New beauty brand, small budget: where does your creator money go first?

For a young brand with limited funds, splitting the creator budget is a constant headache. Talk to people in the industry and the options usually fall into a few camps.

Common choices

• One or two big creators: awareness jumps at once, but it is expensive, and a lot rides on luck with a single video.
• Many small and mid-size creators: smaller audiences, but often gathered around ingredients and skin concerns, so response tends to be steadier.
• Affiliate-first: you pay commission on actual sales, so upfront risk is low, though recruiting creators who will join can be hard.
• Buy the content, run it as ads: less about the creator's channel reach and more about using the footage as paid ad creative.

Whichever route you pick, clearly disclosing paid relationships is the baseline. Where would you put your first-quarter budget? Share your reasons in the comments.

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