Data from Estonia’s Odience shows niche creator communities are outselling mass reach

Data from Estonian marketing firm Odience reveals that niche influencer communities, characterized by strong trust and engagement, are generating better sales results than influencers with mass reach. This trend reflects a shift from traditional mass marketing to targeted approaches that leverage close-knit online groups centered around shared interests and identities. Brands are increasingly focusing on trust and relevance within these smaller communities rather than broad audience size.