<b>One macro can carry 60% of a campaign's variance</b>

<b>One macro can carry 60% of a campaign's variance</b>

Share of total outcome variance attributable to a single creator.

— 1 macro + 4 micro macro = 61% var ████████████
— 10 micro evenly top creator = 19% ████
— 25 nano evenly top creator = 7% ██

Concentration imports volatility: a single big bet swings the whole result. Wider rosters trade upside for a tighter, more forecastable distribution.

So what: if the CFO wants predictability, spread across 8-12 mids; if you want a hit, concentrate.

Benchmark: n=88 multi-creator campaigns, variance decomposition, 2023-24.