Not All Creators Do the Same Job: How to Cast Smarter for Seeding

The biggest myth in seeding? Bigger doesn’t always equal better, whether it’s bigger lists or bigger creators. The truth of modern seeding is simple: different creators do different jobs. And if you still consider big glossy lists as a win, then you’re not seeding with intent, only scale. Real results come from seeding with precision (even when at scale!), meaning you have to  align the objective with the right creator, format, and moment. Engaging a mix of influencer tiers and tribes, as well as content styles, is more effective in achieving success. Our Seeding Operations Director, Josefine, will break down a snippet from our seeding gospel and focus on how to target the right creators for your campaign. 

Start with the job, not the follower count

Before you build a list, answer one question: what are you trying to achieve? Awareness? Education? Social proof? Conversion? Community feedback?

Awareness (reach a lot of people quickly): think higher tiers for a fast signal.

Education (explain why/ how/ for whom): smaller, trusted voices who take time to teach. Trusted educators may post less often, but when they speak, it carries more weight. 

Proof & reviews (social proof, routines, before/after): micro creators with niche credibility.

Conversion or trial (links, offers, urgency): mid-tier and micro with strong call-to-action habits.

Feedback & iteration (learn from the market): nano/micro who will test and tell you the truth.

When you start with the job, tiers stop being a hierarchy and become swimlanes, parallel lanes that each carry a different kind of value.

What lower tiers are great at (and when they’re not)

Lower tiers (nano/micro) typically spend more time making content. They shoot multiple angles, test products, and chat in comments. Their audiences are tighter and more engaged, which makes them ideal for education, social proof, and feedback. If you want ingredient breakdowns, step-by-step routines, or honest Q&A, this is where you’ll find it.

But volume isn’t the same as fit. A beautifully shot GRWM can miss the mark if the job is to explain why a skincare active works or who should (or shouldn’t) use it. The right creator is the one whose audience already cares about the problem your product solves, and whose content format matches what you need to show. That might be a derm-nurse for routines, or a coach for habit-building use cases.

What higher tiers are great at (and where they’re misunderstood)

Higher tiers push broad awareness and cultural signals. People follow them to keep up, not necessarily to buy every recommendation. That’s okay, if your goal is a big, credible “we’re here” moment. Don’t expect deep education from a 20-second video; expect reach and a fast attention spike. Use them to ignite interest, then let smaller creators do the explaining and proof.

Also, higher tier does not mean higher quality. Quality is about fit: tone of voice, format, audience need. A sharp mid-tier expert can out-educate a celebrity every day of the week.

Precision beats vibes: How to Pick Smarter

Here’s the simple selection stack that keeps you out of “big list, blurry results” territory:

Audience fit: Do their followers look like your target (demographics, interests, problems they talk about)?

Format history: Do they already make the content you need (ingredients, routines, before/after, long captions, lives)?

Conversation match: Do their comments and captions discuss the claims or pain points your product addresses?

Existing signals: Have they mentioned your brand or category without being paid?

When these factors line up, posting is easier, content is better, and the audience is primed.

Keep relationships warm, not one-and-done

No matter the tier, relationships beat transactions. The difference between your brand and your competitors is how you maintain long lasting creator partnerships. In a world where creators are gifted products on the regular, a one and done approach will add no value for you or your relationship with them. Maintain always-on communication, listen to creators and their communities, and reseed those who prove real use.