If I worked in small creator retention…
Brands have practices in place for their high earning and large follower account creators but no systems in place for the smaller ones. Here is how I would fix that.
Here is my sentiment. I am not famous today, but I will be. I don’t have a large following today but, I will. How do you and your business show up for the people who are you “economic middle”? I am defining economic middle as they are not just solely your customers per say, but they are actively making strides to post, make content, and get your attention on a consistent basis through content creation and promotion. That is the demographic you need to look to because when they do grow they will end up abandoning you for how you made them feel.
I have some few FREE advice and solutions that may help with this dilemma.
Respond. Yes, respond. Response does not need to be a long drawn out process but having a way through a form on your website or team that sorts through PR/Collab emails and sends a simple reply to ALL interested content creators about some basic things. First, say thank you. Thank you for being apart of the community and support. Let them know HOW they can find out about new launches, events, and any more information they would be interested in by subscribing to such and such ways.
Do you have a following requirement? You could use this to your advantage to prepare creators before they reach out on your website OR you can have an automated reply that states you typically reach out and look for creators will followings of X. Want an example?
Here is a brand that I personally want to work with, Luckyscent, and here are their requirements.
You see how simple that is?
No response and no follow up leads to resentment and a loss of both a customer and future creator. I will continue to show out it to the rooftops until brands listen. It’s not just the creators with the largest followers who bring you sales. Its the smaller ones that help to construct community, brand loyalty, and long term success. Without it, I don’t personally see your business flourishing in 2026 and beyond.
Here are a few brands you can check out for yourselves, that I am aware of in beauty, where I thrive, that seem to “get it”.
Kitsch
Cocokind
Bubble
Study them. Watch how the interact with community.
I don’t want to harp on this because as someone who is not a business analyst but analyzes businesses I also see where Kayali, maybe, went wrong. Recently the brand marked up their perfumes and the internet took it by storm. Creators and shoppers alike were furious. I understand both sides of this. One, Kayali has presented itself, as a brand, in a very parasocial way. People cannot separate Mona Kattan the CEO and Kay Ali the brand. Kay Ali has no obligation to tell their consumers alike they are raising prices, however, the brands who have had more success with their audiences with price increases are the ones who sent out emails or communication on socials before hand about changes. You have a tough time as a business letting people peak behind the curtain and then don’t understand why you’re experiencing issues once they want to see more. I, personally, also notice there are tons of broken orders coming out of their warehouse on their website with no shipping protections. How can you raise fares while not protecting your consumers from lost, stolen, or damaged goods?
I say this with love, it needs to be rectified immediately. Someone internally needs to handle this better. It’s not about silencing comments, or going into the shadows. I am not saying that is what is happening I am saying that’s what it feels like is happening. In a day and age where the dupes are projecting stronger than the originals and every new launch is being duped in a matter of weeks you got to lock in to your audience.
Now how does this relate to smaller content creators? They are the backbone of Kay Ali. I have ALWAYS purchased a Kay Ali fragrance, known about one, or added one to my wishlist based on the recommendations of those with less than 5000 followers. Why? Because their passion radiates through our screens because they want Mona’s attention but they genuinely stand behind the product. Larger influencers show products most times 1-5x smaller creators show products around 30x in their content. They show layering routines, tell us the notes, they talk about how many refills they purchased. Not to say larger creators don’t but they have access to thousands of launches they can’t harp on VCRS they have to worry about newer, shinier, and sales now.
I am open to further conversations with brands. I don’t have a specified marketing degree or experience in being a business analyst by trade. I am someone who watches the market, takes mental feedback, and will implement these practices into my business and to help guide those when they ask and PAY for that feedback. I am also open to being a board member for organizations. I want to be a sounding board so you can interact with all consumers better and consider some of the DEI initiatives you need to consider for your brand marketing in the future.
Retention of talent, community and creators is more than just employees. Its E for everyone. Much love and success. You will do well with the right tools.