WORK WITH BRANDS

Brand collaborations can start long before you have a huge following. Learn how brands find creators, how different types of partnerships work, how to evaluate opportunities, protect the value of your content, and turn one collaboration into a lasting brand relationship.

At some point, you may start seeing emails or DMs that say:
“We'd love to collaborate!”
But “collaboration” can mean a lot of different things.
It might mean a brand wants to send you a free product. It might mean they're offering an experience in exchange for content. It could be an affiliate opportunity. Or it could mean they're ready to pay you to create content.
Understanding how brand collaborations work will help you recognize good opportunities and avoid agreeing to something before you understand what you're actually being offered.
HOW DO BRANDS FIND CREATORS?
Brands and the agencies working for them are constantly looking for creators.
They may find you through:
Your social media content
Posts where you've tagged the brand
Creator and influencer platforms
PR or influencer agencies
Google or online searches
Recommendations from other creators
Previous events or gifting
An application to a creator program
A pitch you sent them
Sometimes you go looking for the brand.
Sometimes the brand finds you.
That's why everything we've already worked on, from your bio to your content to your PR relationships, matters.
WHAT ARE BRANDS LOOKING FOR?
Follower count is part of the picture, but it isn't the whole picture.
A brand may consider:
Your niche
Your audience
Engagement
Content quality
Location
Your personality and style
How comfortable you are on camera
Previous brand content
Whether your values fit the brand
How professional you are
They may also simply love the way you create content.
A creator with 8,000 highly relevant followers can sometimes be a better fit than someone with 100,000 followers who has the wrong audience.
Fit matters.
YOU DON'T NEED BRAND DEALS TO START CREATING BRAND CONTENT
This is one of the best things you can do before you have paid partnerships.
Act like a brand partner before you have brand partners.
If there's a product, restaurant, hotel, event, clothing brand, beauty product, or other company you genuinely love, create the kind of content you'd be proud to make if they were paying you.
For example, instead of simply showing your favorite moisturizer in the background of a Story, you might create:
“3 reasons I keep repurchasing this moisturizer”
Tag the brand appropriately.
Now you're doing two things at once:
You're creating useful content for your audience and building a portfolio brands can see.
HOW A BRAND RELATIONSHIP CAN START
There isn't one standard path.
It might look like:
You post about a brand → Brand reposts you → Brand sends gifting → Brand invites you to an event → Brand offers a paid campaign
Or:
You pitch a brand → Brand responds → You negotiate → You create a paid Reel
Or:
You join a creator platform → Apply for a campaign → Get selected → Complete the campaign → Brand hires you again
Or even:
Brand discovers your Reel → Emails you → You negotiate a paid collaboration
There is no single correct route.
NOT EVERY “COLLABORATION” IS PAID
This is extremely important.
If a brand says:
“We'd love to collaborate!”
don't automatically assume they're offering money.
Ask what they have in mind.
A collaboration might involve:
Gifting
A complimentary experience
An exchange or in-kind arrangement
Affiliate commission
UGC creation
A paid social media partnership
We'll break down exactly what all of those terms mean in the next lesson.
THERE'S A DIFFERENCE BETWEEN INFLUENCE AND CONTENT CREATION
Brands may be paying you for different kinds of value.
Sometimes they want access to your audience.
They want you to post content on your account because your followers trust you.
Other times, they primarily want your ability to create content.
They may hire you to make a video that the brand posts on its own social channels or uses elsewhere. This is often called UGC, or user-generated content.
And sometimes they want both.
Understanding what the brand actually wants is important because it affects what you're providing and eventually what you should charge.
YOU ARE ALLOWED TO ASK QUESTIONS
If someone contacts you with a vague offer, you don't have to immediately say yes.
You can respond:
“Thanks so much for reaching out! I'd love to learn more. Could you share the campaign details, requested deliverables, timeline, and budget?”
That one sentence can tell you a lot.
You are not being difficult by asking what the job involves.
You're being professional.
DON'T SAY YES JUST BECAUSE YOU'RE EXCITED A BRAND CONTACTED YOU
Getting your first few brand emails is exciting.
But before agreeing, ask yourself:
Does this brand fit my audience?
Would I genuinely use or recommend this?
What are they asking me to create?
How much time will it take?
What am I receiving in return?
What rights do they want to my content?
A “free” product may not feel very free if you're expected to spend six hours filming and editing content for it.
YOUR AUDIENCE'S TRUST COMES FIRST
You don't have to accept every opportunity.
If you wouldn't recommend something without the partnership, think carefully before recommending it because you're being compensated.
Your audience follows you because they trust your perspective.
That trust is part of what makes you valuable to brands in the first place.
Don't trade long-term audience trust for a short-term collaboration.
BRAND PARTNERSHIPS ARE BUSINESS RELATIONSHIPS
Even if creating content is fun, once a brand is asking you to provide something in return, you're entering a business relationship.
That means paying attention to:
What you're agreeing to create
When it's due
What you're receiving
Where the content will appear
How the brand can use it
Whether there are restrictions on working with competitors
Don't worry if some of those terms sound unfamiliar.
That's exactly what we're covering next.
Before you can evaluate a brand opportunity, you need to understand the language brands use to describe it.
Brand emails can be full of terms that sound similar but mean very different things.
Before you agree to a collaboration, make sure you understand what the brand is offering, what they're asking you to provide, and whether money is actually involved.
GIFTED
Gifted generally means a brand sends you a product for free.
For example:
“We'd love to gift you our new skincare collection.”
If there are no agreed-upon deliverables, the brand is sending you the product with the hope that you may like it and share it.
But sometimes brands use the word “gifted” even when they're asking for content in return.
That's why you should always clarify:
“Are there any required deliverables associated with the gifting?”
If they're requiring a Reel, three Stories, and a feed post in exchange for the product, that's no longer simply a no-obligation gift.
EXCHANGE
An exchange usually means you receive a product, service, meal, stay, ticket, or experience in return for agreed-upon content.
For example:
Restaurant provides dinner → Creator provides a Reel
or:
Hotel provides a two-night stay → Creator provides a Reel + Stories
No cash necessarily changes hands, but both sides are providing something of value.
Before accepting, ask yourself whether what you're receiving is worth the time and work required from you.
A $50 meal in exchange for hours of filming, editing, and posting may not be a good deal for you.
On the other hand, there may be exchanges you genuinely value and are happy to accept.
You get to decide what is worthwhile for you.
IN-KIND
In-kind is another term you'll often see for non-cash compensation.
Instead of paying you money, the brand compensates you with something of value.
That might be:
Products
Meals
Hotel stays
Tickets
Services
Experiences
So if someone says:
“Compensation will be provided in-kind.”
don't assume you're getting a paycheck.
Ask exactly what is being offered and what is expected in return.
COMPED
Comped is especially common with restaurants, hotels, entertainment, and experiences.
It simply means something is being provided to you at no cost.
For example:
“We'd love to comp dinner for you and a guest.”
Again, clarify whether there are required deliverables.
A complimentary experience with no posting obligation is different from a complimentary experience provided specifically in exchange for a Reel.
PAID PARTNERSHIP
A paid partnership means the brand is paying you money to create agreed-upon content or provide agreed-upon services.
For example:
$1,000 for one Instagram Reel + three Story frames
Now you have specific:
Compensation
Deliverables
Deadlines
Requirements
There may also be contracts, approval processes, usage rights, exclusivity, and other terms.
We'll cover how to evaluate and price all of that later.
DELIVERABLES
Deliverables are simply what you've agreed to provide.
Examples include:
1 Instagram Reel
3 Instagram Story frames
1 TikTok
5 edited photos
1 blog post
1 UGC video
Never agree to a campaign based only on the total payment.
You need to know exactly what you're expected to deliver for that payment.
UGC
UGC stands for user-generated content.
In creator marketing, brands often use the term to describe content they hire a creator to make primarily for the brand to use, rather than content that must be posted to the creator's own audience.
For example:
A skincare company may pay you to create three short videos demonstrating its product.
You film and deliver the videos, but you don't necessarily post them to your Instagram.
The brand may post them on its own accounts or, depending on the agreement, use them in advertising.
This means you can potentially earn money creating content even without a large following.
AFFILIATE
With an affiliate partnership, you earn a commission when someone purchases through your unique link or code.
For example:
Your follower buys a $100 product through your link → You earn an agreed percentage or amount.
Affiliate income can be useful, especially when you're recommending products you already talk about.
But:
Affiliate-only compensation is not the same as guaranteed payment.
You only earn money if the required action, usually a sale, occurs.
COMMISSION
Commission is the amount you earn from a sale or other qualifying action.
It might be:
10% of each sale
or:
$15 per new customer
Always understand how the commission is calculated, how long tracking lasts, when payments are issued, and whether returns affect your earnings.
USAGE RIGHTS
Usage rights determine what the brand is allowed to do with the content you create.
A brand might want to:
Repost your Reel
Put your video on its website
Use your photo in an email
Run your video as an advertisement
Use your content for several months
Those uses are not all the same.
If a brand is paying you to create one Reel for your Instagram, that does not automatically mean they should be able to use that Reel everywhere forever.
We'll cover usage rights in much more detail later because they can significantly affect what you charge.
WHITELISTING / ALLOWLISTING
Whitelisting, also called allowlisting, generally refers to giving a brand permission to run advertising using your creator identity/account through the platform's advertising tools.
You may also hear terms such as:
Partnership ads
Creator licensing
Paid amplification
The terminology varies by platform and agency.
The important question is:
Is the brand simply asking me to post content, or do they also want the right to use my identity/content in paid advertising?
Those are different things and should be treated differently when you're negotiating.
EXCLUSIVITY
Exclusivity means you agree not to work with certain competing brands for a specified period.
For example:
A sneaker company might ask you not to work with another sneaker brand for 30 days before and 30 days after the campaign.
That's a restriction on your ability to earn money elsewhere.
So always look at:
Which competitors are included?
How long does the restriction last?
How broad is the category?
The more restrictive the exclusivity, the more carefully you should evaluate the compensation.
ORGANIC VS. PAID USAGE
You may hear these terms when discussing content rights.
Organic usage generally means the brand can share or repost the content through its non-paid channels.
Paid usage means the content may be used in advertising.
Paid advertising can dramatically expand how your image, voice, or content is used, so don't treat paid usage as an insignificant extra.
KNOW WHAT YOU'RE AGREEING TO
When you receive an offer, don't just look at:
“They're paying me $500!”
Look at the whole agreement.
Is it $500 for one Reel posted to your account?
Or is it $500 for:
One Reel + five Stories + three revisions + six months of paid usage + category exclusivity?
Those are very different deals.
We'll get much deeper into pricing, bundles, usage fees, negotiation, and what to charge in Get Paid.
For now, remember:
Free product isn't the same as payment. A collaboration isn't automatically paid. And the rights you're giving a brand can be just as important as the content you're creating.
You don't have to wait for a brand to discover you by chance.
There are things you can do before you ever receive a collaboration offer that make it much easier for brands and their agencies to notice your content and imagine working with you.
The goal isn't to constantly ask brands for deals.
It's to show them what you can do.
CREATE CONTENT ABOUT BRANDS YOU ALREADY LOVE
One of the easiest ways to start is with products, places, and services you're already using.
If you love a particular beauty product, create content about it.
If you always order the same thing at a restaurant, feature it.
If you wear a certain clothing brand regularly, include it naturally in your content.
If you visit a hotel, attraction, or experience you love, create the kind of coverage you'd make if you were working with them.
You don't need permission or a partnership to create organic content about things you genuinely like.
ACT LIKE A BRAND PARTNER BEFORE YOU HAVE BRAND PARTNERS
This is worth repeating:
Create the kind of content you'd be proud to make if the brand were paying you.
Don't just hold up a product and say:
“Love this!”
Think about what would actually make compelling content.
For example:
“3 things I didn't expect to love about this hotel”
“The $20 beauty product I keep repurchasing”
“What I ordered at one of NYC's most talked-about new restaurants”
“Come with me to try this viral experience”
You're creating something useful or entertaining for your audience while simultaneously showing the brand what you're capable of.
TAG THE BRAND WHEN IT MAKES SENSE
If a brand is genuinely featured in your content, tag it.
This gives the brand's social team an opportunity to see your post.
You can also tag relevant locations, venues, restaurants, hotels, or PR agencies when appropriate.
But don't overdo it.
Tagging 25 unrelated brands on every Reel isn't strategic.
Tag because they're part of the content, not because you're hoping someone will give you something.
MAKE YOUR CONTENT EASY TO REPOST
Brands love finding great organic content about themselves.
Make sure:
The product or experience is clearly visible
The brand name is accurate
The content looks good
Your account is tagged correctly
Your caption doesn't contain incorrect information
If a brand loves your post, they may share it to their Stories or contact you about reposting it elsewhere.
And that can open the door to a conversation.
IF A BRAND REPOSTS YOU, USE THE OPPORTUNITY
A repost is a signal that someone at the brand saw your content and liked it enough to share it.
You don't need to immediately respond:
“Thanks! Want to hire me?”
Instead, engage naturally.
You might send:
“Thanks so much for sharing! I've been using [Product] for a while and was excited to feature it.”
Now you've created a positive interaction.
If the relationship continues, there may be a natural opportunity to discuss working together later.
ENGAGE BEFORE YOU PITCH
If there's a brand you genuinely want to work with, start paying attention to what they're doing.
Follow them.
See what products they're launching.
Notice the types of creators they're working with.
Engage when you genuinely have something to say.
Create relevant organic content.
Then when you eventually pitch them, your email isn't necessarily the first time your name has appeared on their radar.
STUDY WHO THE BRAND ALREADY WORKS WITH
Look at a brand's social accounts and recent campaigns.
Who are they reposting?
Who is creating sponsored content for them?
Are they working primarily with huge creators?
Or are you seeing creators with 5K, 10K, or 20K followers?
What types of content are they creating?
You're not trying to copy those creators.
You're looking for clues about what the brand values and whether you might be a realistic fit.
BUILD A PORTFOLIO WITHOUT WAITING FOR PERMISSION
If you've never had a paid collaboration, you can still show brands what working with you might look like.
Create a few strong examples featuring products or businesses you genuinely enjoy.
Then when someone asks:
“Do you have examples of previous beauty content?”
you have something to send.
It doesn't matter that the brand didn't pay you to create it.
The content still demonstrates your ability.
DON'T FAKE A PARTNERSHIP
There's a difference between creating organic brand content and making it look like a brand hired you when they didn't.
Don't label something a paid partnership if it isn't.
Don't imply you're an ambassador if you're not.
Don't write:
“Partnering with [Brand]...”
unless you actually are.
You can simply create great organic content and tag the brand.
Let the work speak for itself.
MAKE IT EASY FOR THE BRAND TO CONTACT YOU
If a brand discovers your content and wants to work with you, don't make them hunt for your information.
Your profile should clearly include:
What you create
Where you're based, when relevant
A business email
A link to your website, portfolio, or media kit when appropriate
You've already worked on this in Build Your Brand. This is where that work starts paying off.
THINK BEYOND THE BRAND'S MAIN ACCOUNT
Sometimes the person who discovers you isn't sitting behind the brand's Instagram account.
It could be someone at:
Their PR agency
Their influencer marketing agency
Their social media agency
Their internal creator team
Their marketing department
That's why consistent organic brand content can create opportunities you never see happening behind the scenes.
DON'T TURN YOUR ENTIRE ACCOUNT INTO AN AD
You still need to create content because your audience wants it, not because you're trying to impress brands.
If every post suddenly becomes:
“Dear brands, please hire me!”
your audience may lose interest.
Your strongest position is having an audience that genuinely enjoys your content.
That's what makes brands want access to it.
MAKE A DREAM BRAND LIST
Choose 10–20 brands you'd genuinely love to work with.
Then ask:
Do I already use them?
Could I naturally feature them in my content?
Have I ever tagged them?
Have they worked with creators like me?
Do I know who handles their creator partnerships?
Start intentionally creating relationships with the brands that actually make sense for you.
You don't need to chase hundreds of companies.
Create great content, make yourself easy to discover, and give the right brands a reason to picture you as their next creator partner.
Not every brand opportunity comes from a PR contact or a brand finding you on Instagram.
There are also creator and influencer platforms where brands post campaigns, search for creators, offer affiliate opportunities, send products, or hire creators to make content.
Joining the right platforms can give you another way to find opportunities instead of waiting for them to come to you.
WHAT ARE CREATOR PLATFORMS?
Creator platforms are services that connect brands with creators.
Depending on the platform, you may be able to:
Create a creator profile
Apply for brand campaigns
Receive campaign invitations
Find gifting opportunities
Create UGC for brands
Join affiliate programs
Earn commissions
Negotiate or accept paid campaigns
Some platforms specialize in certain types of creators, while others work across many niches.
HOW DOES IT WORK?
Usually, you'll create a profile and connect one or more of your social accounts.
You may be asked for information such as:
Your niche
Location
Follower count
Audience demographics
Engagement or analytics
Examples of your content
Brands you're interested in
Then you may be able to browse available campaigns, or brands may find and invite you directly.
YOU DON'T NEED A HUGE FOLLOWING FOR EVERY PLATFORM
Some campaigns are designed for larger influencers, but others specifically want micro- or nano-creators.
UGC opportunities may care much more about your ability to create a great video than the size of your audience.
Don't automatically assume:
“I'm too small for this.”
Read the requirements and apply when you're a genuine fit.
DON'T JOIN EVERY PLATFORM YOU FIND
There are a lot of creator platforms.
You could spend hours creating profiles and checking opportunities that have nothing to do with you.
Start with a handful that make sense for your:
Niche
Location
Audience size
Platforms
Content style
Goals
Then pay attention to which ones actually produce worthwhile opportunities.
COMPLETE YOUR PROFILE
If you're going to join, don't leave your profile half-finished.
Add:
A good profile photo
Clear bio
Correct location
Your niches/categories
Connected social accounts
Strong content examples
Current contact information
Brands searching these databases are evaluating creators just like they would if they discovered you on social media.
APPLY SELECTIVELY
It can be tempting to apply for every campaign available.
Don't.
If you don't use protein powder, don't apply for every protein powder campaign because there's a paycheck attached.
If you're a NYC events creator, a campaign for a local business in Dallas probably isn't worth your time.
Apply for opportunities where you can make a convincing case that you and your audience are a good fit.
READ THE ENTIRE CAMPAIGN BEFORE APPLYING
Don't look only at the compensation.
Check:
Deliverables
Deadline
Posting requirements
Content approval
Number of revisions
Usage rights
Exclusivity
Payment terms
Whether you need to purchase anything first
A campaign that initially looks like an easy $300 opportunity may be much less appealing once you realize it requires multiple videos, Stories, revisions, and extended usage rights.
DON'T ASSUME THE LISTED RATE IS ALWAYS THE FINAL RATE
Some platforms have fixed compensation.
Others allow creators to submit a rate or negotiate.
If you're given the opportunity to propose your rate, don't automatically choose the lowest number because you think it will increase your chances of being selected.
We'll talk much more about setting your rates and negotiating in Get Paid.
LOOK BEYOND TRADITIONAL INFLUENCER CAMPAIGNS
Creator platforms can lead to several types of income.
You might find:
Sponsored social campaigns
UGC projects
Affiliate programs
Ambassador programs
Product testing
Gifting opportunities
Event opportunities
Long-term brand partnerships
You may discover that one type works much better for you than another.
TRACK WHICH PLATFORMS ACTUALLY WORK FOR YOU
After you've used several platforms for a while, pay attention to the results.
Which ones send relevant opportunities?
Which ones have reasonable compensation?
Which ones result in actual campaigns rather than endless applications?
Which ones are taking up your time without producing anything?
You don't have to keep using a platform simply because other creators recommend it.
Focus your time where you're actually seeing results.
WATCH OUT FOR SCAMS
Be cautious if an “opportunity” asks you to:
Pay a large fee to participate
Buy expensive products before being considered
Send money through an unusual payment method
Provide passwords or verification codes
Move immediately to a suspicious messaging app
Click unfamiliar links from questionable email addresses
Always verify who you're dealing with before sharing sensitive information.
We'll cover creator scams in more detail later.
WANT HELP FINDING PLATFORMS AND OPPORTUNITIES?
There are constantly new creator programs, influencer platforms, affiliate networks, PR resources, and ways to connect with brands.
Instead of putting a static list inside Creator Academy that can quickly become outdated, we maintain these resources separately so they can be updated over time.
→ ACCESS OUR PR, BRAND & CREATOR RESOURCES
Optional premium resource. Sold separately from Creator Academy.
PLATFORMS ARE ONE TOOL, NOT YOUR ENTIRE STRATEGY
Creator platforms can be incredibly useful, especially when you're getting started.
But don't rely on them for every opportunity.
Continue:
Creating great content.
Building relationships.
Getting on PR lists.
Connecting with brands organically.
Pitching yourself.
The strongest creator businesses usually have multiple ways opportunities can find them.
Getting an email that says:
“We'd love to work with you!”
is exciting.
But don't let the excitement make you hit YES before you understand exactly what you're agreeing to.
A good collaboration should make sense for you, your audience, and your creator business.
START WITH: IS THIS A GOOD FIT?
Before you even look at the money, ask:
Would I actually use or recommend this product?
Does this brand make sense for my audience?
Can I create content about it naturally?
Would I be comfortable having this partnership on my page?
Not every opportunity is worth taking.
Sometimes saying no protects your audience's trust and leaves room for a better opportunity.
FIND OUT EXACTLY WHAT THEY WANT
Never agree to a vague:
“We'd love to collaborate!”
Ask for the campaign details.
You want to know:
What are the deliverables?
Which platforms?
When does the content need to be posted?
Does the brand need to approve it first?
How many revisions are included?
What is the compensation?
Are there usage rights?
Is there exclusivity?
When will you be paid?
If they haven't provided enough information, ask.
CALCULATE THE REAL AMOUNT OF WORK
“One Reel” sounds simple.
But that Reel might require:
Reading a creative brief
Planning the concept
Getting ready or traveling somewhere
Filming
Editing
Writing the caption
Sending it for approval
Making revisions
Posting
Responding to comments
Submitting analytics
Suddenly, a $100 Reel might involve several hours of work.
Don't evaluate an offer based only on the number of posts.
Consider everything required to produce them.
WHAT ARE YOU ACTUALLY RECEIVING?
Compensation could be:
Cash
Product
A complimentary meal
Tickets
A hotel stay
A service
Affiliate commission
A combination of these
Decide what each is actually worth to you.
A $500 hotel room isn't necessarily the same as receiving $500.
If you wouldn't have paid $500 to stay there yourself, don't automatically treat the room as $500 of compensation.
FREE PRODUCT DOESN'T PAY YOUR BILLS
There may absolutely be times when accepting gifting or an exchange makes sense.
Maybe you genuinely want the product.
Maybe the experience would create incredible content.
Maybe you're building your portfolio.
Maybe you want to establish a relationship with the brand.
But as your creator business grows, don't feel obligated to provide significant amounts of work simply because someone offered you something for free.
You can appreciate an offer and still decide it isn't worth the required work.
CHECK THE USAGE RIGHTS
This can dramatically change the value of a deal.
Ask:
Where can the brand use my content?
For how long?
Organic social only?
Website?
Email?
Paid advertising?
Can they edit it?
Can they use my name, image, or likeness?
A brand reposting your Reel to its Instagram Story is very different from a brand using your face in paid advertising for a year.
We'll break this down more in the next lesson and cover how to charge for it in Get Paid.
CHECK FOR EXCLUSIVITY
Look for restrictions on working with competitors.
For example:
“Creator may not work with competing skincare brands for 90 days.”
That's important.
If accepting this campaign prevents you from taking other paid opportunities, that restriction has value.
Look at both:
How long is the exclusivity?
and
How broadly is “competitor” defined?
“Don't work with Brand X for seven days” is very different from “Don't work with any beauty company for six months.”
WATCH THE DEADLINE
Ask yourself whether the timeline is realistic.
If a product arrives Monday and the brand wants:
Concept approval Tuesday → filming Wednesday → first draft Thursday → revisions Friday → post Saturday
can you actually do that well?
Don't agree to an impossible deadline and then hope you'll figure it out.
It's okay to say:
“I'd love to participate. Would a [date] posting date work instead?”
UNDERSTAND THE REVISION PROCESS
If the brand is paying for content, some revisions may be reasonable.
But you don't want to accidentally agree to unlimited revisions.
Ideally, the agreement should make clear how many rounds of revisions are included.
Also distinguish between:
Editing an existing video
and
Completely reshooting the content.
Those aren't necessarily the same amount of work.
CHECK HOW AND WHEN YOU'LL BE PAID
Don't assume payment arrives when you post.
Brands and agencies may use terms such as:
Net 30
Net 45
Net 60
For example, Net 30 generally means payment is due within 30 days of the point specified in the agreement or invoice terms.
Make sure you understand:
How much you're being paid
Who is paying you
Whether you need to submit an invoice
When payment is due
What payment method is being used
We'll cover invoices and payment terms in Get Paid.
READ THE CONTRACT
If there's a contract, read it.
Don't assume:
“It's probably standard.”
Look specifically for:
Deliverables
Compensation
Deadlines
Usage rights
Exclusivity
Revisions
Cancellation terms
Payment terms
Content ownership
If you don't understand something, ask before signing. For significant agreements or legal questions, consider having a qualified attorney review the contract.
WATCH FOR RED FLAGS
Be cautious if a brand or agency:
Won't clearly explain what they want
Refuses to discuss compensation but expects extensive content
Requests unlimited usage forever without discussing it
Wants excessive exclusivity
Keeps adding deliverables after you agree
Asks you to pay money to receive your “collaboration”
Requests passwords or verification codes
Pressures you to sign immediately
A legitimate opportunity should withstand reasonable questions.
REMEMBER: YOU CAN NEGOTIATE
An offer isn't necessarily the final deal.
You can negotiate:
Compensation
Deliverables
Timeline
Usage rights
Exclusivity
Number of revisions
The overall package
You don't always have to say:
YES or NO.
Sometimes the answer is:
“I'd love to work together. Here's what would make this partnership work for me.”
We'll give you actual negotiation language and pricing strategies in Get Paid.
USE A SIMPLE YES TEST
Before accepting, ask yourself:
FIT: Does this make sense for my brand and audience?
VALUE: Is what I'm receiving worth what I'm providing?
TIME: Can I realistically complete the work?
TERMS: Am I comfortable with the usage, exclusivity, revisions, and deadlines?
TRUST: Am I comfortable recommending this to my audience?
If the answer is yes across the board, you may have a great opportunity.
If something doesn't feel right, ask questions, negotiate, or decline.
Getting a brand offer is exciting.
Getting the right brand offer is much more valuable.
You agreed on a price for a Reel.
Great. But what exactly is the brand buying?
One of the biggest mistakes creators make is focusing only on the content they're creating and not paying attention to what the brand is allowed to do with that content afterward.
A $500 Reel that lives only on your Instagram is very different from a $500 Reel that a brand can use in advertising for the next two years.
START WITH THE DELIVERABLES
Your deliverables should be clearly defined before you begin creating.
For example:
1 Instagram Reel
is much clearer than:
“Social media content.”
Even better:
1 Instagram Reel + 3 Story frames, posted to creator's Instagram account
Make sure you understand:
What you're creating
Where you're posting it
When it's due
Whether approval is required
How many revisions are included
If the brand later asks:
“Can you also send us the raw footage?”
or
“Could you make a TikTok version too?”
that's an additional request you can discuss rather than automatically providing it for free.
WHAT ARE USAGE RIGHTS?
Creating content and giving someone the right to use that content are two different things.
A brand may want permission to use your photo or video on:
Its social media accounts
Website
Email marketing
Online store
Digital advertisements
Other marketing materials
The broader the usage, the more valuable those rights can become.
This is why you should always ask:
Where will my content be used, and for how long?
ORGANIC USAGE
Organic usage generally means the brand can use your content on its own non-paid channels.
For example, the brand may want to repost your video to its Instagram account.
Even here, clarify what you've agreed to.
Permission to repost something on Instagram doesn't necessarily mean permission to put your face on the brand's website indefinitely.
PAID USAGE
Paid usage means the brand wants to use your content in advertising.
Now your Reel isn't simply reaching your followers.
The brand may be spending money to show your face, voice, recommendation, or creative work to a much larger audience.
That's additional value.
Paid usage should not automatically be included forever just because a brand paid you to create the original post.
We'll talk about how to price usage in Get Paid.
HOW LONG CAN THEY USE IT?
Duration matters.
You might agree to:
30 days
3 months
6 months
1 year
or another specific period.
Be careful with language such as:
“In perpetuity”
or
“Perpetual usage.”
That generally means the brand can use the content indefinitely.
You may decide there are situations where you're comfortable with that, but understand what you're giving away before agreeing to it.
WHAT IS WHITELISTING / ALLOWLISTING?
You may hear:
Whitelisting
Allowlisting
Creator licensing
Partnership ads
The terminology can vary, but the basic idea is that a brand gets permission to promote creator content through paid advertising using platform tools associated with the creator's account or identity.
For example:
You post a Reel about a skincare product.
Normally, that Reel reaches your audience organically.
With an authorized partnership-ad arrangement, the brand may be able to turn eligible creator content into an ad and pay to distribute it to a much larger audience.
That's much more valuable to the brand than your original organic post alone.
WHITELISTING DOES NOT MEAN GIVING SOMEONE YOUR PASSWORD
A legitimate brand should not need your Instagram, TikTok, or other social media password to run an authorized creator ad.
Platforms have tools and permissions designed for these arrangements.
Never send someone your password or login verification code because they claim they need it to “whitelist” your content.
PARTNERSHIP ADS
On platforms such as Instagram, you may encounter the term Partnership Ads.
These are advertising tools that allow eligible brand and creator content to be used in paid campaigns with appropriate permissions.
You don't need to become an advertising expert.
You just need to recognize the important question:
“Does the brand want permission to use my content in paid advertising?”
If yes, that should be part of your negotiation.
WHAT ABOUT RAW FOOTAGE?
A brand may ask:
“Can you send us all the raw clips too?”
Don't automatically assume raw footage is included.
Raw footage gives the brand additional material it may be able to edit into completely new content.
Treat it as a separate deliverable unless your agreement already includes it.
WATCH FOR CONTENT OWNERSHIP
Pay attention to language about who owns the content.
There is a difference between giving a brand permission to use your content for a specific purpose and transferring broad ownership rights.
If a contract contains terms such as:
“work made for hire”
“assign all rights”
or other broad ownership language, make sure you understand what you're agreeing to before signing.
For contracts with significant rights at stake, consider getting qualified legal advice.
EXCLUSIVITY MATTERS TOO
Usage isn't the only right that can affect the value of a deal.
A brand might say:
“You may not work with competing beverage brands for 90 days.”
That restriction could prevent you from accepting another paid opportunity.
The broader the category and the longer the period, the more valuable the restriction may be.
We'll account for that when we discuss pricing and negotiation.
DON'T BE AFRAID TO ASK
If a contract says:
“Brand receives digital usage rights.”
and you don't know exactly what that means, ask.
You can say:
“Could you clarify which channels the content will be used on, whether usage includes paid media, and the requested usage period?”
That's not being difficult.
That's understanding your agreement.
THINK OF THE DEAL AS SEPARATE PIECES
Instead of thinking:
“They're paying me $1,000 for a Reel.”
start thinking:
CONTENT CREATION
What am I creating?
POSTING
Am I posting it to my audience?
USAGE
Can the brand reuse it?
PAID MEDIA
Can the brand turn it into advertising?
EXCLUSIVITY
Am I restricted from working with competitors?
EXTRAS
Raw footage? Additional edits? Extra platforms? Additional versions?
Each piece has value.
You don't necessarily need to charge separately for every tiny request, but you should understand everything you're giving the brand before deciding whether the total compensation is fair.
We'll put actual numbers around these concepts in Get Paid, including how to price usage rights, whitelisting, exclusivity, additional deliverables, and bundles.
Creating the content is only one part of the deal. What the brand can do with it afterward matters too.
Getting the brand deal is only the beginning.
How you handle the collaboration can determine whether the brand works with you once or comes back again and again.
You want to create great content, but you also want to be someone who is reliable, professional, communicative, and easy to work with.
READ THE BRIEF BEFORE YOU START
Most paid campaigns will come with some type of creative brief or instructions.
Read the entire thing before filming.
Look for:
Required talking points
Products that must appear
Dos and don'ts
Required tags or hashtags
Disclosure requirements
Deadline
Content length or format
Approval process
Music restrictions
Claims you can or cannot make
It's frustrating for everyone if you create an amazing video and then discover you missed a required element.
DON'T LOSE YOUR OWN VOICE
The brand hired you for a reason.
Unless the campaign specifically requires a script, don't turn your content into a commercial that sounds nothing like you.
Take the brand's key messages and communicate them naturally in your own style.
Your audience can usually tell when you've suddenly switched into:
“And that's why I'm SO excited to tell you about...”
mode.
The best sponsored content should still feel like your content.
ASK QUESTIONS BEFORE YOU FILM
If something in the brief isn't clear, ask before creating.
For example:
“Do you need the product shown within the first five seconds?”
is much easier to resolve before filming than after you've edited the entire video.
Questions don't make you look inexperienced.
They show that you're paying attention.
KEEP TRACK OF YOUR DEADLINES
Brand campaigns can involve several dates:
Product arrival
Concept submission
Draft due
Revision due
Final approval
Posting date
Analytics due
Put them on your calendar as soon as the campaign is confirmed.
Missing a deadline without communicating is one of the easiest ways to make a brand hesitant to hire you again.
IF SOMETHING GOES WRONG, COMMUNICATE
Life happens.
You get sick.
A package arrives late.
The weather ruins your outdoor shoot.
Your child gets sick.
A technical issue destroys your footage.
Don't disappear.
Tell your contact as soon as you realize the deadline may be affected.
For example:
“I wanted to give you a quick heads-up that the product hasn't arrived yet. I'm still happy to move forward, but we may need to adjust the draft date depending on delivery. I'll keep you updated.”
Professional communication can prevent a small problem from becoming a big one.
FOLLOW THE APPROVAL PROCESS
Some brands will want to approve your content before it goes live.
If that's part of the agreement, don't post before approval.
Send the draft when requested and leave enough time for feedback.
Also keep track of what you've agreed to regarding revisions.
If the agreement includes one round of reasonable edits, that's different from endlessly recreating the campaign because the brand keeps changing direction.
KEEP IMPORTANT COMMUNICATION IN WRITING
If you agree to a change in:
Deliverables
Compensation
Deadline
Usage rights
Exclusivity
get it in writing.
It doesn't need to be dramatic.
A simple email saying:
“Just confirming our update: the campaign will now include one Reel and three Story frames, with the Reel posting on September 25.”
creates a record of what everyone agreed to.
DISCLOSE YOUR RELATIONSHIP
If you're being paid, receiving free products, getting a complimentary experience, or otherwise have a material relationship with a brand, make sure your audience can clearly understand that relationship.
Use clear disclosure language appropriate to the partnership and platform.
Don't try to hide a disclosure in a long list of hashtags or make it difficult to notice.
Transparency protects the trust you've built with your audience.
We'll include a simple disclosure reference in Templates & Tools so you have something to check when creating sponsored content.
DOUBLE-CHECK BEFORE YOU POST
Before publishing, confirm:
Is the brand tagged correctly?
Is the product name spelled correctly?
Are required talking points included?
Is the disclosure clear?
Are the links correct?
Is the correct discount or affiliate code included?
Has the content been approved if required?
Am I posting on the correct date?
It takes a minute and can prevent an embarrassing mistake.
DON'T DELETE SPONSORED CONTENT WITHOUT CHECKING
A campaign agreement may require your content to remain live for a certain period.
Don't archive or delete a sponsored post simply because it didn't perform as well as you hoped.
Check your agreement first.
SAVE YOUR ANALYTICS
Brands may ask for campaign results after the content goes live.
Depending on the campaign, save:
Views/reach
Watch time
Likes
Comments
Shares
Saves
Story views
Link clicks
Conversions, when available
Take screenshots when appropriate so you have a record.
These results can also become valuable evidence when you're pitching or negotiating future deals.
SEND RESULTS WHEN REQUESTED
If the campaign requires analytics within seven days, don't make the brand chase you for them.
Send them on time.
You can keep the email simple:
“Hi [Name], sharing the campaign analytics as requested. I've attached the results below. Thanks again for having me as part of the campaign!”
Being easy to work with matters.
INVOICE PROMPTLY
If you're responsible for submitting an invoice, don't wait three months and then wonder why you haven't been paid.
Follow the brand or agency's invoicing instructions and submit everything they require.
Keep a record of:
Invoice number
Amount
Date submitted
Payment terms
Expected payment date
Date paid
We'll go through invoicing and getting paid in more detail in Get Paid.
OVERDELIVER STRATEGICALLY, NOT CONSTANTLY
You want brands to feel great about working with you.
That doesn't mean providing five extra deliverables every time you're hired for one.
There may be moments when an extra Story, photo, or mention happens naturally and makes sense.
But don't accidentally train brands to expect additional work for free.
Deliver what you promised, and deliver it well.
BE SOMEONE THEY WANT TO HIRE AGAIN
Brands remember creators who:
Meet deadlines.
Follow instructions.
Create strong content.
Communicate when something changes.
Handle feedback professionally.
Send analytics when requested.
Make the process easy.
Your goal isn't simply:
“I completed the campaign.”
It's:
“When this brand has another campaign, I want my name to come to mind.”
A successful collaboration isn't just a finished post.
It's an audition for the next opportunity.

KEEP EVERY BRAND CAMPAIGN ORGANIZED
Once you're working with multiple brands, don't rely on your inbox to remember every deadline, deliverable, contract, usage term, and payment date.
Use the Brand Campaigns tab in your Creator Academy Workbook to keep the important details of every partnership in one place.
Track your:
Brand or agency
Contact information
Campaign and deliverables
Rate
Contract status
Draft and posting deadlines
Usage rights and expiration dates
Exclusivity period
Invoice status
Payment due date
Notes
Update the tracker as soon as a partnership is confirmed, then keep it current throughout the campaign.
This makes it much easier to stay on top of your commitments and look professional, especially when several opportunities are happening at once.
FIND IT IN YOUR CREATOR ACADEMY WORKBOOK → BRAND CAMPAIGNS TAB
Landing a brand collaboration is great.
But the real opportunity is when a brand says:
“We'd love to work with you again.”
Repeat partnerships can be easier to manage, more valuable, and more authentic because you already know the product, the brand already knows your work, and your audience has seen the relationship before.
DON'T DISAPPEAR AFTER YOU POST
Once you've completed your deliverables, stay professional through the end of the campaign.
Send any required analytics.
Submit your invoice.
Thank your contact.
A simple message works:
“Thank you again for including me in this campaign! I really enjoyed working with [Brand] and would love to collaborate again in the future.”
You don't need an elaborate pitch.
You've already shown them what you can do.
SHARE GREAT RESULTS
If your content performs particularly well, tell the brand.
For example:
“Quick update: the Reel has now reached 85K views and received more than 2,000 saves. I wanted to share since my audience really responded to it!”
That's useful information.
It also gives you a natural reason to reconnect.
SAVE EVERYTHING
Keep a record of:
The brand
Your contact
What you created
What you were paid
Links to the content
Analytics
Usage rights
Campaign dates
Audience response
Notes about the experience
This information becomes incredibly useful if the brand approaches you again.
You'll know exactly what you charged, what you agreed to, and how the campaign performed.
KEEP THE RELATIONSHIP WARM
You don't need to email the brand every month asking:
“Any campaigns for me?”
Stay connected naturally.
If you continue genuinely using the product, feature it organically when it makes sense.
Engage with a new launch you're actually excited about.
Congratulate your contact on something relevant.
If you have a meaningful update, share it.
The goal is to remain on their radar without constantly asking them for something.
TURN GIFTING INTO PAID WORK
Maybe your relationship started with a free product.
Then they sent another.
And another.
At some point, it may make sense to discuss paid opportunities.
You might say:
“I've really enjoyed working with [Brand], and my audience has responded especially well to the content. If you have budget for upcoming paid creator campaigns, I'd love to be considered.”
You can be appreciative of gifting while still communicating that you're interested in paid work.
DON'T ASSUME YOU HAVE TO KEEP WORKING FOR FREE
This is important.
Just because you accepted an exchange or gifting opportunity when you had 2,000 followers doesn't mean you need to accept the same arrangement forever.
Your:
Audience may grow
Content may improve
Experience may increase
Demand may increase
Business goals may change
It's okay for your terms to evolve.
LOOK FOR REPEAT PARTNERSHIP OPPORTUNITIES
If you've already successfully worked with a brand, think beyond another one-off Reel.
Could the relationship become:
A seasonal campaign
A monthly partnership
An ambassador relationship
An ongoing UGC package
An affiliate partnership
Event coverage
A multi-post campaign
A longer-term contract or retainer
Long-term partnerships can benefit both sides.
The brand gets a creator who already understands its product and messaging.
You get more predictable work and a relationship you can continue building.
LONG-TERM PARTNERSHIPS CAN FEEL MORE AUTHENTIC
If your audience sees you talk about a completely different skincare brand every three days, eventually your recommendations may become less believable.
Working repeatedly with brands you genuinely use can create a much stronger story.
Your audience sees:
“She's been using this for six months.”
instead of:
“This is apparently her favorite product this week.”
That consistency can benefit you, the brand, and your audience.
DON'T LET A REPEAT CLIENT LOCK YOU INTO YOUR OLD RATE
A brand coming back is a great sign.
But that doesn't automatically mean the exact same rate should continue forever.
Maybe your audience has grown significantly.
Maybe your engagement has improved.
Maybe the new campaign requires more work.
Maybe they're requesting additional usage rights.
Maybe your rates have simply increased.
You can say:
“I'd love to work together again! My current rate for that package is $X.”
We'll cover exactly when and how to raise your rates in Get Paid.
KEEP YOUR BEST BRAND WORK FOR YOUR PORTFOLIO
Every successful campaign gives you another example to show future partners.
Save your strongest:
Reels
Photos
UGC
Campaign results
Testimonials or positive feedback
Case studies
These can eventually become part of your media kit or portfolio.
We'll show you how to present them in Look Professional.
ASK FOR A TESTIMONIAL WHEN IT MAKES SENSE
If you've developed a good relationship and the brand has given you particularly positive feedback, you can ask whether they'd be comfortable providing a short testimonial.
For example:
“I'm updating my creator portfolio and really appreciated your feedback on our campaign. Would you be comfortable with me including a short quote about your experience working with me?”
A strong testimonial from a previous client can help establish credibility with future brands.
DON'T BURN A GOOD RELATIONSHIP OVER A SMALL ISSUE
Business relationships won't always be perfect.
A payment might be delayed.
A campaign may be canceled.
Your favorite contact might leave the company.
The brand may choose another creator for the next campaign.
Handle problems professionally.
That doesn't mean accepting unfair treatment or not advocating for yourself.
It means recognizing that one disappointing situation doesn't always require destroying a valuable professional relationship.
YOUR CONTACT MAY MOVE
This is another reason relationships matter more than logos.
The person who hired you at one company may move to another brand or agency.
Stay connected professionally.
Someone who loved working with you once may remember you when they're building a creator list somewhere completely different.
THINK BEYOND ONE DEAL
Instead of asking:
“How much can I get from this one campaign?”
also think:
“How can I make this such a good partnership that we'd both want to work together again?”
Do excellent work.
Communicate.
Track your results.
Stay in touch.
Know when to ask for more.
And keep building your value.
The best brand deal isn't always the biggest one. Sometimes it's the first deal in a relationship that lasts for years.
You've learned how brand collaborations work, how to get noticed, how to evaluate offers, and how to become someone brands want to work with again.
Use this checklist whenever you're considering or completing a brand partnership.
BEFORE THE OPPORTUNITIES ARRIVE
☐ Create content featuring brands and products I genuinely love
☐ Tag brands naturally when they're relevant to my content
☐ Make my niche and location clear
☐ Keep a professional contact email visible
☐ Have strong examples of brand-friendly content
☐ Build a list of brands I'd genuinely like to work with
☐ Join relevant creator and influencer platforms
☐ Make it easy for brands to see what working with me could look like
Act like a brand partner before you have brand partners.
WHEN A BRAND REACHES OUT
Before saying yes:
☐ Verify that the offer is legitimate
☐ Understand whether it's gifted, exchange, in-kind, affiliate, UGC, or paid
☐ Confirm exactly what I'm receiving
☐ Confirm all required deliverables
☐ Check the deadline
☐ Ask about the approval process
☐ Confirm how many revisions are expected
☐ Check usage rights
☐ Check for paid usage or whitelisting/allowlisting
☐ Check for exclusivity
☐ Understand payment terms
☐ Read the contract before signing
ASK YOURSELF: IS THIS WORTH IT?
☐ Does the brand fit my content?
☐ Would I genuinely recommend it?
☐ Does it make sense for my audience?
☐ Is the compensation worth the amount of work?
☐ Am I comfortable with the usage rights?
☐ Am I comfortable with the exclusivity?
☐ Can I realistically meet the deadline?
☐ Would I be happy to have this partnership associated with my creator brand?
Remember:
You don't have to accept every opportunity just because someone offered it to you.
BEFORE YOU CREATE
☐ Read the entire creative brief
☐ Confirm deliverables
☐ Confirm deadlines
☐ Understand required messaging
☐ Check required tags and hashtags
☐ Check disclosure requirements
☐ Confirm music or content restrictions
☐ Ask questions about anything that's unclear
☐ Put important deadlines on my calendar
BEFORE YOU POST
☐ Get approval if required
☐ Make sure the correct product is shown
☐ Spell the brand and product names correctly
☐ Include required messaging
☐ Tag the correct accounts
☐ Use the correct links or codes
☐ Clearly disclose the brand relationship
☐ Confirm the posting date
☐ Double-check that the content still sounds like me
AFTER THE CAMPAIGN
☐ Save the live content link
☐ Save important analytics
☐ Send results when requested
☐ Thank my brand or agency contact
☐ Submit my invoice promptly
☐ Track the expected payment date
☐ Save the campaign details
☐ Add strong work to my portfolio
☐ Record what I charged
☐ Record usage and exclusivity terms
☐ Note anything I'd do differently next time
THINK BEYOND ONE CAMPAIGN
☐ Stay in touch with good brand contacts
☐ Share exceptional campaign results
☐ Continue organically featuring brands I genuinely use
☐ Let gifting partners know when I'm interested in paid campaigns
☐ Consider longer-term opportunities
☐ Update my rates as my value grows
☐ Keep examples of my strongest work
☐ Ask for a testimonial when appropriate
REMEMBER WHAT YOU'RE PROVIDING
A brand deal can include much more than a post.
You're potentially providing:
Your creativity + Your time + Your content + Access to your audience + Your name and likeness + Usage rights + Advertising rights + Exclusivity
Understand what you're giving before deciding what it's worth.
We'll put actual numbers around all of this in Get Paid, including rates, bundles, usage fees, whitelisting, exclusivity, negotiation, and raising your rates.
YOUR WORK WITH BRANDS FORMULA
Create → Get noticed → Evaluate → Negotiate → Create great work → Deliver → Follow up → Build the relationship → Repeat
The goal isn't to collect as many brand deals as possible.
It's to build good partnerships with brands that fit you, compensate you appropriately, and make sense for your audience.

READY FOR THE NEXT STEP?

You've learned how brand collaborations work, how to get noticed, and how to build relationships that can turn into real partnerships.

Now it's time to learn how to pitch yourself instead of waiting for opportunities to come to you, including who to contact, what to say, and how to follow up.

NEXT MODULE → PITCH YOURSELF

next module: pitch yourself