Trending tactics: How Maltese micro-influencers use content to grow followers

Thea Gauci is a Marketing & Operations administrator at GRO Marketing Agency, and was awarded a Master of Science degree in Strategic Management and Digital Marketing/Marketing from the Faculty of Economics, Management, and Accountancy at the University of Malta

Have you ever wondered why some Instagram posts capture your attention immediately, while others seem to fade into the background? In my research, I set out to understand how different content strategies and posting practices affect engagement and follower growth among Maltese micro-influencers on Instagram. With the rapid evolution of social media marketing, influencers and brands are constantly seeking ways to refine their strategies. My goal was to uncover which specific content formats, content types, and posting frequencies truly make a difference in the digital landscape, and more importantly, how these insights can be translated into actionable strategies for business leaders.

One of the most notable findings was the distinct impact of content formats on engagement.

For instance, I discovered that carousel posts generate the highest levels of likes and comments. Carousels seem to resonate with audiences because they allow for richer storytelling and more detailed visual narratives. In contrast, while static posts still contribute to engagement, they are not as impactful as carousels.

Reels, on the other hand, play a critical role in driving views. Each additional reel posted boosts visibility, making them a valuable asset for increasing reach. However, when it comes to follower growth, I found that stories are uniquely predictive, suggesting that the ephemeral, behind-the-scenes nature of stories might foster a closer connection with the audience.

The study also examined the influence of content types on engagement. Lifestyle posts, which offer a glimpse into authentic experiences, consistently attracted more likes, reinforcing the idea that authenticity is key in social media communication.

Promotional posts, meanwhile, were more effective at generating comments. This could be because these posts often include interactive elements that prompt viewers to share their thoughts. Additionally, entertaining promotional content proved especially effective in driving reel views, combining engaging narratives with subtle product promotion.

These insights highlight that a nuanced approach, balancing lifestyle authenticity with clear, interactive promotional content, can enhance engagement significantly.

Posting frequency also emerged as an important factor. I observed that increasing the number of posts per day correlates with higher engagement levels across likes, comments and reel views. This finding supports the notion that consistency keeps an influencer “top of mind” for followers. However, the research revealed an interesting finding: while frequent posting boosts engagement, it does not directly translate to follower growth. This suggests that quality should not be sacrificed for quantity.

For business leaders and marketers, this means that creating a few high-quality, engaging posts may be more effective in growing an audience than overwhelming followers with constant updates. Perhaps one of the more unexpected outcomes of my study was the lack of a direct relationship between high engagement levels and follower growth. Despite the intuitive assumption that more likes, comments, and views would naturally lead to an expanding follower base, my data suggests that engagement alone does not predict increases in followers. This finding indicates that factors beyond only numbers, such as content quality, authenticity, and strategic timing, play significant roles in attracting new followers.

Based on these insights, the study recommends several practical strategies for influencers and brands looking to enhance their social media presence.

First, prioritise carousel and reel content: Since carousels generate the most likes and comments, and reels significantly boost views, these formats should be central to any content strategy. They not only provide rich visual narratives but also maintain higher engagement levels.

Second, leverage the authenticity of lifestyle content: Incorporating lifestyle elements into content builds a relatable and trustworthy image. This is crucial for fostering a deeper connection with the audience, which is often a precursor to long-term engagement.

Third, adopt a balanced posting frequency: While frequent posting drives engagement, it is important to avoid overwhelming your audience. Focus on delivering high-quality, relevant content that encourages meaningful interactions without contributing to audience fatigue.

Fourth, use stories strategically: Given that stories are the only content format directly linked to follower growth, integrating them into your regular posting schedule can help attract new followers and maintain audience interest.

In conclusion, the research shows that while certain content formats boost engagement, they don’t automatically drive follower growth. The key for business leaders is to balance authenticity and quality over quantity, creating campaigns that both engage and expand audiences.

This article is a summary of the student’s dissertation submitted in partial fulfilment of a Master of Science degree in Strategic Management & Digital Marketing. The article is not officially endorsed by the University of Malta. The opinions expressed therein are solely those of the respective alumni and may not reflect those of the University of Malta.