A talented influencers provides their followers with authentic recommendations and insights into their lives. They know, than dishonest recommendations will hurt their brand and reputation, and they focus on building a long-lasting relationship with their followers. As consumers grow weary of inauthentic promotions, the influencer marketing industry is shifting toward influencers who foster genuine connections—even if their follower counts aren't sky-high.

This means, that world of digital marketing is undergoing a significant transformation, with influencers of all sizes playing increasingly influential roles. Traditionally, brands prioritized collaborations with celebrities or mega-influencers, believing that larger followings would guarantee greater visibility and impact. Over time, however, it became clear that working exclusively with these high-reach influencers often produced lackluster engagement and unpredictable returns. 

At Ganax, we see this shift reflected in our own data. Campaigns conducted with brands like Suerox, Tío Nacho, and Lomecan consistently show that mid-sized (macro) and smaller (micro) influencers drive better engagement rates than their larger counterparts. While large-scale influencers provide substantial reach, their audiences tend to interact less actively with sponsored content. In contrast, smaller influencers and mid-sized creators foster a sense of community and authenticity—much like getting recommendations from friends—resulting in higher engagement rates and overall campaign success.

Campaigns conducted with brands like Suerox, Tío Nacho, and Lomecan consistently show that mid-sized (macro) and smaller (micro) influencers drive better engagement rates than their larger counterparts.

Ganax provides brands with unmatched access to influencers of all sizes. Our data-driven approach ensures that brands only pay for the reach their campaigns get, just as you have seen payment by results models in many other industries. The data shows that working with smaller influencers often results in higher engagement rates and better ROI, making it a superior strategy for many brands.

Our data-driven approach ensures that brands only pay for the reach their campaigns get, just as you have seen payment by results models in many other industries.

We work across all the big platforms

At Ganax, we automate campaigns across TikTok, YouTube, Instagram, and Facebook, making it seamless to work with the most suitable creators across platforms within one campaign. Today, influencers may have vastly different followings across multiple platforms. For example, some of our influencers have 500,000 followers on TikTok but only 3,000 on Instagram—or the opposite.

Each social media platform has its own identity and primary user demographic, so brands should choose collaborators whose platform of strength aligns with their target audience and campaign goals. Tailoring your approach in this way ensures your message resonates effectively with the right viewers and yields higher engagement.

Brands are also recognizing the power of niche audiences. Smaller influencers tend to specialize in particular industries or interests, ranging from fitness and beauty to tech and sustainability. Their expertise and focused content attract highly targeted followers, enabling brands to reach potential customers more effectively. Instead of casting a wide net, businesses can now engage directly with audiences that are already interested in their products or services.

Ganax offers a cost-effective alternative to high-profile endorsements by focusing on creators who consistently deliver better engagement.

Ganax’s ecosystem is designed to bridge the gap between influencers and brands, enabling creators to turn their passion into sustainable careers while giving brands access to trusted voices in their industry. This mutually beneficial model ensures that brands receive high-quality content while influencers gain financial stability and professional growth.

Ganax offers a cost-effective alternative to high-profile endorsements by focusing on creators who consistently deliver better engagement. As a result brands can now achieve their marketing goals with a balanced approach that leverages both niche engagement and mass reach.

The Future of Influencer Marketing

The future of influencer marketing is all about efficiency, automation, and strategic partnerships. Brands are increasingly looking for platforms that can streamline the entire process, from discovering the right influencers to launching and managing campaigns, analyzing performance, and optimizing future efforts. At Ganax, we provide a fully integrated solution that handles everything for you.

Our AI-driven platform offers seamless campaign management, automated matchmaking, real-time performance tracking, and data-driven insights, ensuring brands achieve superior marketing outcomes without hassle. By utilizing both macro and micro-influencers effectively, Ganax allows brands to benefit from both broad reach and deep engagement.

We’re committed to empowering brands and influencers to thrive in a rapidly changing ecosystem. With Ganax, you can build meaningful relationships, scale your campaigns, and achieve real results through a mixed approach that balances reach, authenticity, and automation.

By utilizing both macro and micro-influencers effectively, Ganax allows brands to benefit from both broad reach and deep engagement.

Ready to grow your brand with Ganax? Join us today and start building meaningful relationships that drive real results.