Big KOLs or many micro-influencers: which direction to choose for the campaign?
This question does not have a fixed answer, but there are principles to consider and decide correctly based on each situation.
There is no direction that is absolutely better. Major KOLs help create quick recognition and lend credibility for launches or rebranding. Many smaller influencers (micro-influencers) and real users help build trust at the consideration stage, cover various niche groups, and accumulate more durable social proof. Most campaigns have sufficient budgets, so it's advisable to combine both approaches; only a few follow a clear direction if the budget or goals allow for just one.
- KOLs can quickly identify when to launch or reposition themselves based on reliable cues.
- many people remember and users are truly needed when trust is built on a diverse group of sectors
- Budget-friendly version when you want to include additional elements later.
- choose KOLs based on follower count instead of relevance to actual customers.
- put all the budget into a star that causes a crisis for the person in charge
When discussing influencer image campaigns, the question Sinh Vũ hears most often is: "Should we invest everything in one major KOL or spread it across several smaller ones?" The short answer: it depends on the goals. The longer answer: in most cases, a combination of both is advisable, but you need to understand what each approach can achieve and what it costs before making a decision.
Each direction what to buy
Big KOLs buy two things: wide reach in a short time and borrowed credibility from that face. When you need to create a recognition boost for a product launch or brand repositioning, this is an effective tool because the message spreads quickly and new customers perceive the brand through someone they already trust.
Many micro-influencers and real users buy different things: trust at the consideration stage. When customers know the brand and are considering whether to buy, they look for social proof, meaning confirmation from people like them, not from celebrities. A network of many small individuals can cover many niche groups simultaneously, something that a large KOL, no matter how famous, cannot do as effectively.
Research by Byron Sharp and the Ehrenberg-Bass Institute indicates that brand growth primarily comes from reaching many light buyers in the category, rather than focusing on a small loyal group. This principle shifts the balance towards a network that covers many groups, meaning many small individuals across various niches.
Brand growth comes from reaching many light buyers in the industry, not from holding onto a small group of loyal customers.
Byron Sharp, How Brands Grow, Ehrenberg-Bass Institute for Marketing Science
When to lean towards which direction
Lean towards major KOLs when: you need a quick awareness boost for a launch or rebranding. The brand lacks coverage and needs to borrow credibility from a trusted face. The budget is sufficient to bet on one person, and the team can manage the risk if that person faces a reputation crisis.
Lean towards many small influencers and real users when: the goal is to build trust at the consideration stage, not just awareness. The product needs social proof from various customer groups. The budget is not enough for a major KOL but can be spread across many smaller influencers with manageable coordination costs.
Factors to consider before deciding
- Main objective: broad awareness or trust at the consideration stage, these two objectives require different tools.
- Relevance level: Whether the influencer matches the customer segment is much more important than the number of followers.
- Concentration risk: Putting everything on one face bets on the reputation and health of an individual.
- Coordination cost: Managing many small contributors requires more effort to maintain content and image standards than working with one or two people.
- Brand toolkit: If there is not a solid visual system, spreading it across many small people will cause the image to fragment rather than resonate.
Common mistakes
- Choose KOLs based on follower count rather than relevance to the brand's actual customers.
- Allocate the entire campaign budget to one star, leaving no backup when that person faces a crisis.
- Using many small individuals without a common toolkit, so each person speaks differently, and the visuals do not resonate.
- Confusing high engagement with sales effectiveness: high engagement only indicates that the content is noticed, it does not guarantee conversion.
The viewpoint of Sinh Vũ
Sinh Vũ does not select or rank KOLs for you, and is not a neutral party in this decision. The selection of individuals, negotiation, and booking is the responsibility of your internal team or a professional booking agency.
What Sinh Vũ does is build a visual system and toolkit strong enough so that whether you use one star or thirty small people, they all speak the same language and the budget accumulates rather than cancels each other out. If that toolkit is not yet available, the question of "who to use" is secondary, as the final result will still fall apart regardless of the direction chosen.
Decision checklist
Topic: Using a few major KOLs or many smaller influencers and real users. Sinh Vũ guide, sinhvu.com
Select each item you find appropriate, then print or save as PDF to take with you.
If you have marked most of the signs above, this is the time to discuss in more detail. Sinh Vũ can help you review and propose a direction.
References
Byron Sharp, How Brands Grow, Ehrenberg-Bass Institute for Marketing Science. Qualitative observations from industry practice.
Frequently asked questions
What is a micro-influencer and how do they differ from larger KOLs?
Micro-influencers often have a modest following but are more closely connected to a community or niche topic. Larger KOLs have broader reach and stronger brand credibility, but they come with higher costs and greater reputational risks when relying on a single face. The choice between the two depends on your goals and the team's coordination capabilities, not on follower counts.
Should we choose KOLs based on follower count?
The number of followers is just an initial signal, not the main criterion. What matters more is the relevance between that person's community and your actual customer group. An influencer with few followers but in the right niche will have a much higher actual impact than a broadly popular star whose audience does not match.
Does Sinh Vũ help select and book KOLs?
No. Sinh Vũ focuses on building the visual system and toolkit for campaigns, so whether you use a major KOL or many smaller ones, all speak with one voice and maintain brand image standards. The selection of individuals, negotiation, and booking is the responsibility of your internal team or the booking company you hire.