According to Sprout Social’s State of Influencer Marketing report, 86% of consumers make a purchase influenced by a creator. And when it comes to daily, weekly, or monthly purchases, nearly half of consumers say influencer posts play a role.

Since long-term partnerships are a major component of influencer marketing today, in this piece, I’ll dive into the pros, the cons, and how brands should think about long-term partnerships beyond the typical “creator posts X times over a period of time” setup.

TikTok has recently updated its Creator Portal, providing valuable insights into its moderation process for the TikTok Creator Marketplace (TTCM) and dispelling common myths surrounding TTCM and branded content.