We probably don’t have to tell you that influencer marketing is on the rise. All you have to do is log on to Instagram, and you’ll see what we mean. From celebrities with millions of fans to that girl you knew in high school whose dog now has ten thousand followers, it seems like everyone wants to be an influencer. With so many options, it can be tricky to navigate when and how influencer partnerships may fit into your marketing goals. At first glance, it might seem like the more followers the better. After all, that’s more eyes on your product or service.

But what we’re finding is that bigger is not always better.