How many creators should I include in a single campaign to hit scale?

Question

For a mid-budget campaign (~$40K), is it better to go deep with 1–2 bigger creators or spread across 5–7 smaller ones? Trying to hit around 1M total views.

Accepted Answer

For a $40K budget targeting 1M views, the math usually works out better with 4–6 mid-tier creators (150K–500K subs) than 1–2 larger ones. Here's why:

1. **Risk spread** — if one video underperforms, others carry the campaign
2. **Algorithm diversity** — multiple uploads to different sub-audiences increases total reach
3. **Content variety** — different creative angles give you more data on what messaging resonates

The exception: if brand safety or message consistency is critical (regulated industries, new brand positioning), consolidating spend in 1–2 carefully vetted creators gives you more production control.

How many creators should I include in a single campaign to hit scale?

Answers

Accepted answer