How Agencies Can Get the Most Value from Creator Relationships

Creators and companies basically exist in a kind of symbiosis. Creators require to deal with companies to link them with brand names for sponsorship, while companies count on developers to extend the reach of their brand name customers. 

These collaborations are quickly growing more popular, too, as we discovered in our current Creator Survey that 40% of developers not just signed more brand name handle the in 2015 however created increased profits also. Additionally, the current State of Influencer Marketing report discovered that 82% of marketing companies and departments now have a different spending plan for influencer marketing, compared to 77% in 2022 and simply 37% in 2016. What’s more, over two-thirds prepare to increase their influencer project spending plans this year, with just 7% stating they’ll reduce it. 

Influencer marketing activity is the main expression of creator-marketer relations, and it’s prospering. 

These figures reveal that lots of companies see worth in dealing with developers, however not every creator-agency relationship achieves success. I’ve seen some skyrocket and some fail, however still a lot of simply lead to average outcomes.

Agencies that link brand names with efficient developers and handle impactful projects can seal their credibilities as reputable marketing partners that drive development, so there’s a lot riding on getting the developer relationship right. Here are a few of the very best methods that I’ve observed in my work assisting in brand name collabs. 

Look for relationships, not casual sexes

True, considerate collaborations are constructed on a long-lasting method to relationships – similar to in our individual lives. It’s tough to establish those if you just discuss a single project and after that proceed to somebody else, so it’s finest for companies to think of dealing with developers for the long term. 


Continuously engage with them, offer feedback, and check out brand-new chances together.

Long-term cooperations provide numerous benefits when it concerns companies’ capability to provide quality work for customers, such as increased brand name messaging familiarity, more powerful connections with the developer’s audience, and the capacity for continuous material development. 

Clients count on companies to recommend the best match for their messaging and audience, and you’re much better able to do that when you currently have great relationships with lots of developers. When you deal with the exact same developers throughout lots of projects, you set a structure of shared regard and comprehend each other’s working designs. This allows you to provide much better outcomes and to establish efficient projects faster and quickly in the future. 

Treat developers as partners

It must be apparent, however companies must approach developers with authentic interest and regard. Recognize their imagination, special voice, and know-how, and treat them as valued partners. Establish open lines of interaction, listen to their input, and provide the imaginative flexibility to preserve their genuine voice. 

This method is shown to drive the greatest effect with engagement in between brand names and developers. 

That’s what occurred when the Intersport company utilized the Popular Pays platform to get in touch with numerous developers for a United Healthcare project. Thanks to the platform’s services for sharing project briefs, combined interaction, and property approvals, Intersport’s Allie Incaudo stated she had the ability to team up successfully with developers at scale, providing the freedom they required to create their finest work. 

Take a tactical method to property development

Creators and influencers run in comparable areas, however not every influencer is a developer, despite the fact that a single person can be both. It’s crucial to comprehend the distinction in between developer relationships and influencer relationships since companies require both at various times. 

Instead of (just) dealing with influencers to broaden your reach through sponsoring their posts, think of dealing with developers to produce properties that you then own and can utilize in paid advertisements for your brand name customer. 

These properties can be very important. You can often recycle them and, most of the times, even modify them for future jobs with the exact same customer. Some will be evergreen material, so it’s essential to work out ownership from the beginning to prevent friction later on. 

Bigger developers are less most likely to consent to permit brand names and companies to own the material outright, which is why dealing with micro influencers is frequently more appealing. 

Track developer analytics

You don’t require me to inform you to set and track KPIs for every single developer project and to settle on the metrics you’ll utilize to keep an eye on success. Beyond crunching analytics for various kinds of properties, posts, and content kinds, companies must likewise check out analytics that compares various developers versus each other. 

It’s a great concept to deal with a couple of various developers on a single project, specifically if you’re still constructing your developer networks. This method you can compare how well their properties carry out to see which developers create one of the most engagement for various kinds of material or projects. 

Then you can double down on the ones that are the most efficient for your brand name customers. 

Make more usage of developer abilities

Last however not least, believe outside package a little when it concerns how you deal with developers. 

It doesn’t need to be everything about influencer projects or producing refined properties; you can likewise employ developers in a comparable method to dealing with other kinds of specialists. Ask them to finish smaller sized jobs that assist your production pipeline, like preparing still images and brief clips, modifying longer videos to supercuts, and so on.

Because they’ve currently shown their imaginative abilities, you can count on developers to perform these jobs that you may not otherwise contract out. This method, you can release yourself to grow your service, and your company personnel to devote more time to supporting customer relationships.

Maximizing developer relationships for company success

Marketing companies can take a specific niche on their own when they show their capability to attain optimal return for the brand name’s spending plan or target invest. It’s not constantly simple to stroll the line in between structure relied on long-lasting relationships with imaginative partners and making tactical choices about the very best methods to release your developer forces. The companies that split the code can take pleasure in substantial development. 


News and digital media editor, writer, and communications specialist. Passionate about social justice, equity, and wellness. Covering the news, viewing it differently.

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