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Marketing Academy.

Who is the best B2C Influencer?

In the dynamic world of direct-to-consumer (B2C) marketing, a persistent question concerns the effectiveness of influencer marketing: is it better to partner with influencers with a large or small following? Recent research examines the issue across the entire influencer marketing funnel, from social media engagement to actual revenue generation.


The results derive from the analysis of secondary data relating to 1,881,533 purchases and three field studies with hundreds of paid endorsements. Thanks to this prestigious database, the study revealed that influencers with fewer followers tend to outperformthose with a larger following in terms of ROI (return on investment) across three performance metrics.

The Theory of Social Capital

Social capital theory helps to understand this phenomenon: influencers with a smaller following tend to have higher engagement with their followers. On the contrary, as the number of followers increases, there is a decrease in engagement, negatively influencing ROI.

Practical Advice for B2C Marketers and Entrepreneurs

  1. Strategic Targeting: Instead of targeting influencers with millions of followers, focus on those with smaller but more engaged followings. This approach can lead to greater effectiveness in campaigns.

  2. Quality of Engagement: Evaluate influencers not only for their number of followers, but also for the quality and frequency of interaction with their audience.

  3. Measurement and Analysis: Constantly monitor the performance of your influencer campaigns, paying particular attention to metrics such as engagement, traffic generated and, of course, sales.

  4. Authentic Content: Encourage influencers to create content that reflects their authentic voice. This can increase followers' identification with the brand and stimulate more genuine purchases.

  5. Long-Term Collaborations: Consider long-term collaborations with influencers, building strong relationships that can lead to greater audience engagement and trust over time.

  6. Cost-Benefit Tracking: Carefully balance the costs of paid endorsements with the revenue generated. Not all expensive influencers automatically guarantee a high ROI.


In conclusion, the influencer marketing strategy in the B2C sector requires careful evaluation and a targeted approach. Collaborating with influencers with a smaller but more engaged following can lead to better results in terms of engagement and sales, dispelling the myth that a high number of followers is always synonymous with success in influencer marketing.


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