3 ms·
Loyalty Moved from Publications to Writers. What It Means for Founders
- opazazzyzen 1y agoI've worked with founders who've seen higher conversion rates working with niche influencers (<100k followers) than with mega-celebs like Selena Gomez. The follower is a personal cheerleader watching their "friend" succeed with a brand deal. There are elements of a parasocial relationship. There's a level of trust. I haven’t found research on this—this is just my hypothesis—but I expect the readers of a trusted newsletter likely transfer that trust to the startups featured there—just like followers of niche influencers are more likely to take action on a brand being promoted. In my opinion, readers may view your early-stage startup more favorably in a respected journalist’s newsletter (like Alex Konrad's) than in the publication they left (like Forbes). Thoughts?