Creators Reveal What They Want from Brand Partnerships in New Snapchat Study

Creators are prioritizing platform-specific tools, value alignment, and long-term partnerships when collaborating with brands, according to new research from Snapchat, Publicis Media, and Ipsos. The study surveyed 1,120 creators who have previously worked on brand campaigns.

What creators value in social platforms and partnerships

Snapchat's comprehensive study provides valuable insights for brands looking to forge effective creator partnerships. The research reveals key preferences that could reshape how companies approach influencer marketing in today's increasingly competitive creator economy.

Nearly half of creators (49%) post consistent content across all platforms, while 42% tailor content specifically for each platform. This shift represents a significant change from previous years when platform-specific content was considered essential due to distinct audience expectations on each app.

"The convergence of social media features, particularly around short-form video, has created an environment where creators can more easily repurpose content across platforms," the report suggests, though certain platforms like Pinterest and Reddit still require more customized approaches.

Essential tools and platform features

When evaluating which social platforms to partner with, creators prioritize three key functionalities:

• Live streaming capabilities that enable direct audience engagement
• Creative tools that enhance content production
• Analytics and insights that help measure performance and growth

Live streaming, while offering authentic connection opportunities, presents unique considerations for brands. The real-time nature introduces unpredictability that companies must weigh against the benefits of authentic audience engagement.

The research emphasizes that creators seek platforms that provide comprehensive tools while maintaining creative freedom. This balance between structure and flexibility appears crucial for successful creator relationships.

What creators seek in brand partnerships

Value alignment emerges as a top priority for creators when selecting brand partners. Creators increasingly view themselves as media entities with responsibilities to their audiences, making partnerships with brands that share their values particularly important.

Additionally, creators expressed strong preference for companies with established, high-quality online presences. This suggests brands should invest in their own social media excellence before approaching potential creator partners.

Perhaps most significantly, the study found creators overwhelmingly prefer long-term partnerships over one-off collaborations. As one respondent noted in the report: "Longer relationships allow us to build something meaningful with the brand and our audience, rather than just dropping a sponsored post and moving on."

When developing effective influencer collaboration strategies, brands that prioritize relationship-building over transactional engagements tend to see stronger results and greater creator loyalty.

Building effective creator strategies

The shift toward consistent cross-platform content creates both opportunities and challenges for marketers. While brands may benefit from wider distribution of creator content, they should recognize platform-specific nuances still exist.

"Understanding which platforms truly need customized content versus where repurposing works effectively is key to maximizing ROI on creator partnerships," the report states.

For marketers planning creator collaborations, the research suggests several practical applications:

1. Conduct thorough research on potential creator partners to ensure genuine value alignment
2. Invest in developing a strong, authentic brand presence across social platforms
3. Structure deals as longer-term partnerships rather than single-post arrangements
4. Allow reasonable creative freedom while providing clear guidelines

These insights arrive as creator marketing continues gaining prominence in digital strategy. With platforms like TikTok, Instagram, and YouTube investing heavily in creator tools and monetization options, understanding creator preferences becomes increasingly valuable.

Companies looking to maximize their Snapchat marketing potential should pay particular attention to the platform's creator-friendly tools and unique audience demographics, which can provide distinctive opportunities for brand partnerships.

Platform selection considerations

An important enhancement to consider is how creators evaluate which platforms deserve the most attention. According to Creator Economy Trends from Influencer Marketing Hub, creators typically prioritize platforms based on:

• Audience alignment: Where their target demographic spends time
• Monetization potential: Revenue opportunities across different platforms
• Growth trends: Whether the platform is gaining or losing popularity
• Content format strengths: Which platforms best showcase their creative style

Brands seeking to optimize their influencer marketing partnerships should consider these factors when determining which platforms will deliver the best results for specific campaigns and target audiences.

How to use these insights

Brands can leverage this research to improve their creator partnership approaches in several ways:

• Develop more attractive partnership proposals by emphasizing shared values and long-term commitment
• Evaluate your own social presence through a creator's perspective before seeking partnerships
• Structure agreements that balance creative freedom with brand safety requirements
• Consider platform-specific strengths when determining content distribution strategies

Transparency in expectations is another crucial element that deserves emphasis. Creators appreciate clearly defined deliverables, timelines, and compensation structures that recognize their professional expertise and time investment.

The full Snapchat report offers additional insights for marketers seeking to optimize their creator relationships as competition for top talent intensifies across social platforms.