There’s no doubt that the one and done campaigns with one or a handful of creators move the needle, add value and have their place. It’s what built the advertising pillar within the creator economy to this day, with brands benefiting off the back of carefully thought out concepts that have turned content and businesses viral.

We’re seeing the real success emerge when brands invest in creator partnerships over time, whether through a 3-part content series, an ambassadorship, or giving a creator the reins of a new format. It’s that recognisable face popping up periodically, sharing content that people actually want to engage with, rather than scroll past. We see it day in and day out in traditional media, but haven’t seen it transform at scale into the creator space...yet.

And crucially, consistency builds trust. Audiences know when a partnership is genuine, when they see their favourite creator back a brand again and again, it feels authentic, not transactional. That trust is what turns awareness into action.

Trackability

Agencies and brands that have battled with the question, ‘how do we track this?’ now have the answers to their favourite buzz words of clicks, sales, and conversions. With consistency, that link in the bio doesn’t just stay there for 7 days; it’s always there and in our campaigns’ cases, is clicked much more often. The landing page on the brand’s website sharing more information about the partnership between the brand and creator allows for an entry point to consume information and inform buying decisions. And that once forgotten coupon code now becomes a familiar touchpoint audiences actively engage with.

Pricing

Yes, you’ll pay more upfront, but get it right and the long-term ROI is far greater. Creators want consistency too, and pricing models should reflect that. Think of it as securing part of their annual salary, giving them reason to commit to fewer brands and a deeper share of voice for yours.

More content, more opportunity

In strategies we’ve built with brands, we often recommend a two-pronged content approach:

1.⁠ ⁠Unique content that lives on the creator’s page.

2.⁠ ⁠Unique content that lives on the brand’s page. This builds the brand’s own channels while leveraging the familiarity of the creator’s audience. The result? Multiple content pieces to test, learn from, and amplify with paid spend, giving you far better odds than a one-off post.

What else?

Consistency is only part of the equation. The real magic comes when you layer in the finer details of creator selection, platform choices, usage rights, exclusivity, tracking points, and posting strategy. When these pieces work together, campaigns move from “good” to “game-changing.”