In influencer marketing, it is easy to assume that bigger means better. A large follower count looks impressive and can give the impression of guaranteed reach; however, when you look more closely and consider how audiences actually engage with content, it becomes clear that the biggest influencers are not always the most effective. Choosing creators purely for their numbers can lead to campaigns that seem strong at first glance but can fall flat in practice.
At Nobull, we focus on what genuinely works. Our recent work with JAECOO has shown once again that choosing influencers based on brand fit, engagement, and authenticity is far more effective than simply chasing the highest follower totals.
The problem with follower count thinking
Many brands get stuck on the idea that follower count is the main marker of influence. While a large audience can look like an easy win, it says very little about interest, trust, or how relevant that audience is to your brand. Big accounts can still have low engagement, broad or unfocused audiences, or content styles that clash with your messaging.
Follower count is a surface-level metric. It cannot tell you how an audience reacts, whether they actually pay attention, or whether they trust a creator enough to take action. Without strong engagement, even a huge audience offers minimal value.
Why engagement beats volume
Engagement is one of the clearest indicators of real influence. When followers regularly like, comment, share and save content, it shows they are genuinely invested in what the creator has to say. This kind of interaction is far more powerful than passive reach.
Smaller or mid-tier influencers often bring:
• Higher engagement rates
• Stronger, more personal relationships with their communities
• More authentic and relatable content
• Better alignment with niche audiences
• Greater influence over purchasing decisions
These qualities often lead to campaigns that feel genuine, credible, and much more impactful.
Picking the perfect influencers for JAECOO
For JAECOO, we prioritised creators who genuinely aligned with the brand rather than simply opting for the biggest names. We worked with a mix of nano, micro, and macro dog influencers, whose communities were not only highly engaged but also closely aligned with the brand’s target audience. Nano and micro creators provided authentic, loyal engagement, while macro influencers added scale and visibility without compromising the campaign’s overall tone or integrity.
Our selection focused on three key elements:
• Aesthetic alignment - We chose dog influencers with an outdoorsy, adventure-led style to help us show off JAECOO’s outdoor capabilities and pet-friendly features in a natural way.
• Tone and personality - Every creator had an authentic, relatable tone that matched JAECOO’s lifestyle-led identity and appealed to pet owners.
• Consistent engagement - The dog influencers we selected had strong, loyal followings, ensuring JAECOO’s content reached people who genuinely care about pet-friendly travel.
This mix of nano, micro and macro dog influencers allowed us to create a campaign that felt relevant, credible, and true to how real owners use the vehicle, without relying on follower count as the main deciding factor.
The future of smart influencer strategy
Influencer marketing is shifting. Audiences are becoming more aware, brands are becoming more thoughtful, and authenticity is increasingly what makes a campaign successful. Micro and nano creators in particular are gaining attention for the genuine value of their close-knit communities.
At Nobull, we prioritise real impact over vanity metrics. The right influencer is not always the biggest - it is the one whose audience listens, cares and responds.
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