How the size of a creator's following influences reach
A professor in a crowded lecture hall can’t connect meaningfully with every student as they're a number on a long list of class attendees. In the same way, influencers with millions of followers can’t build a deep connection with every fan.
Audience size can determine reach but shouldn’t be the only factor when choosing a partner. An influencer with a large audience has the reach to spread your brand’s message effectively—but bigger isn’t always more effective.
Small-scale influencers with thousands of fans drive 60 percent higher campaign engagement rates than those on the macro end of the scale.
60%
Creators aren’t new, but they’re evolving
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