What kind of influencer often has a smaller following, but a highly engaged audience that trusts their opinions?

Smaller creators can be valuable because their audiences often see them as more relatable and credible within a specific niche. Influencer marketing uses creator trust and audience relationships to support product discovery, engagement, and consideration. In Amazon Ads planning, this can help brands connect with defined communities instead of relying only on broad reach. Strong engagement can make creator content useful for social commerce because recommendations feel more personal and relevant.