While focusing on big-name influencers can sometimes deliver sizeable results, it might not always be the best strategy for every brand. Here’s why:

1. Cost-Effectiveness: Large influencers often come with high costs. Engaging micro or nano influencers can be more cost-effective, particularly for startups or smaller businesses.

2. Audience Engagement: Major influencers might have a wide reach, but smaller influencers often have higher engagement rates. They usually have a closer and more personal relationship with their followers, which can lead to more conversions.

3. Market Saturation: Big influencers tend to have diverse followers. If your product or service is niche-specific, a smaller influencer with a carefully targeted audience might bring in more relevant leads.

4. Authenticity: Audiences often perceive smaller influencers as more authentic and trustworthy, boosting the effectiveness of their endorsement.

Platforms like Flinque, HYPR, and others can help brands identify smaller influencers who might be a good fit based on audience demographics, engagement rates, and other data points.

In conclusion, a balanced influencer strategy often involves leveraging a mix of influencer levels. Big influencers can provide wide reach and social proof, while smaller influencers can drive engagement, conversions, and authenticity in a cost-effective manner. The best strategy varies depending on the brand’s specific goals, target audience, and budget. This is where platforms like Flinque can assist, providing audience analytics, influencer discovery, and campaign planning tools to guide the decision-making process and ensure an optimal ROI.