Final answer:
Nano-influencers offer the best combination of engagement and broad reach, exceeding influencers with higher followers. They have a highly engaged audience, a personal connection with their followers, and a specific niche or area of expertise. Their smaller following allows for more direct engagement and a sense of community.
Step-by-step explanation:
The type of influencers that offer the best combination of engagement and broad reach, exceeding influencers with higher followers, are nano-influencers. Nano-influencers are individuals with a relatively small following on social media (typically between 1,000 and 10,000 followers), but they have a highly engaged audience and a more personal connection with their followers. Nano-influencers often have a specific niche or area of expertise, which allows them to establish credibility and build strong relationships with their followers.
Unlike macro-influencers or celebrities who may have millions of followers but lower engagement rates, nano-influencers have a genuine and authentic relationship with their audience. Their smaller following allows them to engage more directly with their followers and respond to comments and messages, creating a sense of community and trust.
For example, a beauty nano-influencer with 5,000 followers may have a higher engagement rate (likes, comments, shares) on their posts compared to a macro-influencer with 1 million followers. This higher engagement rate indicates a more active and invested audience, which can lead to better results for brands or companies seeking to collaborate with influencers.