Do brands work with the same creators more than once?

By Tom Bogaert · Reviewed on
63.2% of brands work with the same influencers across different campaigns (up from 57% in 2022) archive.com, sectoranalyse nano-influencer performance, 2025

Yes, and increasingly so: 63.2% of brands use the same influencers across different campaigns, up from 57% in 2022, according to a 2025 sector analysis by archive.com. Six percentage points in three years is a slow movement, and slow movements in this market usually say more than fast ones.

What brings brands back is rarely the reach. It's that the second time is cheaper in everything except money: the creator knows the product, knows what works with their audience, and no longer needs a briefing about who you are. The first collab pays for the learning curve, the second one collects it.

There is a limit, though. The same athlete showing the same brand for a fourth season running gets read by their audience as paid — and then you lose exactly what you picked them for. So when we repeat, we usually keep part of the squad and replace the rest. The continuity stays, the predictability doesn't.

After a collab you get from us who delivered, what it did and who we'd invite back. How a repeat works in practice is described separately.

Sources

  1. archive.com, sectoranalyse nano-influencer performance

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Related questions

Can we repeat a squad?

Yes — and that's where it gets interesting. One squad is a drop; repeat it and it becomes a rhythm that builds familiarity. That can be a Sunday Squad Season (three collabs, a different squad each time) or Sunday Squad Ambassadors (the same squad, in rounds). Each squad makes the next one sharper.Read how repeating a squad builds familiarity over seasons →

Are the sportfluencers in a collab already ambassadors of our brand?

Not yet. A collab is a one-off activation with no obligation afterwards. Sunday Squad Ambassadors is the next step: from the squad that delivered you assemble a group that carries on in rounds, with product and a fee. Afterwards on behaviour, not up front on reach.Read the full answer →

Can an ambassadorship grow out of a collab?

Yes. A collab is the ideal audition: you see which athletes deliver, fit your brand and reach their audience — behavioural data, not a promise. From that proven group grows Sunday Squad Ambassadors: rounds with product and a fee, with size, rhythm and duration set per brand.Read the full answer →

What is the difference between a Sunday Squad Season and Sunday Squad Ambassadors?

A Sunday Squad Season is more people: three collabs, a different squad each time, up to 75 sportfluencers. Sunday Squad Ambassadors is the same people for longer: one squad that receives new product in rounds, keeps posting and gets a fee for it. Launch → Season; consumable → Ambassadors.Read when to choose breadth and when the same faces →

Does a longer collaboration with creators get cheaper?

Usually yes: 71% of influencers offer a discount for a longer collaboration rather than one-off posts (archive.com sector analysis, 2025). What you buy isn't volume pricing but less friction — the run-up per post disappears. The biggest gain is in substance: someone three months into the same shoes Read the full answer →
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