Brands are chasing engagement, not followers, and mid-tier creators are cashing in
- Brands now care more about likes, comments, views and sales than how many followers a creator has.
- Mid-sized creators can get views for under 30 paise each, compared with around 80 paise for bigger creators.
- Barcode Entertainment says 60–70% of brand campaigns now prefer creators based on engagement, not follower count.
- Choosing creators whose audience matches the brand can make campaigns 2–5 times more effective.
Source: storyboard18.com
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