One of the first questions in any creator campaign is scale. Should you work with a handful of well-known creators or a larger group of smaller ones? There is no single right answer. The best choice depends on your goals, budget and audience.
What smaller creators can offer
- Close communities: audiences often feel a personal connection and trust recommendations.
- Niche focus: many cover specific interests or local areas in depth.
- Flexibility: they may be more open to creative ideas and long-term collaboration.
- Budget spread: you can work with several people and test different angles.
The trade-off is that managing many creators takes more time. Each one needs a brief, an agreement, approvals and payment.
What larger creators can offer
- Reach: a single post can put your brand in front of a wide audience quickly.
- Production quality: many have established teams and polished workflows.
- Cultural visibility: a well-known name can help a launch get noticed.
On the other hand, fees are usually higher, audiences can be broader and less targeted, and availability may be limited.
Questions to help you decide
- Is your main goal broad awareness or deeper engagement with a specific group?
- How much time does your team have to manage relationships?
- Do you want to test messages with several creators, or make one big moment?
- How closely does each creator’s audience match your customers?
Mixing both
Many brands use a blend. A larger creator can spark attention at launch, while smaller creators keep the conversation going with more personal content. Whatever the mix, focus on fit and authenticity rather than follower counts alone.
Whichever route you choose, start with a small test where possible. Learn what works for your brand, then scale up the approach that suits your goals.
The right creators are the ones whose audiences care about what you offer. If you would like help planning the right mix, the Northpeak team is happy to talk it through.
