If you’ve ever sent a creator a product, a script and a deadline, then watched the post land with a thud, this one is for you. Creators have become some of the most powerful voices in how people discover and buy from brands, and a new report from HubSpot shows that the founders getting the best results from them are treating those partnerships like relationships, not one-off transactions.
HubSpot’s Creator & Influencer Trends Report surveyed 311 online content creators and influencers about what they actually look for when they work with a brand. Its core message is simple: invest in relationships, not transactions. For women founders building beauty lines, fashion labels, wellness brands and service businesses, the findings read like a playbook for getting more out of every creator dollar.
The Creator Boom Is Still Growing
Brands are leaning into creators more than ever. HubSpot’s 2026 State of Social Media Report, which surveyed more than 1,100 social media professionals, found that 52.73% of marketers currently work with influencers, another 13.86% plan to, and 60% plan to increase their influencer investment in 2026. Instagram is the top platform for influencer marketing at 78.14%, followed by TikTok at 60.82%. The same report found that 77% of social media marketers say authenticity matters more than production value when creating content.
That last number matters for small brands. You don’t need a massive production budget to win with creators. You need the right partner, real trust and content that feels true to the person sharing it.
Give Creators Room to Create
One of the clearest findings in HubSpot’s creator report is how much creators value creative control. Forty-five percent want to take the lead creatively, including 27% who want significant creative freedom and 18% who want complete freedom. Roughly a third prefer a shared, brainstorming-style partnership. Only 6% prefer to simply carry out the brand’s exact vision.
For founders, this is a mindset shift. Creators know their audiences better than anyone, and their followers can tell when a post sounds like a script. Instead of handing over word-for-word talking points, share what your brand stands for, the key facts about your product and any must-have details, then let the creator bring it to life in their own voice. You protect your brand by being clear on the essentials, and you get better content by trusting the person you hired.
Trust Is Built Over Time
Most creators don’t commit to a brand on the first project. HubSpot found that 51% of creators say they see potential after a few successful collaborations, while only 16% decide to commit early. That means your first campaign with a creator is really an audition for both of you.
Treat it that way. Start with a clear, manageable project, deliver on everything you promised and follow up afterward to talk about what worked. When a creator sees that your brand is organized, respectful and easy to work with, you become a partner they want to keep, and that consistency is what builds real trust with their audience over time.
Share the Data and Open the Door
Creators want to know how their work is performing, and they want to understand what they’re promoting. In HubSpot’s survey, 50% of creators said real-time performance data sharing is the most helpful thing a brand can offer to improve content in a long-term partnership. Forty-four percent want direct access to the teams behind the products or services they promote, and 39% want early access to products or services.
This is good news for founders, because many of these asks cost very little. Share the numbers from each campaign, like clicks, sales and engagement, so the creator can see what’s landing with their audience. Invite them to a call with you or your product team so they can hear the story behind what you make. Send new products before launch so they can test them and talk about them honestly. As a founder, you are the story, and giving creators a front-row seat makes their content stronger.
What Makes or Breaks a Partnership
HubSpot asked creators which factors decide whether a partnership succeeds. Compensation ranked first at 27%, followed by audience feedback at 23% and the creator’s relationship with the brand at 22%. In other words, fair pay matters, but so does how a creator’s followers respond and how a brand treats the people it works with.
The report also points to the biggest threats to a lasting partnership: unrealistic performance expectations, poor communication, and delayed or problematic payments. Each one is within a founder’s control. Set clear goals before the campaign starts and make sure they’re realistic for the creator’s audience size and platform. Keep communication open and respond quickly when questions come up. And pay on time, every time, with the payment terms spelled out in writing from the beginning.
HubSpot also notes that public recognition from a respected brand can validate a creator’s work and open doors to other partnerships, and that introductions to other business opportunities stood out to creators. Shouting out a creator on your brand’s page, featuring their content on your site, or connecting them with another founder in your network can mean as much as the check.
Building Relationships That Last
The founders who win with creators in 2027 will be the ones who show up as true partners. They’ll give creators room to be themselves, share the data that helps them improve, pay fairly and on time, and treat every collaboration as the start of something longer. Black women have always known the power of word of mouth, the friend who swears by a product and the cousin who tells the whole family where to shop. Creators are that same trusted voice, at scale. Build those relationships with care, and they can carry your brand further than any ad ever could. The full Creator & Influencer Trends Report is free to download from HubSpot.
