As brands increasingly turn to content creators to reach audiences, marketers must grasp the unique dynamics between creators and their followers. Creators are not just channels for advertising; they are authentic voices with a deep understanding of their communities. This blog delves into key insights from creators themselves, offering marketers valuable lessons on how to forge successful partnerships that resonate with audiences.
What creators want brands to know
The following insights were provided by creators. These insights were provided by creators to help brands better understand the value of their work and how to build mutually beneficial relationships.
Look beyond the follower count
Anderson Nguyen, a food and lifestyle creator from the San Francisco area, says finding the right brand-influencer match is more important than a creator’s following size.
“It’s important for brands to understand creators beyond just their follower count. Too often, brands reach out to creators with large followings but without really knowing their content or audience. This leads to problems when the product doesn’t align with the creator’s style, or when brands ask them to create something that feels out of place. Creators should have the freedom to share their honest perspectives about the brand in a way that resonates with their audience, rather than sticking to a pre-written script. This not only builds trust but also results in more authentic and engaging content.”
Valuing content creation
Creators want brands to recognize that content creation is a legitimate advertising channel. Asia Zuk, a lifestyle creator, says brands should look at creator partnerships as valuable investments.
“Creators would appreciate it if brands viewed content creation similarly to other advertising channels. Just as brands invest in platforms like Google to increase their reach, working with creators should be seen as a valuable investment in audience engagement. If a brand wants to benefit from a creator’s reach, it’s important to approach it with the same understanding and willingness to invest, just as they would with traditional advertising.”
Recognizing content creation costs
Creators often face pressure to deliver quality content quickly and with little budget. Chelsea Pearl, a gaming and lifestyle influencer, notes that marketers must acknowledge the inherent costs creators incur, including content production expenses. Offering fair compensation for a creator’s time and effort is essential for a successful partnership.
“As a creator, I want brands to consider the standard operating costs and opportunity costs as an influencer. Too many times am I asked to do a ‘quick easy post’ or travel to create content for little to no budget. Like any other human, there is an inherent cost associated with taking time away from my family, pets, work, and other responsibilities. Some brands, usually ones new to influencer marketing, don’t acknowledge this at all when speaking with creators. Offering a free product or experience is never really free on the creator’s side.”
The importance of creative freedom
Allowing creators the freedom to express themselves leads to more authentic and engaging content. Raymin Reyes, a mom and lifestyle influencer, says creators know their audience best, and brands should trust them to communicate messages that resonate with their followers.
“As a content creator, there are a few things creators often want brands to understand for successful collaborations. First and foremost, creative freedom is essential. While guidelines are helpful, allowing creators to express themselves in their own style and voice leads to more authentic, engaging content. Audiences connect with genuine experiences, and creators know what resonates with their followers. Brands should trust creators to deliver messages that align with their audience’s interests and preferences.”
Building long-term partnerships
Raymin adds that long-term partnerships are more valuable than one-off campaigns.
“Ongoing relationships foster stronger brand loyalty and create deeper connections with the audience, offering mutual benefits for both creators and brands.”
To maximize the impact of influencer marketing, brands must take a more nuanced approach to their collaborations with creators. Marketers can build strong, lasting partnerships that resonate with audiences by understanding creators beyond their follower counts and embracing principles such as creative freedom, fair compensation, and authenticity. Connect with us to collaborate with creators in crafting authentic, impactful content.
Marette Flora is IZEA’s Content Manager. She writes and edits content about influencer marketing and all the latest #TeamIZEA happenings. When she is not at work, she can be found writing her personal blog, crafting personalized gifts or exploring Chicago where she lives with her husband, two daughters, dog and plants.
