SevenSix x Amplify Release A New Report - A New Era of Creator Partnerships
"Our recent report and roundtable with Amplify reaffirmed the profound impact creators have on shaping brand experiences. Our report is guiding a refined approach, placing a renewed focus on forging meaningful, long-term collaborations. It serves as a catalyst, steering us towards partnerships that prioritise transparency, flexibility, and a deep understanding of each creator's unique identity and contribution."
- Charlotte Stavrou, SevenSix Agency Founder
We are thrilled to announce the release of our latest report with Amplify, a global creative agency joining the dots between people, brands and culture. Our qualitative report, "A New Era of Brand Partnerships: What does the new creator-brand value exchange look like?", offers groundbreaking insights into the evolving dynamics of influencer marketing and the imperative shift towards nurturing authentic, long-lasting relationships between brands and creators.
A Shift Towards Authentic Engagement
In an industry on the brink of surpassing a half-trillion-dollar valuation by 2027, understanding the nuanced needs of creators has never been more crucial. Our report highlights the collective voice of creators who advocate for more meaningful, long-term engagements over transactional exchanges.
Knowing what creators value most from brand experiences allows us to enhance our approach in fostering more impactful partnerships between our clients, talent and influencer partners.
Key Insights & Takeaway
Through qualitative analysis, informed by a diverse group of creators from sectors including fashion, beauty, sustainability, and more, our report unveils critical insights:
Creator events and brand experiences: Creators value interactive and immersive brand experiences that foster community and resonate with their personal ethos. Such engagements amplify brand awareness and foster deeper connections.
Long-term ambassadorships: Stable, ongoing partnerships are valued for the consistency they offer. For these relationships to thrive, it's important for brands to embrace collaboration, adaptability, and openness.
Diversity, equity, and inclusion (DE&I): Authentic inclusion and representation in marketing efforts are vital, moving beyond superficial gestures. A thorough and intersectional approach to DE&I is necessary, acknowledging the complex identities and requirements of both audiences and partners.
Content creation and platform best practices: A nuanced understanding of how to tailor content to specific platforms is key. Knowing the unique features of each platform can greatly boost the effectiveness of content. Moreover, maintaining open lines of communication, sharing feedback, and providing clear briefings are essential for successful partnerships.
Sustainability and intentional gifting: With growing environmental concerns, thoughtful and intentional influencer gifting has become crucial. Brands are encouraged to focus on creative gifting options that prioritise experiences over physical items.
A Catalyst for Change
This collaboration between SevenSix Agency and Amplify is more than just a report; it's a call for change in the influencer marketing industry. It challenges brands to rethink their approach to creator partnerships, ensuring not just successful campaigns and business growth, but also meaningful, long-lasting connections with their audiences that drive cultural relevance.
There is still a lot of work to be done to create a more inclusive and equitable industry for all. As we look to the future, SevenSix Agency remains steadfast in our mission to champion equitable futures through authentic, impactful and inclusive brand-creator collaborations.
Explore the Full Report
To find out more and receive the report, please drop an email to: lara@weareamplify.com.
