In today's fast-paced digital world, you're bombarded with information and advertisements left and right. It's hard to know where to focus, especially when it comes to getting the word out about your brand. You might think that casting a wide net and working with the most popular influencers is the way to go. But I'm here to tell you that it's not. Instead, you should be honing in on the specific audience that's going to care about your product or service. Let's talk about why the generic approach falls short and why an audience-focused approach is the key to success.

First off, let me be clear: the goal is to capture the attention of the people who matter most to your brand. It's not about age, gender, or any other general demographic; it's about finding the niche audience that's going to resonate with your message. Sure, that influencer with a million followers might have great engagement, but will their audience care about your product? If they're too far removed from your target audience, it's just not going to work.

Now, you might be thinking, "But Sebastian, isn't it more expensive to be so specific?" In the short term, maybe. But in the long run, you'll be more likely to build a loyal following, and that's where the real value lies. Shooting wide might feel safer, but it's like trying to sell beef to vegetarians—it's just not going to be effective.

An audience-focused approach, on the other hand, allows you to convert sales at your highest potential. By zeroing in on the people who are most likely to care about your brand, you minimize wasted effort and resources. The result? Higher engagement and conversion rates, proving that quality trumps quantity every time.

To put it bluntly, a generic approach to influencer marketing is like shouting into the void. You'll see lower engagement, and it'll be harder to figure out where to grow. It's the equivalent of throwing spaghetti at the wall and hoping something sticks. But with an audience-focused approach, you can identify the specific influencers who are most likely to resonate with your target audience, and that's when the magic happens.

Remember, it's not about hitting every KPI or other metric under the sun—it's about finding the right audience for your brand. Focusing on the wrong audience renders all your effort pointless. So, instead of chasing after every influencer with a massive following, take the time to research and understand your target audience. Then, seek out influencers who share that same audience.

In conclusion, there's a reason why the old saying "quality over quantity" exists. When it comes to influencer marketing, it's all about finding the right audience, and that starts with being specific, targeted, and focused. Don't waste your time and resources on a generic approach that's like shouting into the void. Instead, dial in on your audience and watch the engagement, conversion, and brand loyalty soar.

/Sebastian, founder of Scope. You'll find me on LinkedIn.

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