Creators Speak Out: What Creators Want Brands to Know

Let’s talk about something real.

If you’re a creator and CEO creating content, courses, and community, here is what creators want brands to know in the creator economy

You are not just a creator. You are a business.

And yet... so many brands still treat creators like a quick post will do the job.

Dear Brands:

💥 I’m Not a Post.

I’m a Platform.

I’m a Pipeline.

I’m a Partnership.

I’m not just a creator.

I’m a business.

I’m not just a business.

I’m a CEO.

📲 I don’t just post — I build presence across platforms.

🎯 I’m not a flash-in-the-pan — I’m a pipeline to aligned, trusting audiences.

🤝 I don’t do transactions — I co-create brand stories that scale.

📈 I don’t just create content — I drive conversions, culture, and community.

💼 I run systems. I close deals. I track ROI. I’m building legacy — not just likes.

So if you're still treating creators like a single Instagram square…

👋 You’re missing the entire brand, business, and CEO behind the content.

So, let's talk about what creators wish brands knew in 2025.

💸 $8 Million for 30 Seconds vs. Creator Partnerships

Imagine this:

$8 million for a 30-second Super Bowl ad…

...or ✨ 12 months of creator-led content that converts, connects, and compounds over time.

Let’s be real—people don’t remember the ad. They remember the face. The story. The community.

The brands making bold moves in 2025?They’re ditching splashy one-time campaigns for consistent, co-created storytelling.

As I shared in this post:

• Working with creators costs less and converts more

• Creators build authentic trust, not just views

• Brand + Creator = Real Relationship ➝ Real Results

So ask yourself:Would you rather light $8M on fire for a moment…

Create with creators who are a business

🎯 Pitch to Profit: Why Brands Rethink Creator Collabs

In Pitch to Profit, I unpack how content becomes cash when strategy meets storytelling.

But here’s what still shocks me:

Creators are running full-blown businesses.

And brands still treat us like we’re just… content.

We’re not.

We are:

• Founders

• CEOs

• Strategists

• Community Builders

• Brand Amplifiers

If you want to work with creators and get real results—Start treating the pitch like a partnership.

🔥 Creators Speak Out: What Creators Want Brands to Know

I asked creators, marketers, CMOs, and agency owners:

“What do you really wish brands knew?”

Here’s what they said—unedited, unscripted, and unforgettable.

What Brands Should Know About Creator Collaborations

“This is for creators and influencers working in the creator economy with content, courses, and brands.”

What do you wish brands knew?How do you wish they valued monthly or annual projects?

🎙️ Creators Don’t Want Campaigns. We Want Alignment.

Here’s the real tea:

1. Long-Term > One-Off

Stop the "just one post" energy.Give us space to co-create, grow momentum, and build trust.

2. Respect the Craft

Content takes time. Energy. Strategy.Pay like you're hiring a media company—because you are.

3. Collaborate, Don’t Control

We know our people.Let us lead with our voice, and your message will hit deeper.

4. Don’t Just Track Clicks

Track connection. Culture. Community.That’s the real ROI.

5. Budget Like You Mean It

Shift your mindset.$8M ads don’t move people the way consistent storytelling does.

Creators Speak Out: What Creators Wish Brands Knew in 2025

"What I wish brands understood about influencers and creators is that we're not just content producers; we're strategic partners."—

Georgi Petrov, CMO, Entrepreneur, Content Creator, AIG MARKETER

We spend years building trust, growing our communities, and crafting narratives that deeply resonate. A one-time post rarely delivers meaningful impact. The brands that win invest in long-term collaboration instead of one-off campaigns. When creators are treated like growth partners from day one, the results always follow.

"Most brands still treat creators like ad space, not like strategic partners."

Sahil Gandhi, Brand Strategist, Brand Professor

We don’t just ‘amplify’—we translate brand stories into language our audiences trust. That translation requires insight, co-creation, and time. In my best campaigns, I was brought in during the strategy phase, given the freedom to shape the message, and the performance soared.

"Creators are community leaders and brand builders, not billboards."

Kristin Marquet, Founder & Creative Director, Marquet Media

Every piece of content reflects our own credibility. That’s why we care deeply about results—not just for brands, but for our personal brand too. When brands respect that, the content feels real and performs better. Collaborative storytelling always beats cold deliverables.

"One-off posts are a missed opportunity."

Kal Dimitrov, Content & Marketing Expert, Enhancv

The highest-performing content I’ve made has come from long-term partnerships—where I had space to test, create, and connect authentically. One brand gave me weeks to A/B test and evolve the message. The content not only looked good—it converted like crazy.

"People think creators just ‘post’ — but we’re copywriters, editors, marketers, data analysts, and community managers in one."

Natalia Lavrenenko, UGC + Marketing Manager, Rathly

Behind every post is strategy: from research to editing, testing to engaging. When brands see us as collaborators instead of content factories, the depth of value becomes clear—and campaigns outperform the ones that try to control every detail.

"Creators do more than most teams combined: scripting, producing, optimizing, engaging."

Josiah Roche, Fractional CMO, JRR Marketing

Still, many brands judge performance only by impressions. But real influence is built through connection, not just numbers. The creators closest to your customers should help shape your messaging—not just deliver it.

"Long-term trust beats short-term reach every time."

Or Moshe, Founder + Developer, Tevello

One of our creators posted about our platform for six months straight. What started as small traction turned into full conversion—because trust builds over time. Most brands give up too soon to see real results.

"We're not 'free marketing'—we’re entrepreneurs growing communities through consistent, authentic value."

Justin Belmont, Founder & CEO, Prose

Creators bring strategy, soul, and staying power. We aren’t here for quick gigs. We’re here to build something sustainable—for our communities and yours. The brands who get that become part of our long-term vision.

"One-off campaigns don’t drive culture."

Hayden Bond, Owner, Plate Lunch Collective

Brands who succeed invest in creators who understand tone, timing, and story. We’re not here to post and dip—we’re here to shift perception, build engagement, and move communities. That takes consistency and creative freedom.

"Creators today operate like full-blown creative agencies."

Runbo Li, CEO, Magic Hour

From concept to content to community, we handle it all. Still, many brands expect miracles from a single post. Long-term partnerships give us room to optimize, test, and deliver on a level that short campaigns never will.

"Creators are not just amplifiers. They’re storytellers. Build with them, not just through them."

Amir Husen, Content Writer & Associate, ICS Legal

We don’t just echo a brand message—we transform it into something relatable, real, and repeatable. The best partnerships happen when we’re involved in the vision, not just handed a brief. When you let creators co-author the campaign, people listen—and act.

"I’m not a post. I’m a platform. I’m a pipeline. I’m a partnership."

Katrina Julia, Creator & CEO, CREATEIT

Brands often treat creators like rented attention instead of shared equity in impact, influence and income. I’ve built a global community across wellness, business, and travel that trusts me because I show up with purpose. When brands come in for just a one-time ad, it breaks the flow.

Creators are not just creators. Creators are a business.

When we co-create over time? That’s when magic, momentum, and money happens.

"Many creators wish that brands would recognize the substantial effort and creativity that goes into producing content."

Alex Cornici, Marketing & PR Coordinator, Insuranks

It’s not just snapping a photo. It’s scripting, shooting, editing, and understanding engagement. We’re essentially one-person media companies with the power of trust that traditional media can’t buy. Brands that invest long-term see deeper returns—because we’re not ads, we’re allies.

"Creators aren't just ad slots—they're storytellers with built-in trust."

Julian Knox, Marketing & PR Coordinator, Web Search Optimisation

One SaaS brand let a creator build a narrative instead of forcing a brief. The result? A mini-doc that converted hundreds. That’s what happens when creators are invited to shape, not just share. Relationships over rentals—that’s the future of marketing.

"Long-term partnerships create authentic content that converts."

Andrew Dunn, VP of Marketing, Zentro Internet

A six-month partnership I did outperformed quick campaigns 3 to 1. Why? Because trust compounds. Give creators time and trust, and they’ll deliver stories that actually move people.

Long-term partnerships are crucial to creating authentic content that resonates with audiences. Last year, I collaborated with a tech brand that gave me creative freedom and six months to develop content, resulting in 3x higher engagement than rushed monthly campaigns. I wish more brands understood that building genuine influence takes time and trust - it's not just about quick metrics but about creating meaningful connections that benefit both parties.

"Brands often miss the value of consistent, long-term creator partnerships."

Justin Mauldin, Founder, Salient PR

In just one quarter, a creator tripled their conversions after regular brand mentions. That kind of lift doesn’t happen with one post. Treat creators like strategic marketers—and they’ll outperform your best media buy.

Working with countless influencers at Salient PR has shown me how brands often miss the value of consistent, long-term creator partnerships. Just last quarter, one of our creators generated 3x more conversions after six months of regular brand mentions compared to their initial sponsored posts. I believe brands need to shift from viewing creators as quick promotional tools to treating them as strategic marketing partners who can build genuine product trust over time.

"Influencers deliver best when treated as strategic partners, not just content producers."

John Cheng, CEO, PlayAbly.AI

Our AI showed that influencers involved early in product strategy delivered 2.5x more conversions. They know their audiences better than your ads ever will—let them lead.

As someone who analyzes engagement data, I notice creators deliver the best results when brands treat them as strategic partners rather than just content producers. Our AI tracking showed that influencers who were included in product development discussions generated 2.5x more conversions than those given standard campaign briefs.

I believe brands need to shift from viewing creators as promotional channels to seeing them as valuable collaborators who deeply understand their audience.

"One sponsored video can take 3-4x longer than regular content in finance or education."

Adam Garcia, Founder, The Stock Dork

Credibility matters. In industries where trust is everything, creators can’t rush. Brands who get this build long-term arcs that pay off with deeper loyalty and conversions.

Content creation in the financial space requires significant research and time investment to maintain credibility with our audience. I've noticed brands often underestimate the effort needed to integrate their message naturally into our content while keeping our audience's trust - one sponsored video can take 3-4 times longer than regular content. I wish more brands would consider annual partnerships that allow us to build authentic, long-term storylines about their products rather than one-off posts.

"Brands who focus only on follower count miss the real value—engagement that drives action."

Cyrus Partow, CEO, ShipTheDeal

My highest-performing collabs were with brands who looked beyond vanity metrics. We built on real connection, and in return? Higher sales, stronger word-of-mouth, and long-term advocacy.

Brand collaborations have been quite frustrating when they focus solely on follower counts. I've found that my most successful partnerships came from brands who took time to understand my 15% engagement rate and how my audience actually takes action on recommendations, not just my total following. I'd love to see more brands offering performance-based bonuses tied to actual sales or sign-ups, rather than just post requirements.

"Rigid content briefs kill performance."

Paul Sher, CEO, FuseBase

When we gave creators freedom to integrate our product naturally, CTRs jumped 40%. People engage with authentic storytelling, not templated posts. Let creators create.

Through working with dozens of SaaS influencers, I've learned that predetermined content briefs often limit creativity and authenticity. When we gave our influencers flexibility to showcase our product naturally within their workflow, their audiences responded much more positively with 40% higher click-through rates. I'd love to see more brands focus on empowering creators to tell authentic stories rather than pushing rigid campaign requirements.

"Brands underestimate the narrative power creators bring to the table."

Hugh Dixon, Marketing Manager, PSS International Removals

Creators craft a full experience—not just a post. We’ve seen better performance from creators who took time to embed our brand into a story that mattered. Long-term equals long impact.

Brands often underestimate how much time, effort, and expertise go into creating quality content. Influencers and creators are not just producing videos or posts, they're crafting a narrative that resonates with their audience, often blending storytelling with brand messaging. I wish more brands understood that creators are a critical part of their marketing strategy, not just a means to an end. Creators often invest significant time into understanding their audience, curating content, and refining their personal brand. For instance, when we partner with influencers for PSS, we ensure we're not just paying for a post but for a collaboration that aligns with their audience's values and needs. If brands treated these collaborations as long-term partnerships, rather than one-off campaigns, they'd see much better results and a more authentic connection to their products or services.

"Creators aren't just distribution channels—they're creative partners who know their audience better than anyone."

Yoyao Hsueh, Founder & CEO, Floyi

Too many brands expect plug-and-play posts without understanding that creators are curators of trust. When you invite us into the strategy, not just the share, the content converts. Invest in us like you do your agencies—with budget, trust, and timelines. That’s how you go from promoted to beloved.

I wish more brands understood that creators aren't just distribution channels--they're creative partners who know their audience better than anyone. Too often, brands approach influencers with a plug-and-play mentality, expecting transactional posts without recognizing the trust and nuance that creators have spent years building.

Creators don't just sell a product--they translate it. They take a message, filter it through their voice, and make it resonate in ways traditional ads can't. That's not a one-off task. It's a craft. Brands that embrace longer-term, collaborative partnerships see far better results because the audience feels the authenticity. It's the difference between a billboard and a recommendation from a trusted friend.

If I could rewrite the playbook, I'd have brands invest in creators the way they invest in agencies. Value them on an annual basis, not by the post. Let them shape campaigns from the ground up, not just deliver what's already scripted. When creators are treated as collaborators, not commodities, everyone wins--the brand, the audience, and the creative economy.

"Brands often overlook the long-term value creators bring beyond just follower counts."

Justin Herring, Founder & CEO, YEAH! Local

A micro-influencer with authentic SEO content brought us 3x more qualified leads than a celebrity did. Why? Because trust scales, not just reach. Brands who recognize creators as niche experts win the long game.

With my experience in SEO and influencer marketing, I've noticed brands often overlook the long-term value creators bring beyond just follower counts. Last year, one of our micro-influencer partners generated 3x more qualified leads through targeted SEO-optimized content than a celebrity partnership costing five times more. I wish brands would focus more on creators' authentic audience connections and expertise in specific niches rather than just chasing vanity metrics.

"Creators spend hours perfecting a single piece of content—and brands need to respect that."

Yarden Morgan, Director of Growth, Lusha

One video took a creator 15+ hours. That’s not a ‘quick post’—that’s production, strategy, and storytelling. Long-term partnerships allow for real integration, which creates real results.

As a marketing director who's worked with countless influencers, I've noticed brands often undervalue the time creators spend understanding their audience and crafting authentic content.

Just last month, a creator spent 15 hours perfecting a single video for us - from researching our product, writing scripts, filming multiple takes, and editing - yet some brands expect this level of dedication for quick, one-off deals.

I wish brands would recognize that meaningful partnerships take time to develop, and investing in long-term relationships (6-12 months minimum) allows creators to genuinely integrate products into their content naturally.

"Home content needs time to resonate—transformation doesn’t happen overnight."

Pablo Cavalcante, Owner, Legacy Countertops

A year-long creator partnership for a kitchen makeover generated qualified leads at every phase. It wasn’t flashy—it was followed. Brands need to value the journey, not just the reveal.

In our home design space, I've noticed brands tend to rush influencer collaborations without understanding that home transformation content needs time to resonate authentically.

When we partnered with a local home design influencer for a year-long kitchen renovation series, their audience was genuinely invested in the journey from selection to installation, generating qualified leads who understood our craftsmanship value. I wish more brands would see that giving creators time to tell deeper stories leads to more meaningful conversions than just quick product placement posts.

"Creators aren’t disposable vendors—they’re strategic allies."

Mike Khorev, Managing Director, Nine Peaks Media

A creator’s audience isn’t rented—it’s earned. Brands who involve creators early, listen to their insights, and collaborate long-term will always see stronger ROI. The future of marketing is built on mutual respect and long-term investment.

Brands often undervalue the strategy and effort creators invest behind the scenes.

They see the final product but miss the time, creativity, and planning involved.

Creators aren't simply posting content; they are building trust with audiences over years.

Consistency, engagement, and credibility are hard-won and fragile.

When brands treat creators as disposable vendors rather than long-term partners, they lose authenticity.

I wish brands recognized that good content is part collaboration, not control.

Annual or monthly projects should be budgeted like serious marketing investments, not short-term experiments.

A creator's audience is not a rented list — it's a community nurtured carefully.

Brands gain better outcomes when they involve creators early, listen to their insights, and respect their knowledge.

View creators as strategic allies, not just channels to push products.

That shift would benefit both sides greatly.

"We're not just quick fixes—we're brand builders."

Nikita Sherbina, Co-Founder & CEO, AIScreen

Brands who invest in monthly or annual deals get the best version of us.

That’s when trust shows up, stories deepen, and communities respond. One-off posts? Those don’t build empires—long-term collabs do.

As a creator, I think brands really need to understand that we're not just quick-fix solutions for one-off promotions. We're long-term partners who invest in the communities we've built.

The real value comes when brands approach us with a long-term vision instead of just looking for a fast return from a one-time post.

Creators have the power to drive genuine engagement, but that takes time and relationship-building. I also wish brands would better value the work that goes into monthly or annual content projects.

It's not just about cranking out quick posts--creating something meaningful and engaging consistently takes a lot of time and creative energy.

Too often, brands undervalue that. Instead of just focusing on the short-term results, I think it would be more beneficial if they appreciated the bigger picture--the lasting impact of a well-thought-out, ongoing partnership. When brands see influencers as collaborators over time, the results are so much stronger.

"Rushing creators backfires. Give us time, and we’ll give you magic."

Ryan Young, Owner, Revive Marketing Services

One creator tested a product for 3 months before launching a collab—and tripled engagement. Authenticity isn’t rushed. It’s earned. Brands who get that win long-term loyalty.

Working with thousands of influencers at Revive Marketing, I've seen how the best collaborations happen when brands treat creators as strategic partners rather than just promotional channels.

One creator I work with spent three months testing our client's product before agreeing to promote it, which resulted in engagement rates triple the industry average. Brands need to understand that authentic influence takes time and investment - rushing creators or micromanaging their creative process usually backfires.

"We’re not just posting—we’re strategizing, researching, storytelling."

David Cornado, Consultant

When a beauty brand let us lead the campaign, performance skyrocketed. Because we weren’t just amplifying—we were co-creating. The future? Creator-first strategy with aligned brand freedom.

I've learned through my consulting work that brands often overlook the strategic thinking and expertise creators put into content - we're not just posting random photos and videos.

Last year, when working with a Hong Kong-based beauty brand, I saw how much more successful campaigns were when they trusted our creative direction and market understanding rather than pushing rigid guidelines.

I really wish more brands would view creators as strategic partners who understand their audience deeply, rather than just treating us as promotional billboards.

"Creators aren’t ads—they’re advocates."

Bennett Maxwell, CEO, Franchise KI

With Dirty Dough, we gave creators space to create. The result? Triple the engagement and authentic content that moved people. That’s what happens when creators aren’t micromanaged—they’re trusted.

I've seen firsthand how brands often undervalue creators' deep understanding of their audience, treating them like mere advertising channels rather than strategic partners.

When we partnered with influencers for Dirty Dough's expansion, we found that giving them creative freedom and treating them as true brand collaborators led to 3x better engagement and authentic content that actually resonated with our target market.

"Wellness content isn’t transactional—it’s transformational."

Taylor Murphy, Director of Community Outreach, Brighter Start Health

Our top campaigns weren’t about views—they were about vulnerability. Creators need time to build trust when sharing stories around mental health and recovery. Brands who allow that get real impact—not just reach.

I've noticed brands often overlook the deep emotional investment creators put into authentic storytelling about health and recovery journeys.

When I partner with wellness influencers at Brighter Start Health, I see how they thoughtfully craft content that resonates with their communities while staying true to their personal experiences.

I wish brands would value long-term partnerships over one-off posts, as it takes time to build trust when discussing sensitive topics like mental health and recovery.

“Treating creators as educational partners, not just promo tools, changed everything.”

Sandro Kratz, Founder, Tutorbase

When we empowered our course creators with input and compensated them fairly, student retention shot up 40%. Brands in edtech must recognize that creators hold the keys to trust and engagement. They're not just here to ‘promote’ — they’re co-teaching and co-building.

“Authentic home content takes effort — and it’s worth every second.”

Juan Cava, Co-Founder, Cash For Your Home

In real estate, creators don't just share listings. They tell transformation stories. That’s what moves people. When we gave creators creative freedom and consistent support, their trust became our buyers’ trust. That’s ROI no paid ad can fake.

“Micromanaging influencers kills the magic.”

Justin King, Director of Operations, Charette Cosmetics

We gave our beauty influencers full creative freedom—and they blew us away. Authentic experiences translated into sales, feedback, and loyalty. When you trust the creator, you build a brand that lasts.

Working in cosmetics, I've learned that treating influencers like mere advertising channels rather than creative partners is a huge mistake. When we gave our beauty influencers creative freedom with our new skincare line, their authentic experiences and honest feedback not only improved our products but also resonated deeply with their audiences.

I believe brands need to stop micromanaging content briefs and trust creators' instincts about what their audience will respond to - after all, they built that audience from scratch.

“High-trust niches need high-trust timelines.”

Josiah Lipsmeyer, Founder, Plasthetix Plastic Surgery Marketing

In medicine and aesthetics, credibility is everything. Our best campaigns came from year-long partnerships with creators we respected and paid well. Rushed campaigns? Risky and forgettable. Play the long game.

Working with medical influencers at Plasthetix, I've noticed brands often miss the extensive research and trust-building that goes into creating responsible medical content.

I wish more brands would understand that quality creator partnerships in specialized fields like cosmetic surgery require longer timeframes and higher budgets - our most successful campaigns came from year-long partnerships where we valued creators' expertise with fair compensation packages.

“Let creators be creators. That’s when conversions skyrocket.”

Alexander Liebisch, Founder, TinderProfile

We saw a 40% jump in conversions when we ditched strict scripts and gave influencers space to be themselves. Long-term partnerships with freedom are a formula for sustainable, real impact.

As a tech founder who's worked with various influencers for TinderProfile.ai, I've learned that creators need more creative freedom to maintain authenticity with their audience.

When we allowed our influencers to showcase our AI tool in their own unique style, rather than following strict guidelines, our conversion rates jumped by 40%. I really wish brands would understand that long-term partnerships with reasonable content deadlines work better than rushed, one-off campaigns that feel forced.

“People don’t just want pictures—they want stories they can trust.”

Barry L Smith, Founder & CEO, Homesmith

A 6-month influencer story about buying a home outperformed every paid media we tried. Why? Because the audience believed it. When creators are given time and support, they transform marketing into storytelling.

Working in real estate marketing, I've seen how vital authentic storytelling is when partnering with property and lifestyle influencers. One of our most successful campaigns came from letting an influencer document their genuine home-buying journey over six months, which resonated way more than staged house tours.

I wish brands would value the time and effort creators put into building trust with their audiences - it's not just about posting pretty pictures, but creating meaningful content that actually helps people make decisions.

“Health creators need autonomy to stay credible—and brands need to give it.”

Dr. Edward Espinosa, Owner, OptumMDOne

influencer took 3 months to vet our brand before posting—and that one piece outperformed all our prior ads. In wellness, you can’t rush trust. Partner with creators who care enough to do it right.

As someone working in healthcare, I see how crucial it is for brands to understand that health and wellness creators need autonomy to maintain their medical credibility while partnering with products.

I recently collaborated with a wellness influencer who took three months to properly research and experience our preventive care approach before sharing it with their community, resulting in patients who were better informed about their health choices.

Brands should consider that in sensitive fields like healthcare, rushing content creation can damage both the influencer's reputation and the brand's trustworthiness.

“Quick posts don’t build loyalty—relationships do.”

Allen Kou, Owner, Zinfandel Grille

Our most successful restaurant collabs came from building long-term bonds with food creators who actually love our food. It’s not about getting tagged once—it’s about becoming a part of their story.

I recently discovered that the most successful restaurant influencer partnerships happen when brands understand the creator's unique perspective and food storytelling style. At Zinfandel Grille, we prioritize building long-term relationships with food creators who genuinely love our cuisine, rather than just chasing quick, one-off posts that don't feel authentic to their audience.

🚀 Ready to Create Partnerships That Convert?

If you’re a brand:

• Want influence? Partner with people who already have it.

• Want trust? Earn it through long-term alignment.

• Want results? Give creators room to create.

If you’re a creator:

• Want to turn content into cash?

• Want to land brand deals on repeat?

• Want to do it with tools, templates, and AI?

Let’s #CREATEIT

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