What Is Creator Management?
Creator management is the process of building, maintaining, and optimizing relationships with Creators to promote your brand effectively. It involves selecting the right Creators, setting clear goals, fostering collaboration, and tracking performance to ensure impactful campaigns.
Why it matters
According to LTK’s 2025 Creator Marketing Trends Report, 73 percent of Gen Zers and 57 percent of millennials trust Creators for purchase decisions, and 84 percent of LTK consumers report increased trust in brands that Creators recommend. With the Creator Marketing industry driving more than $5 billion in annual retail sales through LTK, effective management is key to success.
1. Define Goals Before Choosing Creators
Why it’s important
Clear objectives ensure you partner with Creators who align with your brand’s vision and audience.
Actionable tips
- Identify short- and long-term goals (e.g., brand awareness, sales).
- Use LTK tools, such as LTK Match, to find Creators based on demographics, location, and niche.
- Focus on building relationships with Creators who resonate with your brand’s values.
2. Build Two-Way Partnerships
Why it’s important
Long-term collaborations foster authenticity and trust.
Actionable tips
- Get to know Creators personally and professionally.
- Offer perks, such as exclusive products or creative control in campaigns.
- Prioritize Creators who are genuinely invested in your brand’s message.
3. Set and Stick to Deadlines
Why it’s important
Timelines ensure campaigns launch on schedule with high-quality content.
Actionable tips
- Provide clear deadlines and regular check-ins.
- Allow enough time for Creators to create authentic, engaging content.
4. Give Creators Creative Freedom
Why it’s important
Authenticity resonates better with audiences.
Actionable tips
- Share product details, but let Creators craft their own messaging.
- Avoid rigid scripts to maintain the Creator’s unique voice.
5. Set Well-Defined Rules and Expectations
Why it’s important
Clear guidelines prevent miscommunication and ensure alignment.
Actionable tips
- Outline deliverables, tone, and brand values up front.
- Discuss content review processes and flexibility for adjustments.
6. Measure, Track, and Improve
Why it’s important
Data-driven insights help refine future campaigns.
Actionable tips
- Use LTK 360 for advanced reporting and performance tracking.
- Focus on engagement metrics, such as shares, saves, and replies, which are replacing likes as core ROI indicators.
Ready to Elevate Your Creator Strategy?
Get started with LTK, the world’s leading Creator Marketing platform, to connect with top-tier Creators and access tools such as LTK Match and Power Gifting. Start building impactful, data-driven campaigns today!
Blog originally published December 2022 and updated in August 2025.