How we would scale an influencer strategy for Shed
Shed is earning about 375,000 views a week on Instagram from other people tagging them.
Founder · September 11, 2026 · 4 min read
For brands looking to:
- Launch a new product line
- Need to scale their affiliate strategy
- In the health & wellness space
Competitors & what they sell
Facing a lot of competition:
Example of positioning within ED
How to avoid being a commodity:
Types of reads and influencers used:
Target avatar:
Creators who will actually find this useful:
file:///C:/Github/processes/sexual-wellness-sponsorship-map/page.html
We found 295+ sponsored influencers on instagram:
Next move:
3-5 posts PER day
Shed is earning about 375,000 views a week on Instagram from other people tagging them.
Currently their influencer program:
| Month | Posts | Views |
| February 2026 | 5 | 132,322 |
| March 2026 | 33 | 268,997 |
| April 2026 | 49 | 381,765 |
| May 2026 | 71 | 397,058 |
| June 2026 | 68 | 237,873 |
| July 2026 | 98 | 1,338,628 |
| August 2026 | 145 | 2,283,664 |
Given an estimated 0.02% conversion rate
75 new customers per week
Low churn allows for massive scale
Next steps expand to 10-30 posts per day
5x the entire business
Big branding play:
1 celebrity, over 10-20 million + views
Mass credibility with other influencers
Mixed with Cruva affiliate:
And creating a creator community:
Types:
1:
Spectacle & grand prize A very large prize, one winner, entries in the thousands or hundreds of thousands.
| Doritos, Crash the Super Bowl | 2025 | $1,000,000, a first quarter Super Bowl slot and a trip. Opened September 2024, thousands of entries cut to 25 finalists, then a public vote. Won by Dylan Bradshaw and Nate Norell for a spot called Abduction |
2:
Audition. The competition is the door into a community rather than the community itself.
| e.l.f., Eyes. Lips. Famous. | 2020 | Three winners, each a $5,000 representation contract and a year of product |
3:
internal contest, A leaderboard, a monthly sales race, a prize for the best hook, a trip for the top ten, run among ambassadors who are already signed.
Influencer network:
| Brand | The room | What is inside it |
| Tabs Chocolate | Discord | More than 100 creators trading hooks, performance updates and the brand's best performing assets. The headcount comes from the software vendor whose product they use |
| Neuro Gum | Discord | Tiers unlocked by sales, a sales floor to stay in, and a quarterly call with the chief executive. Described by the founder, never verified from outside |
| Notion | Two Slack workspaces | Around 200 ambassadors across 23 countries, more than 600 applications in the first week. Channels by country and one where members compare what they earn from templates and courses |
| Sephora Squad | An in house portal | More than 250 creators since 2019, with campaigns, events and training sessions run by Sephora's own teams |
| Duolingo | Closed | The volunteer contributor programme was shut down. Contributors were offered paid roles and a shared $4,000,000 fund. What exists now is a fan run server, not a brand one |
| Gymshark | Public Discord | About 1,400 members and open to anyone, so this is a fan server rather than a vetted creator room |
Some more…
| Types of communities | A brand doing it | Metrics |
| The paid cohort | Sephora Squad | A 12 month term, pay reported at $5,000 to $50,000 a year |
| The campus rep programme | Red Bull Student Marketeers | More than 4,000 worldwide, running since 1987 |
| The athlete or expert roster | Gymshark | 125 paid influencers as of 2020, with no published headcount since |
| The affiliate ladder that climbs with sales | Abercrombie Creator Suite | Tiers reported at 10% up to either 25% or 33%, and the two sources disagree |
| Co-creation, where the community makes the product | LEGO Ideas | A 1% royalty on net sales, ten free sets, and a credit on the box |
| The event or trip as the centre of it | Revolve Festival | 1,200 to 1,500 invited for 2026, mostly creators |
| Brainstorming discord | Tabs Chocolate | More than 100 creators in one Discord |
| Badges, tiers and leaderboards | Salesforce Trailblazers | More than 200,000 members across more than 800 groups |
Using a mixture of all works best - so far shed only has an affiliate ladder.
Campaign that would win a Cannes Lion Gold award:
Best examples of affiliate programs
In a typical affiliate programme 95% never make a single sale after signing up The top 10% of affiliates typically produce 60 to 80% of all revenue.
18 arguments over 153 scripts.
| What they argue | Scripts | Share |
| It supports weight loss and better habits | 59 | 39% |
| You feel better and more confident in yourself | 44 | 29% |
| There is money off your first order | 44 | 29% |
| You get access to actual doctors | 25 | 16% |
| The appetite and food noise really do quieten | 23 | 15% |
| You have more energy and less fatigue | 21 | 14% |
| It fits into the day you already have | 13 | 8% |
| Doctors adjust the treatment as you go | 12 | 8% |
| Signing up online is quick | 12 | 8% |
| The plan is built around you | 11 | 7% |
| It arrives at your door | 8 | 5% |
| Here is my own weight loss | 8 | 5% |
| My hair and skin got better | 6 | 4% |
| The pricing is clear, no hidden fees | 5 | 3% |
| Money back if it does not work | 5 | 3% |
| I sleep better | 4 | 3% |
| The care is designed around me | 3 | 2% |
| You can book a free consultation | 2 | 1% |
What you cant mention
| Shed's own site | The 161 creator scripts | |
| Wegovy | 282 mentions | 0 |
| Foundayo, the needle free pill | 90 mentions | 0 |
| Discreet packaging | 39 mentions | 0 |
| Libido | 37 mentions | 0 |
| FSA and HSA | 21 mentions | 0 |
| Erectile | 10 mentions | 0 |
Include mention of neuro gm and rrowing via community