5 Mistakes to Avoid When Working with Creators
Influencer marketing has become one of the most effective ways for brands to connect with their audience. In Namibia and across Africa, creators have become trusted voices, storytellers, and community leaders.
But here’s the truth: not every brand–creator partnership leads to magic. In fact, many campaigns underperform because brands unknowingly make the same avoidable mistakes.
If you want your next influencer collaboration to deliver real results (and not just likes), here are five mistakes you need to avoid at all costs.
1. Choosing Creators Based Only on Follower Count
It’s tempting to go for the person with the largest audience, but bigger doesn’t always mean better. Many smaller creators have highly engaged niche audiences that trust them deeply, making it marketing gold.
What to do instead:
Look at engagement rate, not just followers.
Check if their audience aligns with your target demographic.
Ask for insights, not just media kit numbers.
2. Giving Vague or Overly Restrictive Briefs
One of the biggest brand–creator frustrations is a bad brief. Too vague, and the creator doesn’t know what to do. Too restrictive, and you stifle their creativity (which is the whole reason you hired them).
What to do instead:
Clearly communicate your campaign goals, key messages, and deliverables.
Give creators the creative freedom to speak to their audience in their own voice.
Provide reference materials without dictating every detail.
3. Ignoring the Relationship-Building Phase
Creators are people, not ad-slots. Treating them like one-off transaction vendors can lead to cold, uninspired content.
What to do instead:
Take time to understand the creator’s brand and style.
Engage with their content before and after a campaign.
Consider long-term partnerships rather than one-time collaborations.
4. Underestimating the Time and Effort Needed
Good content takes time, especially when creators are conceptualising, filming, editing, and posting on top of other brand work. Rushed timelines lead to rushed results.
What to do instead:
Plan campaigns well in advance.
Respect the creator’s creative process and deadlines.
Build in time for feedback and revisions.
5. Not Tracking Results Beyond Vanity Metrics
Many brands still measure success by likes and comments, but these don’t always tell the full story. What really matters is whether the campaign moved the needle for your brand goals.
What to do instead:
Track click-throughs, conversions, and sales if applicable.
Analyse audience sentiment in comments.
Have a clear KPI framework before the campaign starts.
Working with creators can be one of the most powerful ways to grow your brand but only if you approach it strategically. Avoiding these mistakes will help you unlock authentic content, stronger relationships, and better ROI.
As a social media agency, we help brands connect with the right creators and guide them through campaigns that actually work.