• 08 Aug, 2025

What Creators Really Want From Agencies (And What They Don’t)

What Creators Really Want From Agencies (And What They Don’t)

Got a brief for you. Need 3 Reels, 2 Stories, 1 post. Deadline: tomorrow.

Sound familiar?

If you're an influencer, you’ve probably been on the receiving end of rushed briefs, unclear expectations, and awkward feedback loops.

And if you're an agency, chances are you’ve worked with creators who didn’t deliver what you had in mind.

So, where’s the disconnect?

Creators aren’t looking for red carpets or unrealistic perks.
They just want professional, respectful, and smooth collaborations.
Here’s what’s working, and what’s not, in the creator-agency dynamic today.

What Creators Really Want

1. Briefs That Make Sense
Clear goals. Clear timelines. Room to be creative. That’s it.

The best briefs explain the campaign intent (awareness, conversions, buzz) and give creators space to do what they do best, create.

2. Fair Pay, On Time
No one wants to chase invoices, especially when content has already been delivered and posted.
Creators respect agencies that pay on time, and set expectations upfront.

3. Less Micromanaging, More Trust
Creators know their audience. If a brand sounds too scripted or robotic, it won’t land.
Agencies that let creators lead the tone tend to get better engagement, and better results.

4. Honest Feedback
If they’re not selected for a campaign or need to revise something, just say it. No ghosting. No vague “looping in soon.” Real feedback builds real trust.

5. Long-Term Partnerships
Nobody enjoys one-off transactions. Creators prefer agencies that return, build relationships, and grow together over time.

What Creators Don’t Want

1. Generic Briefs Sent to 30 Creators
Mass emails with no personalization are a quick way to make a creator feel like a number.
Smart agencies customize briefs, even slightly, it makes a huge difference.

2. Overcorrection and Revisions on Revisions
Nitpicking the background color, caption font, or camera angle, without valid reason—kills creativity.
Let creators work in their style.

3. Unrealistic Turnarounds
Requesting full content delivery “ASAP” isn’t respectful, especially without planning. Good content takes time. Great content takes communication.

4. Confusing KPIs Without Context
Saying “we want this to go viral” means nothing if creators don’t know the goal.
Tell them what success looks like, clicks, views, sign-ups, shares?

5. One-Time Inclusion
Some creators, especially from underrepresented communities, are approached only during token months (like Pride or Women’s Day).
What they want is consistent, not seasonal, collaboration.

How BookYourCreator Fixes the Creator-Agency Gap

At BookYourCreator, we’re building a platform that supports creators and simplifies life for agencies.

Here’s how we make it better for both:

Smart Brief Builder
Agencies can create clear, custom briefs in minutes, aligned with campaign goals and creator style.

Performance-Based Discovery
Find creators based on what matters, content quality, engagement, niche, not just follower count.

Two-Way Reviews
Creators can rate agencies too. This ensures accountability and encourages better working relationships.

Relationship-First Approach
We don’t treat campaigns like transactions. We support long-term brand-creator partnerships that grow over time.

Final Thought

Influencer marketing isn’t just about reach and reels. It’s about relationships.

Agencies that treat creators like partners, not vendors, don’t just get better content.
They build a community of storytellers who actually want to work with them again.