Why you should pitch mid-level bloggers

Smaller audiences mean stronger influence and deeper audience loyalty, as well as more time for the bloggers to engage those audience members.

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If you look at bloggers as a spectrum and picture your mom’s blog on one end and the most influential blog on the other, there is a plethora of bloggers smack dab in the middle. These mid-level bloggers can do great things for your brand.

With a balance of reach and influence, a mid-level blogger’s recommendation holds a lot of weight.

Consider the results of a study in The Realtime Report. In working with 100 to 300 mid-level influencers, brands found they got 16 times higher engagement rates than if they were working with a small number of higher-status influencers. They also spent a lot less money on these campaigns.

Here are a few reasons why you should reach out to mid-level bloggers.

The smaller the community, the greater the influence

The results of an extensive study by Technorati show us that consumers believe a smaller audience indicates that the blogger has a greater level of influence.

A blogger with a small audience can engage on a more personal level, resulting in higher loyalty levels, which in turn gives recommendations from such bloggers more weight.

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