Creator & Influencer Trends Report: What Creators Really Look For in Partnerships

Fifty one percent (51%) know there's potential after a few successful collaborations.

They're evaluating whether you actually pay on time, respect their creative process, and whether the partnership drives results for both sides.

And those 16% who decide early? They're likely seeing exceptional value alignment, attractive growth opportunities, or both. These are the partnerships where everything clicks from the start: The brief is clear, the product is a natural fit, and the brand treats them like a partner rather than a vendor.

The takeaway: Don't expect commitment after one sponsored post. Plan for a trial phase where you're both evaluating fit, then build toward longer-term agreements once you've proven you can work well together.

For collaboration, creators want to take the creative lead

One of the most important findings in our research is how creators want to collaborate. Nearly one in five want total creative control, and even fewer want to simply execute your vision. 

Here's the breakdown: Most creators (45%) want to take the lead creatively.

27% want significant creative freedom.

18% want complete freedom.

For brands, this means providing input and approval while giving creators room to translate your vision into content that fits their style. 

Roughly a third of creators want a middle sweet spot where there’s a real partnership. In other words, brainstorming together how to make the campaign work for both your brand and their audience.

Only 6% prefer to execute the brand’s exact vision – which likely happens once there’s history built or the creator is newer to the space. 

As a starting point, every brand should provide clear guardrails (think strategic objectives, brand guidelines, key messaging) then trust creators to execute based on their intimate knowledge of their audience. 

Resources That Fuel Creator Success

For a one-time partnership, a brief’s all you need to get started. Down the line, creators are looking for more.