{"id":17249,"date":"2021-10-04T14:42:11","date_gmt":"2021-10-04T21:42:11","guid":{"rendered":"https:\/\/grin.co\/?page_id=17249"},"modified":"2025-10-08T08:23:46","modified_gmt":"2025-10-08T15:23:46","slug":"creator-management","status":"publish","type":"page","link":"https:\/\/grin.co\/creator-management\/","title":{"rendered":"Creator Management"},"content":{"rendered":"\n
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What is
Creator Management?<\/span><\/h1>\n\n\n\n\"Stylized\n\n\n\n
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How modern brands are winning in today’s\u00a0creator economy<\/span><\/h2>\n\n\n\n

Creator management combines all marketing that reaches the consumer through creators into a single framework and solution for your marketing teams. Because when your marketing teams work together as one \u2014 centered around your most loyal advocates, influencers, and customers \u2014 you reduce customer acquisition cost, increase loyalty and build brand value faster.<\/p>\n\n\n\n

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\u201cAuthenticity means everything at SKIMS. From our product to our marketing, it all has to resonate with our community while staying true to our vision. GRIN has been a true partner to us at SKIMS, helping us amplify our voice to reach a new audience through their platform.\u201d

\u2014 Jens Grede | Co-Founder<\/p>\n\n\n\n

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Why creator management?<\/span><\/h2>\n\n\n\n

When we launched GRIN in 2017, we saw that influencer marketing teams were struggling to hit their goals. This was because the collaboration process between brand & influencer had been hijacked by middlemen such as marketplaces and networks.

In 2018 we created Authentic Influencer Marketing to address this problem \u2014 to empower brand teams to own their direct influencer relationships, so they could cultivate honest endorsements to the consumer.

We knew that the key to cultivating trusted content from influencers was for the brand to build relationships directly, not through a middleman. Brands needed to see influencers not as a transaction, but as a real connection to deliver trust to the consumer.<\/p>\n<\/div><\/section>\n\n\n\n

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We are now living in a creator economy.<\/h3>\n\n\n\n

Consumers no longer tune into companies; they tune into people. They spend their free time scrolling through feeds of content from friends, coworkers, athletes, artists, podcasters, and more \u2014 making it a whole new game for selling your stuff.

As these things go, only the brands that adapt will survive.<\/p>\n<\/div>\n\n\n\n

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Creators are the catalyst for the new billion-dollar brands.<\/h3>\n\n\n\n

The latest household brands aren\u2019t created through old-school mass advertising\u2014they\u2019re created through partnerships with creators. Brands that utilize creators as brand storytellers are now the names on everyone\u2019s lips. Their rise to fame results from direct and authentic brand-creator partnerships (not just a pay-to-play transaction), which make for genuine, believable endorsements.<\/p>\n<\/div>\n<\/div>\n\n\n\n\"\"\n<\/div><\/section>\n\n\n\n

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If a partnership feels phony, it\u2019s brand death.<\/h3>\n\n\n\n

Not to sound dramatic, but it is that dramatic. Today\u2019s consumer can spot a fake a mile away. In a world where authentic, pull-back-the-curtain content reigns, people can sense when a brand endorsement isn\u2019t genuine\u2014and they\u2019ll publicly call you out for it. Not exactly a winning marketing strategy.<\/em><\/p>\n\n\n\n\"\"\n\n\n\n

In the creator economy, authenticity<\/span> is everything.<\/h3>\n\n\n\n

If all consumers want to see is the real deal, it\u2019s simple: Your creator relationships need to be the real deal. How do you make that happen?<\/p>\n\n\n\n

Each creator must:<\/h4>\n\n\n\n
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<\/path><\/svg>Feel like a trusted, empowered partner.<\/div>\n\n\n\n

They need to feel like this is a genuine business partnership (because it is). That means giving them agency to come up with content ideas that make sense for their brand and community, as well as yours. You\u2019re in this together.<\/p>\n<\/div>\n\n\n\n

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<\/path><\/svg>Know you personally.<\/div>\n\n\n\n

To the creator, you must be more than a faceless email address. They\u2019ve met you, they like you, and vice versa. You might even text and ask how their pets are doing. You know, real relationship stuff.<\/p>\n<\/div>\n\n\n\n

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<\/path><\/svg>Believe in your brand.<\/div>\n\n\n\n

The fact that they have 3 million followers cannot be your only criteria. They actually need to know and love your product or service\u2014or their endorsement will reek of #theypaidmetosaythis and your brand will be promptly shamed (if not\u2026eek\u2026cancelled). These are real connections you can\u2019t fake\u2014or buy.<\/p>\n<\/div>\n<\/div><\/section>\n\n\n\n

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This\u00a0changes the game<\/span>\u00a0for\u00a0everyone<\/span>\u00a0on
your marketing team.<\/h2>\n\n\n\n

To get creator engagement right, your team needs to shift how they see their roles. They\u2019re not just marketers anymore\u2026they\u2019re managers of authentic relationships.

It\u2019s a department-wide shift\u2014not just for the people with \u201cinfluencer marketing\u201d in their title. Quality relationships are at the core of every aspect of modern marketing, from affiliate sales to customer advocacy.

Get your whole team on board with this mindset, and watch all your marketing efforts change for the better.<\/p>\n\n\n\n\"\"\n\n\n\n

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Say no<\/span>\u00a0to the middleman<\/span><\/h2>\n\n\n\n

Anyone who stands between your team and your creators is the enemy in the creator economy<\/a>. You have to get rid of the middleman.

Connecting with creators through a middleman is a one-way ticket to cringe-worthy content. Without direct creator contact, you don\u2019t know what they\u2019re being told or what other brands they might represent. You\u2019re marketing your brand while blindfolded.

When you eliminate the middleman and work personally with creators, the process is beautifully transparent\u2014and so is the content that comes out of it.<\/p>\n\n\n\n\"Person\n<\/div>\n<\/div><\/section>\n\n\n\n

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\u201cBut GRIN, managing all these relationships sounds\u00a0messy and complicated<\/span>.\u201d<\/em><\/h3>\n\n\n\n

We know what you\u2019re thinking.<\/p>\n\n\n\n