Data from Estonia’s Odience shows niche creator communities are outselling mass reach

The internet fractured one giant audience into thousands of tight-knit communities, and the brands paying attention are following the trust, not the follower count. Having run performance-based influencer marketing campaigns across more than 2,000 brand partnerships, Tallinn-based Odience has started to notice some patterns. One of them, harder to ignore than the rest, is that creators driving […] This story continues at The Next Web

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