The creator economy is booming. Experts predict it will soon become a trillion-dollar industry. Today, millions now call themselves creators. As a result, brands, social media platforms, and digital marketing teams need to understand what truly drives these creators.
Takeaways 🚀
✅Creators value authenticity and alignment.
✅Platforms must offer creative tools.
✅Long-term partnerships build stronger trust.
✅Community engagement drives meaningful connections.
✅Spontaneous content fosters audience loyalty.
To shed light on these motivations, Snapchat partnered with Publicis Media and Ipsos to explore this topic in depth. Their research asked creators what they actually want from platforms, brands, and followers. Consequently, the results highlight practical ways to build strong and lasting relationships in the digital space.
This article breaks down, step by step, what creators expect from the platforms they use, from the brands they work with, and from the communities they grow.
What Creators Want From Social Platforms
Creators build deep connections with the platforms they use every day. In fact, 80% say they feel strongly attached to their chosen platforms. Notably, each platform serves a different purpose, offering creators unique ways to express themselves. For instance, creators are 1.3 times more likely to feel comfortable sharing daily-life moments on Snapchat than on other apps. This reflects Snapchat’s special focus on authentic content.
Because every platform is different, creators often develop different content strategies for each one. Nearly half (49%) post the same content everywhere; however, 42% prefer to tailor their work for each individual channel, maximizing their reach. Furthermore, they look for special features to help them create. Live streaming, easy-to-use creative tools, and clear analytics consistently top their wish list.
Yet the journey isn’t always smooth. Many creators still face issues: low engagement, small audiences, or a lack of good mobile tools. As a result, these pain points offer brands and platforms a valuable chance to step in and help.
Key Takeaway for Brands
Respect each platform’s strengths. When you plan campaigns, always think about how creators use different channels. Importantly, give them freedom to play to each channel’s superpowers. In addition, share helpful audience insights, so creators can better connect with the people you want to reach.
What Creators Want From Brands
Creators don’t rush into every brand partnership. Instead, they want to work with brands that share their values and support them throughout the partnership. Quality and authenticity matter to them—these are absolutely non-negotiable.
Additionally, many creators want more than just one-off deals. In fact, the research found 45% of creators with over 100,000 followers look for long-term partnerships. These relationships help creators tell deeper stories and build trust with audiences. Because of this, creators see themselves as partners—not just marketing channels.
Moreover, creators value clear communication. Most (54%) hear from brands through social platforms; 45% get approached by direct message, and 44% connect by email.
Key Takeaway for Brands
Think about the long game. While one-time campaigns may offer immediate results, they offer little lasting value. Instead, try to build ongoing relationships with creators who care about your brand’s mission. Furthermore, trust them to share your message in their own style. This kind of partnership creates real advocacy and deeper audience connection.
How Creators Want to Engage With Followers
Followers are more than just a number to most creators. Rather, they see their community as friends or even family. Nearly a third of creators say their followers feel like a special inner circle, and they report mostly positive interactions.
In addition, creators talk with their followers as they would with close friends. About a third (33%) say followers join discussions and share user content. Another third say followers like, comment, and start one-on-one chats. Thanks to this consistent two-way contact, strong communities form and grow.
To keep followers engaged, creators use a mix of planned and spontaneous posts. For example, Snapchat is a top platform in this area. It encourages real, in-the-moment updates. Therefore, many creators use it to share spontaneous, everyday moments with their followers.
Key Takeaway for Brands
Support community building. Indeed, creators don’t just broadcast—they create real connections. To strengthen your campaign, use interactive content and tools. Let creators mix planned and spontaneous posts. This approach, in turn, helps bring your brand into the heart of their communities.
Final Thoughts for Brands
If you want to team up with creators, you must understand their mindset. The Snapchat, Publicis Media, and Ipsos research offers three main lessons:
- Use each platform’s strengths. Creators shape their work around platform features. Let them use their expertise to your advantage.
- Build on shared values. True partnerships need real alignment and ongoing work. Consequently, let creators share your story their way.
- Fuel community engagement. Choose campaign formats that inspire genuine conversations. Help creators bring their communities closer to your brand.
By following these steps, brands can shift from being advertisers to becoming trusted partners in the eyes of creators and their audiences.
