There's no universal number, but there's a useful way to think about it: work backward from how much fresh creative your paid ads team needs to keep testing without going stale.
Most performance teams want new hooks and angles every one to two weeks. If each creator realistically gives you 2–3 usable clips, a brand spending meaningfully on paid social usually needs somewhere between 8 and 20 creators a month just to keep the ad account fed — separate from any creators posting organically on their own pages.
Brands that try to run lean with 2–3 creators a month often end up reusing the same winning ad until it fatigues, then scrambling for new content under time pressure. Treat creator volume as a content supply chain problem, not a one-time campaign.
