How Businesses Can Get the Most Worth from Creator Relationships

Creators and companies basically exist in a sort of symbiosis. Creators have to work with companies to attach them with manufacturers for sponsorship, whereas companies depend on creators to increase the attain of their model purchasers. 

These partnerships are quickly rising extra fashionable, too, as we present in our recent Creator Survey that 40% of creators not solely signed extra model offers within the final 12 months however generated elevated income as effectively. Moreover, the latest State of Influencer Advertising and marketing report discovered that 82% of marketing agencies and departments now have a separate price range for influencer advertising, in contrast with 77% in 2022 and simply 37% in 2016. What’s extra, over two-thirds plan to extend their influencer marketing campaign budgets this 12 months, with solely 7% saying they’ll lower it. 

Influencer advertising exercise is the first expression of creator-marketer relations, and it’s thriving. 


These figures present that many companies see worth in working with creators, however not each creator-agency relationship is profitable. I’ve seen some soar and a few fall flat, however nonetheless too many simply lead to mediocre outcomes.

Businesses that join manufacturers with efficient creators and handle impactful campaigns can cement their reputations as dependable advertising companions that drive development, so there’s quite a bit driving on getting the creator relationship proper. Listed below are a number of the finest approaches that I’ve noticed in my work facilitating model collabs. 

Search for relationships, not one-night stands

True, respectful partnerships are constructed on a long-term strategy to relationships – identical to in our private lives. It’s laborious to develop these if you happen to solely discuss a single marketing campaign after which transfer on to another person, so it’s finest for companies to consider working with creators for the long run. 


Repeatedly interact with them, present suggestions, and discover new alternatives collectively.

Lengthy-term collaborations supply a number of benefits in the case of companies’ capacity to ship high quality work for purchasers, resembling elevated model messaging familiarity, stronger connections with the creator’s viewers, and the potential for ongoing content material creation. 

Shoppers depend on companies to counsel the proper match for his or her messaging and viewers, and also you’re higher in a position to try this when you have already got good relationships with many creators. Once you work with the identical creators throughout many campaigns, you set a basis of mutual respect and perceive one another’s working kinds. This lets you ship higher outcomes and to arrange productive campaigns extra rapidly and simply sooner or later. 

Deal with creators as companions

It ought to be apparent, however companies ought to strategy creators with real curiosity and respect. Acknowledge their creativity, distinctive voice, and experience, and deal with them as valued companions. Set up open strains of communication, take heed to their enter, and provides them the inventive freedom to keep up their genuine voice. 

This strategy is confirmed to drive the largest influence with engagement between manufacturers and creators. 

That’s what occurred when the Intersport company used the Common Pays platform to attach with a number of creators for a United Healthcare marketing campaign. Because of the platform’s options for sharing marketing campaign briefs, consolidated communication, and asset approvals, Intersport’s Allie Incaudo said she was capable of collaborate successfully with creators at scale, giving them the leeway they wanted to generate their finest work. 

Take a strategic strategy to asset creation

Creators and influencers function in related areas, however not each influencer is a creator, though one individual could be each. It’s necessary to know the distinction between creator relationships and influencer relationships as a result of companies want each at totally different occasions. 

As a substitute of (solely) working with influencers to develop your attain by way of sponsoring their posts, take into consideration working with creators to supply belongings that you simply then personal and might use in paid adverts to your model consumer. 

These belongings could be extraordinarily precious. You’ll be able to continuously reuse them and, usually, even edit them for future initiatives with the identical consumer. Some shall be evergreen content material, so it’s very important to barter possession from the outset to keep away from friction later. 

Larger creators are much less more likely to agree to permit manufacturers and companies to personal the content material outright, which is why working with micro influencers is usually extra engaging. 

Monitor creator analytics

You don’t want me to let you know to set and observe KPIs for each creator marketing campaign and to agree on the metrics you’ll use to observe success. Past crunching analytics for various kinds of belongings, posts, and content material types, companies must also discover analytics that compares totally different creators towards one another. 

It’s a good suggestion to work with a couple of totally different creators on a single marketing campaign, particularly if you happen to’re nonetheless constructing your creator networks. This manner you possibly can evaluate how effectively their belongings carry out to see which creators generate essentially the most engagement for various kinds of content material or campaigns. 

Then you possibly can double down on those which can be the simplest to your model purchasers. 

Make extra use of creator expertise

Final however not least, assume outdoors the field somewhat in the case of how you’re employed with creators. 

It doesn’t must be all about influencer campaigns or producing polished belongings; you too can rent creators in an analogous method to working with different varieties of contractors. Ask them to finish smaller duties that assist your manufacturing pipeline, like getting ready nonetheless pictures and brief clips, enhancing longer movies all the way down to supercuts, and many others.

As a result of they’ve already demonstrated their inventive capabilities, you possibly can depend on creators to hold out these duties that you simply may not in any other case outsource. This manner, you possibly can free your self to develop what you are promoting, and your company workers to dedicate extra time to nurturing consumer relationships.

Maximizing creator relationships for company success

Advertising and marketing companies can carve out a distinct segment for themselves once they show their capacity to realize most return for the model’s price range or goal spend. It’s not at all times simple to stroll the road between constructing trusted long-term relationships with inventive companions and making strategic selections about the most effective methods to deploy your creator forces. The companies that crack the code can get pleasure from vital development.