What We Have Learned From 150+ Influencer Campaigns
Across 150+ campaigns, a few patterns repeat: small, well-matched creator groups for most launches, large groups for seeding and stores, and a clear idea before any casting. This is what our own record shows.
Most campaigns use a small group
Of the campaigns in our record that report creator counts, the median is 7 creators. Large creator counts, such as 80 for PUMA or 200 for a barter campaign, are the exception and are used for store visits and seeding.
Many small posts can add up
Saffola reached 30M views in four days with 60 micro and macro creators posting 58 videos together. Shoppers Stop reached 11.6M views from 10 posts over a month. Different goals, different shapes: a burst for a launch, a longer build for a sale.
Where we work
FMCG, fashion, electronics, finance and automotive are the categories with the most brands in our record. Each needs different content: product-in-use for FMCG, styling for fashion, proof and reviews for electronics, clarity and compliance for finance.
What we do differently because of it
We write the idea before booking any creator. We cast for audience fit, not follower count. We set the posting window to the goal. We report per creator and per post, so weak results are visible.
The limits of our own data
Our record is self-reported from campaign decks, and campaigns differ in goal, category and budget. Read the full summary and method on our campaign data page.
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Next step
See how we run campaigns: influencer marketing agency in India · campaign results · case studies.