Influencer marketing is often sold as a shortcut to attention.
But if you’ve ever run a campaign that cost more than it returned, you know the truth: it’s only effective when done with care, clarity, and respect for the people creating the content.
I’ve worked with hundreds of talented creators. They are printmakers, calligraphers, illustrators, professors, independent art studios. These are people who’ve built communities, not just followings. And over time, I’ve started to see patterns, both in what makes influencer programs work, and what makes them fall flat.
Let’s start with what doesn’t work.
What creators hate (and what’s killing your ROI)
One-sided collaborations
When the deal only serves the brand’s interests, creators feel used. Whether it’s low pay, no follow-up, or lack of credit, creators want to see clear value in the relationship, and not just financial value. Does this partnership help them grow their platform? Strengthen their creative direction? Connect with new people who actually care? If not, expect disengagement or quiet refusal.
Mass outreach with no homework
Creators can smell a copied-and-pasted outreach email from a mile away. “Hi Creator, we love your content!” doesn’t cut it. These messages often show zero understanding of the creator’s work or audience. Brands might think they’re saving time, but what they’re really doing is signaling disinterest and undermining trust before the relationship even starts.
Strict guidelines and creative micromanagement
You’re not hiring a production agency. You’re entering a collaboration. Creators aren’t just posting ads; they’re integrating your product into their world. Overly scripted briefs, rigid formats, or tone policing usually backfire. Creators have to protect their own brand equity. If something feels inauthentic, they’ll either walk away or deliver a post that won’t resonate.
Poor alignment between brand, product, and audience
Even the most talented creator can’t sell a product that doesn’t fit their niche. If you’re asking a pottery artist to promote a digital whiteboard, it doesn’t matter how beautiful the content is. It won’t convert. What’s worse, it could confuse or alienate the creator’s followers.
Now here’s the good news: the solution isn’t complicated.
What to do instead
Build mutual value into every collaboration
Don’t just ask what the creator can do for you. Ask what you can offer them in return. That might include long-term partnership opportunities, early access to product drops, exposure on your branded channels, or even creative co-development. When both sides benefit, the work is better and the results speak for themselves.
Personalize your outreach
Take the time to engage with the creator’s work. Watch their videos. Read their captions. Mention something specific in your message. Creators don’t expect brands to know everything about them, but they do expect real interest. When your outreach feels thoughtful, creators are more likely to respond and more open to real partnership.
Set direction, not scripts
Creative briefs should inspire, not restrict. Give the creator your campaign goals, your core message, and any must-have points. Then trust them to bring it to life in their voice. Let go of perfect polish. In influencer marketing, real always wins over rehearsed.
Choose creators based on alignment, not just reach
It’s easy to get distracted by follower counts. But the real magic happens when a creator’s values, audience, and aesthetic match your brand. Their audience should actually care about what you’re offering. Their voice should complement yours. And the content should feel like it belongs in their feed.
Influencer marketing is not broken. But it does need rethinking.
When you treat creators like partners, not just placements, you don’t just lower costs. You raise impact. You create work people remember. And you build relationships that actually grow your brand.
If your influencer program isn’t delivering, it’s not a sign to pull the plug.
It’s a sign to start doing it differently.