Okay, so here’s the thing: everyone knows creators are the way to go if you want your product, property, or retreat to shine. But let’s talk about the truth here. A lot of people are doing it wrong. They’re chasing the wrong people, focusing on numbers instead of connection, or just tossing gifts at creators and hoping for the best.

If you want to work with creators the right way in 2025, here’s the ultimate truth: you’ve got to make it personal. Forget generic influencer strategies—they don’t work anymore. If you want real results, you need to show up with heart and create experiences that go beyond just the basics. It’s about connection, collaboration, and mutual value.

Here’s how to build something meaningful:

If you want to really connect with a creator, build something that lasts, and have them actually care about your brand—you need to shift your approach. Here's how to do it right.

1. NOT EVERY CREATOR IS YOUR CREATOR

First off, let’s stop thinking “bigger is better.” Because it’s not. Having a creator with 200k followers doesn’t mean anything if their audience doesn’t trust them or if all they do is post the same generic ads for teeth whitener or leggings.

What you want are creators who care. Creators who get what you’re about and have an audience that listens when they talk. And no, these people don’t have to have huge followings—they just need to be real.

Look for creators who already align with what you’re doing. Someone who’s following you because they like what you’re about, not just what you’re giving away.

2. RESPECT THEIR PROCESS—CONTENT TAKES TIME

This is so important: creators don’t all post right away. Some will post live updates because that’s their style. Others? They’ll hold onto content, let it breathe, and work it into something bigger down the line.

If they haven’t posted yet, it’s not because they don’t care. It’s because they’re doing things their way.

Here’s what works:

• Instead of asking why they haven’t posted, check in with them. Ask how their experience was.
• Be supportive of their creative process. When you show trust and patience, they’ll care more about delivering something great.

What doesn’t work? Assuming they’re takers because they haven’t posted yet. If you approach things with that energy, it’s going to turn into exactly that.

3. DON’T THROW THEM INTO A GROUP AND CALL IT CONNECTION

Listen, no one feels special when they’re lumped into a group newsletter or added to some random PR list. That’s not a relationship—that’s just… spam.