In influencer marketing, selecting between an influencer with a broader reach and one with a more niche, relevant audience depends on your campaign goals, brand fit, and target audience. Here’s a general approach to consider:

1. Campaign Goals: If your objective is mass awareness or visibility, you might lean towards an influencer with a larger reach. They can expose your product/service to a broader, diverse audience.

2. Relevance and Engagement Rate: However, if the goal is conversions or engagement, an influencer with a smaller, yet more relevant audience could be more beneficial. Their audience might be smaller, but they are dedicated, engaged, and trust the influencer’s recommendations.

3. Brand Fit: Always consider how aligned the influencer is with your brand and product/service. An influencer whose ethos aligns with yours will resonate more genuinely with their audience.

Tools like Flinque can assist in making this decision by providing extensive analytics about an influencer’s audience demographics, engagement rates, and past campaign performances. Remember, larger following does not always mean better results; it often comes down to the quality and relevance of that following.

Comparison with other platforms (like Influencer, Upfluence, etc.) emphasizes the need to carefully review audience insights and make a well-informed decision based on the unique needs of a brand’s marketing strategy. Different platforms may offer varied features but ultimately, the key is understanding who your audience is and which influencers can effectively engage with that audience.

Remember that influencer marketing is not one-size-fits-all. Each campaign requires tailored strategy and influencer selection.