How important are support and communication to creators?

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Part of: Creator marketing
42% of creators say support and communication matter in a brand partnership CreatorIQ & Ipsos, Building Sustainable Partnerships, 2024

42% of surveyed creators say support and communication matter when deciding whether to work with a brand. The same study also identifies concrete gaps: many affiliate creators lack training, technical help or a dedicated contact.

Support does not mean scripting every word. It means the creator gets quick answers, understands the product, knows which claims are allowed, and has clarity about timing, compensation and feedback before publishing.

In an ambassador programme, this becomes more important as the relationship lasts longer. Sunday Squad therefore works in rounds with one operational point of contact. Each activation can keep a sharp brief while the athlete needs less basic explanation over time.

The figure comes from a CreatorIQ/Ipsos survey of more than 125 affiliate creators. It measures what creators consider important; it does not prove that more support automatically produces a specific campaign result.

Sources

  1. CreatorIQ & Ipsos — Building Sustainable Partnerships (2024)

Also searched for

  • creator onboarding support
  • communication with brand ambassadors
  • ambassador point of contact

Related questions

How do you onboard new brand ambassadors?

Onboard ambassadors with compact brand and product context, clear deliverables, creative freedom, commercial terms and one contact. End the first round with a debrief.Read the full answer →

How do you keep brand ambassadors active and motivated long term?

Keep ambassadors active through genuine product fit, clear rhythm, fast feedback, growth opportunities and fair compensation. Evaluate each round and end inactive relationships consciously.Read the full answer →

Is Sunday Squad right for my brand?

Yes, if an athlete genuinely uses, tests or experiences your product. From our collabs: reflective wear, energy gels, chain wax, a rowing game. But also coffee, a mattress, bike insurance. Less of a fit without use experience. The test: can someone take it into their routine for a week and say sometFind out when a squad is less suitable for your product →

Which products work best in a squad?

Products with a real moment of use: nutrition, apparel, shoes, accessories, recovery, tech, safety, bike/running gear, events. It's not the category that counts, but whether an athlete can integrate it into their training and has something to say about it.See which categories perform strongest in practice →

When should we not do a squad?

Don't do it if you actually want perfect ad visuals, full script control or guaranteed short-term sales — then you want a media buy, not a squad. A squad works because it feels real, and that means letting go of some control.Read when a media buy is the better choice than a squad →
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