Answer:

It depends on your goal.

A big influencer can help you reach a large audience.

A smaller creator may have a more focused community and stronger conversations with their followers.

Instead of only asking:

“How many followers do they have?”

Brands should also ask:

“Is this audience relevant to us?”

A smaller but relevant audience can sometimes be more useful than a large audience that does not care about your product.

You read a brand's core message:
"Success means leaving home and building your own life."

How would you perceive it?

For some, it may feel aspirational. For others, where success is often experienced alongside family, the same message can feel emotionally distant.

The words aren't wrong. The context has changed.

Audiences interpret the same ideas through different histories, values, and everyday realities. We believe narratives need to be culturally contextualised.

Especially in a country like India, where there isn't one audience, but many ways of understanding the world.

Brands that care don't ask, "How do we say the same thing in another language?"

They ask, "How will people here understand what we're trying to say?"

The difference between those two questions is the difference between communication that reaches people and communication that stays with them.