When selecting influencers for your campaigns, the choice between those with larger followings and those with high engagement rates depends on your campaign objectives. Both attributes hold significance but serve different purposes.

1. Large Following: Influencers with massive follower counts are referred to as Macro-influencers. They are ideal for broad reach campaigns, where your primary objective is to create awareness about your product or brand.

2. High Engagement: On the other hand, influencers with smaller, but highly engaged follower counts are known as Micro-influencers. They usually have a strong connection with their followers, which tends to result in higher engagement rates. These influencers are ideal when your campaign objective is to generate interactions, conversions, or for content that requires more consumer trust.

It’s critical to evaluate both these qualities in potential influencers against your campaign objectives and choose accordingly. Platforms like Flinque, offer impeccable features that provide a comprehensive overview of an influencer’s audience, engagement rate, growth trends, etc. They allow brands to pick influencers that align best with their objectives.

Another platform, like Traackr, also offers similar audience analytics, which help in identifying influencers based on engagement, reach, and relevance. It also provides the brands with performance-driven insights.

While choosing between platforms or influencers, remember that their relevance to your brand, product, and campaign objective is paramount. Different businesses might find different platforms and influencers suitable based on their individual marketing needs.

Ultimately, a successful influencer marketing campaign is not solely about reach or engagement; it’s about finding the best fit for your brand, dispelling the notion that one is universally superior.