Choose the Right Partnership Shape

A supplements brand is launching a new product to skeptical first-time buyers. The team can either spread budget across a burst of first-time creators or deepen with two creators who already mention the category naturally. One fitness brand ran only six to eight paid partnerships a month so it could build deeper relationships with creators that already connected authentically to the audience. The smaller roster created more reusable content and a clearer ROI read than a wide burst would have.

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