YouTube has expanded creator data sharing, enabling creators to share comprehensive channel and audience metrics directly with potential brand partners. This optional feature in YouTube Studio enables advertisers to access detailed performance data when searching for creators in specific niches, signaling a shift from intuition-based partnerships to data-informed collaboration.
YouTube’s new API development will soon allow influencer agencies and SaaS platforms to integrate creator data directly, further enhancing discovery capabilities within their Creator Collaborations platform.
Despite this progress, industry experts suggest the creator economy still faces significant hurdles on its path to maturation: fragmented performance tracking across platforms, opaque pricing standards, limited cross-platform strategy insights, and an over-reliance on vanity metrics rather than conversion data.
We collected thoughts from 18 professionals across the creator ecosystem to understand where further professionalization is needed.
While data sharing is a positive step toward allowing creators to better align themselves with relevant brands, it reinforces the need for a more standardized approach to clear and equitable pay.
The current payment landscape can be fragmented, characterized by opaque schedules, excessive fees, and intermediaries siphoning off creators’ earnings. Data ownership is often lacking and there’s no standardized framework linking data value to compensation. As a result, many creators undervalue their work and struggle to negotiate fair rates. This proves to be a pitfall for brands, too – according to Deloitte Digital’s 2025 State of Social research, surveyed brands reported that content quality was still their top criteria for choosing who to work with over other points like creator reputation or performance, demonstrating a path for brand risk and inefficient spending.
These persistent challenges undermine creators’ ability to earn consistently and scale their businesses, threatening the long-term sustainability of the creator economy. It is time that the creator economy matures.
Kudos to YouTube for prioritizing transparency by letting creators share both upper‑ and lower‑funnel data in Creator Studio — a major step forward. But it only becomes game‑changing when that data is accessible via the API (patiently waiting!). Marketers benefit most when this information is easily pulled into unified platforms where they already work.
Sorry, YouTube, TikTok, Meta… No one wants to manage creators in three different places.
Stop gatekeeping. TikTok makes it especially hard to connect performance data across the consumer journey. They have two different APIs – one for standard engagement metrics and another for TikTok Shop. The result? Brands and agency practitioners are stuck in “amateur hour,” juggling fragmented dashboards instead of optimizing. We need standardization of metrics and unified integration access across key platforms so we can spend less time on data stitching and more on driving results.
Social media connects us globally but the platforms still fall short when it comes to helping creators understand that global reach.
My creators don’t have clear insights into where their audiences are growing or how they’re resonating regionally. That needs to change, and I believe it will.
At MADE BY ALL, many of our creators have international audiences. We’ve leaned into that by doing major business in regions like Dubai. But as we expand globally, we’re still intentional about maintaining our strong U.S. presence since most brand dollars still come from American companies targeting U.S. audiences. So we have to be mindful.
The next evolution of social, from my POV, will include region and language-based tiers powered by AI translation. Imagine being able to tap into content from creators in the U.S. or Europe, curated by relevance and algorithms. This is when global companies can target creators for many regions as well, a powerful shift.
Parts of this already exist behind the scenes, but if platforms gave consumers more control and visibility, I believe it would unlock new pathways for creators to scale and build a truly global brand and fanbase, which is our goal with our clients.
In May, YouTube introduced a revamp of its Creator Partnership Hub. This is an opt-in feature that allows the creator to give permission to YouTube and third-party brands to get more access to various data on the creator, their subscribers, channel, and audience analytics. For creators looking for expanded brand partnerships, this can be a very good thing. That being said, it also opens up third-party AI engines to review this data. I do not think that this is always in the best interest of creators. Brands want more access, and YouTube wants brands to spend more advertising dollars, which all makes sense from a business perspective. However, the potential for third-party AI engines to generate models using the creator data is concerning.
Too much of the creator-brand relationship still relies on incomplete data and assumptions, especially on platforms like TikTok and Instagram, where insights are either limited or manually shared. Brands are investing significant budgets without consistent access to the information they need to make informed decisions.
YouTube’s move is a clear step forward, and it sets a new benchmark for transparency. We need that same level of professionalisation across the board, like standardised metrics, clear audience insights, and simple ways for creators to opt in. It’s better for creators, and better for brands.
Data transparency and availability will ultimately bring the creator economy closer to a traditional advertising market – supply and demand create a mutually beneficial exchange with rates that can be compared across inventory (creators).
While I don’t think it will ever reach the scale and commodification of a traditional AD Network with SSP and DSPs, it will move closer to that direction.
On that front, rate consistency across influencers continues to be extremely opaque at best, and at worst random and inconsistent.
Ad creator/influencer partnerships mature, the compliance around them will have to at all. For example, creators grant access to their accounts for brands to run ads, but there is rarely any way to ensure compliance that a brand or advertising is acting in accordance with the contract. This oftentimes leads to brands exploiting the talent!
Creators resisting the paradigm shift of positioning themselves as creators instead of full-fledged brands and businesses, and operating like one. The creator economy is growing fast, but so is the competition.
Over-reliance on brand deals as their main revenue stream, rather than direct-to-audience monetization, is not only a mistake but also akin to playing Russian roulette — they’re beholden to external variables they cannot control and risk eroding their audience’s trust.
Professionalizing by investing on their own platform, product and service distribution, IP, and audience data — all consolidated under one roof — creators would not only future-proof their businesses, effectively operating like the brands they’re paid to promote, but also develop the ultimate capability for audience data depth, with advanced tracking and segmentation of their best followers, already filtered from the lurkers and bots on their socials, to leverage on brand deals that no third-party platform will ever be able to provide.
More data doesn’t automatically mean more maturity. Performance junkies want us to believe scale is the only strategy—but that’s not mature, it’s myopic.
The real risk? Data becomes a distraction.
Influencer discovery is equal parts art and science. When science dominates, we lose nuance: voice, values, creative fit. And decision-makers may now over-index on what’s measurable simply because it’s available. That’s not progress—it’s tunnel vision.
Chemistry in casting matters.
At Maverick Mindshare, we’ve proven that a strategic blend of gut-level vetting and data alignment drives outsized performance.
Until metrics are balanced with judgment, the industry’s still stuck in amateur hour.
YouTube’s expanded data sharing is a win for brands, but it raises the bar for creators. With deeper access to audience insights and engagement metrics, partnerships can finally move beyond guesswork. But more visibility also means more pressure. Creators now have to think like storefronts: every link, product, and call-to-action must be optimized for conversion. That includes frictionless app-linking, deep linking into product pages, and a merchandising strategy baked into the content itself. Brands will increasingly expect proof, not just reach. And unless creators can surface real performance data, especially across mobile and in-app paths, their partnership potential may be undervalued. This is a big opportunity, but it rewards creators who invest in experience and tech.
YouTube’s new data-sharing is a major step toward treating creators as strategic partners. YouTube offers a robust support infrastructure: dedicated partner managers, technical account contacts, and self-serve resources like Creator Insider. However, this level of service is concentrated among top creators. Direct support for monetization and policy guidance remains limited. The recent distinction between “creators” and “publishers” and the prioritization of creators over publishers introduces unnecessary restrictions.
Transparency and sales-side tools remain missing. Creators have little visibility into how their content is sold beyond AdSense, and limited ability to sell inventory or branded content directly on-platform. Events like Brandcast showcase top talent, but there’s no scalable infrastructure to connect mid-tier creators or publishers with advertisers.
Creators are driving platform growth. They should have access to the same infrastructure as advertisers and publishers: support, sales enablement, and monetization strategy. YouTube is leading, but there’s more to build.
Access to richer creator data is a major step forward, and long overdue. For too long, influencer marketing has been anchored in surface-level metrics, like engagement rates and views. As the space matures, so must the metrics. We need to shift the conversation from vanity to value. ROI, brand lift, and predictive performance based on creator pricing aren’t just ‘nice to have’, they’re essential for influencer marketing to be treated as a serious, scalable channel. Creators should be seen (and compensated) as strategic partners, not just content vending machines. With better access to first-party data, brands can make smarter investment decisions and build accountability into a channel that’s historically lacked it. That’s what real progress looks like.
The future belongs to brands that can read culture, not just react to it. While most companies are still playing catch-up with yesterday’s viral moments, the real competitive advantage lies in understanding the deeper cultural currents driving social engagement. Advanced trend intelligence tools are emerging that go beyond surface-level metrics to decode the emotional and contextual DNA of what truly resonates with audiences. This shift from reactive trend-chasing to proactive cultural intelligence represents a fundamental evolution in how brands can authentically connect with their communities and stay ahead of the conversation rather than scrambling to join it.
We’ve come a long way with data on views and engagement, but when it comes to how much creators get paid, it’s still the Wild West. Most people have no idea what others are making, so they just guess, or hope a friend will share. That lack of transparency puts creators at a disadvantage. If we want the creator economy to grow up, we need to treat pay like we treat performance: with real benchmarks and open conversations.
How creator performance is being measured is still heavily stuck in the world of impressions and engagements. The next era of this is customizable scoring systems that account for all levels of performance including… traffic creators are driving to brand/retailer pages, conversions creators are impacting, quality of the content they produce, performance of their content in brand paid media, actual ease and enjoyment of partnering with that creator for the brand, etc. This is why we released our Creator Intelligence feature where brands can assign weighted averages to these different metrics and score creators accordingly.
YouTube’s expanded creator metrics are a step forward, giving brands more data like last-touch attribution, similar to what we see on Meta and TikTok. But relying solely on that final click can oversimplify the customer journey. It’s rarely just one touchpoint that drives action. Another blind spot: confusing popularity with performance. Just because a creator has high views or subscriber counts doesn’t mean they’re delivering high-quality, converting audiences. Brands need to dig deeper. Platform-reported data, while helpful, isn’t neutral; it’s designed to validate the platform’s value. Smart marketers should view this as one layer in a broader measurement strategy. Consider engagement quality, conversion impact, and how creators influence awareness over time. The creator economy is growing, but it still needs more transparency, cross-channel attribution, and standardization to be truly effective. Don’t let a shiny dashboard replace thoughtful analysis or a nuanced understanding of how influence actually works.
Pricing and reporting in the creator economy are murky, and the contracting process would benefit greatly from increased transparency. Rates are typically only shared after outreach, with few benchmarks to guide what’s standard across industry verticals. We need clearer insight into creator fees upfront and standardized tools that make rate transparency a core part of the planning process.
Transparency around paid amplification performance needs to catch up as well. Right now, reporting often focuses on organic engagement despite most influencer campaigns including a paid media component, making it difficult to get a complete picture of performance. Access to paid ad performance at the creator level, such as paid reach or conversion rates, would be a game-changer in the influencer space.
YouTube’s data sharing expansion is a good start, but we need industry-wide adoption of these transparency principles.
While platforms like YouTube are advancing data transparency, the creator economy still lacks professionalization in cross-platform strategy — a critical gap in the media planning process. Brands and agencies often evaluate creators based on performance within a single platform, overlooking the broader influence they exert across YouTube, TikTok, Instagram, and emerging channels. This siloed approach undermines campaign cohesion and limits audience reach.
To elevate media planning, the industry needs integrated tools that provide a unified view of a creator’s multi-platform presence, including engagement metrics, audience overlap, and content resonance. Such transparency would enable planners to allocate budgets more effectively, optimize channel mix, and craft narratives that travel seamlessly across platforms. Without this level of insight, cross-platform campaigns remain fragmented and inefficient, and creators are undervalued as strategic media partners. Professionalizing this aspect is essential for unlocking the full potential of creator-led marketing.
One area that still feels stuck in amateur hour is the briefing and campaign strategy process. What’s missing is real alignment on audience, messaging, and creative execution. If we want to move the space forward, we need partnerships rooted in creative strategies that integrate the brand naturally into the content, not just tacked on at the end. Brands should think of themselves as one integral half of a creative collaboration with the creator they’ve partnered with. The creators who are winning today aren’t just checking boxes, they understand how to tell a brand’s story in a way that still feels true to their voice. But they need real partnership and collaboration from the brands to do that consistently.
Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.
YouTube has expanded creator data sharing, enabling creators to share comprehensive channel and audience metrics directly with potential brand partners. This optional feature in YouTube Studio enables advertisers to access detailed performance data when searching for creators in specific niches, signaling a shift from intuition-based partnerships to data-informed collaboration.
YouTube’s new API development will soon allow influencer agencies and SaaS platforms to integrate creator data directly, further enhancing discovery capabilities within their Creator Collaborations platform.
Despite this progress, industry experts suggest the creator economy still faces significant hurdles on its path to maturation: fragmented performance tracking across platforms, opaque pricing standards, limited cross-platform strategy insights, and an over-reliance on vanity metrics rather than conversion data.
We collected thoughts from 18 professionals across the creator ecosystem to understand where further professionalization is needed.
Kenny Gold, Managing Director, Head of Social, Content and Influencer, Deloitte Digital
While data sharing is a positive step toward allowing creators to better align themselves with relevant brands, it reinforces the need for a more standardized approach to clear and equitable pay.
The current payment landscape can be fragmented, characterized by opaque schedules, excessive fees, and intermediaries siphoning off creators’ earnings. Data ownership is often lacking and there’s no standardized framework linking data value to compensation. As a result, many creators undervalue their work and struggle to negotiate fair rates. This proves to be a pitfall for brands, too – according to Deloitte Digital’s 2025 State of Social research, surveyed brands reported that content quality was still their top criteria for choosing who to work with over other points like creator reputation or performance, demonstrating a path for brand risk and inefficient spending.
These persistent challenges undermine creators’ ability to earn consistently and scale their businesses, threatening the long-term sustainability of the creator economy. It is time that the creator economy matures.
Jessica Thorpe, CEO, gen.video
Kudos to YouTube for prioritizing transparency by letting creators share both upper‑ and lower‑funnel data in Creator Studio — a major step forward. But it only becomes game‑changing when that data is accessible via the API (patiently waiting!). Marketers benefit most when this information is easily pulled into unified platforms where they already work.
Sorry, YouTube, TikTok, Meta… No one wants to manage creators in three different places.
Stop gatekeeping. TikTok makes it especially hard to connect performance data across the consumer journey. They have two different APIs – one for standard engagement metrics and another for TikTok Shop. The result? Brands and agency practitioners are stuck in “amateur hour,” juggling fragmented dashboards instead of optimizing. We need standardization of metrics and unified integration access across key platforms so we can spend less time on data stitching and more on driving results.
Leanne Perice, Founder & CEO, Made by All
Social media connects us globally but the platforms still fall short when it comes to helping creators understand that global reach.
My creators don’t have clear insights into where their audiences are growing or how they’re resonating regionally. That needs to change, and I believe it will.
At MADE BY ALL, many of our creators have international audiences. We’ve leaned into that by doing major business in regions like Dubai. But as we expand globally, we’re still intentional about maintaining our strong U.S. presence since most brand dollars still come from American companies targeting U.S. audiences. So we have to be mindful.
The next evolution of social, from my POV, will include region and language-based tiers powered by AI translation. Imagine being able to tap into content from creators in the U.S. or Europe, curated by relevance and algorithms. This is when global companies can target creators for many regions as well, a powerful shift.
Parts of this already exist behind the scenes, but if platforms gave consumers more control and visibility, I believe it would unlock new pathways for creators to scale and build a truly global brand and fanbase, which is our goal with our clients.
Aaron Day, CEO, Amaze
In May, YouTube introduced a revamp of its Creator Partnership Hub. This is an opt-in feature that allows the creator to give permission to YouTube and third-party brands to get more access to various data on the creator, their subscribers, channel, and audience analytics. For creators looking for expanded brand partnerships, this can be a very good thing. That being said, it also opens up third-party AI engines to review this data. I do not think that this is always in the best interest of creators. Brands want more access, and YouTube wants brands to spend more advertising dollars, which all makes sense from a business perspective. However, the potential for third-party AI engines to generate models using the creator data is concerning.
Felicity Grey, Founder & Managing Director, Theory Crew & RISER Collective
Too much of the creator-brand relationship still relies on incomplete data and assumptions, especially on platforms like TikTok and Instagram, where insights are either limited or manually shared. Brands are investing significant budgets without consistent access to the information they need to make informed decisions.
YouTube’s move is a clear step forward, and it sets a new benchmark for transparency. We need that same level of professionalisation across the board, like standardised metrics, clear audience insights, and simple ways for creators to opt in. It’s better for creators, and better for brands.
Andy Cloyd, Co-Founder & CEO, Superfiliate
Data transparency and availability will ultimately bring the creator economy closer to a traditional advertising market – supply and demand create a mutually beneficial exchange with rates that can be compared across inventory (creators).
While I don’t think it will ever reach the scale and commodification of a traditional AD Network with SSP and DSPs, it will move closer to that direction.
On that front, rate consistency across influencers continues to be extremely opaque at best, and at worst random and inconsistent.
Ad creator/influencer partnerships mature, the compliance around them will have to at all. For example, creators grant access to their accounts for brands to run ads, but there is rarely any way to ensure compliance that a brand or advertising is acting in accordance with the contract. This oftentimes leads to brands exploiting the talent!
Daniel Caldas, Founder, Caldas Ecom
Creators resisting the paradigm shift of positioning themselves as creators instead of full-fledged brands and businesses, and operating like one. The creator economy is growing fast, but so is the competition.
Over-reliance on brand deals as their main revenue stream, rather than direct-to-audience monetization, is not only a mistake but also akin to playing Russian roulette — they’re beholden to external variables they cannot control and risk eroding their audience’s trust.
Professionalizing by investing on their own platform, product and service distribution, IP, and audience data — all consolidated under one roof — creators would not only future-proof their businesses, effectively operating like the brands they’re paid to promote, but also develop the ultimate capability for audience data depth, with advanced tracking and segmentation of their best followers, already filtered from the lurkers and bots on their socials, to leverage on brand deals that no third-party platform will ever be able to provide.
Casey Benedict, Founder, Maverick Mindshare & Niimbus
More data doesn’t automatically mean more maturity. Performance junkies want us to believe scale is the only strategy—but that’s not mature, it’s myopic.
The real risk? Data becomes a distraction.
Influencer discovery is equal parts art and science. When science dominates, we lose nuance: voice, values, creative fit. And decision-makers may now over-index on what’s measurable simply because it’s available. That’s not progress—it’s tunnel vision.
Chemistry in casting matters.
At Maverick Mindshare, we’ve proven that a strategic blend of gut-level vetting and data alignment drives outsized performance.
Until metrics are balanced with judgment, the industry’s still stuck in amateur hour.
Brian Klais, Founder & CEO, URLgenius
YouTube’s expanded data sharing is a win for brands, but it raises the bar for creators. With deeper access to audience insights and engagement metrics, partnerships can finally move beyond guesswork. But more visibility also means more pressure. Creators now have to think like storefronts: every link, product, and call-to-action must be optimized for conversion. That includes frictionless app-linking, deep linking into product pages, and a merchandising strategy baked into the content itself. Brands will increasingly expect proof, not just reach. And unless creators can surface real performance data, especially across mobile and in-app paths, their partnership potential may be undervalued. This is a big opportunity, but it rewards creators who invest in experience and tech.
Patrik Wilkens, VP of Business Development, TheSoul Publishing
YouTube’s new data-sharing is a major step toward treating creators as strategic partners. YouTube offers a robust support infrastructure: dedicated partner managers, technical account contacts, and self-serve resources like Creator Insider. However, this level of service is concentrated among top creators. Direct support for monetization and policy guidance remains limited. The recent distinction between “creators” and “publishers” and the prioritization of creators over publishers introduces unnecessary restrictions.
Transparency and sales-side tools remain missing. Creators have little visibility into how their content is sold beyond AdSense, and limited ability to sell inventory or branded content directly on-platform. Events like Brandcast showcase top talent, but there’s no scalable infrastructure to connect mid-tier creators or publishers with advertisers.
Creators are driving platform growth. They should have access to the same infrastructure as advertisers and publishers: support, sales enablement, and monetization strategy. YouTube is leading, but there’s more to build.
Stephanie Harris, Founder & CEO, PartnerCentric
Access to richer creator data is a major step forward, and long overdue. For too long, influencer marketing has been anchored in surface-level metrics, like engagement rates and views. As the space matures, so must the metrics. We need to shift the conversation from vanity to value. ROI, brand lift, and predictive performance based on creator pricing aren’t just ‘nice to have’, they’re essential for influencer marketing to be treated as a serious, scalable channel. Creators should be seen (and compensated) as strategic partners, not just content vending machines. With better access to first-party data, brands can make smarter investment decisions and build accountability into a channel that’s historically lacked it. That’s what real progress looks like.
Chelsie Hall, CEO, ViralMoment
The future belongs to brands that can read culture, not just react to it. While most companies are still playing catch-up with yesterday’s viral moments, the real competitive advantage lies in understanding the deeper cultural currents driving social engagement. Advanced trend intelligence tools are emerging that go beyond surface-level metrics to decode the emotional and contextual DNA of what truly resonates with audiences. This shift from reactive trend-chasing to proactive cultural intelligence represents a fundamental evolution in how brands can authentically connect with their communities and stay ahead of the conversation rather than scrambling to join it.
Kenny Layton, Co-Founder, Jan One
We’ve come a long way with data on views and engagement, but when it comes to how much creators get paid, it’s still the Wild West. Most people have no idea what others are making, so they just guess, or hope a friend will share. That lack of transparency puts creators at a disadvantage. If we want the creator economy to grow up, we need to treat pay like we treat performance: with real benchmarks and open conversations.
Keith Bendes, CSO, Linqia
How creator performance is being measured is still heavily stuck in the world of impressions and engagements. The next era of this is customizable scoring systems that account for all levels of performance including… traffic creators are driving to brand/retailer pages, conversions creators are impacting, quality of the content they produce, performance of their content in brand paid media, actual ease and enjoyment of partnering with that creator for the brand, etc. This is why we released our Creator Intelligence feature where brands can assign weighted averages to these different metrics and score creators accordingly.
Taylor Miles, VP of Consumer Engagement, twotango collaborative
YouTube’s expanded creator metrics are a step forward, giving brands more data like last-touch attribution, similar to what we see on Meta and TikTok. But relying solely on that final click can oversimplify the customer journey. It’s rarely just one touchpoint that drives action. Another blind spot: confusing popularity with performance. Just because a creator has high views or subscriber counts doesn’t mean they’re delivering high-quality, converting audiences. Brands need to dig deeper. Platform-reported data, while helpful, isn’t neutral; it’s designed to validate the platform’s value. Smart marketers should view this as one layer in a broader measurement strategy. Consider engagement quality, conversion impact, and how creators influence awareness over time. The creator economy is growing, but it still needs more transparency, cross-channel attribution, and standardization to be truly effective. Don’t let a shiny dashboard replace thoughtful analysis or a nuanced understanding of how influence actually works.
Andrea Sarhis, Associate Director, Paid Social, Good Apple
Pricing and reporting in the creator economy are murky, and the contracting process would benefit greatly from increased transparency. Rates are typically only shared after outreach, with few benchmarks to guide what’s standard across industry verticals. We need clearer insight into creator fees upfront and standardized tools that make rate transparency a core part of the planning process.
Transparency around paid amplification performance needs to catch up as well. Right now, reporting often focuses on organic engagement despite most influencer campaigns including a paid media component, making it difficult to get a complete picture of performance. Access to paid ad performance at the creator level, such as paid reach or conversion rates, would be a game-changer in the influencer space.
YouTube’s data sharing expansion is a good start, but we need industry-wide adoption of these transparency principles.
Josh Tan, VP of Media Strategy, Rise, a Quad agency
While platforms like YouTube are advancing data transparency, the creator economy still lacks professionalization in cross-platform strategy — a critical gap in the media planning process. Brands and agencies often evaluate creators based on performance within a single platform, overlooking the broader influence they exert across YouTube, TikTok, Instagram, and emerging channels. This siloed approach undermines campaign cohesion and limits audience reach.
To elevate media planning, the industry needs integrated tools that provide a unified view of a creator’s multi-platform presence, including engagement metrics, audience overlap, and content resonance. Such transparency would enable planners to allocate budgets more effectively, optimize channel mix, and craft narratives that travel seamlessly across platforms. Without this level of insight, cross-platform campaigns remain fragmented and inefficient, and creators are undervalued as strategic media partners. Professionalizing this aspect is essential for unlocking the full potential of creator-led marketing.
Daniel Coughlan, SVP of Content, Fixated
One area that still feels stuck in amateur hour is the briefing and campaign strategy process. What’s missing is real alignment on audience, messaging, and creative execution. If we want to move the space forward, we need partnerships rooted in creative strategies that integrate the brand naturally into the content, not just tacked on at the end. Brands should think of themselves as one integral half of a creative collaboration with the creator they’ve partnered with. The creators who are winning today aren’t just checking boxes, they understand how to tell a brand’s story in a way that still feels true to their voice. But they need real partnership and collaboration from the brands to do that consistently.
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