharing videos with their friends (and not just memes – we’re talking life decisions like what to eat, buy, and who to vote for), brands and public institutions alike need to rethink how and where they show up. This generation is using Reels the same way Boomers use Google: for everything.
What does this mean if you’re trying to reach younger constituents, educate communities, or launch high-profile campaigns? It means:
- Keep it in motion. Short-form video isn’t optional – it’s the message carrier these days.
- Keep it light. Gen Z wants joyful, shareable content.
- Be everywhere (but don’t be annoying). Gen Z needs to see something multiple times before they take action.
Let this be your wake-up call. Gen Z is curious, digitally savvy, and shaping big conversations about the future. Are you looking to mobilize a new generation online? Let’s talk.
Meet the New King of LinkedIn Posts
The secret sauce to spicing up your LinkedIn strategy? Multi-image posts! A savvy analysis of 1 million posts has crowned them the engagement kings, even outshining videos and native documents. Craft your multi-image posts with an irresistible narrative that keeps your audience swiping to uncover gem after gem. Dive into the details with Social Insider.
Trust and Verify on LinkedIn and Beyond
Two quick questions: have you completed your LinkedIn verification badge yet, and if so, are you buzzing about its newfound powers on third-party sites? It’s high time to credential up! LinkedIn’s verification badge, the ultimate trust-builder introduced in 2023, is here to confirm you are indeed who you claim to be. But wait, there’s more! This trusty badge is now voyaging beyond LinkedIn, making appearances on Adobe’s Content Authenticity app and Behance portfolio platform. So, get that badge shining bright and start verifying! More here.
A Slam Dunk for Fan Engagement
In April, X introduced a dedicated NBA Portal, boasting the platform as a central hub for basketball enthusiasts. This new feature offers real-time game updates, player statistics, and curated content from official NBA sources, aiming to provide fans with a comprehensive and interactive experience. ICYMI: Sports is X’s most discussed topic.
For advertisers and PR professionals, the NBA Portal presents a fresh opportunity to connect with X’s highly engaged sports audience. By aligning campaigns with live events and trending discussions, brands can enhance visibility and foster deeper connections with B-ball fans.
Real Revenue Rebounds
After years of turbulence, X is finally showing signs of a turnaround. U.S. ad revenue is expected to climb 17.5% this year, reaching $1.31 billion. Global ad sales are also on the rise, projected to hit $2.26 billion. It’s the most significant sign of growth since Elon Musk’s purchase in 2022—a signal that some advertisers are warming back up to the platform. The biggest surprise: small- and medium-sized businesses, whom the platform previously struggled to entice, are putting X in their ad plans like never before. As you’re planning for 2025 and 2026 campaigns, make sure you don’t leave X off the table – comebacks can be powerful for advertisers.
Grok Gets Personal
In April 2025, X’s AI chatbot, Grok, received a significant update with the addition of conversation memory capabilities. This feature allows Grok to remember details from previous interactions, enabling more personalized and context-aware responses in future conversations.
Grok can personalize interactions using data from users’ X activity, such as their username, account information, and posts, enhancing the chatbot’s relevance and engagement.
This development positions Grok as a more competitive player in the AI chatbot landscape, offering a tailored user experience that could increase user engagement and retention.
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