The short answer? It depends on your goals, budget and how much buzz you want to stir. If you’re launching a shiny, new product, you may want to go big - think lots of hands, lots of posts and max exposure to build that ‘everyone is talking about this!’ moment.

On the flip side, if you’re playing the long game for brand awareness, an on going gift campaign with just a few carefully chosen creators can work wonders for building steady, authentic recognition.

And hey, if you’re a smaller brand just dipping your toes into influencer gifting, it’s totally fine to start small. Testing the waters with fewer creators can help you figure out what works before scaling up.