Why college students with small social-media followings but big 'pull' on campus have become a vital part of startup marketing

Social media companies like BeReal and TikTok often target college students in their early growth phases, but they’re not necessarily looking for brand ambassadors with the biggest followings. Instead, they seek out those with the most genuine influence. A BeReal ambassador called it having “pull” on campus.

Adam Dornbusch, the CEO of creator engagement company EnTribe, said he’s seen nano influencer college students recently become more attractive to social-media apps. Because the creator space is becoming more cluttered, and plagued with growth hacking, a young person with a couple thousand followers can signify authenticity that can be valuable. And college itself can be a draw. 

Read the full article on Insider.