Can't you see the number of participants on this social media campaigns you mentioned? there are usually high numbers of participants on twitter and Facebook than signature, so it is only fair they receive higher allocation so that participants of this campaign won't end up with peanuts as reward,
However, there are very few campaigns that allocate like 40% to signature, sometimes 50% and sometimes all will be signature depending on the need of the team but this are very rare occasions.
Right, if will compare with social media and signature campaign, Social media (Twitter, Facebook though now mostly project didn't offers in Facebook campaign) campaign definitely deserved to higher allocation because here huge number of participant. In lower allocation campaign BM should be accept limited participants where we see that in the Bounty Detective management.
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So even though the allocation given is large, the large number of participants will certainly affect the stakes they get, so if we compare it to the stake income in the signature, the stakes will be bigger when we participate in the signature campaign because the number of participants is limited even though the allocation is small.