By Kaitlyn Ridel

Partnering with content creators is a strategic way to build brand recognition and foster loyalty with target audiences – especially in today's fast-paced digital landscape, where social media influencers are rapidly becoming the go-to source for news and information. A recent Pew Research Center report found about 21% of U.S. adults say they regularly consume news from creators on social media. That number jumps to 37% for those ages 18-29.

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To dive deeper into this trend, the National Digital Roundtable (NDR) gathered a powerhouse of creators from its community to learn what works (and what doesn’t) when it comes to building successful partnerships. We sat down with a dynamic group of innovators across platforms, from high-stakes political strategists like Rina Shah (@RinaInDC) and Keith Edwards (@keithedwards) to captivating food, travel, art, and lifestyle creators such as Alex Schroeder (DevourDC), Charlotte Thompson (CharfromChicago), Annika Wooten (@annikawooten), and Austin Graff (@austinkgraff). 

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They've generously shared their triumphs and challenges, revealing the ultimate blueprint for successful collaborations. Here are their insights.

Lesson 1: Build relationships, not just campaigns. 

“Invest in relationships, not just campaigns. One-off posts can work, but long-term collaborations drive real brand equity. When there's consistency, the audience sees the alignment as authentic and that trust translates into better engagement and conversion. Think about what a longer-term relationship looks like vs. a one-off post.” – Alex Schroeder, @DevourDC

“ If you are more open to doing long-term partnerships with a creator, it's reliable, and it builds rapport. You are hitting the ground running with each new influencer. It's the relationship building side of business that builds trust. If you are building authentic partnerships, that shines through to the audience.” – Charlotte Thompson, @CharfromChicago‍

Lesson 2: Trust takes time.  

“Trust the creator to know what works with their audience. Respect their tone, their format, and their process. The brands I’ve had the best experiences with are the ones that say, ‘Here’s the goal — how would you make it work?’ and then they let me run with it. That kind of collaboration builds a real partnership, not just a one-off ad.” –  Keith Edwards, @KeithEdwards

“Brands can foster trust by giving creators editorial freedom to maintain their voice, and they can do that by avoiding overly scripted campaigns that feel inauthentic. For example, when I’ve worked with media brands, the most effective partnerships allowed me to frame policy discussions in ways that resonated with my followers on X (@RinainDC), which then allowed me to blend data-driven analysis with accessible storytelling. – Rina Shah, @RinainDC

“Be upfront about your goals and expectations and leave room for the content creator to create. They know their audience best and what works and what doesn't so leave a lot of room for them to do what they do best. Micromanaging the content, copy, and caption weakens the content, which means it weakens your brand's KPI.” –  Austin Graff, @austinkgraff

Lesson 3: It’s not about follower count.

“Brands often overlook micro-influencers or creators with niche audiences because they’re chasing follower counts. But in my experience, your most influential voices — especially in regional or community-based markets — might not be the loudest online. They’re the people already living in the space you're trying to reach. Find those creators, invest in the relationship, and build something that stands the test of time or the latest social media trend. That’s where the real ROI lives, and in my experience, where you’ll feel the most fulfilled in the relationship you’ve built with them.” – Annika Wooten, @AnnikaWooton

“Don’t get distracted by vanity metrics. Likes and follower count are easy to see, but they rarely tell the full story. The most valuable signals — shares, saves, replies, DMs — all happen behind the scenes. Those are the actions that show real interest and intent. Smart brands ask about those deeper metrics and factor them into their decision-making.” - Alex Schroeder, @DevourDC

Lesson 4: Do your homework. 

“Take the time to research the content creator's audience, content style, and POV and make sure it's aligned with your brand's audience and style. That way you're building a strategic partnership and you've done your research on the content creator. From the beginning, the content creator will feel seen and valued if you know who they are, respect what they do and have a shared audience goal. It helps grow your brand's audience and the content creator's audience too.” –  Austin Graff, @austinkgraff

Lesson 5: You’ll know when it fits. 

“The best partnerships feel like a natural extension of what the creator already does.” – Keith Edwards, @KeithEdwards

“For me, the best brand partnerships don’t try to force a message — they just fit. When there’s real alignment and trust on both sides, it shows. Take all of this with a couple grains of salt – there is no one-size-fits-all solution or method when it comes to working with content creators (for better or for worse)! So, sit down with yourself and your business and take a look at what you really want from partnerships like this and go from there. It may take some experimenting, but I think once you find your sweet spot, it’ll all be worth it!” – Annika Wooten, @AnnikaWooton

These creators remind us that successful partnerships aren’t built on transactions — they’re built on trust, alignment, and mutual respect. When brands treat creators as collaborators rather than content vendors, the results resonate more deeply with audiences. For organizations navigating an increasingly crowded digital landscape, the lesson is clear: invest in real relationships, stay curious about what works for each creator’s community, and be willing to experiment and evolve together.

For more insights from digital innovators, leaders and policy shapers, follow the National Digital Roundtable on LinkedIn.