Targeting a small audience? Here’s how to offset higher costs with better content.

There's no incentive to be sensationalistic, which is something that I think in B2C marketing is quite common. And then a lot of times just to kind of have content and just keep a fresh feel, that's what a lot of people do. But I would say making sure that your budgets are set up for a smaller audience, stay in the lifetime lane and then also make sure to have multiple variants that are in there so that you can maximize your frequency to that audience in a given amount of time. But by and large, the smaller your audience, the more your CPM is going to go up. And this is how I represent it to my stakeholders. Usually the smaller your audience, the more complex your content needs to be. So that's my best recommendation, is that the best way to try to circumvent the increase in cost from your smaller niche audiences is to take some time and have really, really, really good content. That way your engagement goes up. So whatever increase in cost that you're having from an impression perspective, you're offsetting with an increase in engagement.