Should you spend on one big celebrity or many small creators? The answer depends on your goal, but the data increasingly favours going small and wide.
Macro and celebrity creators
Great for mass awareness and launch moments. High reach, high cost, lower engagement rates, and harder to attribute to sales.
Nano and micro creators
Higher engagement, stronger trust, and far better cost efficiency. Run at scale, they deliver both reach and conversion, often at a fraction of the cost per result.
The Arka approach
Most winning campaigns blend both: a few larger voices for credibility and reach, backed by a scaled layer of micro and nano creators for engagement and ROAS.