Brands, Creators and Agencies: It’s Time to Be Transparent with Brand Deals

Influencer marketing has reached a point where brands no longer need persuading to invest in creators, but instead grapple with scale and inefficiency. As Stephen Titus, Founder of Faved, puts it, the industry grew so quickly that it created “a lot of unnecessary complication” and forced brands and creators to “constantly reinvent the wheel”.

We sat down to talk about one of the biggest problems facing both influencer marketing agencies, brands and creators: time wasting. Only a few years ago, he found himself having to explain to brands not just why they should use platforms but why they should work with creators at all. “Whereas now”, he says, “when we meet brands we do not have to. They are already spending with creators, and they are telling us that they struggle to get replies and struggle to get in touch with creators on scale.”