Top-decile creators return 2.7x the long-tail

Top-decile creators return 2.7x the long-tail

ROAS by performance decile
Top 10% ███████ 5.9
Mid 40% ███ 2.4
Bottom 50% ██ 2.2
(n=295 creators in one program, post-campaign attribution)

Myth: spread budget across many creators to diversify risk. Correction: returns concentrate hard — a handful of creators carry the program while the long tail clusters near break-even, so equal-weighting drags your blended return down.

So what: run a cheap test wave, then re-allocate 60–70% of budget into proven top performers.

Benchmark: top-decile creators should hold the majority of repeat spend.