WHY IS LOCATION ACCURACY IMPORTANT?

It may be tempting for influencers to spread their content across multiple countries to reach as many people as possible. However, when it comes to building strong and long-term brand collaborations, it’s often more effective to focus your audience geographically.

Location Accuracy refers to the percentage of an influencer’s followers who are actually located in the geographic region relevant to a campaign. High location accuracy means that the majority of followers are in the target area, making the campaign more relevant and effective.

A scattered audience can reduce collaboration potential
Brands seeking influencers for campaigns usually aim to reach a specific audience within a particular country. When an influencer’s followers are widely dispersed across different regions, it becomes harder for brands to ensure the campaign reaches the right people. This can decrease the likelihood of securing collaborations, even if the influencer’s overall follower count is high.

At least 70% location accuracy
A good rule of thumb is to have at least 70% of followers based in one country, sometimes even more, to attract brand partnerships. A clearly defined geographic audience makes it easier for brands to plan campaigns, measure results and foster stronger engagement.

Targeted focus for engagement and lasting partnerships
By creating content for a specific geographic audience, influencers can strengthen relevance, credibility, and audience engagement. It’s also more effective to communicate in the local language, as this increases the likelihood of reaching and resonating with the target audience. This strategy supports the potential for longer-term brand collaborations, rather than focusing only on short-term campaigns that may have limited reach or impact.

So having followers all over the world may look impressive, but when it comes to professional brand collaborations, a focused geographic presence tends to be far more effective. By concentrating efforts on one or a few key markets, influencers can drive stronger engagement, create more relevant content, and build lasting, meaningful partnerships with brands.

AUTHOR
Lina Sallander
Influencer Researcher & Marketing Coordinator
lina@unitedinfluencers.se
United Influencers Sweden

FOR MORE INFORMATION
Jakob Wigselius
CEO Scandinavia
jakob@unitedinfluencers.se
United Influencers // ELLE Norway