Planning first influencer campaign. Budget is ₹1.5 lakh. Should I work with 1 big creator or spread across many smaller ones?
For ₹1.5 lakh first campaign: recommended split is 3–4 creators. One mid-tier creator (₹60k–₹80k): drives reach and credibility. Two micro creators (₹20k–₹25k each): drive community trust and niche authority. Reserve ₹15k–₹20k to boost top-performing content. Why not one big creator: single point of failure — if their content underperforms, campaign is over. Why not 10 nano creators: dilutes budget to the point where you can't boost anything, and managing 10 relationships in parallel is operationally intense for a first campaign. Start learning which tier converts for your product, then scale that tier in campaign 2.
Plan your multi-creator campaign →First campaign: worked with 8 creators, all different follower sizes. Best ROI came from a 22k creator with 6.8% engagement who mentioned our product in a longer "lifestyle" Reel rather than as the main subject. Specificity and context > follower count.
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