A New Era of Creator Partnerships_Amplify x SevenSix

A New Era of Creator Partnerships

Contents

INTRODUCTION

AMPLIFY & SEVENSIX AGENCY A BIT OF BACKGROUND

EXECUTIVE SUMMARY

MAXIMISING IMPACT IRL: BRAND EXPERIENCES AND EVENTS

WHY HOST CREATOR EVENTS?

BUILDING COMMUNITY: THE POWER OF NETWORKING

THE AGE OF AUTHENTICITY

REIMAGINING THE PANEL

BUILDING TOWARDS LONG TERM RELATIONSHIPS

BEYOND TOKENISM:

DE&I (DIVERSITY, EQUITY & INCLUSION)

CREATING CONTENT WITH IMPACT

KNOWING YOUR PLATFORM

BRIEFING FOR IMPACT

BRIEFING PROCEDURES

INVESTING IN FEEDBACK

SUSTAINABILITY & INTENTIONAL GIFTING EXPERIENCE OVER MATERIALISM

CREATIVE GIFTING: THINKING OUTSIDE THE BOX

KEY TAKEAWAYS:

WHERE DO WE GO FROM HERE?

A New Era of Creator Partnerships

Introduction

The influencer space is a relatively new yet thriving industry, one that is constantly changing and evolving. Over the past 5 years in particular, we have seen the rapid rise of online personalities and influencers, all of whom wield substantial power over consumer preferences and behaviours.

With a valuation of approximately $250 million, the creator economy holds significant cultural and economic weight, and influencers contribute billions to the global economy through the content creation industry. Brands proficient in navigating this space can not only increase consumer engagement but also tap into the economic value creators offer.

The impact creators have on shaping consumer choices emphasises the importance for brands to forge more meaningful and effective partnerships but strategic alignment is crucial to maximising the economic potential within this creator-brand relationship.

The world’s leading brands are focusing more of their marketing efforts on content creators because they resonate with the consumers of today. Creator intelligence platform Creator IQ found that 67% of brands increased their influencer-marketing budgets from 2022 to 2023.

“It’s a sign that brands have become more dependent on creators to help them meet consumers where they are.”

Brittni Starr, CreatorIQ, Business Insider

However, a significant knowledge gap remains surrounding the dynamics of the creator-brand relationship. Too often, brands base their strategies on assumptions and third-party reports, omitting insights from creators themselves. We’re, hence, at a point where brands and agencies are losing out on the value that creators can bring and vice versa. This report aims to bridge this gap. It asks the question:

What does the brand/creator value exchange look like in this new era of partnerships?

First-hand accounts from influencers not only enrich the industry’s understanding, but also serve as a best practice guide on how to better nurture relationships with creators. This will ultimately inform future campaigns and partnerships so that the value exchange between influencers and brands is mutually beneficial. This not only enhances authenticity amongst target audiences, but also creates longer term sentiment shifts and business growth. With 94% of brands attributing sales to creator content on social media, it’s crucial to understand the ways influencers and brands can better work together.

Amplify & SevenSix Agency:

A bit of background.

Amplify is a global creative agency specialising in experience, entertainment and culture. We find cultural spaces where a brand and audience can come together to create conversation, community and culture - building loyalty and long-term relationships.

SevenSix is an influencer marketing and talent management agency that specialises in inclusive creator-driven campaigns. While many focus on the noise, they zero in on the symphony of diverse voices, creating campaigns that resonate, include, and leave a lasting impact.

Executive Summary

In partnership with SevenSix Agency, We hosted a roundtable discussion in order to gain further insight into the influencer-brand relationship today. The session brought together 10 creators with the aim of uncovering what creators really need - and don’t need - from brand partnerships and how this can enhance the output and impact of brand experiences and content creation. We wanted to bring varied perspectives to the conversation so our chosen contributors span diverse niches, ethnic backgrounds, ages and gender identities.

With backgrounds in fashion, beauty, sustainability, tech, travel, and entrepreneurship, these creators collectively reach an engaged audience of nearly half a million. This blend of expertise ensured a comprehensive and nuanced understanding of influencer-brand relationships today. The insights gleaned from our contributors invites brands to consider new learnings on ways to create more meaningful impact around their campaigns engaging their audiences for the longer term.

As part of the roundtable, anonymity was key to fostering open discussions. It allowed creators to speak freely about industry challenges, ensuring an honest exploration of both successes and pitfalls. This commitment to openness uncovered thoughtful and genuine insights into influencer-brand partnerships.

In this report, the terms influencer and creator are often used as synonyms. While these terms can have different meanings academically, both SevenSix Agency and Amplify generally consider them to denote the same community.

This report uses qualitative methods to analyse the first-hand experiences of creators across five critical areas. These include: brand experiences; diversity, equity & inclusion; sustainability; long-term ambassadorship and content & platform best practices.

Joining the dots between people, brands + culture.

Maximising Impact IRL: Brand Experiences and Events

In the fast moving world of influencer marketing, events and experiences stand out as cornerstones of engagement, connection and hype. Creators act as bridges, skillfully weaving personal stories into brand narratives, bringing marketing campaigns and product launches to life. Given the role of creator events and experiences, we wanted to gain further insight into the perspectives of creators to get a better sense of what they value most. We asked our contributors the following questions:

2.

Why do you go to events and what do you seek to gain out of them?

1.

What do you think the purpose of a creator event is?

3. Is the age of the panel talk dead and how can brands do better in this space?

Why host creator events?

To begin, it was important for us to first discuss what creators believe the main purpose of an event or brand experience is. While there was some variation in perspectives, a consensus emerged around the role of events as platforms for brand awareness and engagement. One contributor noted that events often serve as an introduction to the brand, typically in the form of a party for pictures and publicity.

The power of networking

Further to gaining brand or campaign awareness, it became clear that creators value experiences for their opportunities to connect and build community.

The latter was an especially prevalent theme. We found that for some, the motivation to attend events isn’t solely rooted in professional obligations or brand endorsements, but in community and connection. As one creator in the fashion space highlighted:

“This job can be quite lonely, a lot of the time you’re creating and doing independent work so it’s always nice to connect with other influencers.”

Another panellist further highlights the importance of community, stating:

“In terms of impact, what I prefer are small, intimate, community-based events. These can be sit down dinners, workshops or other creative activities, where you get the community aspect of meeting your peers as well as giving your feedback on new products/services.”

They went on to emphasise the opportunities events offer for building connections within the industry, claiming:

“Most importantly, it’s about creating those relationships with brand ambassadors and people from the industry. As creators, this is how we network, secure opportunities and establish a rapport for future income.”

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Echoing this sentiment, one creator notes:

“I go to events because I want to work and build my business, that’s the main goal. I want the opportunity to build relationships that will ultimately lead to work.”

This underscores that the connections built at these events are just as important for creators as promoting brand or product awareness. As brands continue to host influencer events, they should consider how they can nurture both personal and professional relationships, providing a space for brands and creators to connect meaningfully. As suggested by the contributors, this can be in the form of more curated and intimate experiences, which can often be more impactful. With such a saturated event landscape, it‘s crucial for brands to creatively engage their audiences and stand out. Therefore, by fostering genuine relationships and building communities between creators and industry professionals, brands can elevate their awareness and create lasting impact and deeper engagement, leading to positive consumer perceptions.

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The age of authenticity

Although commercial goals are ultimately a key outcome, the purpose of a brand collaboration should focus on how brand and creators can align with the values and ethos . Our conversations with influencers emphasised the importance of authenticity when deciding which events to invest their time in. As one contributor indicated:

“When I go to an event, I am putting my stamp of approval on it. So if a brand doesn’t align with my ethos and personal brand, my followers will question me (and I’ll question myself!)

I have turned down so many opportunities because the brand didn’t fit with my values.”

This underlines just how important legitimacy is to younger generations in particular. When curating events and outreach strategies, brands should think critically about the audiences and passion points of the creators they’re seeking to collaborate with (e.g. Does their ethos align with that of the brand? Does their niche tap into an audience that’s authentic to the brand’s values and mission?). This will ensure a more authentic and aligned guest journey, and therefore a successful brand experience.

Reimagining the panel

Panel talks have been popular in the brand experience industry for quite some time, leveraging the expertise of thought leaders and tastemakers to provide brands with credibility and help drive cultural relevance. They bring a mix of structure and interaction, creating opportunities to share knowledge, network, and discuss industry trends and insights. However, as the digital landscape changes and the needs of creators shift, it raises the question: do today‘s influencers still find value in the traditional panel format, and what does this mean for brands?

From our conversations with creators, we found that panel talks continue to hold significant value in creating open discussions and in-person interactions. They serve as a unique platform where like-minded individuals can connect, learn, and share diverse views. While the rise of tools like Zoom has made online iterations of panels more common, they often fall short of replicating the depth of in-person experiences. As one contributor stated:

“Panel discussions will always have their place… you don’t get the same interaction with the audience online.”

While panel discussions can make a real impact, this new understanding highlighted the need for these formats to keep up with the ever-changing influencer landscape. Creators are urging event producers to question the relevance of panel talks for different audiences. As one contributor put it:

“For influencers and creators, often limited on time or having busy agendas, it’s worth questioning if a sit-down format is the best approach. Perhaps panels fit better as press events.”

Contributors also pointed to the difference between creator and press needs. While press may need extensive and in-depth details on a product, brand or industry to inform their articles, creators may need to prioritise content creation while also providing a certain level of detail and messaging to support their content. Additionally, it‘s vital to acknowledge that creators must frequently divide and prioritise their time across multiple events throughout a given day, so thinking critically about whether a panel is the optimal format for them to capture content around a brand is key.

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Our contributors also highlighted the importance of understanding creators’ diverse learning styles and considering alternative formats to better inform their audiences. As noted by two separate contributors:

“Not all guests learn by merely listening, so physical workshops might engage the audience more effectively.”

“When attending events, I find it more beneficial to engage in a workshop-style discussion about a product rather than simply receiving information. I learn best through hands-on experiences rather than passive listening so it’s crucial to strike a balance between providing information and encouraging interactivity.”

As we explore what creators truly value, it‘s clear that weighing the benefits of panel discussion formats while taking into account the practical realities of influencers’ roles and needs is critical for effective brand engagement. In light of these insights, it‘s also evident that while panel talks still have their merits, especially in the world of PR, their format and execution need to evolve to better cater to the diversifying influencer community. One possibility lies in crowdsourcing panellists, ensuring that speakers resonate with the interests and concerns of the audience. By tapping into the expertise of the community, organisers can curate panels that address the specific needs and preferences of their target demographics, making the discussions more relevant and engaging. This approach not only enhances the authenticity of the panel but also creates a sense of inclusivity and belonging, as the audience sees their voices reflected.

Building Towards Long-term Relationships

Unlike stand-alone campaigns that offer short bursts of visibility, long-term partnerships promise sustained engagement and deeper connections with creators and their audiences. The essence of these collaborations lies in mutual growth, where both brands and creators evolve, learn, and see how this investment drives business growth. Such relationships, however, while full of potential, come with their unique set of challenges.

In broaching this topic, we aimed to decode what truly resonates with creators. We navigated through questions that encompassed both the advantages and potential pitfalls of long-term partnerships. These included:

2.

How do brands miss the mark when it comes to negotiating long term ambassadorships with creators and how can they do better?

1.

What would make you take a long term ambassadorship over a stand-alone campaign?

4.

Is there a better way to maintain a relationship with a creator outside of standalone campaigns and long term ambassadorships?

3.

How can these relationships work in a more mutually beneficial way?

There was an overall consensus amongst our contributors that long-term partnerships are preferred over standalone campaigns. A key reason was that long term partnerships offer consistent income and an ability to build lasting relationships with brands. One contributor, however, highlights that despite the benefits of long- term partnerships, the down-side is that they are often more rigid. They claim:

“The biggest drawback of long-term partnerships is their rigidity, especially compared to standalone campaigns. My audience values fluidity and authenticity, which is evident from my viral success stemming from a unique, left-field approach. When my audience sees repetitive ads, it feels inauthentic. Ad campaigns where I have more creative freedom tend to resonate better and perform more effectively.”

As noted by the contributors, one way brands can combat this rigidity is by making the process more collaborative. This means making briefs more flexible, enabling creators the space to do their best creative work. One contributor argues that brands and agencies should be willing to set aside traditional rulebooks and have a conversation with creators to better understand their perspectives and their visions for creative output in order to create a bigger impact. Brands have the opportunity to shape agreements that are tailored to individual creators and their creative direction, rather than falling into adhering to standard industry blueprints.

When it comes to long-term ambassadorships, transparency is just as crucial. Contributors consistently emphasised the need for clarity from the outset of negotiations. As one contributor put it:

“Brands need to be open and honest about their expectations, the brief, usage, exclusivity, etc.”

This captures the essence of the relationship between creators and brands. It‘s not just about setting clear terms, but ensuring both parties are on the same page about all aspects - including budget conversations. It can be particularly challenging for creators when brands withhold budget information, only to

later undercut or undervalue their contribution. As the contributor highlights, it‘s essential for brands to be “honest from the jump” thereby fostering a more harmonious and productive partnership.

In the world of brand-creator relationships, the allure of long-term ambassadorships lies in the promise of enduring engagement and meaningful relationships. Unlike standalone campaigns, these partnerships hold the potential for sustained business and brand growth, and mutual evolution. In essence, collaboration becomes the bridge between longevity and creative resonance - co-creating narratives that stand the test of time. This in turn creates a relationship that goes beyond mere transactions, and raises the question: In a world of constant change, could co-creation be the secret to enduring brand-creator synergy?

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Beyond Tokenism: DE&I (Diversity, Equity & Inclusion)

In a time when brand values can hinge on representation and inclusivity, the principles of diversity, equity, and inclusion (DE&I) have never been more important. It‘s become vital for brands to approach their campaigns and collaborations with an awareness for representative voices, experiences, and backgrounds. But beyond the visible shifts in campaign representation, are creators – the heartbeat of these campaigns – truly experiencing a push for DE&I, and if so, in what way?

It‘s important to first contextualise the significance of DE&I within the creatorbrand relationship. Creators are not simply vehicles for brand messages, but active stakeholders who bring authenticity, credibility, and a personal connection to the target audience. Their perception and experience with brands, especially around inclusivity and equity, can influence not just the success of a campaign but also the audience’s trust in the brand and its commitment to genuine inclusion and cultural relevance.

Given the influence creators have on their audiences, their perspectives on DE&I are invaluable. This section seeks to examine this relationship further by exploring the following question:

How can brands authentically make you feel included and supported within the industry and as a whole?

One of the recurring sentiments expressed by creators was a frustration with tokenism. Diversity and inclusion must never become just a buzzword or a ‚tick box‘ exercise, but rather should be ingrained at every level of decision making. Contributor narratives were filled with stories of creators who‘ve felt isolated and ‘othered’ by brands. One creator expressed the discomfort of being the only Black creator at an event, an unfortunately common experience amongst creators of colour. They stated:

“When I go to events, 9/10 times I am the only Black woman in the room…I went to an event yesterday and I was the only Black person there. I was also the only disabled person there.”

Such instances aren‘t just unsettling for the influencers involved, but also signify a superficial commitment to DE&I. When diversity efforts are approached with such a mindset, they not only fail to achieve their goals but risk being detrimental to the brand and perpetuating harmful stereotypes.

Race, gender, and sexuality have traditionally been the pillars of DE&I discussions. However, contributors have emphasised that a holistic DE&I approach should encapsulate a broader spectrum of identities, notably age and disability. This observation isn‘t merely a philosophical standpoint but is rooted in a pragmatic understanding of market dynamics. Brands that pigeonhole their campaigns around narrow DE&I definitions often fail to resonate with their audiences. Just over half of UK consumers (53%) say a brand’s diversity and inclusion efforts influence their purchase decisions. If consumers don‘t see themselves reflected, they feel neglected. Therefore, by failing to be representative and truly inclusive, brands are at risk of alienating their audiences. One contributor highlighted the importance of adopting an authentic approach to DE&I, stating:

“Me being invited to an event is a way for me and others who look like me to be seen…I turn up for everyone in my community.”

These statements emphasise the ripple effect of inclusivity. They serve as a reminder that when creators from underrepresented communities are authentically included, it not only amplifies their voices but also radiates visibility and inspiration throughout those communities. By recognising and uplifting these voices, brands not only build trust but prove representation should be the norm.

I n summary, for brands to thrive in their collaborations with creators, and vice versa, it‘s vital to move away from tokenistic practices and embrace a more comprehensive, genuine and intersectional approach to DE&I. Research consistently demonstrates that consumers are increasingly drawn to brands that prioritise diversity and inclusion. Brands embracing diversity not only appeal to a broader audience but also foster a positive sentiment among consumers who value authentic representation. DE&I in influencer marketing not only reflects a commitment to social responsibility, but also translates into a more profitable and sustainable relationship with a diverse consumer base, creating lasting brand affinity and trust.

Consequently, a sincere commitment to DE&I must go beyond surface-level considerations, embracing a holistic perspective that takes into account the intersections of race, disability, gender, age, sexuality, religion and more. Tangible steps toward achieving this could include widening influencer criteria and filters, ensuring that searches and shortlists are intentionally inclusive, and collaborating with creators to compile lists that reflect a more intersectionally inclusive group. Crucially, fostering representation within stakeholder teams, especially in senior leadership positions, is also paramount. When teams include people with varied backgrounds, experiences, and perspectives, they inherently bring a richer understanding of diverse audiences.True inclusivity must start at the highest levels to make a real impact.

Working with a diverse group of creators comes with an added responsibility of understanding their unique requirements, developing crisis communication strategies that safeguard both the creators and their audiences, and remaining receptive to experimenting with content strategies, occasionally deviating from traditional influencer norms. For instance, choosing to partner with a greater number of Black creators might involve recognising that many UK-based Black creators have substantial followings in the USA. In such cases, it‘s beneficial to look beyond simply what they can offer through their UK audience proportion and concentrate on their other strengths and contributions.

While discussions around DE&I have permeated the marketing world, our findings highlight the need for more attention and dedicated actions. Through this, brands can cultivate authentic, inclusive relationships with creators, ushering in a new era of truly representative and mutually beneficial collaborations.

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Creating Content With Impact

The dynamics between creators and brands hinge not only on quality collaboration, but also on understanding the varied characteristics and nuances of different social media platforms.

As the world of social media evolves, it is imperative for brands and agencies to stay updated on what works and what doesn’t.

The goal is twofold: to enhance the effectiveness of content and to foster a seamless collaboration with creators. Our contributors shed light on the intricacies of platform-specific content, briefing procedures and feedback mechanisms.

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Knowing Your Platform

For brands, it is crucial to understand the nuances of tailoring content to different platforms when collaborating with creators. A generalised, onesize-fits-all approach is not viable in the ever-changing world of social media. For example, the content in an Instagram Reel does not seamlessly translate to TikTok, where content with a raw and unfiltered aesthetic often performs better than scenic backdrops and minimal dialogue.

We have observed that many experienced creators, particularly those who began their content creation journey in the 2010s, struggle to transition to TikTok. Many of these creators made the transition from writing blogs to producing blog-worthy content on Instagram. However, this content does not translate well to TikTok because the audience responds to different styles. As a result, these creators have a large following on one platform but not the other. Brands should be aware of these dynamics and varied strengths, recognising that creators face the dual challenge of producing content and tailoring it to suit different platforms.

Relying on Instagram also has its drawbacks. Paid spend has become an integral part of influencer marketing campaigns, with brands opting to share their chosen creator‘s content far and wide. However this can negatively affect the creator’s channel, which has resulted in many influencers and talent and agents refusing access to boost their content to avoid this pitfall.

Brands and agencies should be cautious in how they implement their paid spend strategies, keeping the creator‘s interests in mind. Paid spend or usage is a chargeable deliverable, and payment should cover not only the privilege of sharing the content beyond the creator‘s audience but also any unforeseen issues that may arise from this extended reach.

Firstly, there‘s a potential for a surge in followers who don‘t align with the creator‘s target demographic, which could skew their audience metrics. Secondly, the creator‘s average engagement rate may drop significantly due to the extensive reach and limited engagement.

Lastly, hate messages and trolling can result from content amplification - issues that can often also be seen on TikTok, where comments sections are generally more unfiltered than those on Instagram. A safeguarding tactic to combat this is the implementation of crisis management strategies in all brand collaboration campaigns wherein brands should prioritise clear messaging around the dissemination of hateful messages and adopt measures to protect creators, especially those from underrepresented communities.

An effective alternative to promoting a creators’ post is sharing the content on the brand‘s channel and backing it with spend there. The usage fees may differ, but with comparative impact, leading to direct engagement to the brand channels.

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CANNES LIONS: PINTEREST MANIFESTIVAL

Navigating the brand collaboration space on TikTok is not without its challenges either. As the platform, as well as its advertising offering continue to evolve, sponsored creator content can suffer greatly or be removed entirely if not executed exactly per TikTok’s extensive guidelines. In addition, due to the platform’s proprietary algorithm, some content - sponsored or organic - may perform badly with no clear rationale as to why. Lastly, some creators have pointed to a vast majority of their TikTok audience having a lower tolerance for sponsored content than their audiences on Instagram’s. This could be due to the difference in content formats performance between the different platforms thanks to their respective audiences having very different content appetites. Ultimately, as TikTok continues to evolve, what has become clear is that testing and learning various routes and formats is the only way to adequately devise a successful brand collaboration strategy which fits one’s specific brand, target audience and creator set.

Briefing for Impact

Clarity and specificity, but also brevity in the briefing process is crucial. We found that most of the creators we spoke with preferred discussing briefs on virtual calls instead of having to pick through extensive briefing documents with unnecessary levels of detail. In addition, offering a flexible posting window when briefing content, can provide strategic benefits, as creators have an intuitive understanding of their peak engagement times and how best to leverage these across different formats. A concise and overarching overview, complemented by visual references and mood boards, can be useful tools in conveying the desired tone and aesthetic and mean the difference between content approval and further rounds of feedback.

Investing in Feedback

The role of post-campaign feedback mechanisms cannot be emphasised enough. Creators invest considerable time, effort and creativity into their work, but without insights beyond their immediate metrics, they might not capture the full overview of their content‘s impact. One creator stated:

“Getting feedback is so useful for a creator because you may feel like an ad hasn’t performed very well, but through the brand’s traffic channel, they can see and report back on the numbers.”

Providing context to a creators’ metrics against the backdrop of the campaign as a whole can be key to understanding where they were successful and where they can improve. Such transparency not only provides an understanding of performance but also strengthens the trust and rapport between brands and creators. When brands share performance insights, it demonstrates respect for the creator‘s contributions and deepens the mutual relationship that is essential for successful

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Sustainability & Intentional Gifting

As environmental concerns escalate, sustainability within the influencer landscape is becoming a crucial topic of discussion. Brands and creators are now more aware of the environmental implications of traditional gifting methods, prompting a shift towards practices that embody eco-conscious principles. One such approach is intentional gifting. Our contributors expressed their preference for brands that request permission before sending gifts.

This practice not only minimises the waste from undesired items but also fosters a respectful brand-creator dynamic. The contributors also advocated for alternative gifting options, such as offering token links or vouchers, which allow influencers to either choose items they genuinely want or to pass them on to their community or audience members. This is especially beneficial for creators who often receive a large volume of gifts.

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Experience over materialism

The symbiotic relationship between brand experiences and gifting is pivotal as it enriches the product and brand interaction, thereby deepening a creators’ advocacy for the brand. One contributor in the beauty space noted:

Creative gifting: thinking outside the box

“Receiving a gifted product a few days ahead of the event is the best thing a brand can do as it gives you a chance to experiment and test out the products beforehand. Receiving gifts at the event itself is always a pain.”

Ensuring that creators have the opportunity to interact with a product before they attend a subsequent brand experience is one solution. A further step would be for brands to tailor their experiences around seamless product interaction, allowing for a more genuine and informed experience. This approach not only empowers influencers to authentically and organically incorporate the product into their content but also enhances their understanding of the product without distractions. Merging experiences with gifting in this way enables brands not only to foster a deeper connection with the creators but also facilitate a more compelling narrative that resonates with the target audience. Finally, it is a strategic move that transcends the transactional nature of gifting.

From our discussions, gifting boxes which incorporated flowers, plants, or edible elements such as cakes were seen by contributors in a more favourable light compared to traditional forms of product-heavy gifting, such as water bottles or tote bags. Taking into account the amount of brand gifting that takes place across industries such as beauty and fashion alone, it’s important that brands continue to think outside the box and opt for less obvious and saturated gifting routes in order to stand out.

Through these insights, it becomes evident that the influencer community values intentional, sustainable gifting that prioritises meaningful experiences over sheer material gain. Brands that respond to this call are more likely to build lasting, authentic relationships with their creator partners.

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Creator events and brand experiences:

Key Takeaways: Where Do We Go from Here?

Through Amplify and SevenSix Agency’s creator discussions and industry experience, it’s evident that the creator-brand relationship today is more nuanced than ever. As we analyse the feedback from our contributors, several critical takeaways emerge for brands to fortify their partnership strategies.

The modern influencer-brand relationship revolves around mutual respect, transparency, understanding, and authentic collaboration. Brands need to move away from a purely transactional mindset and delve deeper into fostering genuine relationships with creators. Through flexibility and a commitment to shared values, brands can navigate this evolving landscape, ensuring not just successful campaigns and business growth, but also meaning ful, long-lasting connections with their audiences that drive cultural relevance.

• The power of in-person events to build brand awareness and engagement remains undeniable. Further, they foster community and networking, which are pivotal to creators who predominantly work independently.

• Authenticity and an alignment with values and ethics remains at the core, with creators placing more importance on experiences that resonate with their personal brand and that have varied, disruptive or more interactive formats.

Long-term ambassadorships:

• These enduring relationships are preferred for the stability they provide. However, brands need to prioritise collaboration, flexibility, and transparency to optimise success.

Diversity, equity, and inclusion (DE&I):

• Beyond tokenism, genuine inclusion and representation in campaigns is crucial. Brands must ensure a comprehensive and intersectional approach to DE&I, recognising the multifaceted identities and needs of their audience and collaborators.

Content and platform best practices:

• Understanding the principles of platform-specific content creation is crucial. Becoming familiar with the nuances of each platform can significantly enhance a given content’s impact. Furthermore, open communication, feedback sharing, and a seamless briefing process are vital for collaborative success.

Sustainability & Intentional gifting:

• As environmental concerns gain prominence, intentional influencer gifting is paramount. Brands should lean into more creative gifting, emphasising experiences over materialistic items and avoiding a transactional focus.

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