Here’s a blast from the past: remember the days when our social media feeds displayed content chronologically?

These days, whether you’re scrolling through Facebook, Instagram, or TikTok, you will see a feed curated according to your interests and preferences. Personalization is the name of the social media game, and it has brought about a shift in the influencer space. We are seeing an increasingly even playing field for content creators, in which micro-influencers (10,000 to 99,000 followers) are growing in prominence.

But while we’ve established that micro-influencers have great potential in promoting brands this year, you may be wondering how to approach this shift for your 2025 campaigns. Well, Near’s got you.

3 tips for finding the right micro-influencers

1. Take notes from your audience.

No marketing campaign can be successful without an understanding of the audience you’re marketing to.

If you want to find the right micro-influencers, you can start with your audience. Who are they following? Whose content do they interact with? What kind of content do these creators have? Finding the answers to these questions will already give you an idea of the right micro-influencers to tap because the answers will tell you about their interests, their pain points, and the niches they belong in.

Tapping a micro-influencer your audience already follows is a simple way to ensure that your campaign is a match.

2. Gauge the influencer’s authenticity.

There are simple ways to check if a micro-influencer will be a reliable partner for your campaign even before you contact them.

Just go on their social media profile and take a look at the following:

• Content quality: Look at their posts. See if the content they create is well-made and executed, from the hooks and scripts to their filming and editing styles. They don’t need to have high production value, but they do need to be creative and offer something substantial to the viewer.

• Previous posts: Branded or otherwise, their posts will tell you more about their interests and the kinds of products they gravitate towards. This will also give you an idea of what their audiences care about. Their existing posts are a good way to gauge if your product is something that could resonate with their audience or address a pain point they are experiencing.

• Follower engagements: Micro-influencers tend to have more opportunities to interact with followers due to their smaller community and specific niche. You can tell if a micro-influencer has an engaged following if they respond to followers’ comments on their posts or if the followers themselves have discussions in the comments.

3. Make use of influencer discovery tools.

There is a wealth of influencer marketing platforms that can point you to different content creators in the Philippines. At Near Creative, in addition to our wide influencer database, we use these tools to enrich our influencer recommendations, as they are able to provide in-depth insights such as content niches, posting consistency and performance, average engagement rates, and even influencers in the same category. This way, we are able to refine our recommendations to ensure a brand fit for our campaigns.

These tools simplify and speed up the vetting process, while also ensuring the quality of content for the future.

Making memorable content with micro-influencers

Choosing the best micro-influencers is half the battle, but the other half is developing high-quality content that your target audience will watch.

• Collaborate. An influencer is a partner; not simply a doer. This means that the final output must be the result of collaboration with them; you can guide them on the brand’s identity, while they direct on what content works best for their platforms.

• Communicate. Be clear about what you need, when you need it, and how you need it. When everyone is on the same page, it will be a seamless experience from when you onboard an influencer to when they finally upload the content.

• Cultivate. Build and nurture a relationship with your influencer partners. Getting to know them leads you to understand them better, which will help you create even better content for your future collabs!

So remember, in 2025, micro-influencers are key to social media success! Understand your audience, get to know your influencers, and employ appropriate tools to find the best recommendations. From there, three Cs: collaborate and communicate with your micro-influencer partners, then cultivate a relationship with them to ensure you create more great content and campaigns together.

Want to build an influencer strategy that works? Sign up for our webinar today!

We’re back with awesome new insights for episode three of Convos with Marketing Pros!

In this episode, we are featuring Jonas de los Reyes, head of digital marketing at Metrobank. Jonas’ 20 years of expertise shows a depth of insight into how marketing strategies and campaigns must adapt and evolve to a world that continues to experience change – technologically and behaviorally.

Tell us more about your company and what’s keeping you busy these days.

“I am currently the head of digital marketing and omnichannel at Metrobank, the second-largest bank in the country. Aside from work, what keeps me busy is spending quality time with my family, finding time for my hobby – which is to improve my tactical shooting skills, and some side projects with industry colleagues in the artificial intelligence and fintech (financial technology) space.”

You've had over 20 years of marketing experience in the finance and tech space. How do you stay updated? How has your approach evolved over the years?

“My career has always been in the intersection of technology and the customer, which is constantly evolving. This means there is a constant need to know and understand changing technologies, business landscapes, and consumer behaviors.

“I stay updated with industry trends through engagement of content from select publishers and industry leaders/influencers. I find time to attend industry events to listen to and network with other professionals. I’ve also had the privilege to be invited to speak in events. Preparing for these and interacting with attendees keep me sharp and allow me to understand different points of view.

“Over the years, my approach to learning has evolved. It began with self-help only via what’s online – because at that time, it was the early days of the internet and digital marketing – to learning by doing through mentorship of key bosses in the industry. Then I became a subject matter expert, teaching and giving talks, which leads me to present day where, aside from self-learning, mentorship, and teaching, I now have regular catchups with industry friends and colleagues in which we talk about all things related to fintech, marketing technology, and customer-centric strategies.

What have you observed are the key elements that make a marketing campaign truly stand out in today’s competitive landscape where everyone’s attention span is so short?

“First, personalization is becoming increasingly important. Customers expect tailored messages and experiences that reflect their individual needs and preferences by leveraging data and behavioral insights to deliver personalized interactions.

“Secondly, omnichannel engagement is critical. Customers want a seamless campaign experience across all channels, whether they’re seeing your messaging online via mobile or laptop, or offline through a branch or a billboard. This requires a cohesive strategy that integrates digital and physical touchpoints.

“Lastly, creative storytelling: Crafting a narrative based on insight that connects emotionally with the audience while delivering the brand’s unique value proposition – this remains a strategic imperative, especially today.

“I believe a marketing campaign that integrates these elements while being authentic and visually compelling can stand out in today’s cluttered and attention-challenged landscape.”

With the rapid rise of platforms like TikTok, how should marketers adapt their content strategies to engage younger audiences, particularly Gen Z?

“The rise and eventual ubiquity of the internet has challenged marketers to adapt content strategies that are native to the new platform that is most engaging to the current generation. It happened in the early days of Friendster and later with Facebook and Twitter, and we still see it with Instagram and Tiktok. What has helped me adapt is this simple outline that I learned from my boss in Yahoo:

• P for People. Before diving into any platform, it's crucial to understand who your audience is, in this case the younger generation. Know how they think, what motivates them, what influences them, what captures their attention, etc.

• O for Objective. Clearly define what you want your marketing efforts to accomplish. Are you looking to build brand awareness, drive traffic, generate leads, or improve customer loyalty? Your objective will guide the type of content and campaigns you create.

• S for Strategy. Your strategy should outline the type of content to create, the tone and style to use, and the key activities for success. It’s also important to decide how you’ll measure success (KPIs).

• T for Technology. Technology comes last. Identify and understand the platform. Like Instagram or TikTok, each platform has unique features, content formats, algorithms, and audience expectations.

What advice would you give to marketing professionals who want to stay ahead of the curve and continuously improve their skills?

“First, always be curious. Stay updated on industry trends, emerging platforms, and customer behavior shifts. Invest in continuous learning since information is generally free. Don’t be afraid to test innovative ideas or explore new channels.

“Second, be data-driven. Learn to understand and utilize data analytics. The ability to interpret data is essential for crafting insightful, effective, and measurable marketing campaigns.

“Third, connect with a community. Build your personal network and surround yourself with like-minded professionals who can teach and inspire you, challenge your thinking, and motivate you to always improve, learn and adapt.”

Remember, folks, social media success requires a depth of understanding – of your audience, your goals, your approach, and your platforms. This is the only way you can make campaigns that are both personal and personalized to your target market.

Dive deeper into the 2025 shift towards personalization by downloading Near’s newest e-book here. Interested to work with us? Message us via sales@nearcreative.co!

Near is back with episode two of our very own Convos with Marketing Pros series, in which we speak with the most respected names in the marketing biz to learn the the best practices for relevant and exceptional campaigns in today’s ever-changing world.

Today’s expert is Roj Tirona, head of marketing at foodpanda Philippines. His longtime experience in the tech and e-commerce industries gives us insightful knowledge into how creativity can turn curiosity into loyalty.

Turning TikTok users into engaged followers can be confusing, but the Near team has several hacks to help your brand achieve its TikTok growth goals steadily

With 2024 birthing a new face to authenticity, it has also put the spotlight on different kinds of influencers – those who capture audiences with their distinct personalities. Here are five Filipino influencers keeping your timelines fresh with their content!

Authenticity in 2024 isn’t just about being real! It’s also all about flaunting it and telling people exactly what makes you who you are.

The future of commerce is content-driven, and it is called shoppertainment.

Succeeding on TikTok Shop requires consistent effort to reach your customers. Here’s how you can succeed on the e-commerce platform this 2024, brought to you by Near Creative!