Brands want long-term relationships with influencers
Of the brands planning to expand, 86% are focusing on growing long-term partnerships with creators next year. Up until now, brands have maintained fewer consistent partnerships, leveraging multiple creators to expand their reach and build awareness. But, as brands start to see more sales and conversions through this channel, 67% are investing in creating more content with their existing creator partners. This bodes well for creators, who can now generate more reliable income through established brand partnerships. It may seem easier to gain a foothold with a larger brand that works with more creators. Since these brands often clearly define their application process, creators may feel more comfortable reaching out because they know what to expect. However, that often means creators get lost in a sea of applications and struggle to get a foot in the door.
We’re focusing on long-term partnerships with creators
Length of time working with creators:
Strongly Disagree
Disagree
Neither Agree Nor Disagree
Agree
Strongly Agree
67%
33%
Less than a year 1 year 2–3 years 4–5 years More than 5 years
8%4% 13% 3%3%8% 5% 14% 8%
50%
25%
49%
38%
50%
32%
54%
38%
Percentages may not total 100 due to rounding
The impact of lucrative creator programs on brand buy-in, marketing budgets, and partnership strategies
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