Scroll through social media for 30 seconds, and you’ll no doubt find an advertisement or campaign utilizing the work of a creator.

But you can quickly and easily tell when there’s an authentic relationship between the brand and the creator. If you can tell, so can your customers.

Content creators are worth their weight in gold when the relationship is authentic.

And while you might get lucky reaching out to creators who are fans of the brand and willing to provide content for your different marketing channels, there’s a more effective way to get creators on board who will bring the excitement and authenticity you want (and need): getting them to opt-in.

Let us explain.

Working with creators makes sense

In a recent report, two out of five consumers say they’ll purchase after seeing a creator talk about it in paid or sponsored content. From a brand perspective, this is great for sales – but doing it without authenticity or integrity means losing business in the long run.

Plus, a genuine relationship works both ways.

Brands are more likely to work with content creators who come across as authentic and align with the brand’s goals and overall vision. In contrast, creators have a much better experience creating content for the brand when they believe in what they’re saying.

This enthusiasm comes across in the content and plays a powerful role in the third part of the equation: the customer.  

Whether you’re already working with creators or looking to add the channel to your marketing strategy in the coming months, the key to establishing an effective program is to have creators opt-in to working with the brand.

There are some other points to consider as well.

Creators help various channels—not just video.

Most immediately think of the video when the term ‘creator’ is tossed about.

While this is a major channel for creators (using platforms such as TikTok and YouTube), there are plenty of creators out there who also provide content in channels related to imaging (photography and graphics), audio (podcasts), and written content (advertising copy or blogs).

The competition is already using creator content.

According to Sprout Social, nearly 57 percent of marketers use creator content every month. Moving in this direction is necessary for brands who want to remain competitive and reach their respective audiences.

It’s not just enough to create content and upload it.

So, what separates creators from alternative forms of advertising? Authenticity. Authenticity is the secret sauce between customers and creators in creating an effective campaign.

Different goals for different creators.

When considering tapping into the creator ecosystem, it’s a good idea to think about how and where you want creators to shine for the brand.

Campaigns looking to attract engagement or tap into new audiences might want to work with creators with larger followings.

The goal may be to build community or improve how consumers see the brand. In that case, messaging is more important for the brand than how many followers the creator has and shouldn’t be counted out.

Regardless of the goal, authenticity makes a difference between a successful collaboration and one that hardly makes a splash.

Creating an effective marketing strategy with creators

We can all agree that the creator economy is constantly changing. And while it evolves, brands must be willing and able to adjust.

What does that look like?

• Get creators to opt in. It makes more sense to find and work with creators who want to collaborate with a brand rather than just take on the work because it’s another project. Matching with a creator means brands have a better chance of being relatable to customers, driving results, and reaching target markets more effectively.  
• Let creators do what they do best. The content creator is hired for their creativity and what they bring to the table. Brands that micromanage creators will find it much harder to get the desired results. Sprout Social highlights that most brands offer broad or very broad guidelines to creators, allowing them to go on then and create great content that resonates best with an audience.

When is it time to reach out to a creator?

It varies depending on a brand’s resources and goals. Where brands see the most return is working with creators after figuring out a strategy and the best way to move forward.

Denise Cardo, a UGC creator and ads expert, highlights how enthusiasm and authenticity connect consumers with the brand, as you can see in a post featuring Allbirds.

When it comes to connecting with creators who want to work with brands, as opposed to making it a simple business transaction, consumers will be more apt to follow along, too.

In an interview with Forbes, ShopStyle Collective Managing Director Linsday Jerutis explains why this matters.

“Consumers don't want ad experiences that come off invasive, phony, or salesy. Influencers are the best way to create authentic, engaging content and we’re going to continue to see more brands invest in influencers as a full-funnel marketing strategy as the industry continues to grow.”

For creators, it’s equally as important to want to work with a brand.

Opting into a campaign opportunity that aligns with a personal brand is a must. By doing so, a creator builds a trusted following, and future brand collaborators will better value the work and ideas brought to the table.

Take a look at Sonya Robinson, UGC creator, who used personal experience and enthusiasm to develop a video for the brand Qualo after a successful first post.

“Another important tactic for achieving true authenticity is the importance of finding the right creator partners. Identifying the right partners is crucial to achieving true authenticity because you need to find creators who align with you as a brand and have the right audiences,” Jerutis says.

Finding the balance between effective and authentic brand <> creator relationships is about finding common goals and aligning on the same values. 

Without it, the credibility and reputation of both brands and creators can suffer in the long run.