Constructing a sustainable creator group depends on three parts:
Partnering with new creators to broaden model awarenessKeeping prime creator advocates from earlier partnerships engaged Successful again the creators who stopped mentioning you to extend model loyalty
Many manufacturers get #1 proper, however it’s necessary 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 you probably have a technique that embraces long-term collaborations.
Under we share insights from an occasion with Haley Schluter, Head of Client Engagement at LVMH Fragrance & Cosmetics, and mega content material creator, Christie Xie. They share their recommendation on how you can construct new and persevering with strategic partnerships that can mutually profit each manufacturers and creators.
Watch the total occasion on how you can interact and retain your prime creators with Haley and Christie right here.
Key Components of Strategic Creator Partnerships
Creator Retention and Engagement
First, what’s creator retention and why is it necessary?
Creator retention appears to be like 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 group of creators is necessary 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 the next degree of authenticity. Traackr’s 2025 US IMPACT Report additionally discovered that frequent mentions improve client belief in a product/model advice. Means that you can be extra environment friendly in allocating your time and price range. When you’ve got a wholesome, natural group that regularly mentions your model, you might be 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 truly getting your creator companions (each previous and new) to repeatedly point out your model? Now that’s the difficult half.
Ideas for Constructing Strategic Creator Partnerships
There are a number of go-to methods which you could flip to if you’re trying to discover new creators to associate with or strengthen earlier partnerships.
Spend money on Personalization and Genuine Connections
“It is a people-driven business. Join along with your creators when you may, even when it’s a Zoom espresso date. Usually, I’ll be taught somewhat about what’s occurring of their life and discover the proper second to present them product or convey them right into a marketing campaign.” – Haley Schluter, Head of Client Engagement at LVMH Fragrance & Cosmetics
The rapport you’ve got along with your creator companions will profit numerous facets of your model technique.
Whenever you take the time to attach along with your creator companions, you’ll be taught what’s going on of their lives which might result in an genuine method to present them product or convey them into an upcoming marketing campaign. For instance, if a creator mentions they’re getting married in a pair months. Haley and her crew will ship them Givenchy’s free powder which immediately turns into part of their marriage ceremony day GRWM content material.
Embrace Creator Suggestions
“It is necessary to take alternatives to attach along with your companions after or in between creator campaigns. Up to now, I’ve checked in with creator companions to be taught why a submit didn’t carry out nicely or mentioned with them how we may have finished higher from our facet — like creating a greater transient.” – Haley Schluter, Head of Client Engagement at LVMH Fragrance & Cosmetics
The great rapport you construct along with your creator companions additionally helps you deal with harder conversations. For instance, Haley shares {that a} principal problem for the Givenchy crew is balancing the model’s hyper particular picture/voice with the artistic (and typically hyperbolic) techniques that may make content material go viral on platforms like TikTok. In different phrases — content material made with artistic freedom may go viral, however might not all the time be the best match for sponsored or boosted campaigns with particular model stipulations. Constructing shut relationships with creators permits the crew to debate these complexities and share suggestions in a method that’s collaborative and useful for all.
And guess what? Creators are actually open to having these conversations. Christie shares that whereas it may be awkward proper after a submit flops, she loves having a dialog with a model to grasp what might be improved for subsequent time. Usually a number 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 could decide which creators are value constructing the relationships with. These will probably be creators who’re regularly mentioning your model and driving efficiency metrics like engagements and video views in your model. With a instrument like Traackr’s Creator Lifecycle Characteristic, you will get a holistic view of your creator group and simply determine who your nice advocates are.
Second, you could 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 objectives like 2 dinners a month and a couple of espresso dates per 30 days, and builds from there. In case you are distant or your creator companions don’t stay close to you, goal for 4 Zoom chats a month (that’s simply 1 per week!).
Supply Methods for Creators to Interact as Strategic Companions
“I like it when manufacturers give me a sneak peek into their new merchandise or formulation. I get this particular privilege of realizing earlier than the remainder of the world. Plus I get to attempt the product and create content material round it earlier than it sells out!” – Christie Xie, Content material Creator (@christxiee)
Seen {that a} creator stopped displaying your model natural love? It may be time to ship them some product or open up a dialog with them.
However as an alternative 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 method 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 fingers on it earlier than anybody else.
Be taught extra product seeding suggestions from L’Oréal’s Luxe Canada’s Head of Advocacy and Influencer Advertising, Shari Nowroozi, and mega content material creator, Tara Sighari.
Product seeding is an effective way to get in entrance of your creator companions but additionally be certain that 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. The vast majority of the time individuals are floating round and never getting to actually 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 personal 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% improve within the variety of engagements, and a 300% improve 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 improve its model consciousness. The technique led the crew to sourcing 1,000 new YouTube creators and figuring out key companions for long-term relationships. Try Ole Henriksen’s YouTube creator partnership technique right here.
Shiseido’s Model Worth-Led Partnerships Technique
How did Shiseido improve its influencer advertising success by 54% in a single yr? By having a hyper-focused creator partnerships technique. Get the total particulars of how the Sheisido crew completed such excessive ends in 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 offer you a touch: their loyal group of magnificence creators and strategic creator partnerships. Dive into Charlotte Tiblury’s creator partnerships technique right here.
