← Playbooks
Advertising · 16 min
Creator Partnerships
How to work with creators without lighting money on fire.
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Why it works▾
Most influencer deals fail because the brand tried to control the creator.
Full playbook▾
Casting
Fit > reach. A creator whose audience overlaps your ICP by 30% beats one with 10x reach and 5% overlap.
Brief
Give the creator the constraints, not the script. Voice, key claims, don't-say list. Then get out of the way.
Usage rights
Always negotiate paid usage rights. A whitelisted creator ad often outperforms your best in-house creative.