Key Takeaways
Identify the ingredients of an authentic creator partnership and understand why audience fit, creator voice, and trust matter more than follower count
Build better briefs and collaborations that give creators the direction they need while leaving room for their own perspective and creativity.
Measure creator campaign impact in practical ways that go beyond vanity metrics.
Audiences have gotten really good at spotting a paid post that doesn't belong. When a creator campaign feels forced, it can cost you trust with the exact people you're trying to reach. So how do you work with creators in a way that feels natural to their viewers while still advancing your campaign goals?
This session breaks down what separates creator campaigns that resonate from the ones that get scrolled past. Drawing on real campaign examples and the perspective of creators themselves, we’ll explore:
- What makes a partnership feel genuine to a creator's audience, and what quietly undercuts it
- Where to give creative control and where to hold the line
- What a healthy brief looks like, and why over-scripting backfires