Why might brands consider working with a smaller influencer?

Working with a smaller influencer can often yield better engagement rates due to their more niche and dedicated audience. Smaller influencers, sometimes referred to as micro-influencers, typically have a more intimate relationship with their followers. This trust translates into higher engagement as their audience is likely to view their recommendations as more genuine and relatable compared to those from larger influencers, who may be seen as less personal or more commercialized.

When an audience feels a stronger connection to an influencer, they are more likely to interact with the content, whether that's through likes, shares, comments, or even taking action such as purchasing a product. Higher engagement rates can result in a more effective marketing campaign, as the brand's messages resonate better with the audience, leading to increased visibility and potential conversions.

Smaller influencers may also have more targeted niches, allowing brands to reach specific demographics effectively. As a result, even though their follower count is lower, the quality of interaction often proves to be more beneficial for a brand's marketing strategy.