Creator Economy Blind Spots

I’ve been in the creator economy for a decade, and if there’s one thing I’ve learned, it’s this: most brands have no idea what they’re doing when it comes to hiring the right people to run their creator partnerships. They either hire traditional marketers who don’t understand the nuances of working with creators, rely on agencies that outsource everything to tech platforms, or bring on someone who talks a big game but can’t deliver real results.

And let’s talk about agencies for a second. A lot of them have no idea what they’re doing, either.

I’ve watched agencies charge massive retainers just to pull names from a platform and call it strategy. They automate creator selection without understanding audience alignment, they prioritize volume over quality, and they recycle the same influencers and tired tactics instead of creating campaigns that actually work.

The result?

Brands that end up feeling like they “tried influencer marketing” and it didn’t work when really, they just hired the wrong people to execute it.

And the thing is, most agencies don’t actually care about getting results. Their real goal is to keep the client on their books for as long as possible.

That means distorting numbers, hiding real performance data, and sometimes outright lying to make it seem like campaigns are working when they’re not. I’ve seen agencies inflate engagement rates, cherry-pick vanity metrics, and leave out the details that would show a brand they’re getting scammed.

Meanwhile, the client keeps paying while their creator partnerships underperform… or worse, actively damage their reputation.

I know this because I’ve seen it firsthand. Brands have hired me after wasting tens (sometimes hundreds) of thousands of dollars on the wrong people. I’ve had to clean up the messes of teams that didn’t understand how to structure deals, track performance, or build actual relationships with creators. And I’ve been in rooms where brand leaders refuse to listen to the expert they hired, only to double back months later when the numbers don’t add up.

So, if your creator partnerships feel off or you’re wondering why your influencer strategy isn’t delivering, let me break down what’s really going wrong—and what you should be asking before hiring someone in this space.

The Expertise Gap in Creator Marketing

Brands think they know how to work with creators. They don’t. The creator economy isn’t traditional marketing, and yet brands keep hiring traditional marketers to run these programs. It’s like putting a billboard expert in charge of a TikTok campaign. Things get lost in translation.

Here’s what I see happening all the time:

1. Brands and agencies think about their end game and approach creators with that in mind not considering what the creator wants.

2. Creators and brands often don’t align on payment structures or campaign execution.

3. There are too many decisionmakers and people making things up as they go.

4. Tech platforms promise to streamline things, but a lot of the tech doesn’t actually work.

5. Brands hire people who know how to buy ads but don’t understand creators or the power of organic influence.

6. They work with agencies that claim to “do influencer marketing” but rely on software to handle everything instead of building relationships.

7. They bring on someone who “knows social media” but has never managed creator budgets, negotiated contracts, or built long-term partnerships.

And then, when these hires don’t perform, brands assume creator marketing “doesn’t work.” The truth? They just hired the wrong person.

The Cost of Hiring the Wrong People

I’ve been called in to fix failed campaigns more times than I can count. I’ve seen brands overpay for underperforming creators, sign bad contracts, and burn relationships because the people they hired didn’t know what they were doing.

Here’s what happens when brands don’t vet hires properly:

• Creators lose trust in your brand. The best creators won’t work with brands that don’t respect their work or understand fair pay.

• Campaigns flop. If your influencer strategy is “let’s just send out PR boxes” or “we’ll do a one-off sponsored post,” you’re doing it wrong.

• Money gets wasted. I’ve seen brands throw six figures at agencies that did nothing but pull creator names from a platform and call it strategy.

I’m telling you this because I don’t want you to make these same mistakes. And the easiest way to avoid them? Hire the right person from the start.

Red Flags When Hiring a Creator Marketing Expert

If you’ve already hired someone and things aren’t working, here are some red flags that might explain why:

1. They can’t explain their creator selection process. If they’re picking people based on vibe alone, that’s a problem.

2. They only talk about follower count. Engagement, conversion, and audience trust are what actually matter… especially conversion if the goal is sales.

3. They don’t have receipts. Ask for past results. If they’re vague, that’s a red flag.

4. They don’t understand brand fit. Every brand is different. If they have a cookie-cutter strategy, it won’t work.

5. They have no real relationships with creators. If they only rely on software or platforms, they’re missing the relationship-building side of this work.

Different metrics matter depending on the desired campaign outcome—if a brand wants creators to actually sell products and have that be traceable, conversion should be a top metric, not just engagement.

How to Hire the Right Person (And Avoid Wasting Money)

If you’re serious about hiring the right expert, ask these questions first:

• What’s the biggest creator budget you’ve managed? If they’ve never handled a real budget, they’re not ready.

• What’s your process for finding and vetting creators? If they can’t articulate this, run.

• How do you measure success? Likes aren’t enough. They should talk about revenue, engagement, and conversions.

• How would you tailor a strategy for my brand? The right person won’t give a generic answer.

This isn’t just theory. I ask these questions because these are the questions I’m prepared to answer whenever I’m pitching a brand.

The right expert thinks beyond one-off campaigns and builds a system where creators, customers, and brand loyalty all reinforce each other.

Want the Full List of Questions to Ask?

I put together a full list of must-ask questions so you don’t waste money hiring the wrong person. Get the free guide below

And if you want to work with someone who actually knows how to get results, let’s talk. I help brands build sustainable, high-impact creator programs that drive real ROI.