CreatorIQ Data Suggests Creators Want Long-Term Brand Deals Over Short-Term Affiliate Partnerships
CreatorIQ and market research firm Ipsos released the results of a survey that found most creators are frustrated with the transactional nature of affiliate marketing engagements with brands.
Instead, brands seeking successful, multidimensional creator programs should prioritize sustainable, mutually beneficial creator partnerships.
The key findings of the report include:
- 82% of creators say "product quality and audience relevancy" is the top consideration when working with brands. Another 80% cite “already using products in daily life,” while “brand reputation and value alignment” comes third at 76%.
- Only 24% of creators are satisfied with the level of income generated from affiliate deals. In addition to the overall compensation, 69% of creators also reported collecting affiliate commissions on a more consistent basis is “very or extremely important.”
- 41% of creators said the biggest challenge with affiliate programs is the “lack of additional opportunities with the brand,” which reduces their ability to build trust and ongoing engagement with their audience, ultimately negatively impacting purchases.