INFLUENCER NICHES AND WHY YOU NEED TO BLUR THEM

Summary from the TLDR Marketing newsletter

A “vertical” in the influencer world refers to a niche or category that a creator specializes in, with brands traditionally sticking to these lanes. To maintain engagement, brands should blur the lines between their products and creators. Understand your audience, including their preferred content, creators, and communities. Take calculated risks by choosing influencers outside your niche, but avoid those who don't align with your brand values or genuinely like your product. Consider adjacent conversations relevant to your audience, even if they don't directly tie to your product, as seen with Fidelity Investments partnering with a cooking creator.