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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Collab’s Will Eagle shares his tips for brands looking to partner with content creators. Below, in his own words, he says follower count shouldn’t be the deciding factor.
More than ever, brands of all sizes are embracing creators as a core part of their marketing mix. It’s fantastic to see this rise in the need for creators; we regularly receive briefs from clients or agency partners requesting a selection of creators to participate in their campaign, but as many as half of those requests require some delicate conversation around the realities, and costs, of working with creators.