Creator Etiquette 101: Brand Partnerships and Controversies

In the volatile world of cancel culture, who holds the power to make amends? Mistakes are bound to happen now and again; some are more forgivable than others. Recently, soda brand Poppi faced a lawsuit alleging its gut health claims are falsely advertised. The brand is trying to make a comeback from the allegations, saying in a statement that the claims are “baseless.”

Too often when controversy strikes, we still see brands pump out insincere corporate statements attempting to make reparations. But the truth is, this is not enough for today’s consumers. These types of generic, faceless messages don’t resonate.

So the question is—how do you make it resonate? The answer is authenticity and advocacy. Both of these attributes are bred in a brand’s communities, with creators sitting at the center.

The current state of cancel culture and advertising

A brand community built on devoted fans and authentic creator partnerships is a solid one. But why does it work? Because it’s not the brand saying what it wants or needs; it’s an authentic message coming from consumers who believe it themselves.

When criticism strikes, the community’s grassroots support not only backs the brand, but it also boosts its credibility in the eyes of consumers who crave realness. When Cetaphil launched its Super Bowl ad that faced backlash for seemingly copying a creator’s content idea, the controversy was quickly tamed after the creator announced the brand formed a partnership with her. Her community loved it and paid kudos to the brand.

The more voices that speak for the brand, the better the situation will be. And what better way to round the troops than through authentic creator partnerships? It’s low in volume, but the tactic arguably has the biggest swaying power.

Why? Because they sit center stage and act as the heartbeat of some of the biggest communities.

Creators have a lot more power than they realize

Brands often experience a type of “pseudo control” where they think they can and should control the narrative. This is the beauty of using creators; it’s their voice, not the brand’s.

But is it the creator’s responsibility to defend a brand when they’re not being paid or told to? The first step should be to evaluate the facts. There may be contractual obligations at play, as well as whether any allegations hold truth.

A creator has three options: openly defend the brand because it still aligns with their values, cut ties and announce they are no longer associated with the brand because of the situation, or stay silent until it blows over. That’s why it’s important for brands to build a community of creators who value them beyond vanity or financial gain. For creators, it’s a balancing act between loyalty and personal values.

In this situation, creators need to understand the responsibility they have. Their communities look to them as spokespeople and, ultimately, are responsible for shaping brand perception and driving reputation. This means it’s likely that if a brand is in trouble, consumers may trust a creator more than the brand itself.

Who takes on the most risk?

Associating with a brand carries risks as well as rewards for today’s creators. Some might say it’s part of the gig. But the truth is, both brands and creators are exposing themselves to this type of vulnerability.

We’ve seen countless examples of creators getting called out, which has negatively impacted brand partnerships and vice versa. The key here is to mitigate that risk as much as possible by only selecting partners you truly want to be associated with. If a creator has already done this due diligence, it makes this discretion much easier to exercise.

Every cloud has a silver lining. If creators do experience backlash associated with a brand, their reputation, in some cases, could be used as a tool for good to help brands do better.

More and more, we see brands give creators a seat at the table, assigning them as creative directors or roles where their expertise shines through. Well-established and well-partnered creators know a brand’s community better than anyone. They speak to them, listen to them and exchange ideas every day.

So if there is controversy, they can put that knowledge to use and help the brand improve. Take a look at Korean skin care brand TirTir. After initial backlash due to its lack of diversity in foundation colors, it partnered with creator MissDarcei to launch an extended range catering to a wider range of skin tones. Not only does this give value to consumers, but it also shows the creator as a trailblazer and someone who helped make a difference.

In times of public backlash, a brand can often find its strongest support within its community of devoted fans and creator partners. This support is not only about strategic intention or coincidence; it’s deeply rooted in emotions. Consumers and creators choose to support brands with which they feel a genuine alignment, based on mutual trust, respect and reciprocal value. The brands that build the strongest alliances understand this and don’t wait until controversy strikes, but instead nurture them along the way, with a real value exchange.