What Brands Want: Building Successful Creator Partnerships in 2023

impact.com recently created a study and research report, asking brands what they're looking for with regard to influencer marketing programs. This is a summary of the findings - read the full report here.

2023 has ushered in a new era for content creators, offering unprecedented opportunities to transform a passion into a profitable side hustle or even a full-time career. As the demand for influencer marketing continues to surge, both aspiring and experienced creators find themselves at the forefront of an exciting industry. In this article, we will explore the evolving landscape of creator-brand partnerships and the key insights from recent research.

The Challenge of Long-Term Brand Partnerships

One of the central challenges content creators face is securing long-term brand partnerships. The lack of clear guidelines on what brands expect often results in a disconnect between creators and their brand collaborators. Many creators wonder how to approach and partner with new brands, which can be intimidating and even hinder potential collaborations.

What Brands Want from Influencers

To bridge this gap and help creators establish successful partnerships, it's essential to understand what brands truly seek in content creators. Recent research sheds light on the following key findings:

1. Brand Expansion: Nearly two-thirds of brands are planning to expand their creator programs in the coming year, indicating a growing trend in influencer collaborations.

2. Preferred Creator Qualities: Brands prioritize the quality of a creator's work and value professional, prompt communication. Moreover, brands are increasingly looking to build long-term relationships with creators.

3. Payment Models: Brands and creators are embracing hybrid compensation models, combining flat fees with commission-based payouts. This aligns brands with the direct feedback loop on campaigns.

The Impact of Influencer Marketing

Influencer marketing has emerged as an affordable alternative to traditional advertising, especially as customer acquisition costs have seen a significant increase. As brands invest more in influencer programs, content creators find themselves in a unique position to diversify their brand partnerships.

Overcoming the Challenges

Some challenges that content creators face when working with brands: one of the key hurdles is finding creators who align with a brand's values. To overcome this challenge, creators often reach out to brands for collaboration through direct messages (DMs) on social media and emails.

Building Strong Creator-Brand Relationships

Brands are increasingly interested in building strong, long-term relationships with content creators. This shift presents an excellent opportunity for creators to establish reliable income streams through these partnerships. Smaller brands, in particular, offer creators a chance to get their foot in the door and develop relationships in a less crowded space.

Effective Communication Is Key

In the world of creator-brand partnerships, effective communication is paramount. Brands place high importance on creators who demonstrate prompt, professional communication. Clear and efficient communication can set creators apart and lead to successful, long-term partnerships.

The Role of Media Kits

One practical tool for content creators is the creation of media kits. These kits showcase a creator's skills and results, making it easier for brands to assess their potential as partners. A well-crafted media kit can make a compelling case for collaboration.

Strategies for Professional Growth

In conclusion, content creators have numerous strategies at their disposal for professional growth in the world of influencer marketing:

1. Reach out to brands you love and use, even if they don't have established influencer programs.

2. Create a compelling media kit that highlights your skills and previous successes.

3. Suggest different ways to collaborate and build long-term relationships with your content.

4. Prioritize clear and professional communication with brands.

5. Continuously analyze campaign performance to fine-tune your approach and deliver better results.

2023 is a year of boundless opportunities for content creators. By understanding what brands are looking for, effectively communicating, and adopting smart strategies, creators can thrive in this dynamic landscape. The future holds immense potential for those who dare to dream and create.