Working with several creators at once: when it adds up and when it saturates

When the first collaboration works, the temptation is to repeat it with several people at once. Sometimes it goes very well and sometimes it produces the opposite effect.

The problem with overlap

If three profiles in your area post the same thing in the same week, their audiences overlap. Whoever sees it three times does not perceive three recommendations: they perceive a paid campaign, which is exactly what was undermining credibility.

How to spread it properly

By angle. Let each person tell something different: one the product, another the process, another the experience of going. Same business, three ways in.

By timing. Spacing them a few weeks apart makes it look like what it is: different people who went at different times.

By audience. If their audiences are similar, better one after another. If they are very different, they can run at once without noise.

When simultaneous does work

For a specific moment with a date: an opening, an anniversary, the weekend of an event. There the overlap works in your favour because there is an obvious reason for it.

What not to do

Sending the same message to ten people at once to see who replies. It shows, it gets around, and in a neighbourhood that reputation arrives before you do.

The practical bit

On a tight budget, one collaboration a month rotating between two or three people almost always beats three at once followed by six months of silence. Regularity is what builds the "I see this place everywhere" effect.