New Survey Highlights Creators’ Demand for Clarity in Sponsorship Agreements

In 2025, influencer marketing is more than just a buzzword—it’s the cornerstone of how brands are connecting with their audiences. But as the industry grows, there’s one glaring oversight: the voices of the creators themselves.

Influencer marketing agency Influencer has just released a report that shifts the focus from brands to the people who are actually driving content, creators. This report is a game-changer in how brands can maximize their partnerships with influencers.

By listening to creators, brands can build deeper, more meaningful connections, leading to higher engagement and more impactful campaigns.

This expanded version delves into why it's so important for brands to understand the perspective of creators—this deeper understanding can enable brands to craft campaigns that are more impactful, collaborative, and aligned with the evolving influencer marketing landscape.

The Rise of the Creator Economy

The creator economy has witnessed exponential growth over the past few years. As the report highlights, influencers are no longer just hobbyists—they’ve turned into full-fledged professionals.

However, most creators still juggle multiple jobs, with only 12% producing content full-time. Despite this, creators are incredibly optimistic about the future, with 72% feeling positive about the future of social platforms. This growth represents a massive opportunity for brands, but to unlock it, they need to see creators not just as content producers but as partners who are integral to the marketing process.

For brands looking to tap into the creator economy, this means supporting creators' journeys and understanding the hustle behind their content. Instead of the one-size-fits-all approach, brands must embrace flexibility and collaboration to create long-term partnerships that elevate both the brand and the creator.

The Communication Gap: How Brands and Creators Can Collaborate Better

The report sheds light on the fact that there is still a significant communication gap between brands and creators. While 76% of brands struggle to access industry knowledge and resources, 68% of creators face challenges in adapting to changing platform algorithms, regulations, and audience expectations.

Source: Influencer

What’s needed is clear communication: brands must help creators understand the "why" behind the campaign, and in return, creators will be empowered to create content that resonates deeply with their audience.

Creators don’t want to be treated as mere contractors; they want to be seen as co-producers who shape the narrative of the brands they work with. Brands that embrace this mindset will not only see better engagement but also help creators become more professional and smarter in their approach.

The Shift Toward Quality Over Clout

One of the most significant changes noted in the report is the shift away from focusing solely on vanity metrics like follower count. Brands are increasingly prioritizing authentic engagement, creativity, and quality content over reach and exposure.

This shift reflects a broader understanding of what makes influencer marketing effective: genuine interactions that foster trust and long-term relationships with audiences.

In the past, brands often looked for influencers with the biggest followings, assuming that a large audience equated to success. However, creators now have more leverage and the power to cultivate deeper, more meaningful connections with their followers. It’s no longer about how many people see the content, but how they engage with it.

The Future of Influencer Marketing: Co-Creation and Long-Term Partnerships

The report also highlights that creators are looking for long-term partnerships and clearer creative guidelines. Many creators express frustration with brands that don’t align with their style or audience. To avoid this, brands should invest in building stronger, longer-term relationships with creators, offering them the freedom to craft campaigns that resonate with their community.

A prime example of this approach can be seen in the collaboration between Olipop and influencer Sara Crane (@saramcrane on TikTok and Instagram). Sara, a micro-influencer with 8,000 followers on TikTok and only 1,600 on Instagram, was recruited by Olipop to take over their TikTok account, rather than relying on traditional influencer partnerships.

@drinkolipop Me 🤝 midday treat #olipop #drinkolipop #OLIPOP ♬ original sound - Warner Bros.

This decision allowed Sara to create content that genuinely aligned with her style, fostering a deeper connection with her audience. Sara is now the face of the brand, and her videos get dozens, if not hundreds, of thousands of views. The result? The brand's official partnership hashtag, #OlipopPartner, has amassed over 560 million views on TikTok.

By co-creating content and allowing for creative freedom within clear guidelines, brands can tap into the authentic voice of creators, leading to campaigns that feel more natural and engaging. Long-term collaborations also help build trust and ensure that both brands and creators are working toward a common goal.

Verdict: Should You Listen to Your Creators More?

The answer is clear: yes! The latest insights from Influencer's influencer marketing report emphasize the need for brands to genuinely engage with creators, not just as content machines but as creative partners. By understanding their unique creative processes and aligning campaign goals with their vision, brands can foster authentic and impactful collaborations.

As the creator economy continues to thrive, the future of influencer marketing lies in building long-term, flexible relationships based on trust, creative freedom, and mutual respect. Listening to creators isn’t just a nice-to-have—it’s a must for crafting content that resonates deeply with audiences and ensures both brand and creator success.

In 2025, embracing this creator-first approach will unlock a new level of engagement, authenticity, and lasting impact in your influencer marketing strategy.

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.