I've spent 1,000+ hours negotiating brand deals, and there are 3 common mistakes I've seen again and again.
If you've been on the internet anytime in the last couple of years, you might have stumbled upon an influencer. And, with the influencer marketing industry valued at a whopping 24 BILLION dollars in 2024, there's a high likelihood that your brand has, or will, work with one in the near future.
And if not, you would be in the minority.
According to Statista, roughly 86% of marketers in the US will partner with influencers in 2025.
But it's important to understand how to approach creators about brand deals. So, to save you some time and ultimately make the most of your marketing dollars going out, here are the 3 common mistakes to avoid in your creator marketing strategy:
Not understanding the YouTube creator economy before engaging.
Not allowing the creator to be a creator.
Thinking short term instead of playing the long game.
Mistake 1: Not Understanding The Creator Economy
There's a reason that the 'skip' button and ad blockers exist on YouTube:
The audience is there to watch content, not buy products. On TikTok, Instagram, and Meta, people expect ads with the built-in marketplaces. But YouTube is a different beast. To successfully market on YouTube, you have to take a different approach.
The point: Learn the nuances of the creator's audience (from the creator) before solidifying a content strategy plan. It will save time on inevitable rehashing.
Mistake 2: Not Allowing The Creator To Be The Creator
You might be an expert on marketing, but you're not an expert on YouTube (very few people are).
Trust me when I say that creators deeply understand their audiences. Don't assume that you know better by requiring them to use a "proven script."
Set the boundaries (for brand safety).
Highlight the priorities (minimal required talking points).
Then take a step back and let the creators create.
Mistake 3: Short-Term Thinking Is Often Short-Sighted
This is probably the biggest problem I faced in all negotiations.
It was a common theme that brands would throw obnoxious amounts of money at a bunch of creators one time, for one ad, and then be disappointed in the results. And worse, brands would reach out that in no way fit our niche. Remember, you're marketing to the 95% (not in buying mode), not the 5% (buying mode). The long-term plays yield the best results. Here's why it works:
Creators are happier with the consistent revenue = more buy-in.
Brands pay less per slot and get maximum visibility with the right audience = more conversions.
And the audience has time to build rapport with the brand through the creator = better customers.
The long play beats the one-offs every time.
The moral of the story is, there is enormous opportunity with creator marketing in 2025.
But knowing how to handle strategy with creators will save you countless hours of negotiation, lots of headaches, and ultimately will result in better performance. In short:
Learn the creator & their audience (from the creator).
Let the creators do what they do best.
And partner with creators that support your brand and vision for the long haul.
If you can avoid these simple mistakes, your brand will be in the best position to succeed in the creator marketing space in 2025.