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CREATORS DEMAND GREATER TRANSPARENCY IN BRAND PARTNERSHIPS

TLDR ~30 SECONDS⚡️

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CreatorVersed Team
March 28, 2025

LATEST DEVELOPMENT

New research from influencer marketing agency Influencer reveals significant perception gaps between brands and creators, with most creators seeking deeper involvement in marketing processes beyond just content creation.

INDUSTRY TALK

"Communication gaps between brands and creators have led both parties to prioritize different things. While both focus on engagement as the No. 1 priority for KPIs, creators' No. 2 focus is on content and creativity, which brands ranked as No. 5 behind metrics like follower growth, reach, and conversion."

-Influencer Marketing Agency Research

KEY CONSIDERATIONS

Survey insights include:

  • Only 12% of creators produce content full-time

  • 25% of big-name creators work exclusively on content

  • 66% of creators want to learn more about brand KPIs

  • 25% cite poor communication as a major frustration

  • Significant misalignment on campaign priorities

COLLABORATION CHALLENGES

Partnership pain points include:

  • Payment delays ranked as top creator frustration

  • Creative constraints cited as second biggest concern

  • Only 21% of creators want complete creative freedom

  • 58% prefer clear brand guidelines for direction

  • 33% struggle with excessive revision requests

RELATIONSHIP EXPECTATIONS

Partnership trends highlighted by:

  • 72% of creators seeking long-term brand relationships

  • Only 54% currently have at least one long-term partnership

  • Brands prioritize metrics (reach, conversion) over creativity

  • Creators rank content quality as their second priority

  • Both parties agree engagement remains the top KPI

THE BOTTOM LINE

Despite looming platform uncertainties like potential TikTok bans, 72% of creators remain optimistic about the future of social platforms—suggesting brands that develop jargon-free dialogue, provide clear creative direction, and establish long-term relationships will gain competitive advantage in the increasingly sophisticated creator economy.

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