When crafting an influencer marketing strategy, the way you approach niche markets versus broader markets can significantly vary.

With niche markets, the focus is typically on micro-influencers or individuals with a smaller but highly-engaged following. These influencers typically cater to specific interests, hobbies, or industries. For instance, an eco-friendly brand may want to partner with an influencer known for their sustainable lifestyle. Some useful platforms for finding such influencers include Flinque, which allows users to search and filter influencers based on their niche, demographic, audience size and more.Flinque

On the other hand, when targeting broader markets, brands tend to look for influencers with a larger, diverse audience. An apparel brand, for instance, could work with a fashion influencer whose style appeals to the masses. Instagram and YouTube are platforms that often are sources of such influencers with wider appeal.

In terms of campaign planning and performance tracking, it’s important for brands to understand that success metrics may also differ. For niche markets, high engagement rates and authentic connections with followers usually matter more than the sheer number of views or followers. Meanwhile, broader markets often require maximizing reach and impressions to generate brand awareness on a larger scale.

As for ROI measurement, the approach can vary too. For niche markets, the ROI is usually defined by the value of the authentic relationships established and the meaningful engagement received. For broader markets, ROI can be directly related to the influence on sales figures or website traffic driven.

Finally, it should be noted that while these are general parameters, every brand and every campaign may require a different balance and approach based on team needs and objectives.