Yes, and it matters more than most operators realize. A common mistake on a new creator program is to find a handful of creators who post good content, lock them in, and stop recruiting because the existing roster is "working." Six weeks later the GMV chart is flat, the same five creators are pumping out content nobody's watching, and the brand is wondering what happened.
Even high-GMV creators have months where their content barely moves. The TikTok algorithm is feeding their audience differently, they're focused on a different brand, or their niche has cooled off. The only protection against any individual creator going cold is a wider roster. A program with 50 active creators handles a couple going quiet without breaking a sweat. A program with 5 active creators feels every absence. Beyond that, post rates surprise operators the first time they see the data: a creator who posted enthusiastically for your first product often skips the second sample request, whether it's brand fit, product appeal, or just attention drift. You can't count on a creator who delivered once to keep delivering automatically.
TikTok is also in an active growth phase for creator-led commerce, and the creator pool is expanding faster than most brands can outreach to. The creators who will be your best partners six months from now mostly aren't on your radar today, because they only joined TikTok's affiliate program last month. If your campaigns aren't running, you're invisible to that incoming wave.
In practice, the programs that scale run outreach continuously rather than in bursts. The Campaign Bot handles the volume so you don't need someone manually queuing creators every week. Past creators get re-engaged systematically: anyone who got a sample and didn't post gets a different angle a few weeks later, anyone who delivered well gets prioritized for the next launch with custom commission terms via Target Invites. The roster gets reviewed monthly, with creators who haven't posted in 60 days getting pruned and new creators promoted in based on first-campaign post rate. The program stays in a steady state of replacement instead of collecting dead weight.
A program that keeps recruiting doesn't run out of creators to work with. The pool is bigger than any one brand can fully tap, and Hubfluence's Creator Database updates as TikTok onboards new creators. Your job is to keep the pipe flowing, not to find the perfect roster and freeze it.