Last month at Adweek’s Social Media Week event, we caught up with creators and brand executives to discuss the elements of a successful partnership.

When it comes to a successful brand partnership with creators, everyone agreed that authenticity is key.

“You have to just be cool,” said actor and creator Boman Martinez-Reid.

“You need to understand what the creator’s audience and community is like,” added fellow creator Youssef Hasweh.

For more advice and examples of successful partnerships, watch the video below.