Constructing a sustainable creator neighborhood depends on three components:
- Partnering with new creators to broaden model consciousness
- Maintaining 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 essential 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 if in case you have a technique that embraces long-term collaborations.
Under 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 methods to construct new and persevering with strategic partnerships that can mutually profit each manufacturers and creators.
Watch the complete occasion on methods to have interaction and retain your prime creators with Haley and Christie right here.
Key Parts of Strategic Creator Partnerships
Creator Retention and Engagement
First, what’s creator retention and why is it essential?
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 essential as a result of it…
- Produces extra mentions of your model. And extra mentions equals extra model consciousness on your model!
- Builds deeper belief. Constant mentions of your model present the next stage of authenticity. Traackr’s 2025 US IMPACT Report additionally discovered that frequent mentions improve client belief in a product/model suggestion.
- Lets you be extra environment friendly in allocating your time and price range. When you could have a wholesome, natural neighborhood that frequently mentions your model, you’re paying much less for mentions and might 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 you can flip to in case you are seeking to discover new creators to accomplice 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’ll be able to, even when it’s a Zoom espresso date. Typically, I’ll study somewhat about what’s happening of their life and discover the proper 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 could have along with your creator companions will profit varied facets of your model technique.
Once you take the time to attach along with your creator companions, you’ll study what’s going on of their lives which may result in an genuine technique 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 crew will ship them Givenchy’s unfastened powder which immediately turns into part of their marriage ceremony day GRWM content material.
Embrace Creator Suggestions
“It is essential 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 effectively or mentioned with them how we might have executed higher from our aspect — 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 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 inventive (and generally hyperbolic) ways that may make content material go viral on platforms like TikTok. In different phrases — content material made with inventive freedom may go viral, however might not at all times be the appropriate 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 put up flops, she loves having a dialog with a model to know what might 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 good to decide which creators are value constructing the relationships with. These can be creators who’re frequently mentioning your model and driving efficiency metrics like engagements and video views on your model. With a software like Traackr’s Creator Lifecycle Characteristic, you may get a holistic view of your creator neighborhood and simply establish who your nice advocates are.
Second, it’s good to construct creator relationships into your measurement technique. Haley shares that she’s instilled in-person touchpoints as a major KPI for her influencer advertising and marketing program. She mapped out sustainable targets like 2 dinners a month and a pair of espresso dates per thirty days, and builds from there. In case you are distant or your creator companions don’t reside close to you, purpose for 4 Zoom chats a month (that’s simply 1 per week!).
Provide 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 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)
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 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.
Be taught extra product seeding ideas from L’Oréal’s Luxe Canada’s Head of Advocacy and Influencer Advertising and marketing, 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 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 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 12 months 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 achieve 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. Take a look at Ole Henriksen’s YouTube creator partnership technique right here.
Shiseido’s Model Worth-Led Partnerships Technique
How did Shiseido improve its influencer advertising and marketing success by 54% in a single 12 months? By having a hyper-focused creator partnerships technique. Get the complete particulars of how the Sheisido crew completed such excessive ends in one 12 months.
Charlotte Tilbury’s Loyal Magnificence Creator Technique
What components are resulting in the success of Charlotte Tilbury’s influencer advertising and marketing program? We’ll offer you a touch: their loyal neighborhood of magnificence creators and strategic creator partnerships. Dive into Charlotte Tiblury’s creator partnerships technique right here.
