Want your brand to resonate online? Work with creators who bring more than just followers

Technical.ly

26-05-2025

In the world of modern marketing, a company's social media isn't just an obligation – it's an opportunity to collaborate and reach larger audiences.
Working with content creators can be a way for brands to capitalize on that opportunity, said panelists at Technical.ly's 2025 Builders Conference panel on how to work with independent creators. Brand-creator partnerships can offer major benefits, but when companies move away from traditional marketing, they also risk running into common pitfalls.
A collaboration with a content creator isn't just about generating likes and hashtags; it can add soul to a company's online presence, said panelist Calan Wilson, a Philadelphia-based artist and startup founder known as Calan the Artist.
'When it comes to the [brand-creator] relationship, you have to show up and understand… that we give cultural capital,' Calan said. 'I find [brands] very boring, very dull, very dry, because that's what they have to be but we can be anything that we want.'
Rather than dictating what creators should say and how to say it, panelists encouraged brands to approach these relationships with flexibility and respect. Giving creators room to infuse their own voice and style into the content can be key to a successful partnership.
Collaborating with a creator allows companies to present their brand with a unique, authentic voice, said comedian Na'Tosha Wyles, known as TaTa Sherise online and onstage. While it's important to clearly outline expectations in a formal contract, she said it's equally important to trust creators to deliver the message in their own style.
An added perk of working with creators is the ability to reach communities often overlooked by traditional marketing.
'You really get diversity through the internet, because that's where a lot of Black and brown voices are free,' Wyles said. 'Traditional marketing doesn't really target Black and brown people as much.'
Finding the right creator to bring a brand's vision to life
Finding the right creator whose personality and goals align with the brand's message starts with shared values, said Alex Peay, a nonprofit founder and content creator known for his character Pop Pop Bruce Johnson, who has amassed a combined following of over 1.5 million across TikTok and Instagram.
While Peay isn't old, his online persona is. Pop Pop Bruce Johnson is a grandfather-like figure for watchers, offering life advice and encouragement in a comedic way. For that reason, the organizations that often work with Peay support mental health, youth development and social impact, aligning with the values his character represents.
Businesses can use hashtags on social media platforms like TikTok and Instagram to search for content that aligns with certain relevant topics or audiences, Wyles said.
Companies can also work with influencer marketing agencies that specialize in recruiting and managing a large list of content creators, Calan said.
And just like dating, creator-brand partnerships don't always work out. Separation terms should be included in contracts from the start, panelists said.
'We've all been through breakups, business and personal,' Wyles said. 'It can happen. You can break up with a content creator if you need to.'
Metrics matter, so pick the right ones to prioritize
While follower count can be an attention-grabbing number, other metrics often have more impact on the long-term success of a creator-brand partnership.
Impressions and engagement frequently matter more than raw follower numbers, Wyles said. A creator with a smaller but highly engaged audience can create deeper connections and greater influence than someone with a large but less involved following.
This type of engagement is measured by the number of comments a post receives, how often it is shared and the amount of time followers spend viewing it.
However, if creators are bringing soul to a brand that can be hard to measure, Calan said.
'Be loose with the metrics, but understand the goal,' Calan said. 'I think a lot of brand partnerships that I've worked with, they didn't understand what they wanted, and I didn't understand what they wanted.'
Short-form content is first, but algorithms are constantly evolving
Short-form content rules most platforms, panelists unanimously agreed, and it's often the most effective way to reach audiences.
'Until someone is super famous, it's always going to be short-form content,' said Wyles.
Platforms like TikTok, Instagram Reels and YouTube Shorts reward consistency and snappy storytelling. But how short is short enough? That depends on where it's being posted, said Peay. On Instagram, videos under a minute tend to perform best, while slightly longer content can work well on TikTok.
With that said, long-form isn't dead. YouTube is doubling down on longer videos and show-style content, Peay said.
'If you want to [post] on YouTube, think about it like a show, like a campaign that you're actually doing with that creator,' Peay said. 'I would say it really depends on the platform that you're using.'
Timing can also influence a post's performance. Wyles said she often posts early in the morning, between 5 a.m. and 7 a.m., to catch people scrolling before work.
Consistency is also important. Peay said he discovered that posting on Instagram around 12 times per month was optimal, but trying the same frequency on TikTok caused him to lose followers. Ultimately, success requires trial and error.
'It's a numbers game,' Peay said. 'These algorithms are something, but it's about testing things out.'