We have ₹1 lakh for an influencer campaign for our face wash. Should I spread across 8–10 small creators or go deeper with 2–3 bigger ones?
At ₹1L for a face wash campaign, our data strongly favours depth over breadth. 3–4 creators at 1L–3L followers with strong skincare content history outperforms 10 micro-creators at this budget. Why: higher per-creator investment means better content quality, more posting flexibility (Stories + Reels + bio link), and creators take the partnership more seriously. Save 15–20% of budget to boost the best-performing content.
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