Past 3 exposures, marginal conversion drops 60-80% per creator

Past 3 exposures, marginal conversion drops 60-80% per creator

Reach (new people) ██████ | Frequency (repeat hits) ███░░░

The spend allocation tension. One creator hitting the same audience 6x has steep diminishing returns. Three creators hitting it twice each spreads reach and holds frequency in the productive zone.

— Exposures 1-3: bulk of conversions land here
— Exposures 4-6: marginal conversion -60-80%
— Beyond 6: near-zero, pure waste

Frequency past the third hit mostly annoys the already-converted.

So what: cap per-audience frequency at ~3 and reallocate to fresh reach via new creators once you hit it.

Benchmark: n=90 multi-creator flights — conversion per exposure halved by the 4th hit.