Best practices for brands in the creator marketplace: building lasting partnerships

For the past decade, influencer marketing has become a crucial component of many brands' strategies, with the global influencer marketing industry having grown to reach $24 billion by the end of 2024.

This growth underscores how critical creators have become in shaping modern marketing. But while quick, one-off partnerships might yield brief spikes in buzz, cultivating long-term, mutually beneficial relationships with creators is what truly drives sustained engagement and brand trust. 

Below are some ways to foster enduring collaborations that boost both brand safety and shared success.

1. Align values and brand identity with creators

Make sure the creators you choose truly resonate with your brand’s culture and audience. Beyond looking at follower counts, dive into a creator’s past content and their overall messaging. Partnerships that feel authentically aligned are more likely to drive deeper engagement and amplify credibility over the long run.

Why it matters:

• A 2023 Edelman survey found that 62% of consumers are more likely to trust brands whose influencers share similar values.
• Long-term brand perception hinges on authenticity—mismatched collaborations can quickly erode trust.

Best Practice: Use AI-powered tools and data analytics to analyze audience demographics, engagement patterns, and past brand collaborations to identify creators whose values align with your brand. Platforms like PopularPays offer data-driven insights to help brands connect with the right creators.

Example: The successful partnership between Adidas and influencer Adriene Mishler, known for her yoga and mindfulness content, demonstrates the power of shared values. Adidas' focus on wellness and empowerment aligns seamlessly with Mishler's message, leading to authentic and impactful collaborations.

2. Build relationships beyond one-off campaigns

Many brands treat influencer marketing as a short-term promotional fix. Yet repeated collaborations build a storyline that resonates over time, helping creators form stronger connections between their audience and your brand.

Why it matters:

• 79% of influencers say they prefer long-term brand partnerships. This provides stability, increased exposure, and opportunities for growth within their niche.
• Consistent exposure through recurring campaigns reinforces brand recall and trust among audiences.

Best practice: Develop ambassador programs where creators partner with you across multiple launches, seasonal promotions, and even product R&D. This ongoing approach helps establish consistent messaging and builds genuine loyalty.

3. Prioritize transparency and open communication

Transparency is the bedrock of a successful brand-creator relationship. Ensure creators know campaign goals, compensation structures, and the level of creative freedom they have. This open dialogue fosters mutual respect and steers clear of misunderstandings.

Why it matters:

• When creators understand your expectations, they can produce on-brand content that feels organic to their followers.
• A clear brief reduces wasted time, revision rounds, and potential misalignment.

Best practice: Draft detailed briefs outlining objectives, brand guidelines, timelines, and deliverables. Leave room for the creator’s unique spin—audiences tune in for their personality, not just brand messaging.

4. Maintain brand safety and reputation management

Brand safety is a leading concern for businesses working with influencers. One viral misstep can harm a brand’s reputation. A robust screening process and ongoing monitoring can prevent unwanted associations.

Why it matters:

• 36% of respondents in Influencer Marketing Hub’s 2025 Benchmark Report consistently worry about brand safety.
• Public scandals tied to controversial creators can damage years of brand-building in days.

Best practice:Use social listening tools and compliance checks to assess a creator’s past content and engagement. Set up crisis protocols beforehand, so if an issue arises, your team can respond swiftly and effectively.

To mitigate potential issues, establish clear guidelines and policies that outline expectations for creator conduct and content. Having a well-defined crisis management plan can help brands respond quickly and effectively to any challenges that may arise.

5. Offer creative freedom while maintaining brand consistency

Creators stand out because they have a distinct voice and style that resonates with their followers. Over-scripting their content can make promotions feel forced and turn off audiences. Striking a balance between brand guidance and creative freedom leads to more genuine results.

Why it matters:

• In a recent study, Sprout Social found that 77% of consumers are more inclined to engage with content they perceive as authentic and relatable.
• Audiences often perceive over-managed influencer content as inauthentic or “salesy.”

Best practice: Provide a set of key messages and brand pillars, then let creators tailor the story. Authenticity fuels engagement and helps preserve the genuine connection they have with their community.

6. Focus on performance-driven partnerships

Although large follower counts may seem appealing, metrics like engagement, conversions, and audience relevance often offer more tangible value. Seek out creators who move the needle on your business goals—whether that’s driving sales, leads, or sign-ups.

Why it matters:

• Micro-influencers, with fewer than 50,000 followers, can have engagement rates of 5% to 20%, compared to 1–3% for many macro-influencers.
• Targeting the right audience can lead to stronger ROI even with smaller creators.

Best practice:Define clear KPIs (e.g., sales, click-throughs, or in-store visits) and structure partnerships around these metrics. Review performance regularly and recalibrate your strategy as needed.

7. Reward loyalty and foster mutual growth

Creators who feel appreciated tend to invest more in your brand’s success. Going beyond standard compensation shows you value their craft and are open to mutually beneficial growth.

Why it matters:

• Loyal creators can evolve into authentic evangelists who talk about your brand in everyday content—often organically.
• Retaining a proven creator can be more cost-effective than repeatedly onboarding new ones.

Best practice:Offer exclusive perks, early access to product launches, or co-create special releases. These gestures demonstrate a deeper commitment than a simple paycheck.

The bottom line

Building lasting partnerships in the creator marketplace requires a strategic approach that prioritizes shared values, open communication, and mutual growth. By aligning with creators who resonate with their brand identity, fostering transparent relationships, and focusing on performance-driven collaborations, brands can create powerful, long-term connections that drive authentic engagement and trust. 

Investing in these genuine partnerships allows creators to become passionate advocates for the brand, telling its story with impact and credibility. As the influencer marketing landscape continues to evolve, brands that prioritize building enduring creator relationships will be well-positioned for success.