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1.5 Minute Read

One of the key topics on influencer targeting that we have been discussing recently is the question: "How many influencers can someone actually have?" Last week, one of the most popular articles in The Wall Street Journal tackled this very issue, summarizing the science that points to the answer. We'll be very short this week, because we'd rather you read that full article for yourself here.

But spoiler alert—that number is a lot less than you're probably spending your resources to reach.

As you can see from the headline, the science shows that humans can only maintain a limited number of relationships. Below is the key conclusion of the article, based on British psychologist Robin Dunbar's research. This has since become known as "Dunbar's Number."

"The innermost circle is just five people—friends or family members—that you feel emotionally closest to. These are the shoulders you cry on, the people you contact at least once a week. Then comes a layer with 10 additional good friends you see at least once a month. About 60% of your social attention goes to these 15 people, Dunbar said.

Farther out is what he calls your 'weekend backyard barbecue party group' a total of 50 people, including the 15 that you see regularly.

Finally, Dunbar describes an outer ring bringing the total to 150 and including an additional 100 people you would invite to your once-in-a-lifetime big events like a wedding or “wouldn’t feel embarrassed about going up to them and slapping them on the back if you bumped into them at 3 a.m. in the departure lounge at Hong Kong Airport.”

So Why Are You Still Targeting Thousands Of Influencers?

Well not you, because you read this newsletter.

But despite the fact that humans can only maintain about 150 relationships at most, somehow the standard in the public affairs industry became targeting thousands of so-called "influencers." But the science makes clear:

NO ONE has thousands of influencers. 

The goal of every public affairs campaign should be to determine who the actual influencers are, and then focus like a laser beam on reaching those people.

Three Ways To Operationalize This Email

🔱 Read the full Wall Street Journal article here. You can register as a free user and get access to the article even if you don't have a subscription.

🔱 Stop paying to reach thousands of so-called "influencers." Focus your limited resources on the people who actually have the decision-maker's ear.

🔱 See how to find the real influencers here.

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