• 03 Sep, 2025

Don’t Just Approve Creators, Invest in Them: A New Approach

You approve a creator on Monday. The post goes live by Friday. A few likes, some comments, maybe a story mention.
And by next week? You’ve moved on. So have they.

That’s the reality of most influencer campaigns today, short, forgettable, and transactional.

But here’s what top-performing agencies are realizing in 2025:
The real returns don’t come from one-off posts. They come from long-term creator partnerships.

When you stop treating creators like content vendors and start treating them like brand collaborators, everything changes. The content gets better. The impact lasts longer. And the relationship actually means something.

The Problem With Quick Approvals

Most influencer marketing still runs like a checklist:

• Find creators.
  
  

• Approve based on followers or aesthetic.
  
  

• Send a brief.
  
  

• Move on.
  
  

But this model creates shallow connections. Creators post what they’re told, audiences scroll past, and brands forget to follow up. There's no storytelling. No feedback loop. No shared vision.

The result? Flat campaigns that might look good on a deck, but don’t actually build brand love or creator loyalty.

A Better Way: Invest in Creators Who Can Grow With You

Investing in creators doesn’t mean spending more money, it means thinking long-term.

It means choosing creators who truly understand your audience and giving them room to contribute—not just execute. It means involving them earlier in the planning process, letting them shape how the message lands, and sharing results after the campaign.

And it means building relationships across multiple campaigns, so each one builds on the last, rather than starting from scratch every time.

How Agencies Can Start Investing Smartly

Here’s how agencies can move from approval mode to investment mode:

🔹 Spot potential, not just numbers
Look beyond followers. Prioritize creators who align with your values, show up consistently, and actually talk to their audience.

🔹 Build consistency into your plans
Instead of one reel, try a 3-part series. Instead of a seasonal push, involve creators across multiple launches. The familiarity builds trust.

🔹 Give creators feedback
Let them know what worked and what didn’t. Help them grow, and they’ll help your brand grow too.

🔹 Promote them publicly
Tag them on your main page. Share their behind-the-scenes. Celebrate their work. It costs nothing, and pays off in loyalty.

What Creators Should Do Differently Too

If you want agencies to invest in you, act like someone worth investing in.

• Respond on time.
  
  

• Pitch thoughtful ideas, not just rates.
  
  

• Understand the brand’s voice and goals.
  
  

• Be consistent with your content, even when there’s no brief.
  
  

• Show the difference between being a creator and being a collaborator.
  
  

The more professional and proactive you are, the more likely agencies are to bring you back, not just for another post, but for a long-term partnership.

Why This Approach Works

Long-term creator collaborations result in:

• More authentic content
  
  

• Deeper brand alignment
  
  

• Higher engagement
  
  

• Lower onboarding time per campaign
  
  

• And most importantly, stronger business outcomes
  
  

It’s not just about creating content that looks good. It’s about building content that works, because it’s built on trust.

How BookYourCreator Can Help

At BookYourCreator, we make long-term partnerships not just possible, but easy.

With over 10,000+ verified creators, flexible campaign structures, and zero platform fees for agencies, we help you go beyond approvals and start building relationships.

You’ll find the right creators, manage campaigns with ease, and grow your influence through real, sustained collaborations.