31% wasted reach from audience overlap

31% wasted reach from audience overlap

A skincare brand audited follower overlap across its 22-creator roster after the fact. n=22, single campaign.

Claimed reach: 9.4M
Deduplicated reach: 6.5M
Overlap waste ░░░░░░░ 31%

A third of paid impressions hit the same people twice because creators shared audiences in a tight niche. Deduplicated CPM was 45% higher than the roster card implied.

So what: audit overlap before signing the roster, not after; in narrow niches, unique reach is the metric that matters.

Benchmark: same-niche creator rosters carry 20–40% audience overlap.