What brands want: building successful creator partnerships

Key takeaways

Brands are investing more in creator programs

Brands want creators to start the conversation

Brands want to build long-term creator relationships

2 in 3 brands plan to expand their creator programs in the next year 71% of brands planning to expand their creator programs started working with creators less than a year ago 83% of brands expanding their programs plan to onboard more creators in 2024

58% of brands say the quality of the creator’s work is most important when considering a long-term partnership 1 in 3 brands say prompt and professional communication is a top consideration when choosing a creator partner 86% of brands are prioritizing long-term relationships with creators within the next year

Brands report that their top challenge is finding a creator that fits well with their brand 42% of brands say less than 5 creators on average approach them in a week Creators mostly reach out to brands for collaboration via DMs on social media and emails, aligning with brand preference

Introduction