For all the talk of branding vs. performance marketing, CPMs vs. CTRs, conversions vs. incrementality, there is one currency that every marketer needs to be focused on: attention.

Consumer attention is probably the scarcest commodity out there. Faced with a barrage of messages coming in through smartphones, social media and texts, not to mention constant targeted advertising showing up on TV, during podcasts, on websites and everywhere in between, it’s little wonder that study after study shows attention spans dropping.

So, what’s a marketer to do to earn their audiences’ time, focus and interest?

There is a class of experts who excel at driving attention: creators. They have an innate understanding of how to engage an audience in a way that’s wholly authentic.

And authenticity is critical, especially for younger audiences: 90% of consumers mention authenticity as an important factor in deciding which brands they like, and 88% say authenticity is the key trait they want to see in the influencers they follow, according to a survey of Gen Z and millennials by Morning Consult cited in a Deloitte Digital report.

Creators also know when to apply humor, ditch what’s slick and soon to be forgotten, own their messiness and, most importantly, turn everyday people into a loyal fanbase that freely gives them their undivided attention.

Today’s creators have grown in power. They transcend boundaries and categories and deftly operate in a complex industry that simultaneously supports the audience, creator, brand and platform ecosystems.

Creators, like the smart brands they work with, recognize that successful partnerships go beyond the transaction. The real value lies in collaboration. Brands that empower creators to share valuable information and insights with their audiences in an authentic way have found it is a ticket to success.

So, who better to explain success in the attention economy than top creators who have built their own massive followings?

We asked five highly successful creators represented by Viral Nation to explain in their own words how they found their fanbase, what makes for a successful brand partnership and where they see the greatest potential in the brand-creator relationship today. Combined, these creators hold the attention of nearly 50 million people. And in the battle that is the attention economy, the right creator is your secret weapon.

All these content creators point to authenticity as the source of their success. They see the role that unvarnished authenticity plays in establishing trust within their fanbase and earning their attention. If you’re a brand and you want to work with creators, follow these best practices to make the most of the partnership.

Do your homework
U.S. influencer marketing spending is forecast to hit $7.14 billion in 2024, according to eMarketer, and while that’s exciting, to make the most of it you must have a plan in place. Start with understanding and outlining the specific challenges your brand faces in the attention economy and how you want to overcome them. A creator is best able to help you when you can articulate your goals clearly. But take note, to succeed, you need to have an open dialogue with the creator and a willingness to leverage what they know about their audience.

Identify the right creator for your brand
Clearly, there are a lot of creators who have massive fanbases, with millions of followers across multiple social media platforms. But just because someone has a huge following, it doesn’t mean they’re right for your brand. A successful partnership requires an organic connection, so the partnership feels seamless to the audience. Start by identifying a creator who genuinely loves your brand and uses your products in their everyday lives. Promoting your products won’t be a heavy lift for these creators because they already know why your products rock.

Get guidance from experts
You’re not going to find great creators without a partner that understands the ins and outs of the culture and the attention economy, and can connect you successfully with the creators who are right for your brand. Ideally, find a single partner who can manage the full relationship—it can be much more effective than having to work with multiple providers. Viral Nation, for example, operates as a full-service influencer and social media marketing agency, represents a full range of creator talent, and delivers technology solutions that can help brands transform into social-first organizations.

Forget slick
Real people make mistakes. They miss shots, burn cakes and flub their lines. Keeping it real wins attention. When you engage a creator, your goal is to benefit from what they do best, which is to form authentic relationships with their audiences. Rather than dictate how they should talk about your product, give them the freedom to do it their way. This also applies to the way they build videos, which is an important factor in nurturing a fan base. A successful creator has a signature style, and they know what works with their audience. At the end of the day, that’s what you invest in when you form a partnership with a creator.

Don’t rely on trends
The zeitgeist is defined by trends of the moment, and while it may seem like a smart approach to gain an audience, it’s a sure path to oblivion. Smart creators know that trends are short-lived, and so is the attention they create. Long-lasting customer relationships are built on how real people integrate products into their lives in unfiltered and organic ways.

Embrace the partnership
True attention is more than just a passing glance; it demands time, focus and nurturing an interest. From a brand awareness perspective, influencer marketing has an aided recall rate of 79% and an unaided recall rate of 62%, according to Nielsen, which noted that recall is the biggest driver of brand lift. This means that by forming a lasting collaborative relationship with a creator, not only will your product appear in multiple videos from creators with a solid fanbase, but those mentions can drive measurable top-of-funnel success as well. And remember: Audiences recognize a cash grab, which is how one-off videos can come off.