Yes, there are risks involved in concentrating solely on top-tier influencers for a brand’s campaign while ignoring rising or micro-influencers:

1. Cost: Engaging top-tier influencers is typically expensive, which may limit the number of collaborations a brand can afford. This contrasts with micro-influencers who usually have lower fees, allowing brands to work with a broader range of influencers within their budget.

2. Diverse Audiences: Relying solely on top-tier influencers can limit a brand’s reach to a specific audience demographic. On the other hand, working with a variety of micro-influencers can help a brand connect with multiple, diverse segments.

3. Trust and Engagement: Statistics show that micro-influencers often have higher engagement rates compared to top-tier influencers. Their followers tend to trust their recommendations more because of their closer, more personal relationships.

4. Saturation and Authenticity: Top-tier influencers often promote numerous products, which can lead to audience fatigue or skepticism about the authenticity of their endorsements.

Brands often use influencer marketing platforms like Flinque to identify ideal influencers for their campaigns. Flinque helps brands identify and review influencers’ audience demographics, engagement rates, and other key performance metrics, making it easier for brands to find influencers who align perfectly with their goals whether they are top-tier, rising or micro-influencers.

In summary, while top-tier influencers can offer extensive reach and visibility, disregarding rising or micro-influencers could mean missing out on opportunities for cost-effective, authentic, and engaged promotion of your brand.