GRANN Take
Reach isn't the whole story.
Why relevance, creative quality and the ability to scale matter more than follower count alone.
3 September 2026 · All platforms
What's changing?
Follower count is still the first number most brands look at when choosing creators.
Why it matters
A smaller creator with the right audience and strong content often outperforms a bigger name. Especially once paid media is involved.
What to do
Look at audience fit, content quality and past results before reach.
Ask how well a creator's content could work as an ad.
GRANN's take
Choose creators for relevance and craft. Reach can be bought. Relevance cannot.
StrategyCreator selection