Can you work with thousands of nano-influencers at once?

It can be done: Café Royal managed 3,000 nano and micro-influencers in a single two-month campaign, according to a 2025 sector analysis by archive.com. So the ceiling sits considerably higher than where the market actually operates — nearly half of brands get stuck at five creators.

More important than whether it can be done is what you give up for it. At three thousand profiles individual selection no longer exists: there's filtering on criteria and the brand never sees the people. There's no real briefing either, no conversation and no follow-up per person. What you get is volume, with a delivery rate you don't steer but endure.

For some products that's fine. A coffee capsule reaches its audience just as well through a thousand random coffee drinkers, because everyone who drinks coffee is the target. For a gravel tyre or a running top it doesn't: there the whole effect depends on the person genuinely using the thing and their audience knowing it.

We sit deliberately at the other end of that scale. Squads of 25 with three to five reserves, every profile looked at individually, and a squad you get to see before it goes out. That grows more slowly and it produces something you can put a name to.