


Published in Brand Partnerships
Image credit by Jason Goodman

Steven Lewis
Publisher, Editor-in-Chief, Foam
February 1, 2025
📢 The Do’s and Don’ts of Managing Creator Brand Deals
Avoid costly mistakes and secure better brand deals with these proven tips.
On the surface, managing brand deals sounds simple: find a brand, secure the bag, and let the magic happen. But in reality, it’s a high-stakes negotiation where one wrong move can leave a Creator underpaid, overworked, or completely ghosted.
A bad deal doesn’t just cost money—it can damage a Creator’s reputation, strain brand relationships, and make future deals harder to close. The best talent managers don’t just sign contracts; they anticipate red flags, structure deals with precision, and ensure both sides walk away eager to work together again.
The smartest managers never accept the first offer. Brands expect counteroffers, and the ones who don’t negotiate leave money on the table. Every deliverable should be accounted for, not bundled into a vague flat rate that undervalues a Creator’s work. Exclusivity clauses must come at a premium because they limit future opportunities. Usage rights should never be open-ended—if a brand wants to repurpose content for paid ads, that’s a separate fee. And when it comes to rates, data is the best leverage. A Creator who consistently drives conversions at three times the industry average isn’t just valuable—they’re essential, and the numbers should back up the ask.
Too often, brands try to substitute payment with "exposure," as if visibility alone is compensation. If exposure had monetary value, Creators would be buying houses with retweets. A real partnership involves financial commitment. If a brand has a budget for digital ads, they have a budget for Creator marketing—it’s that simple. Product gifting only makes sense when the Creator genuinely wants the product, not as a replacement for a paycheck.
Contracts need to be scrutinized down to the last line. Some are so one-sided, a blank sheet of paper might be a safer bet. Unlimited usage rights allow brands to use content indefinitely without paying another cent. Uncapped revisions mean endless unpaid work. Payment terms like "Net 90" are just an excuse to delay paying Creators for months. Every contract is negotiable—usage should have limits, revisions must be capped, and payment should be no longer than Net 30. If a brand can’t meet those terms, it’s a red flag.
The most expensive mistake a Creator can make is giving away work for free. A "quick Story post," an extra unboxing video, or a “bonus” deliverable might seem small in the moment, but it sets a dangerous precedent. Brands remember what they didn’t have to pay for, and once they get something for free, they’ll expect it every time. If a campaign needs more content, it comes with an additional fee. If a brand wants to run a Creator’s content as an ad, paid usage rights should be part of the deal. Every deliverable has value, and once that value is given away, it’s almost impossible to get it back.
The strongest managers ensure payments arrive on time—no exceptions. An unpaid invoice isn’t a miscommunication; it’s a failure to uphold an agreement. Deposits should be required upfront. Late fees should be written into contracts. If a brand delays payment once, they’ll do it again, and the best managers cut them off before they have the chance. A brand that doesn’t respect a Creator’s time, effort, and compensation isn’t worth working with.
Great brand deals aren’t about luck—they’re about structure. The talent managers who consistently secure the best deals understand that negotiating isn’t about saying yes; it’s about knowing when to push back. The biggest mistakes in this industry come from undervaluing work, letting brands dictate unfair terms, and failing to protect a Creator’s worth. The ones who don’t fall into these traps are the ones who get paid what they deserve.
On the surface, managing brand deals sounds simple: find a brand, secure the bag, and let the magic happen. But in reality, it’s a high-stakes negotiation where one wrong move can leave a Creator underpaid, overworked, or completely ghosted.
A bad deal doesn’t just cost money—it can damage a Creator’s reputation, strain brand relationships, and make future deals harder to close. The best talent managers don’t just sign contracts; they anticipate red flags, structure deals with precision, and ensure both sides walk away eager to work together again.
The smartest managers never accept the first offer. Brands expect counteroffers, and the ones who don’t negotiate leave money on the table. Every deliverable should be accounted for, not bundled into a vague flat rate that undervalues a Creator’s work. Exclusivity clauses must come at a premium because they limit future opportunities. Usage rights should never be open-ended—if a brand wants to repurpose content for paid ads, that’s a separate fee. And when it comes to rates, data is the best leverage. A Creator who consistently drives conversions at three times the industry average isn’t just valuable—they’re essential, and the numbers should back up the ask.
Too often, brands try to substitute payment with "exposure," as if visibility alone is compensation. If exposure had monetary value, Creators would be buying houses with retweets. A real partnership involves financial commitment. If a brand has a budget for digital ads, they have a budget for Creator marketing—it’s that simple. Product gifting only makes sense when the Creator genuinely wants the product, not as a replacement for a paycheck.
Contracts need to be scrutinized down to the last line. Some are so one-sided, a blank sheet of paper might be a safer bet. Unlimited usage rights allow brands to use content indefinitely without paying another cent. Uncapped revisions mean endless unpaid work. Payment terms like "Net 90" are just an excuse to delay paying Creators for months. Every contract is negotiable—usage should have limits, revisions must be capped, and payment should be no longer than Net 30. If a brand can’t meet those terms, it’s a red flag.
The most expensive mistake a Creator can make is giving away work for free. A "quick Story post," an extra unboxing video, or a “bonus” deliverable might seem small in the moment, but it sets a dangerous precedent. Brands remember what they didn’t have to pay for, and once they get something for free, they’ll expect it every time. If a campaign needs more content, it comes with an additional fee. If a brand wants to run a Creator’s content as an ad, paid usage rights should be part of the deal. Every deliverable has value, and once that value is given away, it’s almost impossible to get it back.
The strongest managers ensure payments arrive on time—no exceptions. An unpaid invoice isn’t a miscommunication; it’s a failure to uphold an agreement. Deposits should be required upfront. Late fees should be written into contracts. If a brand delays payment once, they’ll do it again, and the best managers cut them off before they have the chance. A brand that doesn’t respect a Creator’s time, effort, and compensation isn’t worth working with.
Great brand deals aren’t about luck—they’re about structure. The talent managers who consistently secure the best deals understand that negotiating isn’t about saying yes; it’s about knowing when to push back. The biggest mistakes in this industry come from undervaluing work, letting brands dictate unfair terms, and failing to protect a Creator’s worth. The ones who don’t fall into these traps are the ones who get paid what they deserve.
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