Influencers

400 creators reveal what’s most important in a brand partnership

Half of respondents cited “receiving timely payments” as a challenge.
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Hypothetical question: How often do marketers ask influencers about their priorities and goals? In May, Deloitte surveyed 400 US creators to get a better understanding of how they approach working with brands and the challenges they’re facing.

The company’s findings? That many of the speed bumps in the influencer marketing industry “can be resolved or reduced when platforms and brands learn more about the priorities of the creators they team with and work to turn those relationships into growth opportunities for all parties,” per the report.

For instance…

  • 69% of the creators surveyed said that, when deciding whether or not to partner with a certain brand, the brand’s relevancy to their audience is a top priority.
  • Pay came in a close second, with 66% saying it’s an important factor when considering partnerships.
  • Nearly 60% of respondents said that securing brand sponsorships is difficult, and 46% said maintaining those sponsorships is difficult.

Pay up: The survey found that, on average, influencers working with brands say that 55% of their income is from these partnerships. Half of respondents cited “receiving timely payments” as a challenge of brand partnerships.

  • As we’ve covered before, influencers are also increasingly demanding transparency when it comes to pay, an issue that’s given rise to platforms like Clara, FYPM, and Hashtag Pay Me.

+1: The report could spell bad news for companies that recently renamed themselves Meta—only 27% of creators said they see the metaverse as “relevant to their business” over the coming year.

Deloitte’s takeaway? That creators are looking for more out of their side of the deal. Per the report, “creators are looking to grow their businesses with longer partnerships, greater collaboration, multiple sources of revenue, streamlined payments, and tools for tracking content performance.”—PB

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