When it comes to influencer marketing, is small beautiful? That’s what a chorus of recent commentators would have you believe. The New York Times is only one of many outlets to hype the potential of under-the-radar social media figures to drive outsized impact on awareness and consideration. With audiences numbering in the low thousands, these niche content creators are said to offer a level of relatability no Kardashian can match, along with being much cheaper to work with. What’s not to like?