This post was originally published on the Influencer Marketing Days Blog.
In the past year, one of the most popular buzzwords used in marketing meetings everywhere has been ‘influencer.’ Companies large and small are hoping to harness the power of individuals to impact consumers’ buying decisions. Brands recognize the importance of working with influencers with a range of audience sizes. There are mega influencers, like Kim Kardashian, who have larger than life personalities and the follower count to match; to micro influencers, like the hyper local lifestyle blogger, who can engage and garner high levels of trust because their message reads like one of a close friend.
And while debates continue over which level of influencer provides the greatest value to a brand, I will continue creating campaigns that integrate the potential of both levels. This post is a case study illustrating the leverage and difference between two influencers.
First, we need to define mega and micro influencer. I work with small to medium size companies so my numbers may differ from the larger Fortune 500 brands. However, it is best to establish some metrics so we are on the same page.