Be open to co-creation
Being open to working with an influencer throughout the entire creative process is ideal for having the largest impact, both creators said. The value of the partnership is in letting a creator disseminate a brand’s message to their followers, whom they know best and can reach through creative freedom.
“If you’re a brand and you’re going to work with a creator, you have to trust them,” said Tinx. “And you’re paying money so then pay money for their creativity and what they're good at, which is knowing their audience.”
While Tinx said she’ll likely consider a brand deal regardless of what point in the creative process she is brought in, the sooner the better. Whether that’s through a natural introduction, such as with the granola brands, or a more formal pitch, Tinx’s ideal timeline is at the beginning of ideation, when she can offer input into the platform and format.
A recent collaboration Tinx did with Tabasco originated organically, as she has long been a fan of the brand and had created videos of her putting hot sauce on salads. Tinx approached Tabasco, which turned into the brand’s first influencer collaboration. Tabasco granted Tinx access to their facilities to create content, and eventually to co-create a hot sauce salad dressing together.
Read more: Inside Tobasco's collaboration with Tinx
Similarly, Thill values brand connections that allow him to lend his voice to the marketer’s message. Rather than sending the same script to each creator or interjecting the brand’s verbiage into Thill’s script, he prefers collaboration to make sure both parties are represented.
“That’s the biggest trend that we need to lean into is authenticity,” said Thill. “That’s why people follow creators, right?”