Exchange4Media

Why are influencer deals moving from engagement to reach

Brands across categories - FMCG, fashion, F&B - are moving on from follower count to prioritising one metric: engagement. From mega-celebrities with millions of followers to nano influencers with a few thousand, what's now shaping campaign success is not how many people see a post, but how many care enough to click the link attached to the influencer post.

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