Micro, Macro or Mega Influencers? How We Cast a Campaign

What each tier is good at

Micro creators bring trust and niche fit. Their audience listens because they feel like a friend with taste.

Macro creators bring reach and consistency. They are reliable at moving a message across a category.

Mega creators bring cultural moments. One well-chosen mega creator can carry a launch story, as the Dabur Father's Day film did with a single mega creator.

The mix we use most

For awareness, a spread of micro and macro creators across categories. The Saffola Munchiez campaign used 60 micro and macro creators across fashion, lifestyle and fitness.

For a launch, one anchor creator plus a wider supporting layer.

For proof of fit, a small group of niche creators who actually use the product.

Why we cast few, not many

Most briefs close on four to nine names. Fit beats follower count, and fewer creators means tighter briefing and better content.

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