**Bridging the Gap: Aligning Expectations Between Brands and Creators**
The creator economy is booming, yet a significant **“pain point”** persists—**misaligned expectations** between brands and the influencers they collaborate with. Luke Barnes, EMEA President of the influencer marketing agency Influencer, highlights that this disconnect can severely hamper effective partnerships and tarnish brand image.
**Understanding the Disconnect**
A recent survey of **500 global influencers** indicates a recurring theme of dissatisfaction. Creators often express frustration over **restrictive creative guidelines, unrealistic timelines**, and a seemingly endless stream of content revisions imposed by brands. These issues lead many creators to feel undervalued in their artistic contributions.
The Creator Perspectives report reveals that influencers believe brands prioritize metrics like **reach and engagement** over the intrinsic value of their creative work. This perception fosters a culture where creators feel more like **content generators** than valued partners.
**A Call for Inclusion**
Barnes notes that while discussions about working with creators are abundant in the industry, their voices often remain unheard. “Many of us in our industry spend hours talking with brands about optimizing their investments, yet we rarely invite the creators themselves into that conversation,” he stated at The Future of Brands in London.
**The Growing Influence of Creators**
The stakes are high, as the global influencer marketing industry is estimated to reach **$24 billion by 2024**, with predictions suggesting it could double by 2028 (Statista). Despite this promising growth, **88% of creators** still view their social media endeavors as a **“side hustle,”** with only a quarter of top influencers making it their primary source of income. It’s evident: for many, this is still very much a **hustle.**
Caspar Lee, an **early YouTuber** and founder of Influencer, argues that this part-time engagement doesn’t equate to a lack of professionalism. “Creators live multifaceted lives, and that diversity makes their content more relatable and rich,” he asserts, emphasizing that professionalism can manifest in how creators interact consistently and responsibly.
**The Importance of Transparency: Ad Disclosure**
Transparency is another critical facet in this dynamic. Recent findings from the Advertising Standards Authority (ASA) indicate that only **57% of influencer ads** on platforms like Instagram and TikTok are properly disclosed. While this figure has improved significantly from 35% in 2023, it is still insufficient. ASA senior compliance executive Ed Senior stresses the necessity for clarity in advertising, asserting, “In a world where social media plays an increasingly significant role in our lives, it’s vital that people can distinguish between content and advertising.”
**Adopting a Code of Conduct**
To address these challenges, organizations such as the **Influencer Marketing Trade Body (IMTB)** have introduced the **Influencer Marketing Code of Conduct**. This framework encourages ethical marketing practices, urging brands to conduct due diligence and promote positive online environments. Recently, leading brands like **Domino’s, John Lewis, and Estée Lauder** have signed on to this initiative, recognizing the shared responsibility in cultivating a sustainable creator economy.
**Strategies for Improved Collaboration**
Lee encourages brands to rethink their relationships with creators, emphasizing that these partnerships comprise more than just **media purchases**. “Recognizing creators as individuals with lives and timelines outside of content creation fosters healthier collaborations,” he remarks. While it’s understandable that brands may hesitate to relinquish creative control due to potential risks, Lee advocates for providing **brand guidelines** that respect creators’ unique styles and communities.
**Guidelines Over Control**
Interestingly, only **21% of creators** prefer complete creative freedom. Instead, **58%** desire structured guidelines, indicating that a middle ground can be reached. “Creators don’t want a blank canvas; they desire a roadmap,” explains Barnes. Providing **examples of desired content** during the briefing process can streamline collaboration and minimize revisions, ultimately leading to a productive partnership.
**Final Thoughts**
Brands that engage creators in their broader marketing strategies reap the most rewards. Lee concludes, “Share your marketing goals with creators; they genuinely care about understanding whether you seek clicks, brand uplift, or sales.” This level of transparency and collaboration is essential for cultivating a relationship that benefits both creators and brands.
In today’s creator-driven landscape, understanding and addressing the intricacies of this partnership will be paramount. By actively **listening** to creators and aligning expectations, brands can unlock the true potential of their collaborations in the evolving creator economy.
