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  • Agency X - Carlie Green-Medina

Should you engage one macro influencer or several micro influencers?

Is it best to use one well-known athlete or have several smaller with smaller profiles?

We get asked this question a lot!

The decision to use one big influencer or several smaller ones depends on your specific goals, target audience, budget, and the nature of your product or service. Both approaches have their advantages and drawbacks. Here are some considerations for each:

Using One Big Influencer:

  1. Reach and Visibility: Big influencers often have a larger following, which can provide broader reach and visibility for your brand or product.

  2. Credibility: The credibility and authority associated with a well-known influencer can positively impact your brand perception.

  3. Mass Appeal: Big influencers may have a more diverse audience, allowing you to target a wide range of demographics.


  1. Cost: Working with a big influencer can be expensive, and it may consume a significant portion of your marketing budget.

Using Several Smaller Influencers:

  1. Cost-Effective: Collaborating with smaller influencers is often more budget-friendly, allowing for multiple partnerships.

  2. Niche Audiences: Smaller influencers may have a more targeted and engaged audience within specific niches or demographics.

  3. Authenticity: Smaller influencers may be perceived as more authentic and relatable, fostering a deeper connection with their audience.


  1. Limited Reach: While each smaller influencer may have a dedicated following, the combined reach may still be smaller compared to one big influencer.

  2. Coordination Challenges: Managing relationships with multiple influencers can be more time-consuming and challenging.

Ultimately, the best approach depends on your marketing objectives. If your goal is to maximise visibility and reach a broad audience, a big influencer might be suitable. If you want to target specific niches, create authentic connections, or work within a constrained budget, several smaller influencers could be more effective. Some brands also find success with a hybrid approach, combining a few big influencers with several smaller ones to balance reach and authenticity. Always ensure that the influencers align with your brand values and have an audience relevant to your product or service.

If you need assistance with your partnerships or are looking for athletes for upcoming campaigns, contact us at to find out how we can assist.

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