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.