Constructing a sustainable creator group depends on three components:
- Partnering with new creators to increase model consciousness
- Retaining 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 acquiring new creators. On the finish of the day, you will notice extra viewers engagement, construct deeper belief, and earn higher ROI in case you have a technique that embraces long-term collaborations.
Under we share insights from an event with Haley Schluter, Head of Shopper Engagement at LVMH Fragrance & Cosmetics, and mega content material creator, Christie Xie. They share their recommendation on the way to construct new and persevering with strategic partnerships that can mutually profit each manufacturers and creators.
Watch the full event on how to engage and retain your top creators with Haley and Christie here.
Key Components of Strategic Creator Partnerships
Creator Retention and Engagement
First, what is creator retention and why is it necessary?
Creator retention seems to be 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 to 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 suggestion.
- Means that you can be extra environment friendly in allocating your time and price range. When you’ve gotten a wholesome, natural group 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However really getting your creator companions (each outdated and new) to repeatedly point out your model? Now that’s the difficult half.
Suggestions for Constructing Strategic Creator Partnerships
There are just a few go-to methods which you can flip to if you’re trying to discover new creators to associate with or strengthen earlier partnerships.
Put money into Personalization and Genuine Connections
“It is a people-driven trade. Join along with your creators when you’ll be able to, even when it’s a Zoom espresso date. Typically, I’ll study slightly about what’s happening of their life and discover the proper second to reward them product or carry them right into a marketing campaign.” – Haley Schluter, Head of Shopper Engagement at LVMH Fragrance & Cosmetics
The rapport you’ve gotten along with your creator companions will profit varied elements of your model technique.
Whenever you take the time to attach along with your creator companions, you’ll study what’s going on of their lives which might result in an genuine approach to reward them product or carry 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 free powder which immediately turns into part of their wedding 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. Prior to now, I’ve checked in with creator companions to study why a put up didn’t carry out nicely or mentioned with them how we might have accomplished higher from our facet — like creating a greater temporary.” – Haley Schluter, Head of Shopper Engagement at LVMH Fragrance & Cosmetics
The great rapport you construct along with your creator companions additionally helps you sort out harder conversations. For instance, Haley shares {that a} essential problem for the Givenchy staff 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 could not at all times be the proper 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 approach that’s collaborative and helpful for all.
And guess what? Creators are actually open to having these conversations. Christie shares that whereas it could be awkward proper after a put up flops, she loves having a dialog with a model to know what could possibly be improved for subsequent time. Typically plenty of inspiration for future content material can come from these open and candid conversations.
Now, how do you construct these creator relationships at scale? Effectively, first it’s essential decide which creators are price constructing the relationships with. These might be creators who’re regularly mentioning your model and driving efficiency metrics like engagements and video views to your model. With a instrument like Traackr’s Creator Lifecycle Feature, you may get a holistic view of your creator group and simply determine who your nice advocates are.
Second, it’s essential construct creator relationships into your measurement technique. Haley shares that she’s instilled in-person touchpoints as a major 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. If you’re distant or your creator companions don’t stay close to you, intention for 4 Zoom chats a month (that’s simply 1 per week!).
Supply Methods for Creators to Have interaction 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 understanding 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 exhibiting your model natural love? It could 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. Obtained a brand new formulation of a product? Ship it to them noting that it’s new components 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 be 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 “All the time-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. Read about Avènes creator partnership strategy 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 achieve a brand new target market and improve its model consciousness. The technique led the staff to sourcing 1,000 new YouTube creators and figuring out key companions for long-term relationships. Check out Ole Henriksen’s YouTube creator partnership strategy 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 full details of how the Sheisido team accomplished such high results in one year.
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 strategy here.
