Playbook: Allocate a Test Budget Across New Creators

Playbook: Allocate a Test Budget Across New Creators

Goal: learn which creators work before committing real money. Owner: program lead.

Phase 1: Set the test unit. A fixed small spend per creator (e.g. one paid post or a capped commission cap). Same size for all, so results compare.

Phase 2: Run a cohort, not a one-off. Launch 5-8 creators in the same window with the same offer and brief. Isolate the creator as the variable.

Phase 3: Define the pass bar up front. Pick one metric (EPC or ROAS) and the threshold to 'graduate'. Write it before launch so you can't move the goalposts.

Phase 4: Decide at the gate.
— Above bar then scale: bigger budget, exclusivity offer, bundle.
— Near bar then re-test once with a new creative angle.
— Below bar then stop, log why, recycle later only if their audience grows.

Checklist:
— Equal test unit
— Same offer/brief across cohort
— Pass bar written pre-launch
— Gate decision logged per creator

Test small, scale proven. Never scale a hunch.