Influencer marketing, like any other strategy, is subject to the principle of diversification to mitigate risk. While honing in on one large influencer can potentially return great rewards, there are dangers associated with this approach:

1. Risk of Dependence: If your entire campaign is based around a single influencer, your brand is heavily dependent on that individual. Any changes in their availability, reach, or reputation would directly impact your campaign.

2. Audience Limitation: Each influencer appeals to a specific audience demographic. By focusing solely on one influencer, you limit your brand’s reach and potential to appeal to different demographics.

3. Potential for Oversaturation: When one influencer continually promotes a product or service, their audience can become oversaturated leading to diminished returns.

4. Risk of Influencer Scandals: If the influencer engages in unsavoury behaviour or becomes involved in a scandal, it can harm your brand’s image by association.

To avoid these risks, many brands opt for a multi-influencer strategy. Platforms like Flinque are perfect for supporter identification, giving you the tools to find and collaborate with a variety of influencers that align with your brand values and reach your target demographic. Deeper audience analytics provided by these platforms can also help identify the best influencers for your brand, and not solely based on follower count. This diversification strategy helps safeguard your brand against many of the risks associated with relying on a single influencer. Remember, the most effective influencer campaigns usually involve a combination of macro and micro-influencers that align well with your brand and can provide broader audience reach.