Constructing a sustainable creator neighborhood depends on three components:
- Partnering with new creators to broaden model consciousness
- Conserving prime creator advocates from earlier partnerships engaged
- Profitable again the creators who stopped mentioning you to extend model loyalty
Many manufacturers get #1 proper, nevertheless it’s vital to not make the error of focusing all of your time on buying new creators. On the finish of the day, you will notice extra viewers engagement, construct deeper belief, and earn higher ROI when you’ve got a technique that embraces long-term collaborations.
Beneath we share insights from an occasion with Haley Schluter, Head of Shopper Engagement at LVMH Fragrance & Cosmetics, and mega content material creator, Christie Xie. They share their recommendation on the best way to construct new and persevering with strategic partnerships that may mutually profit each manufacturers and creators.
Key Components of Strategic Creator Partnerships
Creator Retention and Engagement
First, what’s creator retention and why is it vital?
Creator retention seems on the share of creators which have talked about a model in a given quarter after which talked about that very same model within the following quarter. It’s calculating what number of creators point out your model on a constant foundation.
Having a retained neighborhood of creators is vital as a result of it…
- Produces extra mentions of your model. And extra mentions equals extra model consciousness in your model!
- Builds deeper belief. Constant mentions of your model present a better stage of authenticity. Traackr’s 2025 US IMPACT Report additionally discovered that frequent mentions enhance client belief in a product/model suggestion.
- Lets you be extra environment friendly in allocating your time and price range. When you might have a wholesome, natural neighborhood that regularly mentions your model, you’re paying much less for mentions and may put extra funding into different areas of your program like paid companions or boosting (because you’re getting an abundance of genuine content material!).
However really getting your creator companions (each previous and new) to repeatedly point out your model? Now that’s the difficult half.
Suggestions for Constructing Strategic Creator Partnerships
There are a couple of go-to methods that you could flip to in case you are seeking to discover new creators to accomplice with or strengthen earlier partnerships.
Put money into Personalization and Genuine Connections
“This can be a people-driven business. Join together with your creators when you possibly can, even when it’s a Zoom espresso date. Typically, I’ll be taught a bit of about what’s occurring of their life and discover the right second to present them product or deliver them right into a marketing campaign.” – Haley Schluter, Head of Shopper Engagement at LVMH Fragrance & Cosmetics
The rapport you might have together with your creator companions will profit varied points of your model technique.
While you take the time to attach together with your creator companions, you’ll be taught what’s going on of their lives which may result in an genuine option to present them product or deliver them into an upcoming marketing campaign. For instance, if a creator mentions they’re getting married in a pair months. Haley and her staff will ship them Givenchy’s unfastened powder which immediately turns into part of their wedding ceremony day GRWM content material.
Embrace Creator Suggestions
“It is vital to take alternatives to attach together with your companions after or in between creator campaigns. Up to now, I’ve checked in with creator companions to be taught why a publish didn’t carry out effectively or mentioned with them how we might have executed higher from our facet — like creating a greater transient.” – Haley Schluter, Head of Shopper Engagement at LVMH Fragrance & Cosmetics
The nice rapport you construct together with your creator companions additionally helps you sort out harder conversations. For instance, Haley shares {that a} principal problem for the Givenchy staff is balancing the model’s hyper particular picture/voice with the inventive (and typically hyperbolic) techniques that may make content material go viral on platforms like TikTok. In different phrases — content material made with inventive freedom would possibly go viral, however could not all the time be the fitting match for sponsored or boosted campaigns with particular model stipulations. Constructing shut relationships with creators permits the staff to debate these complexities and share suggestions in a means that’s collaborative and helpful for all.
And guess what? Creators are actually open to having these conversations. Christie shares that whereas it is perhaps awkward proper after a publish flops, she loves having a dialog with a model to grasp what might be improved for subsequent time. Typically loads of inspiration for future content material can come from these open and candid conversations.
Now, how do you construct these creator relationships at scale? Nicely, first you want to decide which creators are price constructing the relationships with. These can be creators who’re regularly mentioning your model and driving efficiency metrics like engagements and video views in your model. With a device like Traackr’s Creator Lifecycle Function, you will get a holistic view of your creator neighborhood and simply determine who your nice advocates are.
Second, you want to construct creator relationships into your measurement technique. Haley shares that she’s instilled in-person touchpoints as a main KPI for her influencer advertising program. She mapped out sustainable targets like 2 dinners a month and a couple of espresso dates per 30 days, and builds from there. If you’re distant or your creator companions don’t dwell close to you, intention for 4 Zoom chats a month (that’s simply 1 per week!).
Supply Methods for Creators to Interact as Strategic Companions
“I adore it when manufacturers give me a sneak peek into their new merchandise or formulation. I get this particular privilege of figuring out earlier than the remainder of the world. Plus I get to strive the product and create content material round it earlier than it sells out!” – Christie Xie, Content material Creator (@christxiee)
Observed {that a} creator stopped exhibiting your model natural love? It is perhaps time to ship them some product or open up a dialog with them.
However as a substitute of simply sending product to ship product, present that there’s intention behind it. Acquired a brand new formulation of a product? Ship it to them noting that it’s new formulation and also you need their suggestions. Launching a brand new product? Ship it to them earlier than it launches so your creators can get their palms on it earlier than anybody else.
Product seeding is an effective way to get in entrance of your creator companions but additionally make certain to make use of the “shock and delight” mentality in your creator occasions! The extra considerate and intimate, the higher.
“My least favourite model occasions are cocktail hours. Nearly all of the time individuals are floating round and never getting to essentially know one another. I’m a giant fan of occasions the place manufacturers create an expertise that ties again to their merchandise, like making your individual cocktail impressed by the brand new merchandise being launched.” – Christie Xie, Content material Creator (@christxiee)
Examples of Strategic Creator Partnerships
Eau Thermale Avène’s “At all times-On” Partnerships Technique
In 2020, Eau Thermale Avène invested in long-term partnerships, specializing in mid-tier creators that aligned with its model. Throughout that yr Avène garnered a complete of 430 influencer mentions, regardless of solely having 30 paid campaigns in place. Much more spectacular, this spontaneous content material led to a 60% enhance within the variety of engagements, and a 300% enhance in attain year-over-year. Examine Avènes creator partnership technique right here.
Ole Henriksen’s Product Seeding to Paid Partnerships Technique
Find out how Ole Henriksen ran a profitable product seeding marketing campaign with YouTube influencers to succeed in a brand new target market and enhance its model consciousness. The technique led the staff to sourcing 1,000 new YouTube creators and figuring out key companions for long-term relationships. Take a look at Ole Henriksen’s YouTube creator partnership technique right here.
Shiseido’s Model Worth-Led Partnerships Technique
How did Shiseido enhance its influencer advertising success by 54% in a single yr? By having a hyper-focused creator partnerships technique. Get the complete particulars of how the Sheisido staff achieved such excessive leads to one yr.
Charlotte Tilbury’s Loyal Magnificence Creator Technique
What elements are resulting in the success of Charlotte Tilbury’s influencer advertising program? We’ll provide you with a touch: their loyal neighborhood of magnificence creators and strategic creator partnerships. Dive into Charlotte Tiblury’s creator partnerships technique right here.
