Depth Over Breadth: Building Lasting Creator Partnerships with Bekah Schannuth (LSKR)

Creators can either be a long-term asset or a short-term detriment to your campaign. That’s why it’s so important for brands to focus on finding the right fit, not just the name with the biggest following. To find out how to build the right kind of creator relationships, you need this week’s Media Roundtable.

Straight from this year’s Cannes Festival, Dan Granger (CEO & Founder, Oxford Road) joins Bekah Schannuth (Director, Operations, LSKR) to discuss trust, values, and how to handle a crisis. Let’s dive in.

“If you’re trying to build a brand off somebody whose job is to wave their arms, get your attention, and run away… you’re not going deep, and there is a direct correlation between the ROI you’re gonna see.” – Dan Granger (CEO & Founder, Oxford Road)

Trust Over Attention – Podcasts aren’t valuable because they grab attention. They’re valuable because they hold that attention. Creators build trust with their audience members through the hours spent with them every week. That relationship is what makes creators valuable to brands, because when they talk about your product, they’re using that trust to benefit you. Those are the kind of creators you want to partner with.

Match Your Values – We’ve seen it a million times: A podcast host gets into hot water and drags a brand down with them. So how do brands navigate the murky waters of controversy? The answer isn’t necessarily to dump the host, or even to avoid this content in the first place. The answer is to understand what a brand stands for before the media buys start. When brands define their values early, decisions (even in crisis mode) become easier. Marketers, take a look at who you’re partnering with right now. Are they aligned with your values? If not, it’s time to find creators who are.

1-3 Days of Crisis – If you do get in a host-driven crisis, what can you expect? First, know that it usually lasts 24 hours (maybe 72 hours, if it’s truly severe). The people who are upset aren’t usually fans of the show, because they know what they’re getting into. What you need to decide (ideally with a playbook created in a non-crisis moment) is if this controversy has violated your values or not. That will help you keep a level head when the chaos arrives.

Want more insights on how to navigate creator partnerships? Check out the full episode below.