• 14 Jul, 2025

What Brands Get Wrong About Working with First-Time Creators

In the world of influencer marketing, experience often takes center stage. Brands want creators with a portfolio, proven metrics, and campaign wins. But in chasing “safe bets,” many miss out on a powerful segment: first-time creators.

Here’s the truth, working with new creators isn't a risk. It’s an opportunity.
Let’s break down what brands often get wrong, and what they should be doing instead.

1. Assuming First-Time Means Unprofessional

Many brands assume that if a creator hasn’t worked on a paid campaign yet, they won’t understand deadlines, briefs, or professionalism. But that’s not always true.

Most first-time creators have already been creating consistently, building their audience, refining their content style, and engaging authentically. They just haven’t had the chance to collaborate yet. What they lack in experience, they make up for with energy, creativity, and responsiveness.

Instead of asking “Have you worked with brands before?”,
Ask: “Do you create content with intention?”

2. Overloading Them with Complex Briefs

First-time creators are eager to impress, and brands often take advantage by giving them heavy deliverables, unclear briefs, or unrealistic timelines.

But just like onboarding a new employee, onboarding a new creator requires clarity, patience, and support. A well-structured brief with reference content, key do’s and don’ts, and a realistic deadline can go a long way in setting them up for success.

Think of your first brief as a blueprint, not a test.

3. Expecting Instant Results

First-timers often have small but tight-knit communities. Their engagement may not spike instantly, but their audience listens. They're often more relatable, more trusted, and less “ad-like”, which can actually lead to stronger conversions over time.

Campaigns with first-time creators should be tracked with long-term metrics, not just short-term reach. Value lies in authenticity, not just impressions.

Don’t just look for viral. Look for believable.

4. Not Giving Feedback After the Campaign

Many first-time creators walk away from their first campaign unsure of how they did. Without proper feedback, they don’t know what to improve, and brands lose the chance to groom long-term partners.

A short post-campaign note saying what worked and what didn’t can build goodwill and improve results in future campaigns. Plus, it’s a great way to build loyalty and retain rising talent.

Every first-time creator is a potential brand ambassador, if you invest in them.

5. Skipping First-Timers Altogether

This is the biggest mistake of all. When brands filter only for past collaborations, they ignore creators who are often more affordable, more flexible, and more willing to co-create.

First-timers are hungry to build case studies, experiment with formats, and go the extra mile. They’re not jaded by past campaign fatigue,  they’re excited to build your brand with you.

So, how can brands do better?

• Focus on potential, not just performance.
  
  

• Share clear briefs and realistic expectations.
  
  

• Offer support during the content process.
  
  

• Give constructive feedback post-campaign.
  
  

• And most importantly, give them a chance.
  
  

How BookYourCreator Can Help

At BookYourCreator, we believe every creator deserves a shot, even if it’s their first. Our platform is built to help agencies and brands discover emerging talent who may not have prior experience, but have everything else you’re looking for: creativity, consistency, and intent.

We vet every profile, provide tools to structure your briefs, and even offer campaign support to ensure smooth collaborations, especially when working with new creators.