A 23-year-old with a small Instagram following lands deals with Nike and Dior

😳 Not a million followers. Not a viral moment. Just consistent content in a specific niche, posted while she was still working a day job at Google.

Most people look at that and think: lucky.

I look at it and think: she understood something most people miss.

Brands don't pay for reach anymore. They pay for trust.

A micro-influencer with 10,000 loyal followers in the health and wellness space is worth more to a brand than a celebrity with 2 million passive scrollers. The engagement is real. The audience actually buys things. The content feels like a recommendation, not an ad.

This is the same shift happening in B2B, in recruiting, in sales. The person who built a real audience around a specific thing - even a small one - has more leverage than the person who blasted their message to everyone and reached no one.

You don't need to be everywhere. You need to be trusted somewhere.

Start narrow. Stay consistent. Let the niche do the work.

The brands will find you.