The power of community in influencer marketing

In the world of influencer marketing, the debate around micro- vs. macro-influencers continues to dominate brand strategy meetings. Many brands buy into the idea that micro-influencers are automatically better. And while that can sometimes be true, it overlooks a more important factor: community connection.

The size of an influencer’s following is far less important than the strength of their relationship with their audience. Whether an influencer has 10,000 followers or 1 million, what really counts is how deeply they engage with their community.

So, how can you tell if an influencer has real community connection?

Here’s a method we’ve found highly effective when evaluating creator quality:

1. Look beyond engagement rates
Don’t stop at likes and saves. A high engagement percentage doesn’t always reflect meaningful interaction.

2. Dig into the comments
Ask yourself:
Are followers having real conversations or just dropping emojis?
Do comments reference previous posts, suggest shared history, or ask thoughtful questions?

These signals show whether a creator has cultivated genuine trust and rapport with their audience, something that no vanity metric can replace.

Rethinking your influencer marketing strategy

Next time you’re planning an influencer marketing campaign, shift the focus from “micro vs. macro” and look at what really matters: how strong the community bond is.

At Scooperz, we partner with creators who drive real impact, not just impressions. Want to know how we identify the right voices for your brand? Let’s talk.