5 Signs You Should Not Partner With a Brand as an Influencer
Working with brands is a significant part of the life of an influencer, but not all brand partnerships are created equal.
As content creators running a business, it's crucial to be on the lookout for potential red flags or problems when brands approach you about collaborating.
In a perfect world we would hope all brand partners have our best interests at heart and want to work together on mutually beneficial projects, and many brands have good intentions.
However, it is so, so, soooooo important to pay attention to any signs that a brand may not be interested in an equal partnership to protect your brand.
That’s why we’re walking through five signs that a brand may not be the best fit to help you maintain your sanity and ensure you only partner with brands that truly value you and your work.
1. Brands Being Unresponsive or Hard To Reach
Have you ever replied to a brand that reached out to you with a collaboration offer, only for them to go totally silent?
When a brand contacts you followed by crickets for a few days or even weeks, I consider that to be a red flag.
If you need to chase a brand down to get a reply before you even sign a contract, that could be a bad sign for the rest of the partnership.
I often like to compare brand partnerships to dating. Just like in dating, initial enthusiasm should be followed by consistent communication.
One exception to this is if a brand has proactively told you that they are taking time to review your proposal or weigh options in terms of creators and budget available, that’s not an immediate red flag.
However, they should communicate their timeline so you aren’t left hanging and you know when a decision will be made.
2. When Your Rates Aren’t Respected
Ooh this one really grinds my gears.
We already know that pricing can vary widely in the influencer industry, but a brand questioning your rates with a "others charge less" approach can be insulting.
I often get this reply from brands and the reason it bothers me is because they’re generally still basing rates off of my follower count.
However, I’ve been a digital content creator for over a decade now and I’m probably charging much more for projects than someone who started a TikTok account in 2021.
Remember: There’s nothing wrong with them wanting to maximize their budget, (they’re just doing their job) but your rates should reflect your experience and the unique value you bring to a partnership.
Brands should communicate their budget constraints without attempting to manipulate your pricing—in an ideal world.
So just keep an eye out for brands who try to do this and don’t be afraid to stand your ground or turn down projects if they’re not a good fit.
3. Sneaking Deliverables into Contracts
If I could share one message that would reach influencers far and wide it would be this: please always read your contracts!
In your initial negotiation with a brand you will clearly define the scope of work, including deliverables, timeline, and compensation.
It’s extremely important that when you receive your agreement from the brand that you make sure everything lines up to what you agreed to.
Sometimes upon review, you can find clauses about "usage rights" or “exclusivity” in the contract that weren't part of your initial agreement.
Pro tip: This can happen if you’re working with a brand through a third-party platform and they’re running a massive campaign with other creators, even if you have already negotiated to remove those clauses.
Other times, brands try to take advantage of creators and throw in those clauses knowing that some sign contracts without reading them—don’t let this be you!
Always read contracts carefully and address any discrepancies with the brand before signing.
If you notice a new clause, you can always go back to the brand and say, “I see you’ve requested 3 months of usage rights in the contract. I’m happy to add that for $X if you’d like to send a revised agreement to account for that.”
Always read contracts carefully and address any discrepancies with the brand before signing.
4. Brands That Want to "Test" Before Committing
Back in my days as an editor, when you applied to an on-staff role you’d often be asked to complete something called an edit test as part of your application.
These always bothered me because you often had to complete pitch ideas and sometimes fully written pieces for publications—unpaid.
Some brands may ask you to create content for them for free, with the promise of paid collaborations if it goes well.
While newer influencers may want to consider accepting one project like this for experience and portfolio-building, experienced creators should be extremely cautious of these “you only get paid if we see insane results” models.
Unpaid work can involve significant time and effort and may not ultimately lead to future paid collaborations, especially if the brand’s expectations are too high to ever meet.
Instead, see if these brands are willing to gift you a product with no strings attached—that way you maintain editorial discretion for your project and you post about it on your terms.
5. Brands That Dictate Your Creativity
Another thing you will want to check in with a brand about before you agree to work together is a rough idea of the creative concept.
Some brands may want you to follow scripts or create content that doesn't align with your style or brand.
For example: if you’re the type of creator who creates super editorial photography and videos where you’re mysterious, it would be odd for you to do a super sales-y Instagram story where you’re talking to the camera.
A brand will likely provide talking points and a general creative brief, but keep an eye out for brands that try to dictate what you say word-for-word.
The best ads seamlessly integrate with your existing content, and your audience should recognize your authenticity.
Don’t be afraid to push back if a brand tries to control your creative voice in a way that doesn't resonate with your audience.
The only exception to this is if you’re creating UGC-style content for the brand or content that will only exist on their pages, where it makes sense for them to have more creative control.
Maintaining a successful influencer career means knowing your value and prioritizing working with brands that respect that.
By recognizing and addressing these five red flags, you can ensure that your brand partnerships are mutually beneficial and align with your values and creative integrity.
And if you end up working with a brand that does something on this list, use it as an opportunity to learn and grow. We’ve all been there, me included!
If you have more red flags to add, feel free to share them in the comments below.
yours,
Austen
Photos by Jessie Alcheh
Shot at Dream Loft Studios (get $50 off your booking here)