Before any influencer marketing campaign it is crucially important to define your goals and outline what you want to achieve with the content.
This will not only help you quantify the success of your campaign with benchmark key performance indicators, but in many instances it will answer many of your content decision points.
To decide whether to sponsor a bigger creator or use your budget to sponsor several smaller ones depends whether you’re main goal is reach or engagement.
If you’re going for reach, using your budget to sponsor a bigger creator might be the way forward.
In one blow you get the audience and views of several smaller influencers without so much of the hassle of managing the project.
You can also be more specific to your target customers, including male or female, age range, country of residence, language and interests.
It’s also simpler to measure the success of your campaign as you only have to analyze data from one influencer.
Engagements, or the likes, comments and shares the sponsored content gets, are good indicators of click through rates.
Usually the engagement rate of an influencer – that is the number of engagements the content gets divided by the number of views – drops the bigger the influencer because they simply cannot keep up with the extra workload.
Smaller influencers on the other hand tend to have higher engagement rates, this is their unique selling point for brand collaborations and the key to their growth so they take care to encourage interactions.
If your focus is engagements, then sponsoring several smaller influencers could be your best bet as your average engagement rate is likely to be higher than the engagement rate of a bigger influencer.
Decide from the outset what your campaign goals are, this will dictate many of your influencer decisions. If you are going for reach, a bigger influencer might be a good call. If you are more about engagements, maybe try sponsoring several smaller creators with high engagement rates.