Micro-influencers and Their Impact

Written By Alicia Vial

Looking to get your business noticed online without breaking the bank? One of the best ways to do it is by teaming up with micro-influencers, everyday people with smaller but highly engaged social media followings. In this week’s Getting Social with Gambel, we’re giving some easy tips businesses can use right now to partner with local creators, build authentic connections and boost engagement online. 

A micro-influencer is someone with a smaller following, usually between 1,000 and 50,000 people, but they have a highly engaged audience. Businesses should care because their followers trust their recommendations, which often leads to higher engagement and more action than a traditional ad.  Working with micro-influencers is also more affordable and authentic than big-name influencer campaigns, making it perfect for small and local businesses. Think of it like word-of-mouth on a larger scale; real people talking about your brand can make a big impact.  

Look for people who share your brand values and reach the type of customers you want to attract. Engagement matters more than follower count, so check for comments, shares and likes to see who really influences their audience. Start local by partnering with community bloggers, neighborhood creators or even employees who already love your brand.  

Encourage micro-influencers that you partner with to share their honest experience with your product or service because authenticity drives results. Short-form content like Instagram stories, Reels, TikTok videos or Facebook posts tend to perform really well. Interactive campaigns like polls, giveaways or “vote your favorite” contests can also help increase engagement. For example, a local café could have a neighborhood foodie try a new drink and ask their followers to vote on the next seasonal flavor. 

Look beyond likes; focus on comments, shares, website clicks, or online orders that came from the influencer’s post. Track follower growth or engagement on your own social media after the campaign, as these posts can attract new audiences. Set clear goals upfront, whether it’s brand awareness, driving sales or building a social media following. For example: If a boutique partners with a micro-influencer, they can measure success by how many people use a special discount code promoted in the post.  

Start small: partner with one or two influencers first to test what works for your brand. Focus on authentic relationships, not just paying for posts. Influencers who genuinely like your brand will naturally promote it more effectively. Remember: you don’t need a celebrity; just the right person with the right audience, can make a big impact, especially for small businesses looking to grow locally.  .  

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Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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