Why 70% of Top Brands are Ditching One-Off Creator Deals in 2025
What “always-on” appears like in apply
The “always-on” strategy represents an vital shift in how manufacturers construction creator relationships. It includes sustaining relationships that allow activations aligned with enterprise priorities slightly than ranging from zero every marketing campaign cycle.
Later’s report revealed that 38% of manufacturers that function packages with a price range lower than $10K preserve this strategy. This discovering challenges the idea that sustained creator presence requires enterprise assets.
Organizations attaining the always-on technique construction their creator partnerships round constant engagement slightly than fixed content material manufacturing. They preserve common communication with their creator roster all year long, offering product updates, sharing efficiency insights, and involving creators in strategic planning conversations.
At all times-on doesn’t require considerably completely different assets than campaign-focused approaches. As a substitute, it requires strategic useful resource allocation. The price range beforehand distributed throughout fixed creator discovery, vetting, and onboarding as an alternative funds relationship growth and upkeep that allows extra environment friendly activation when enterprise priorities demand creator involvement. Utilizing Later’s creator market and relationship administration instruments additionally makes it simpler to coordinate these always-on partnerships with out dedicating extra time or assets to ongoing campaigns.
Obtain the total report to entry complete insights on constructing ongoing creator partnerships that ship year-round outcomes.
In 2026, profitable influencer advertising packages should prioritize sustained partnerships over one-off campaigns. Organizations that need to construct long-term creator partnerships ought to give attention to figuring out creators for multi-year collaborations that strengthen over time.
Able to deepen your creator roster? Schedule a name with Later’s crew to debate how our platform can assist you construct long-term creator relationships, scale partnerships, and combine always-on influencer campaigns.
