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      "text": "Among brands that partner with creators, the top two ways of measuring the success of those partnerships among those surveyed are \"increased engagement on brand channels\" (58% of executives) and \"revenue growth\" (57% of executives).",
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      "text": "Align on expectations. Creators surveyed indicated clear expectations are important to forming an ideal partnership with companies. When contract terms plainly define how creators are evaluated, amplified, and paid, brands do not need to overthink how they define a successful partnership. Among brands that partner with creators, the top two ways of measuring the success of those partnerships among those surveyed are “increased engagement on brand channels” (58% of executives) and “revenue growth” (57% of executives).",
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      "text": "Build a partnership based on relevance. Just as businesses are likely seeking creators who are on the same social platforms as the company’s target audience and who portray an image that’s compatible with the brand, creators, as the sole representatives of their own brands, are likely looking for company partners that are relevant to the creator’s audience. In our survey of 400 creators, nearly seven in 10 (69%) indicated that the top priority when deciding whether to partner with a business was “relevance of brand to my audience”—a higher priority than even monetary value of a partnership. A strong partnership may include plans for how content can be reinforced in a way that leads to growth for both brand and creator.",
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      "text": "Allow for creative freedom. Almost by definition, creators are considered accomplished at generating information in a way that engages a core audience. Giving creators the freedom to express their abilities with minimal interference can not only lead to more appealing content but also helps maintain the authentic voice that is vitally important to creators and consumers. In the words of Bree Sandlin, vice president of lubricants marketing at Shell: “It’s a little scary as a brand manager to know that you’re releasing that control. But it’s telling our brand story in a way that we could never do with a level of authenticity and credibility that consumers need.”",
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      "text": "It’s a little scary as a brand manager to know that you’re releasing that control. But it’s telling our brand story in a way that we could never do with a level of authenticity and credibility that consumers need. — Bree Sandlin, vice president of lubricants marketing at Shell",
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