Think Smaller but Smarter When it Comes to Influencers

(Originally posted in Social Media Today) Shoes of Prey, a little-known women’s custom shoe producer, decided in 2010 that it needed to boost its brand awareness. But without deep pockets for high-octane celebrity promotion, the company had to get creative. Instead of turning to a big-name promoter, the company sought the endorsement of fashion vlogger Blair Fowler. Fowler was just 17 years old, but she had a dedicated following of more than 300,000 subscribers. After Fowler hosted a Shoes of Prey giveaway on YouTube, the company saw a sustained 300 percent increase in sales. Once the video hit 750,000 views and 30,000...

Forget Kim Kardashian: Find the Right Micro-Influencer for Your Brand

(Originally posed in Target Marketing) Meet Julie Cohn. She’s a travel expert who operates a popular website. She’s not a big-time celebrity like Kim Kardashian, who has millions of Twitter followers. But in the family travel sphere, her name carries a lot of weight. Julie is a travel micro-influencer: a passionate explorer who posts photos of and commentary on her adventures on social media. She doesn’t necessarily have a massive following, but her everyday approach still speaks to a substantial audience in unique ways. As a whole, micro-influencers are a growing group of personalities who play an increasingly integral...