How many creators lack further opportunities with a brand?

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Part of: Creator marketing
41% of affiliate creators cite a lack of additional brand opportunities as a major challenge CreatorIQ & Ipsos, Building Sustainable Partnerships, 2024

41% of surveyed affiliate creators name the lack of additional opportunities with a brand as one of their biggest problems. It was the most frequently cited challenge in the study.

A creator who has to start from scratch after every activation struggles to build a credible brand story. The brand also loses the knowledge gained in the first collaboration: what works for this athlete, which format fits, and how does the audience respond?

That is why Sunday Squad treats a first collab as a proof round. Athletes who genuinely use the product, deliver reliably and reach their audience can progress to recurring rounds. Not everyone has to become an ambassador; the point is that strong behaviour can lead to a visible next step.

The source is a CreatorIQ/Ipsos survey of more than 125 affiliate creators. The figure describes a perceived problem, not the share of creators who automatically want a long-term contract.

Sources

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

Also searched for

  • do creators want long term brand partnerships
  • creator retention
  • why creators leave affiliate programmes

Related questions

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 →

How long does it take from briefing to a live collab?

Count on four to six weeks from signed briefing to first posts: application window (1-3 weeks) → curation + squad review (5-7 working days) → shipping (a few days to a week) → posting window (2-3 weeks). Working toward a fixed date, we count back.See the full timeline in weeks, from briefing to first posts →

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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