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A guide for every emerging creator to efficiently evaluate, and execute good brand partnerships!

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Piyush Singh
New Update
Brand deals

With the exploitation of creative properties becoming an increasing concern for emerging creators, we discuss the need to understand the do's and don'ts of collaborating with a brand.

India is witnessing a cultural shift where content creation is increasingly viewed as a legitimate career path. But, while the ecosystem is rapidly expanding, it still lacks a defined structure and standardised practices, making it difficult for new creators to understand how to properly manage their growth, monetisation their content, and protect their intellectual property. 

Instagram, a go-to platform for upcoming creators, has built a strong and thriving creator ecosystem. Emerging creators primarily benefit through brand collaborations, making it one of the most popular and preferred choices for them to earn. While there are tools such as affiliate links, badges on live videos, and creator subscriptions, these monetisation options are not as consistently rewarding as brand deals.

The fact that Instagram still holds its reputation among brands is not unknown. This is not only for its large user base but also because of its engagement metrics and powerful audience targeting tools. However, while brand collaborations are the most common and sometimes the only monetisation route for many new creators on the platform, they also come with a range of challenges that can often be overwhelming, especially for solo creators with no prior experience or management. In such cases, understanding brand conversations can shift from being an opportunity to an exploitative experience, whether in the form of underpaid deals, a lack of proper credit, or unclear terms regarding the right to use the content.

Also Read: #KetchupTalks: Aditya Bhalla shares secrets to landing good brand partnerships for creators

This concern is not new and has been brought to light repeatedly by small creators who have had difficult or unfair experiences. For instance, content creator Parminder Kaur spoke out in a video about how a brand used her video without providing the compensation they had promised. Unfortunately, this is a common complaint among creators who even use memes or humor to talk about their bad experience.

In another instance, experienced content creator Simran Malhotra shared how a brand reached out to her for a collaboration but made questionable and uncomfortable demands that left her feeling uneasy.

Ayesha Sanghi also shared a video calling out a brand that allows customers to buy from big brands at discounted prices, alleging that the company fails to pay its employees and creators fairly, is just a few of the many such cases that continue to surface.

In a chat with us last year, content creator, Aditya Bhalla, who has worked with many well-known brands, shared how crucial it is for creators to know how to communicate with brands effectively and identify red flags early on. “In the beginning, I handled everything myself, from starting conversations to closing deals,” he said. One of the biggest lessons he picked up was to never rush into a campaign without proper documentation. “When brands refuse to pay a portion of the fee upfront or decline to send an official email outlining the terms of the agreement but still want to start the campaign, it raises red flags for me,” he said. Speaking on the importance of contracts in protecting creators, he added “You never know when a brand might back out, which could cost you time, effort, and money,” he said, highlighting how he always ensures the contract includes key elements like content deadlines, usage rights, exclusivity clauses, and payment terms. He stressed that creators should know exactly how long a brand can use their content and whether the brand has the right to repurpose it later.

Moreover, in a time when so much of our work and communication happens online, it is crucial to pay attention to cybersecurity and ensure that people are not sharing sensitive personal information, such as identity documents or bank details, with unverified brands or agencies. Creators must take the time to check the legitimacy of an offer, review contracts carefully, and avoid sharing content that might be used without their consent or beyond the agreed terms.

Not every collaboration is paid, but a barter collaboration that can help one build connections and gain exposure. Aditya emphasized how creators—especially those just starting out—should be open, but firm. “If you believe in your work, don’t hesitate to stand firm on the value and quality of engagement you can offer.” He admitted that barter deals might work in the early stages, but setting boundaries and holding brands accountable is what sustains a creator’s career in the long run.

A new creator may feel inclined to take up any opportunity that comes their way in the hope of gaining visibility and experience. This makes it essential for them to be aware and well-informed to identify where to draw the line and understand how to communicate effectively and assertively with brands. It is important to remember that brands should be held accountable for their actions. Creators should report incidents of when a brand fails to honour its commitments, give proper credit, or makes creators feel uncomfortable. Content creation as a career is still growing in India and with every shift in the industry, there's something new to learn. Whether you're a brand or a creator, staying informed, adaptable, and open to growth is key to making the most of this space.

What do you think makes a partnership between a creator and a brand really work? Tell us in the comments below. 

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Brand Deals brand collaborations Cybersecurity branded content for creators