Have you noticed something recently? A popular creator gets a brand deal, posts content which gets lots of likes and comments, but after a while, everything goes eerily quiet. No word from the brand or even a follow-up. By all standards, the post did really well and seemed to please the audience, so what could have gone wrong?
The first thought would be to blame the content. Perhaps the timing was off, or the algorithm didn’t work in its favor. But the truth is, brand expectations have changed.
Results Are The New Wins
Before now, brands paid creators with huge followings to get their product or service in front of a larger number of people. However, what happens when the brand is already well known? Now, it has visibility, but its content is in strong competition with a billion others on the screen. What happens then?
As you can imagine, brands have adjusted. They no longer care so much about how many people see the post, but how many people take action after seeing the post. These are the new questions brands are asking:
- Did they click?
- Did they sign up?
- Did they make a purchase?
This shift is now very evident in how brands strike deals with creators. They no longer give out unlimited discounts to the creator with the largest following, but they closely monitor deals and tie performance bonuses directly to conversions.
In fact, some brands go a step further to pay a small percentage upfront and tie the balance payment to performance. So, instead of a flat rate for brand deals like it used to be, creators now earn based on the number of people who click or buy the product. Those who have stronger results get long-term partnerships.
Most Creators Are Sitting in This Gap
Many creators know how to hook an audience with storytelling and get them to stop scrolling. But then, does your audience trust you enough to follow your recommendations? Or, do they just laugh at your jokes and move on?
You need to be able to answer this clearly, because while you may put out fantastic content and add a link, it doesn’t always translate to conversions, and brands can see these gaps through available data.
Take for instance:
A creator with 20k followers is making steady conversions and sales through a simple skincare code because their audience trusts their recommendations. Probably because the creator presented the product like an actual solution, not just a random promotion.
On the other hand, another creator with 200k followers posts once, sparks reactions online, but it all ends there. Not a single conversion.
The difference is crystal clear. You need to know what your audience is willing to buy, and learn how to sell it to them.
The Creators Who Are Acing It
These creators are not just about posting content, but are focused on the reaction afterwards. They are very strategic and intentional about how they introduce brands in their posts. They notice patterns and learn which posts move beyond comments to clicks.
For example, instead of dropping a random product into a post, they talk about their problem, show how the product fits into their routine, and then introduce the brand as a natural solution. This way, they act like a friend solving a common problem for their audience, rather than a promotion.
Sometimes, all it takes is:
- A more aligned audience
- A better sense of when and how to introduce a product
- A clearer call to action
Once a creator can show a level of consistency in their results, it’s easier for brands to trust them and reinvest in stronger partnerships.
Here’s Why Brands Are Becoming More Selective
Marketing budgets are under closer scrutiny than ever. So brands have moved from creators with the largest audience to those who actually deliver the expected results.
Brands want to know if there is a system behind your content, or if it was just a one-time moment of success.
What This Means for You, If You’re Building Right Now
Today, brand deals require more than just reaching a large community of people. You need to understand the behavior of your audience.
- What makes them stop scrolling?
- How can I build trust over time?
- How do I get someone to take action instead of just engaging?
Closing Thoughts
Brand partnerships are becoming more strategic, and most creators don’t fully understand that it’s more than just posting and moving on. Brands want creators who can give them the results they need.
So if you’re building right now, instead of asking how you can grow, ask yourself if a brand would get the required results if they worked with you today.
Attention is the first step, but performance keeps you going after the initial spark.
