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The most impactful brands aren’t the loudest; they are the most intentional and consistent.
In an industry where creators are constantly navigating a sea of brand briefs, the real differentiator is how you engage with them as people, not just as profiles. They are not content machines; they are individuals with influence, creativity, and most importantly heart. When brands show up with respect and humanity, it reflects in content quality, audience perception, and brand sentiment; from nano creators to A-list influencers.
Whether you’re managing campaigns in-house or starting to build your brand’s creator community with a highly specialised agency like us, these small actions can lead to big results.
If your goal is to build long-term creator relationships that drive both genuine connection and measurable ROI, consider this blog your practical playbook and your go-to guide.
In a space driven by connection, how you respond matters just as much as when you respond.
Creators notice when brands take the time to reply, even if the answer isn’t a yes. A brief, thoughtful message shows respect, professionalism, and keeps the door open for future collaborations. Making it a habit to respond to all incoming messages from creators whether they reach out via social platforms, agency partners, or directly in your inbox goes a long way. Even a simple, “Thank you for reaching out, this isn’t the right fit right now, but we truly appreciate your interest,” can go a long way in building goodwill.
In a recent Instagram poll, we asked our creator community:
“How important is it for a brand to check in post-campaign or reply to outreach?”
The overwhelming response?
“Even if it’s a no, it makes us feel seen and respected.”
Influencer marketing is no longer a niche, it’s a strategic pillar. In fact, 86% of U.S. marketers are projected to work with influencers in 2025 (Sprout Social). The question isn’t if you should invest, it’s how intentionally you show up and if time or capacity is a challenge, that’s where we come in. Supporting your brand with the consistency, care, and creator relationships that drive results.
One of the simplest yet most powerful ways to build trust with creators is to acknowledge their organic content.
When a creator posts about your brand outside of a paid partnership, resharing it shows that you’re paying attention. It reinforces that their voice matters and that your relationship extends beyond a transactional brief. It also expands your brand’s organic reach, creating a ripple effect of engagement and goodwill. Make it a habit to reshare user-generated content (UGC) to your brand’s stories or feed [always with proper credit]. It not only validates the creator, but also subtly signals to your wider audience that your brand is talked about, loved, and trusted by real people.
In a recent poll of our creator community, 89% said they actively reshare their organic mentions proving that engagement is a two-way street. And according to impact.com, 83% of brands say a creator’s deep love and understanding of their brand is what makes partnerships successful.
Resharing is more than a social media gesture - it’s a relationship builder.
As an agency, this is one of the things we care deeply about. It’s often the smallest touches that make the biggest impact and why so many of our brand partners trust us to be an authentic extension of their voice.
The collaboration doesn’t end when the content goes live, in fact, that’s just the halfway mark.
Creators want to feel like true partners, not just vendors ticking off a deliverable. A thoughtful check-in after the campaign shows that you value their contribution, not just their reach. It also builds a feedback loop that helps you and your creator network grow stronger with each collaboration.
Take a moment to send a simple thank-you message. Ask how the process felt, what they enjoyed, and if they have any suggestions. This small gesture makes a big impact on how your brand is perceived. At People Have Influence, this is non-negotiable. Whether we’re working with 5 creators or 250, we follow up with each creator, personally. Their feedback doesn’t sit in a silo; it's integrated into our post-campaign reports, shared with brand teams, and used to elevate the experience next time. Because here’s the truth: in today’s landscape, influencer marketing isn’t exclusive anymore. Many agencies offer it but what sets us apart is how we do it.
Every message we send, every check-in we conduct, every voice note we record all contributes to how a creator experiences your brand.
As one of our creators, Kabelo Legodi (@kabelo.legodi), put it:
“I am so grateful to have worked with People Have Influence, a team that truly values purpose, professionalism, and creative freedom. As a lifestyle creator, it meant so much to feel seen, supported, and trusted to show up as my authentic self.”
And in a recent Instagram poll, when we asked creators how important it is for brands to check in post-campaign, the overwhelming response was: “Very important.”
Because when creators feel valued beyond the brief, they become loyal advocates, not just one-time collaborators.
When it comes to working with creators, it’s not just what you say, it’s how you say it.
The tone of your comments can shift your brand’s identity from a corporate logo to a trusted, human partner. Thoughtful, intentional engagement signals that your brand sees the person behind the post, not just the content they’ve created.
Make it a habit to comment with meaning. Use the creator’s name, acknowledge their effort, and tailor your response in a way that feels authentic and aligned with their voice. A simple “Well done” doesn’t carry the same impact as: “Lebo, the storytelling in this is incredible! Thank you for bringing the brand to life so beautifully.” This kind of personal, human-centred engagement is what deepens trust, builds advocacy, and fosters long-term loyalty.
At People Have Influence, we take pride in responding to creators in a way that matches their tone, values, and content style making sure every interaction feels real, respectful, and aligned. We also coach our brand partners to show up with the same level of care, because it makes a noticeable difference in campaign outcomes.
In a recent community poll, 45% of creators said that authentic replies are what make a brand feel most human. Real storytelling followed at 31%, with the remainder valuing consistent emotional connection. The takeaway? Small interactions build big trust.
And we don’t just say this, we hear it directly from the brands we work with. After every campaign, the feedback we receive consistently highlights the emotional intelligence, tone, and attention we bring to creator engagement on all our campaigns. It’s one of the core reasons our clients call us their preferred influencer marketing agency.
Because when your brand sounds human, it feels trustworthy. And that’s where true influence begins.
“This campaign was extremely successful and contributed to improved sales. We received great feedback from customers and I believe the outstanding content contributed positively to our brand image .”
— Marketing Manager, Side Step
Effective PR gifting isn’t about volume, it’s about intention.
When done well, a personalised PR package becomes a tool for creativity, not just another branded box. It’s not about flooding creators with products or assuming content will follow. It’s about equipping them to do what they do best, which is to tell compelling stories.
A great PR drop considers the creator’s unique style, voice, and workflow. Whether it’s including mini LED lights, relevant props, or even a printed shot list, these thoughtful touches show that you understand their process and care about the experience behind the content.
As one creator put it,
“PR packages with purpose, appreciation messages, or even an offer to boost content are what I remember.”
At its heart, great gifting isn’t about exposure, it’s about respect, partnership, and adding real value to the creator experience. At People Have Influence, this is our gold standard.
We guide our brand partners to send hyper-personalised drops, right down to including products in the creator’s actual size and style, handwritten notes, and a clear purpose. And when there’s no compensation involved, we manage expectations transparently because creators don’t owe content in return for a gift.
As one creator candidly shared after receiving their sixth pair of sneakers from a brand without a cent of compensation: “Thanks for the shoe drop, but I can’t eat my shoelaces.”
That quote stays with us because it speaks to the importance of real partnership over assumption. And that’s why our approach to gifting is always strategic, respectful, and creator-first.
"Working with People Have Influence on the Black Coffee Weekender campaign was an absolute pleasure. From thoughtfully designing The Weekender experience to seamlessly align with both the event and the Vuse brand, to ensuring that our selected talent was well taken care of throughout, to the beautifully curated influencer drops, the delicious catering, and the bespoke signature mocktails/cocktails that perfectly aligned with Vuse flavours, every element was executed beautifully. You created an experience that felt effortless, premium, and truly immersive for our influencers, and that is no small feat! The team brought high energy, seamless collaboration, and flawless execution from start to finish. They’re not just a partner, they’re a powerhouse."
— Brand Manager, Vuse
When it comes to building trust with creators, transparency is everything.
Clear communication around expectations, compensation, timelines, and content usage from the very first message lays the foundation for a respectful, professional relationship. Creators don’t just appreciate clarity, they They respond. They listen. They show care in the quieter moments and that’s what sets them apart. These thoughtful actions don’t require more spend, but they do deliver stronger returns, deeper loyalty, and lasting brand impact. on it to do their best work.
Being upfront not only avoids misunderstandings down the line, but it also sets the tone: you value their time, their work, and their contribution. And if anything shifts mid-campaign? A quick, honest update keeps things collaborative and smooth.It’s worth noting that many brands now use engagement benchmarks often expecting creators to meet or exceed a 2% engagement rate before being considered for a campaign (Impact.com). When you find creators who meet that standard and align with your brand values, invest in them.
Long-term collaborations consistently deliver better performance, trust, and content that converts.
At People Have Influence, we view budget conversations and negotiations as a creative, collaborative art form, not a box-ticking exercise. Our role is to strike the balance where creators feel fairly compensated and brands feel confident in the value delivered. That mutual respect is what makes our partnerships thrive.
As one creator put it:
“People Have Influence is one of my favourite agencies. Their payment terms are always excellent, they’re always available when you need them. It is always a pleasure working with them.”
— Amahle-Imvelo Jaxa
And from one of our brand partners:
“We had a successful campaign with People Have Influence. They were wonderful to collaborate with and enjoy good post-campaign results.”
— Brand Manager, L’Oréal South Africa
When transparency leads, trust follows and that’s the cornerstone of every successful campaign we run.
One-off campaigns might generate a spike in attention but long-term partnerships build lasting influence.
When a creator collaborates with your brand more than once, their content becomes more authentic, aligned, and emotionally resonant. It’s no longer just a post, it becomes a story unfolding over time. Their audience notices the consistency, and that builds trust.
Track the creators who deliver strong results not just in reach, but in resonance and re-engage them. When creators are given the space to grow with a brand, they evolve into true ambassadors. According to Sprout Social, 71% of creators offer discounted rates for long-term partnerships, creating a win-win dynamic that benefits both brand and creator.
At People Have Influence, we’ve seen firsthand how long-term investment from brands leads to deepened loyalty and higher-performing content. It’s one of the key reasons 60% of our brand partners stay with us for 3–4 years (and counting) because we continuously build campaigns that blend fresh new talent with Friends of the Brand (FOBs) who carry the brand story forward.
One of our most enduring relationships is with Totalsports, a brand we’ve partnered with for over three years. Reflecting on our very first campaign, here’s what their team had to say:
“PHI understood the essence of our brand and what we wanted to achieve. They came up with a creative influencer campaign that exceeded our expectations.”
— Digital Brand Manager, Totalsports
That campaign was just the beginning of something bigger and it’s proof that when you nurture long-term creator relationships, you don’t just get content, you build community.
When you partner with a creator, you’re not just leveraging their reach, you’re tapping into their unique voice, audience insight, and creative instinct. That’s the magic.
The most effective campaigns happen when brands share the objective and trust creators to bring it to life in their own way. Creators know what resonates with their communities. When they’re given the freedom to interpret your brief through their lens, the result is content that feels authentic, relatable, and real and that’s what drives true engagement.
Provide the key messages, campaign goal, and the necessary brand don’ts and then step back. Trusting creators to lead doesn’t mean losing control; it means co-creating something more powerful than what a rigid brief could produce.
According to Sprout Social, 65% of influencers want to be involved in the creative or product development process. That’s a clear signal: when creators feel empowered, the content improves and so does the relationship. At People Have Influence, this is our golden rule. We encourage our brand partners to set the destination, not dictate the route. Often, the most impactful content comes from creators interpreting briefs in ways that brands hadn’t even imagined but that land beautifully with their audiences.
“My favourite part about this campaign was the content that was created by the influencers. P.H.I. is a great team to work with!”
— Sinelizwi Somhlahlo, Social Media Manager, V&A Waterfront
And from one of our creators:
“The PHI team was great to work with. They allowed me to express my creativity and connected me with a campaign that aligned perfectly with my brand.”
— Pelontle Buthelezi
When you lead with trust, creators show up with their best work — and often, that’s the game-changer in your campaign’s success.
One of the simplest, yet most powerful ways to nurture creator relationships is through public recognition.
Even after the campaign has wrapped, creators want to feel that their effort mattered. Whether it’s tagging them in a campaign wrap-up post, giving them a shoutout on LinkedIn, or mentioning them in internal brand presentations; these small gestures go a long way. They not only show appreciation, but also build trust and emotional equity that lasts far beyond a single project. Publicly acknowledging creators also humanises your brand and reinforces your commitment to collaboration. And consumers take notice, according to Sprout Social, 64% of consumers say genuine reviews are the most persuasive form of influencer content. When creators feel valued, they’re more likely to continue sharing your brand story with authenticity and that’s what truly converts.
At People Have Influence, we actively encourage our brand partners to shine a light on the incredible creators they collaborate with. Whether that’s through a dedicated blog post, campaign recap, or a LinkedIn series highlighting top collaborators credit goes a long way.
As one of our brand partners put it:
“We’re really pleased with the incredible work that P.H.I pulled off on this campaign. Their commitment to our goals led us to exceptional results and contributed to making this campaign the most talked about event on our business social pages ever.”
— PR Manager, Woolworths Beauty
And from the team at Adidas:
“I love working with PHI! The team is super knowledgeable, and I trust them to take my brand’s idea and elevate it in an authentic way through influencers.”
— Marketing Manager, Adidas
Appreciation doesn’t end when the post goes live. It’s ongoing acknowledgment that transforms great collaborations into long-term partnerships.
Sometimes, it’s the smallest voices that deliver the loudest impact.
So many creators in our network have echoed the same sentiment: small gestures mean everything, especially for those still growing. A simple DM reply, a story reshare, or even a “thank you” can go a long way in helping micro creators feel seen, valued, and motivated to keep creating.
Including micro creators in your PR drops or campaign shortlists isn’t just a nice-to-have — it’s a strategic move. These creators often bring untapped creative energy, hyper-engaged communities, and authentic storytelling that cuts through the noise. At People Have Influence, we intentionally cast a wide net across tiers, ensuring that emerging voices are part of the conversation, not left out of it. It’s a philosophy that’s helped shape who we are, and why our campaigns feel so human.
If you’re looking to discover creators already building momentum, Instagram and TikTok remain fertile ground: 57% of brands still prioritise Instagram as their top platform for influencer campaigns, with TikTok close behind at 52% (Sprout Social). This is where digital culture is being shaped in real time — and where tomorrow’s brand storytellers are growing today.
One of the most iconic examples of this belief in action? Our #DearSouthAfrica campaign with ZARA in 2018 - the very campaign that put People Have Influence on the map. While most brands were still chasing celebrity endorsements, we flipped the script. Instead of hiring one big-name influencer, we partnered with over 600 real South Africans, many with just 1,000–5,000 followers who already loved and shopped at ZARA.
Same budget. Same reach. 600 unique voices instead of one.
The result?
#DearSouthAfrica trended at #1 in the country for four weeks, sparked community-wide conversations, and is still studied in marketing courses today.
(And yes, ZARA never had to run another campaign again)
Because here’s the truth: your brand’s reputation is built in the quiet moments.
The reply.
The reshare.
The tone.
The care.
Those are the moments creators remember and those are the things that build legacy.
Make these 10 small shifts. Trust the process. Because respect leads to reputation and reputation leads to results.
If you don’t have the time to build this level of connection across every campaign then that’s where we come in.
At People Have Influence, we’ve spent the past seven years mastering the art of executing high-impact, authentic, and memorable influencer campaigns. We’re not the agency for brands looking to drop products and hope for the best. But if your goal is real ROI, lasting creator relationships, and a deeper connection to your audience you’re in the right place.
Our approach is human-first, results-driven, and built with intention. We don’t just manage campaigns, we craft brand moments that resonate.
That’s why many of our brand partners have stayed with us for 3–4 years and counting. From Aperol Spritz to Hisense South Africa, British American Tobacco to Totalsports and Adidas, these iconic brands return to us because they’ve seen the difference we create both in performance and in perception.
Because influencer marketing is an art form. When done right, with care, clarity, and consistency. It doesn’t just deliver results, it builds reputation, loyalty, and legacy.
And yes, we track that ROI in real-time, so our partners have full visibility throughout every campaign.
Sources
The most impactful brands aren’t the loudest; they are the most intentional and consistent.
In an industry where creators are constantly navigating a sea of brand briefs, the real differentiator is how you engage with them as people, not just as profiles. They are not content machines; they are individuals with influence, creativity, and most importantly heart. When brands show up with respect and humanity, it reflects in content quality, audience perception, and brand sentiment; from nano creators to A-list influencers.
Whether you’re managing campaigns in-house or starting to build your brand’s creator community with a highly specialised agency like us, these small actions can lead to big results.
If your goal is to build long-term creator relationships that drive both genuine connection and measurable ROI, consider this blog your practical playbook and your go-to guide.
In a space driven by connection, how you respond matters just as much as when you respond.
Creators notice when brands take the time to reply, even if the answer isn’t a yes. A brief, thoughtful message shows respect, professionalism, and keeps the door open for future collaborations. Making it a habit to respond to all incoming messages from creators whether they reach out via social platforms, agency partners, or directly in your inbox goes a long way. Even a simple, “Thank you for reaching out, this isn’t the right fit right now, but we truly appreciate your interest,” can go a long way in building goodwill.
In a recent Instagram poll, we asked our creator community:
“How important is it for a brand to check in post-campaign or reply to outreach?”
The overwhelming response?
“Even if it’s a no, it makes us feel seen and respected.”
Influencer marketing is no longer a niche, it’s a strategic pillar. In fact, 86% of U.S. marketers are projected to work with influencers in 2025 (Sprout Social). The question isn’t if you should invest, it’s how intentionally you show up and if time or capacity is a challenge, that’s where we come in. Supporting your brand with the consistency, care, and creator relationships that drive results.
One of the simplest yet most powerful ways to build trust with creators is to acknowledge their organic content.
When a creator posts about your brand outside of a paid partnership, resharing it shows that you’re paying attention. It reinforces that their voice matters and that your relationship extends beyond a transactional brief. It also expands your brand’s organic reach, creating a ripple effect of engagement and goodwill. Make it a habit to reshare user-generated content (UGC) to your brand’s stories or feed [always with proper credit]. It not only validates the creator, but also subtly signals to your wider audience that your brand is talked about, loved, and trusted by real people.
In a recent poll of our creator community, 89% said they actively reshare their organic mentions proving that engagement is a two-way street. And according to impact.com, 83% of brands say a creator’s deep love and understanding of their brand is what makes partnerships successful.
Resharing is more than a social media gesture - it’s a relationship builder.
As an agency, this is one of the things we care deeply about. It’s often the smallest touches that make the biggest impact and why so many of our brand partners trust us to be an authentic extension of their voice.
The collaboration doesn’t end when the content goes live, in fact, that’s just the halfway mark.
Creators want to feel like true partners, not just vendors ticking off a deliverable. A thoughtful check-in after the campaign shows that you value their contribution, not just their reach. It also builds a feedback loop that helps you and your creator network grow stronger with each collaboration.
Take a moment to send a simple thank-you message. Ask how the process felt, what they enjoyed, and if they have any suggestions. This small gesture makes a big impact on how your brand is perceived. At People Have Influence, this is non-negotiable. Whether we’re working with 5 creators or 250, we follow up with each creator, personally. Their feedback doesn’t sit in a silo; it's integrated into our post-campaign reports, shared with brand teams, and used to elevate the experience next time. Because here’s the truth: in today’s landscape, influencer marketing isn’t exclusive anymore. Many agencies offer it but what sets us apart is how we do it.
Every message we send, every check-in we conduct, every voice note we record all contributes to how a creator experiences your brand.
As one of our creators, Kabelo Legodi (@kabelo.legodi), put it:
“I am so grateful to have worked with People Have Influence, a team that truly values purpose, professionalism, and creative freedom. As a lifestyle creator, it meant so much to feel seen, supported, and trusted to show up as my authentic self.”
And in a recent Instagram poll, when we asked creators how important it is for brands to check in post-campaign, the overwhelming response was: “Very important.”
Because when creators feel valued beyond the brief, they become loyal advocates, not just one-time collaborators.
When it comes to working with creators, it’s not just what you say, it’s how you say it.
The tone of your comments can shift your brand’s identity from a corporate logo to a trusted, human partner. Thoughtful, intentional engagement signals that your brand sees the person behind the post, not just the content they’ve created.
Make it a habit to comment with meaning. Use the creator’s name, acknowledge their effort, and tailor your response in a way that feels authentic and aligned with their voice. A simple “Well done” doesn’t carry the same impact as: “Lebo, the storytelling in this is incredible! Thank you for bringing the brand to life so beautifully.” This kind of personal, human-centred engagement is what deepens trust, builds advocacy, and fosters long-term loyalty.
At People Have Influence, we take pride in responding to creators in a way that matches their tone, values, and content style making sure every interaction feels real, respectful, and aligned. We also coach our brand partners to show up with the same level of care, because it makes a noticeable difference in campaign outcomes.
In a recent community poll, 45% of creators said that authentic replies are what make a brand feel most human. Real storytelling followed at 31%, with the remainder valuing consistent emotional connection. The takeaway? Small interactions build big trust.
And we don’t just say this, we hear it directly from the brands we work with. After every campaign, the feedback we receive consistently highlights the emotional intelligence, tone, and attention we bring to creator engagement on all our campaigns. It’s one of the core reasons our clients call us their preferred influencer marketing agency.
Because when your brand sounds human, it feels trustworthy. And that’s where true influence begins.
“This campaign was extremely successful and contributed to improved sales. We received great feedback from customers and I believe the outstanding content contributed positively to our brand image .”
— Marketing Manager, Side Step
Effective PR gifting isn’t about volume, it’s about intention.
When done well, a personalised PR package becomes a tool for creativity, not just another branded box. It’s not about flooding creators with products or assuming content will follow. It’s about equipping them to do what they do best, which is to tell compelling stories.
A great PR drop considers the creator’s unique style, voice, and workflow. Whether it’s including mini LED lights, relevant props, or even a printed shot list, these thoughtful touches show that you understand their process and care about the experience behind the content.
As one creator put it,
“PR packages with purpose, appreciation messages, or even an offer to boost content are what I remember.”
At its heart, great gifting isn’t about exposure, it’s about respect, partnership, and adding real value to the creator experience. At People Have Influence, this is our gold standard.
We guide our brand partners to send hyper-personalised drops, right down to including products in the creator’s actual size and style, handwritten notes, and a clear purpose. And when there’s no compensation involved, we manage expectations transparently because creators don’t owe content in return for a gift.
As one creator candidly shared after receiving their sixth pair of sneakers from a brand without a cent of compensation: “Thanks for the shoe drop, but I can’t eat my shoelaces.”
That quote stays with us because it speaks to the importance of real partnership over assumption. And that’s why our approach to gifting is always strategic, respectful, and creator-first.
"Working with People Have Influence on the Black Coffee Weekender campaign was an absolute pleasure. From thoughtfully designing The Weekender experience to seamlessly align with both the event and the Vuse brand, to ensuring that our selected talent was well taken care of throughout, to the beautifully curated influencer drops, the delicious catering, and the bespoke signature mocktails/cocktails that perfectly aligned with Vuse flavours, every element was executed beautifully. You created an experience that felt effortless, premium, and truly immersive for our influencers, and that is no small feat! The team brought high energy, seamless collaboration, and flawless execution from start to finish. They’re not just a partner, they’re a powerhouse."
— Brand Manager, Vuse
When it comes to building trust with creators, transparency is everything.
Clear communication around expectations, compensation, timelines, and content usage from the very first message lays the foundation for a respectful, professional relationship. Creators don’t just appreciate clarity, they They respond. They listen. They show care in the quieter moments and that’s what sets them apart. These thoughtful actions don’t require more spend, but they do deliver stronger returns, deeper loyalty, and lasting brand impact. on it to do their best work.
Being upfront not only avoids misunderstandings down the line, but it also sets the tone: you value their time, their work, and their contribution. And if anything shifts mid-campaign? A quick, honest update keeps things collaborative and smooth.It’s worth noting that many brands now use engagement benchmarks often expecting creators to meet or exceed a 2% engagement rate before being considered for a campaign (Impact.com). When you find creators who meet that standard and align with your brand values, invest in them.
Long-term collaborations consistently deliver better performance, trust, and content that converts.
At People Have Influence, we view budget conversations and negotiations as a creative, collaborative art form, not a box-ticking exercise. Our role is to strike the balance where creators feel fairly compensated and brands feel confident in the value delivered. That mutual respect is what makes our partnerships thrive.
As one creator put it:
“People Have Influence is one of my favourite agencies. Their payment terms are always excellent, they’re always available when you need them. It is always a pleasure working with them.”
— Amahle-Imvelo Jaxa
And from one of our brand partners:
“We had a successful campaign with People Have Influence. They were wonderful to collaborate with and enjoy good post-campaign results.”
— Brand Manager, L’Oréal South Africa
When transparency leads, trust follows and that’s the cornerstone of every successful campaign we run.
One-off campaigns might generate a spike in attention but long-term partnerships build lasting influence.
When a creator collaborates with your brand more than once, their content becomes more authentic, aligned, and emotionally resonant. It’s no longer just a post, it becomes a story unfolding over time. Their audience notices the consistency, and that builds trust.
Track the creators who deliver strong results not just in reach, but in resonance and re-engage them. When creators are given the space to grow with a brand, they evolve into true ambassadors. According to Sprout Social, 71% of creators offer discounted rates for long-term partnerships, creating a win-win dynamic that benefits both brand and creator.
At People Have Influence, we’ve seen firsthand how long-term investment from brands leads to deepened loyalty and higher-performing content. It’s one of the key reasons 60% of our brand partners stay with us for 3–4 years (and counting) because we continuously build campaigns that blend fresh new talent with Friends of the Brand (FOBs) who carry the brand story forward.
One of our most enduring relationships is with Totalsports, a brand we’ve partnered with for over three years. Reflecting on our very first campaign, here’s what their team had to say:
“PHI understood the essence of our brand and what we wanted to achieve. They came up with a creative influencer campaign that exceeded our expectations.”
— Digital Brand Manager, Totalsports
That campaign was just the beginning of something bigger and it’s proof that when you nurture long-term creator relationships, you don’t just get content, you build community.
When you partner with a creator, you’re not just leveraging their reach, you’re tapping into their unique voice, audience insight, and creative instinct. That’s the magic.
The most effective campaigns happen when brands share the objective and trust creators to bring it to life in their own way. Creators know what resonates with their communities. When they’re given the freedom to interpret your brief through their lens, the result is content that feels authentic, relatable, and real and that’s what drives true engagement.
Provide the key messages, campaign goal, and the necessary brand don’ts and then step back. Trusting creators to lead doesn’t mean losing control; it means co-creating something more powerful than what a rigid brief could produce.
According to Sprout Social, 65% of influencers want to be involved in the creative or product development process. That’s a clear signal: when creators feel empowered, the content improves and so does the relationship. At People Have Influence, this is our golden rule. We encourage our brand partners to set the destination, not dictate the route. Often, the most impactful content comes from creators interpreting briefs in ways that brands hadn’t even imagined but that land beautifully with their audiences.
“My favourite part about this campaign was the content that was created by the influencers. P.H.I. is a great team to work with!”
— Sinelizwi Somhlahlo, Social Media Manager, V&A Waterfront
And from one of our creators:
“The PHI team was great to work with. They allowed me to express my creativity and connected me with a campaign that aligned perfectly with my brand.”
— Pelontle Buthelezi
When you lead with trust, creators show up with their best work — and often, that’s the game-changer in your campaign’s success.
One of the simplest, yet most powerful ways to nurture creator relationships is through public recognition.
Even after the campaign has wrapped, creators want to feel that their effort mattered. Whether it’s tagging them in a campaign wrap-up post, giving them a shoutout on LinkedIn, or mentioning them in internal brand presentations; these small gestures go a long way. They not only show appreciation, but also build trust and emotional equity that lasts far beyond a single project. Publicly acknowledging creators also humanises your brand and reinforces your commitment to collaboration. And consumers take notice, according to Sprout Social, 64% of consumers say genuine reviews are the most persuasive form of influencer content. When creators feel valued, they’re more likely to continue sharing your brand story with authenticity and that’s what truly converts.
At People Have Influence, we actively encourage our brand partners to shine a light on the incredible creators they collaborate with. Whether that’s through a dedicated blog post, campaign recap, or a LinkedIn series highlighting top collaborators credit goes a long way.
As one of our brand partners put it:
“We’re really pleased with the incredible work that P.H.I pulled off on this campaign. Their commitment to our goals led us to exceptional results and contributed to making this campaign the most talked about event on our business social pages ever.”
— PR Manager, Woolworths Beauty
And from the team at Adidas:
“I love working with PHI! The team is super knowledgeable, and I trust them to take my brand’s idea and elevate it in an authentic way through influencers.”
— Marketing Manager, Adidas
Appreciation doesn’t end when the post goes live. It’s ongoing acknowledgment that transforms great collaborations into long-term partnerships.
Sometimes, it’s the smallest voices that deliver the loudest impact.
So many creators in our network have echoed the same sentiment: small gestures mean everything, especially for those still growing. A simple DM reply, a story reshare, or even a “thank you” can go a long way in helping micro creators feel seen, valued, and motivated to keep creating.
Including micro creators in your PR drops or campaign shortlists isn’t just a nice-to-have — it’s a strategic move. These creators often bring untapped creative energy, hyper-engaged communities, and authentic storytelling that cuts through the noise. At People Have Influence, we intentionally cast a wide net across tiers, ensuring that emerging voices are part of the conversation, not left out of it. It’s a philosophy that’s helped shape who we are, and why our campaigns feel so human.
If you’re looking to discover creators already building momentum, Instagram and TikTok remain fertile ground: 57% of brands still prioritise Instagram as their top platform for influencer campaigns, with TikTok close behind at 52% (Sprout Social). This is where digital culture is being shaped in real time — and where tomorrow’s brand storytellers are growing today.
One of the most iconic examples of this belief in action? Our #DearSouthAfrica campaign with ZARA in 2018 - the very campaign that put People Have Influence on the map. While most brands were still chasing celebrity endorsements, we flipped the script. Instead of hiring one big-name influencer, we partnered with over 600 real South Africans, many with just 1,000–5,000 followers who already loved and shopped at ZARA.
Same budget. Same reach. 600 unique voices instead of one.
The result?
#DearSouthAfrica trended at #1 in the country for four weeks, sparked community-wide conversations, and is still studied in marketing courses today.
(And yes, ZARA never had to run another campaign again)
Because here’s the truth: your brand’s reputation is built in the quiet moments.
The reply.
The reshare.
The tone.
The care.
Those are the moments creators remember and those are the things that build legacy.
Make these 10 small shifts. Trust the process. Because respect leads to reputation and reputation leads to results.
If you don’t have the time to build this level of connection across every campaign then that’s where we come in.
At People Have Influence, we’ve spent the past seven years mastering the art of executing high-impact, authentic, and memorable influencer campaigns. We’re not the agency for brands looking to drop products and hope for the best. But if your goal is real ROI, lasting creator relationships, and a deeper connection to your audience you’re in the right place.
Our approach is human-first, results-driven, and built with intention. We don’t just manage campaigns, we craft brand moments that resonate.
That’s why many of our brand partners have stayed with us for 3–4 years and counting. From Aperol Spritz to Hisense South Africa, British American Tobacco to Totalsports and Adidas, these iconic brands return to us because they’ve seen the difference we create both in performance and in perception.
Because influencer marketing is an art form. When done right, with care, clarity, and consistency. It doesn’t just deliver results, it builds reputation, loyalty, and legacy.
And yes, we track that ROI in real-time, so our partners have full visibility throughout every campaign.
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We’d love to hear from you. For any enquiries, questions or conversations, feel free to contact us.
