While reach is essential to getting your brand in front of a broad audience, it’s not the most important factor for a successful influencer campaign. Here are some reasons why engagement matters more than reach:

1. More Authenticity: High engagement means the influencer’s followers are actively engaging with their content, indicating a more loyal and engaged audience. This is especially true for micro-influencers, who often have a smaller following but a more dedicated and niche audience.
2. Higher Conversion Rates: Engaged followers are more likely to trust an influencer’s recommendations, leading to higher conversion rates. If an influencer’s followers are actively engaging with their content, they’re more likely to take action on their recommendations and purchase the promoted product or service.
3. Better ROI: When you partner with an influencer who has high engagement, you can expect to see a better return on investment (ROI). Because engaged followers are more likely to trust and act on an influencer’s recommendations, you can expect to see a higher ROI from your campaign.
4. Cost-Effective: In many cases, working with an influencer with high engagement can be more cost-effective than working with an influencer with a larger following but lower engagement. Because micro-influencers often have higher engagement rates, they can be a more cost-effective option for brands.