How Many Creators Should I Gift To?
It's one of the first questions brands ask when they start a gifting programme, and it doesn't have a single right answer.
If You're Just Starting Out
Start with ten to twenty creators. This is small enough to manage manually, large enough to generate meaningful data.
Quality of fit matters far more than volume. Ten highly relevant creators who genuinely love your product will outperform fifty broadly relevant creators every time.
If You're Running an Established Programme
A well-run ongoing gifting programme typically seeds to between 30 and 100 creators per month, depending on product margins, gifting budget, and how quickly you want to build creator coverage.
A Useful Way to Think About Scale
Work backwards from your content goal rather than from a creator headcount.
If you want ten pieces of authentic organic content per month, and your category has roughly a 30 to 40% post conversion rate on gifting, you need to seed to 25 to 35 creators per month to hit that target.
Where Conciergia Fits
Running a programme of 50 to 100 creators per month manually is a significant operational undertaking. Conciergia's platform handles the creator matching, request management, and fulfilment integration, which means brands can run gifting at that scale without it consuming disproportionate team time.