“The bigger, the better” is a common phrase used when talking about what businesses want and strive for. While this phrase can be accurate in some capacities it is wrong when it comes to influencers.
Influence is not created equal. A creator with 500K followers that are located all throughout the country cannot do what a local influencer with 8K immersed San Francisco followers can. Which is simply to drive foot traffic through your door. Localized influencers are interwoven in the communities your business caters to. This makes their recommendations feel less like ads being shoved in your face and more like advice from a trusted member of the community.
Who is considered a local influencer?
A local influencer is someone who has constructed a committed, devoted following within a specific location. Think of the go-to foodie blogger in your area and neighboring town or the lifestyle creator who always knows what events are happening in your city this weekend. These influencers fall into two different categories: nano influencers which have a following of 1K-10K, who have small but highly engaged audiences, and micro influencers, 10K-100K followers, who present broader reach while still enduring strong community ties.
All follower count is, is just a number. What actually counts is who those followers are and where they are located. A localized influencer with 6,000 enthralled followers in your city will almost always exceed a national creator with 300,000 uninvolved followers when it comes to driving authentic regional action.
Why Local Influencers Drive Better Results
Authenticity is one of the biggest advantages of local influencers. People don’t just follow these influencers because they are interested, they follow because they share the same community. This community is the neighborhoods, favorite places to eat, shopping areas, and events happening right in our own front yards. Because of this shared experience, the influencers recommendations have more weight to them.
Making Local Influence Work for Your Business
The positive news is local influencers are often more accessible than you think. Many nano and micro influencers are open to trade-based collaborations, which means you do not need a large budget to begin with. A complimentary experience, product, or an invite to an event is enough to generate content that reaches the exact audience you are wanting to connect with.
When discovering the right local influencer for your brand, you have to look beyond the follower count. You need to ask where their audience is located, how their community normally engages with their content, and whether their content and lifestyle aligns with your brand’s values.
Local influencers are not a consolation prize for brands that cannot afford bigger names. They are a strategic choice for businesses that want to show up meaningfully in the communities they serve. At Segal Communications, we have seen firsthand what the right local voice can do for a brand. If you are ready to explore what local influence looks like for your business, we would love to help you find that connection.