A content creator films a video for her social media followers.
Creator marketing has become an indispensable tool for modern marketers, offering unparalleled opportunities to connect with audiences through original content. Recent research from Deloitte highlights that three in five consumers are more inclined to explore, buy, or endorse a product or service if recommended by their favorite creator. As brands compete for creators' attention, it's crucial to understand and fulfill the fundamental desires that drive successful partnerships. Here are three elements creators seek when collaborating with brands in 2024.
Creators Want To Be Paid
Yes, you need to pay creators. In the early era of creator marketing, brands commonly used PR packages and free products as currency in exchange for a coveted feature on an influencer's blog or social media channel. Notable creators, like Aimee Song, transitioned from negotiating freebies to lucrative paid partnerships, signaling the maturation of the creator economy into a $250 billion industry.
Whether content creation is a full-time pursuit or a side hustle for creators, brands must define their payment approach. Compensation can take many forms, such as flat fees, commission structures, or a hybrid compensation model that offers a mix of flat fee payments plus incentives for driving results. According to a study conducted by Impact Radius, 58% of creators surveyed said they would prefer a combination of a hybrid model when working with a new brand partner. In the same survey, creators expressed they are more open to performance-based compensation structures once they have an existing relationship with the brand. This emphasizes the crucial connection between compensation and the establishment of long-term partnerships.
Take the baby sleep brand Owlet as an example. They currently operate an affiliate program that allows creators to earn a percentage of revenue from any sales generated from their content. As creators move through the program and demonstrate their performance, other paid opportunities are awarded, such as flat fees to promote the brand's product on social media. Brands like Owlet understand the value of creating mutually beneficial partnerships, ensuring their creators share in the success of their brand.
Creators Want Creative Freedom
Want the best content from creators? Give them the freedom to do what they do best: create. As trusted partners of the brand, creators need clear goals and deliverables to ensure alignment, but they also need creative freedom to bring the content to life in a way that feels authentic to them and their audience. The most successful brands recognize the importance of empowering the creator's creative voice and embrace this philosophy in how they look for creator partners and work with them.
Deloitte's survey revealed that creators are likelier to continue a brand partnership when they feel empowered to maintain creative freedom with brand-sponsored content. When surveyed, 39% of creators valued creative freedom as one of the most important considerations that would make them want to commit to a long-term partnership with a brand. Compared to other essential aspects of the creator and brand partnership, such as prompt payment and aligned values, creative freedom is at the core of a successful creator-brand collaboration.
Cohley, a content marketing platform that connects creators with brands, illustrates how this is applied. After the brand selects the creators they want to work with within their marketplace, Cohley organizes a kick-off call, allowing them to ask questions or bounce ideas back to the brands. This process works because it allows creators to be in the driver's seat—with the brand functioning as a partner, helping to facilitate the creative process. Brands prioritizing creative freedom opens doors for authentic content that genuinely resonates with creators and their audiences.
Creators Want To Work With Brands Long Term
To maximize creator-brand relationships, brands must adopt a long-term perspective. While short-term partnerships may offer temporary visibility, a strategic, enduring approach yields even greater results.
Creators like Maddy Gutierrez emphasize the critical importance of fostering long-term partnerships. In an interview with Fohr, Gutierrez highlights that brand trust extends far beyond one-off exposures. She explains that repeated brand awareness demonstrates a genuine commitment to a product, brand, or service, resonating more profoundly with the audience. For instance, a single mention of a pair of jeans might result in a conversion rate of 1.5%, but when shared multiple times over two months, this same pair of jeans can elevate the conversion rate significantly to 8% or higher. This underscores the enduring impact of consistent and prolonged brand exposure, demonstrating the commitment a long-term partnership can have on enhanced conversion rates and brand trust. By investing in sustained relationships with creators, brands yield substantial returns and deeper connections with their audiences.
Final Thoughts
Successful brand partnerships with creators hinge on three essential factors. First, compensation is extremely important. Brands must acknowledge the diverse compensation preferences of creators, such as flat fees, profit sharing, and commission structures. Next, empowering creators to lead content creation is essential for a thriving creator-brand partnership. Brands prioritizing creative freedom enable creators to produce genuine content that resonates with their audiences. Lastly, nurturing long-term relationships with the brands they collaborate with is crucial. Over time, the sustained commitment to a brand fosters trust and authenticity, resulting in significantly higher conversion rates than one-off exposures.
