In the world of influencer marketing, brands often obsess over categories. Fashion creators for fashion brands, food creators for restaurants, tech creators for apps. It seems logical… until you realize the numbers don’t back it up.

The 10% Rule Nobody Talks About

Here’s the reality: only about 10% of a creator’s followers actually see any given post. It doesn’t matter whether they’re a beauty vlogger, a gamer, or a lifestyle blogger. The algorithm decides reach, not the category.

That means if a creator has 10,000 followers, on average, only around 1,000 will even see a post. Whether they post about skincare or sneakers, the baseline visibility is the same.

So why do brands spend endless hours trying to find the “perfect” category of creator, when the math shows reach is distributed the same way?

The Myth of Relevance

Of course, relevance matters to some extent. You wouldn’t ask a food blogger to promote a car engine. But most products and services are not limited to one niche. a mobile app? A restaurant? A clothing brand? These are part of everyday life. And everyday creators, from students making funny POVs tiktok videos to comedians doing Instagram skits, can spread the word in ways that feel authentic and relatable.

When brands stop overthinking categories and instead focus on performance, they unlock massive untapped potential.

Why This Matters for Brands

Wider Reach: Traditional influencer marketing often puts all the focus (and budget) on a few“perfect” influencers. The problem? If those posts underperform, the total campaign will also underperform.

By activating dozens of creators across different niches, languages, and audiences, your brand instantly multiplies its visibility. It’s not one voice shouting; it’s a chorus of voices spreading your message in their own authentic way.

Imagine that a Moroccan food delivery app launched a campaign. Instead of paying 30,000 MAD to a major lifestyle influencer for a single post, you can use a comedy sketch on TikTok, a food review on Instagram, a student showing food delivery late at night, or a mother sharing a family dinner, and get greater impact and results. Each audience sees the brand from a different perspective, creating wider and more natural reach at a lower cost.

Authenticity Wins: People don’t follow creators because of categories; they follow them because they feel real, relatable, and trustworthy. Whether a creator normally posts about fashion, comedy, or lifestyle, when they recommend a product they genuinely like, their audience listens.

Such as a Moroccan skincare brand works with a comedy creator who usually makes funny POV TikTok video sketches. Instead of doing a typical beauty tutorial, he weaves the skincare product into a comedy skit about “getting ready for a wedding.” His followers laugh, share, and engage, and the brand message travels further than it ever would with a polished beauty ad.

Cost Efficiency: One of the biggest problems with traditional influencer marketing is wasted money. Brands often pour huge sums into few “big names” only to realize later that a large chunk of their followers are inactive or fake, and engagement is far lower than expected, or the single post disappears quickly, offering no long-term value.

This leaves marketing teams with high costs, low returns, and no way to measure real impact.

Geniepot fixes this broken model by removing the gamble. Instead of risking everything on one expensive influencer, brands can spread their budget across multiple creators, ensuring every dirham works harder and reaches real audiences.

Geniepot’s Approach

At GeniePot, we don’t put creators in boxes.

Whether you’re a beauty creator, a vlogger, a foodie, a comedian, or just someone who makes funny POVs TikToks, what matters is not your “category” it’s your ability to create content that performs.

Here’s how the process works step by step:

• Brands Post Challenges: Instead of chasing down influencers and negotiating rates, brands simply create a campaign brief, which we call a challenge. This includes the product, the message they want to spread, and the budget.

Think about a new Moroccan café launching a challenge: “Show us your morning coffee ritual with our brand.”

• Creators Choose: Unlike the traditional model, where brands handpick influencers, Geniepot flips the script: creators decide if they want to participate. This ensures that only those who actually like the brand or idea join in.

A lifestyle creator, a comedian, and a student all see the café challenge and join. Each brings their own unique style; one makes an aesthetic morning routine, another makes a comedy skit about needing coffee before studying.

• The Market Decides: Once creators post, the audience and the algorithms do the rest. The content that resonates gets more reach, engagement, and visibility, giving the brand authentic, organic exposure.

When the comedy skit goes viral on TikTok, and the aesthetic reel gets strong Instagram engagement, together they create buzz that the café could never get from one big influencer alone.

• Performance Over Categories: Geniepot doesn’t waste time labeling creators as “beauty,” “foodie,” or “fashion.” Those labels don’t matter to algorithms, and they don’t guarantee reach. What matters is creativity, relevance, and performance.

• The Result:

No Overthinking Categories: Any creator can join if they connect with the campaign.

No Endless Negotiations: Pricing is clear, fair, and based on real performance.

Real Results: Brands get measurable views and engagement, creators get paid fairly and quickly, and audiences see authentic content instead of forced ads.

Geniepot’s model is simple: real content, real views, and real money for real work.

Final Thought

The next time you hear someone insist that “we need a fashion creator for our fashion brand”, remember the 10% rule. Categories don’t drive reach, algorithms do.

What really matters is volume, creativity, and performance. And that’s exactly what Geniepot was built to deliver.

Of course, there’s one exception: brand ambassadors. These are long-term partners who represent your brand identity consistently. But for performance-driven campaigns, where the goal is reach and engagement, every creator has potential, not just those in your product’s category.