09/16/2026
The old playbook said: find the biggest name, buy the biggest audience, call it influence, but we’re not buying it.
The real power is in the people who actually care. The small creators and the communities they have built. Reach grabs attention, but community gets action.
Investing in the existing community around your brand and connecting with smaller influencers that can reach your ICP has a bigger impact on your brand’s awareness than trying to reach that same audience through a larger creator.