HeyJaredCreator Partnerships Lab
The influencer marketing playbook for brands that are doing it themselves. Built by someone who’s run 1,000+ creator partnerships.
- Indexed issues, last 90 days
- 12
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- Sep 28, 2026
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- Jul 13, 2026
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UGC and Creator Marketing Are Not the Same Thing. (opens the original)
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If you have been in a budget conversation in the last three years, you have probably heard some version of this: “Can’t we just do a gifting program? It’s free.”And well yes, you can. Gifting programs done right can have drive great results for a brand. But a gifting program is not a creator program. And treating it like one is one of the most common and costly mistakes I see brands make.With Advertising Week kicking off in New York on October 5th (and a dedicated Creator Economy Summit on the a
Influencer Marketing Is a Performance Channel. It's Time to Start Treating It Like One. (opens the original)
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I was at the Women in Influencer Marketing event in NYC last week and heard someone say that “a hill I will die on is that influencer marketing should not live in growth marketing.”I respect the passion. But I respectfully disagree with the position.Here is my hill: influencer marketing can be a performance channel. It always has been, even when the industry lacked the infrastructure to prove it. And the brands still treating it as only an awareness play or a brand-building exercise are leaving
The Creator Partnership Channel Most CPG Brands Are Ignoring (opens the original)
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Most creator marketing conversations center on the same three platforms: Instagram, TikTok, and YouTube.Those are popular for creator marketing as most brands already show up there via organic or paid activity, creating more touch points and opportunities to expand a brand’s community and social reach. Given the likelihood to focus on these platforms, everything this Substack has covered about creator selection, briefing, and long-term partnerships applies to all three.But there are two creator
Creators Are (Thankfully) Getting More Selective About Brand Partnerships. Here's How to Be the Brand They Say Yes To. (opens the original)
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The best creators are the ones with engaged audiences, strong category credibility, and content that moves people. They are not taking every deal that comes their way. They are becoming more selective and more discerning about who they partner with, what they promote, and how those relationships are structured.It is a strategic decision that the most sophisticated creators have made deliberately. Why? Because their credibility with their audience is the asset, and protecting it means being caref
Connecting Your Influencer Strategy to Your Marketing Strategy (opens the original)
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One of the most common mistakes in creator marketing, is when brands go looking for creators before they know what job they are hiring a creator to do.Creator marketing is not a single tool. It is a channel that can do meaningful work at every stage of the customer journey. From the moment someone first hears about your brand to the moment they become a repeat buyer and tell someone else. But it does different work at each stage. And the creators, content formats, and metrics that serve one stag
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