Category exclusivity adds 41% to fee, 6% to lift

Category exclusivity adds 41% to fee, 6% to lift

Cost vs return of exclusivity
Fee premium ████████ +41%
Incremental lift █ +6%
(n=94 deals with vs without 90-day category lock)

Myth: lock creators out of competitors to protect your campaign. Correction: exclusivity is priced like scarcity but rarely earns it — audiences don't punish creators for serving multiple brands, so you pay a large premium for a small trust delta.

So what: buy exclusivity only around launches; skip the clause for always-on programs.

Benchmark: exclusivity is net-positive only when fee premium stays under 15%.