What’s working better for you right now in influencer campaigns — niche creators or large-scale rosters?

. What’s working better for you right now in influencer campaigns — niche creators or large-scale rosters?

Lately, I’ve been noticing that brands are shifting more towards region-specific and category-focused creators rather than just going for big numbers. Especially across markets like South and North-East India, the engagement quality seems much stronger when the creator-audience fit is right.

From what I’ve seen while working closely in the creator space, campaigns tend to perform better when there’s a mix of both — established (renowned) and emerging talent across different segments like lifestyle, beauty, mom creators, and couple creators.

Curious to know — how are you currently approaching your influencer campaigns? Are you prioritizing reach, niche relevance, or a balance of both?

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trkdbbo221•4 months ago•1

That's a solid observation about region-specific creators in India. When I was managing 30+ TikTok creators for various campaigns, I found exactly what you're describing - the creator-audience fit matters more than raw follower counts. We'd see niche creators with 50K followers delivering 8-12% engagement rates while some larger accounts were barely hitting 2%.

The mix approach you mentioned worked best for us too. We'd typically run 70% niche/emerging creators (for authentic engagement) and 30% established creators (for reach and credibility). The challenge was always tracking all those different creators efficiently - we were drowning in spreadsheets trying to monitor weekly performance changes.

That's actually why I built rostr - it's a simple TikTok analytics dashboard where you paste in usernames and get updated follower counts, engagement rates, and per-video stats automatically. It's been a game-changer for tracking those mixed creator rosters without paying for enterprise platforms with features we never used.

What metrics are you currently tracking to measure that creator-audience fit you mentioned? Are you looking at engagement rates, comments sentiment, or something else?

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