They serve different functions in the funnel — the right allocation depends on your goals, not a universal rule.
Creator partnerships build trust and authentic social proof that traditional ads struggle to replicate, particularly for categories where peer recommendation matters.
Paid advertising offers more predictable, scalable, and directly measurable performance than most influencer campaigns, which are inherently harder to attribute precisely.
Using influencer content as ad creative (with usage rights) often outperforms either pure influencer partnerships or pure brand-produced ads alone.
It's inherently harder to attribute than paid ads, but tracking methods (unique codes, affiliate links, dedicated landing pages) can improve measurement accuracy.
This depends on budget and goals — we can advise on sequencing based on your specific situation and available resources.
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