In an era where becoming an influencer has never been easier and user-generated content (UGC) creators are in surplus, brands have adapted by building partnerships with creators to promote their products. Although influencer marketing strategy seems simple, there are many more underlying factors that can make or break your success. At CreatorCon 2026, we got to see how brands and creators can build lasting, beneficial relationships with one another.
A major takeaway is that intentionality is crucial in all areas of partnerships, from gifting to collaborations. Everyone knows that awareness is important, but how are you achieving it? Brands can grow awareness by collaborating with many creators, but being intentional about which creators and channels they choose is what ultimately drives growth. Which creators align with your brand, but also, how can you branch out to creators in different spaces that you want to enter? These are questions you should be asking yourself in order to reach the proper audiences. Also, what channels are they on? Lifestyle influencers are on TikTok, gamers are on Twitch, etc. With the current state of social media, where countless channels exist, where you show up matters.
On a similar note, not only is intentionality important for awareness, but consistency also plays a major role. This is because one viral moment of awareness doesn’t create brand loyalty, nor does it translate to purchase intent. What does, however, is consistently showing up in ways that drive conversation. While results may not be immediate, they pay off in the long run. Audiences should recognize you in ways that make them want to come back.
One of the biggest misconceptions in influencer marketing is that a large follower count automatically equals success. In reality, follower numbers do not always reflect the quality of a creator's content, their influence, or their ability to drive meaningful engagement. Followers can be purchased, but trust and an authentic community cannot. For example, the Kardashians, one of the most famous families in the world, have surprisingly low engagement and conversion rates. On the other hand, creators with smaller but more loyal audiences often drive stronger results because they have closer relationships with their followers, making those followers more likely to trust and act on their recommendations. CreatorCon highlighted Mikayla Nogueira as an example of a smaller creator whose conversion rates on TikTok, particularly through TikTok Live, outperform those of many major celebrities. This demonstrates that engagement and influence are often more valuable metrics than follower count alone.
Another key lesson in influencer marketing is the importance of thoughtful product gifting. Kendall Dickieson, who has worked with POV Beauty, Graza, Skinny Dipped, and more, emphasized that gifting is often one of the first marketing tactics brands cut from their budgets, despite its great impact when executed strategically. Rather than sending products to the same types of creators repeatedly, brands can expand their reach by introducing products to unexpected audiences and niches. Dickieson shared how she encouraged Graza, an olive oil company, to enter the BBQ space, helping the brand connect with a new community of consumers. It was also interesting to learn how Siete, a tortilla chip brand, approaches gifting by sending only four PR boxes each year, with each box valued at approximately $300 per person. This approach reinforces the idea that intentional, high-quality gifting can create stronger brand relationships and generate more meaningful results than frequent mass distribution.
