When a 50K niche creator beats a 5M celebrity — matching audience fit and budget to your campaign goals.
Mega creators buy you reach and recognition. Micro creators buy you trust and conversion. Knowing which you need is half the battle.
When mega makes sense
For a launch where awareness is the goal and budget is healthy, a mega creator's reach can put your brand in front of millions overnight. The trade-off is lower engagement and a broader, less targeted audience.
When micro wins
For niche products, considered purchases, or tight budgets, micro creators consistently out-convert. Their audiences are smaller but far more engaged and more likely to act on a genuine recommendation.
The hybrid approach
Many of our best-performing programmes pair one mid-tier creator for reach with a cluster of micro creators for depth — covering both awareness and conversion in a single campaign.
