On average, how many creators do you work with at a time?
As more organizations expand their influencer marketing programs, creators can bypass the competition and have a better chance of establishing a partnership. Every brand we spoke with that began working with influencers within the last year is searching for long-term cornerstone creators to partner with. Currently, over 80% of brands that have worked with influencers for less than a year work with fewer than three influencers at a time. Meanwhile, brands with more mature influencer marketing programs succeed with a larger creator pool, with nearly 20% of these brands working with over 15 influencers at a time. Unsurprisingly, brands with larger influencer pools also tend to be larger companies, which may have more formalized processes and management to support their influencer marketing campaigns.
More than 15 5%
11–15 5%
6–10 16%
Less than 3 39%
3–5 35%
The impact of lucrative creator programs on brand buy-in, marketing budgets, and partnership strategies
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