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Question. We have a brand that does around 12-15M per year. We have a full time influencer manager, plus other roles, like marketing manager, content creator, graphic designer etc.
How much gifting and influencers would you aim to work with in a monthly block?
How much gifting would you allocate to
• no exceptions just gifitng
• Content creation
• Influencer posting
In perspective we spend around 30% of revenue on ads.
Thanks in advance.
I’d recommend targeting 100–200 influencers per month as a starting block — assuming a blend of nano, micro, and mid-tier creators. The exact number can scale up or down depending on your internal workflow, product cost, and goals (brand awareness, content creation, conversion).
No Exceptions, Just Gifting (Awareness + Seeding):
40–50% of total influencer budget
Focus: Volume, targeted brand seeding, long-term relationship building.
Tier: Mostly nano and micro influencers with highly engaged audiences.
No posting guarantee, but high potential for organic UGC and earned media.
Content Creation (UGC):
30–35% of budget
Focus: High-quality repurposable content for paid ads, website, and social.
Use a mix of gifting + small cash incentive or usage rights.
Tier: UGC creators or creators with strong storytelling and product experience.
Influencer Posting (Performance + Visibility):
20–30% of budget
Focus: Guaranteed exposure to new audiences and traffic-driving campaigns.
Tier: Micro to mid-tier influencers, with minimum post requirements and metrics tracking.
Since you’re already spending ~30% of revenue on ads, integrating influencer content into your ad strategy is key. Prioritize creators who can produce whitelisted ad content or allow Spark Ads access — you'll see stronger ROAS than static creative alone.
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@Kris Watts
The above from @Ash is super solid. Only thing I’d challenge: these should ALL link together.
Example: your seeding tier should be a funnel to find influencers for your content creation tier (where you can negotiate better rates because of the relationship you’ll have built). Similarly onboarding seeded influencers as affiliates gives you super strong data for your paid influencer work.
We launched an influencer seeding & affiliate program from scratch for a £10-15M/year brand around 15 months ago and now it’s driven them 10M+ impressions and obtained over 7000+ creatives for them with full usage rights. They’re around £25-30M now.
Can send you a video of the process if it’d be useful?
Yeh I was wondering how or if you tie the seeding into the potential content. I guess its a relationship builder if anything; some will succeed and some nothing will come from.
I would love a copy of the video if you are willing to share!
@Sambhav Chadha I’d be interested to see the video as well, please. We’re in the process of doing this. Not quite at the level Kris is yet but that’s our plan for this current financial year (july-june in Aus)
Yep will ping through to you both now!
@Sambhav Chadha absolutely.
May I have access to the video as well?
Yep will ping through
On it