Curious about the supply side — how many brands are Indian creators typically working with? At what point does creator burnout affect content quality?
Creator deal volume in India by tier: Micro creators (10k–100k): typically 3–8 brand deals per month. Saturation starts to show above 10/month. Mid-tier (100k–500k): 5–12 brand deals per month. Heavily branded feeds start losing audience trust above 15%. Macro (500k+): professionally managed, 8–20+ deals/month but carefully curated. Signs of creator burnout that hurt your campaign: lower content quality (rushed shots, generic voiceover), audience comments calling out "too many ads," declining engagement rate over time. How to spot it before booking: scroll their last 60 days — if more than 40% of posts are brand deals, their audience is tuning out. Best partners: creators with 20–30% branded content in their feed. Enough deal experience to make great content, not so much that the audience is ad-fatigued.
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