Guides to sponsoring creators
Everything a brand needs to pay a creator to feature its product, from the first budget to the final report. Start at the top if this is your first sponsorship.
Start here
What a sponsorship is, what it costs, and how to run your first one.
- How to sponsor a creator: a step-by-step guide for brandsHow to sponsor a creator in 14 steps: set a goal and budget, find and vet creators, brief, negotiate, sign, disclose, go live, and measure the results.12 min read
- How much does it cost to sponsor a creator?What creator sponsorships cost in 2026: pricing models, CPM math, what raises rates, and sourced ranges for YouTube, TikTok, Instagram, podcasts, and more.10 min read
- The best ways to advertise a brand, comparedThe best way to advertise your business depends on your buyer and budget. Compare 13 channels on cost, speed, and measurability, with picks by business type.10 min read
- Best creator sponsorship platforms in 2026, comparedThe best creator sponsorship platforms in 2026: YouTube, TikTok and Meta tools, marketplaces, newsletter networks, influencer software, agencies, and DIY.12 min read
- Micro vs. macro creators: which should you sponsor?Micro vs. macro creators compared: tier definitions, reach, engagement, cost, effort, and brand safety, and when many small creators beat one big one.7 min read
Running the deal
Finding creators, pitching, briefs, contracts, disclosure, and measurement.
- How to find creators to sponsor, and how to vet themHow to find creators to sponsor: your own customers, platform search, hashtags, rival sponsorships, marketplaces, and databases, plus a checklist to vet them.8 min read
- How to reach out to a creator, with 4 email templatesHow to pitch a creator for a sponsorship: where to find a business email, what to write, when to follow up, and four email templates you can copy and send.7 min read
- How to write a creator brief, with a free templateHow to write a creator sponsorship brief: what to include, talking points versus scripts, what to make mandatory, plus a free template and a filled example.8 min read
- What to put in a creator sponsorship contractWhat to put in a creator sponsorship contract: deliverables, approvals, payment, usage rights, exclusivity, disclosure, kill fees, and a clause checklist.11 min read
- Sponsored content disclosure rules: FTC, UK, and EUSponsored content disclosure rules for brands: the FTC Endorsement Guides, the 2024 fake reviews rule, platform labels, UK ASA and CMA, EU law, and Canada.11 min read
- Usage rights, whitelisting, and Spark Ads explainedUsage rights, whitelisting, and Spark Ads explained for brands: what to license, how it changes the price, Meta partnership ads, TikTok codes, and YouTube.8 min read
- How to measure the ROI of a creator sponsorshipMeasure creator sponsorship ROI with UTM links, promo codes, landing pages, post-purchase surveys, and brand lift, plus the ROI formula and a worked example.8 min read
- Product seeding: when free product beats a paid dealProduct seeding explained: how it differs from a paid creator deal, how to run a seeding program, what it really costs, disclosure rules, and how to track it.7 min read
By channel
How sponsorships work on each platform, and what each one is good at.
- How to sponsor a YouTuberHow to sponsor a YouTuber in 2026: integrations vs. dedicated videos, Shorts, YouTube Creator Partnerships, pricing, disclosure, and running videos as ads.11 min read
- How to sponsor a TikTok creatorHow to sponsor a TikTok creator in 2026: native videos, TikTok One, Spark Ads codes, TikTok Shop commissions, pricing, disclosure, and what to measure.10 min read
- How to sponsor an Instagram creatorHow to sponsor an Instagram creator in 2026: Reels, Stories, carousels, collab posts, the paid partnership label, Creator Marketing Hub, and partnership ads.9 min read
- How to sponsor a podcastHow to sponsor a podcast: host-read vs. announcer-read ads, ad positions, how downloads are counted, sourced CPM rates, video podcasts, and where to buy.9 min read
- How to sponsor a newsletterHow to sponsor a newsletter: placements, flat fee vs. CPC vs. CPM pricing, why open rates broke, how to verify a real audience, and which ad networks to use.8 min read
- How to sponsor a Twitch streamerHow to sponsor a Twitch streamer: live reads, overlays, panels, chat commands, Twitch's branded content rules, per-hour pricing, and live metrics to trust.8 min read
By type of business
Plans for restaurants, clothing brands, local shops, apps, and more.
- How restaurants can advertise with food creatorsHow restaurants can advertise with local food creators: hosted meals, menu launches, promo codes, tracking, disclosure rules, and plans for three budgets.9 min read
- Creator marketing for clothing brandsCreator marketing for clothing brands: try-on hauls, seeding, affiliate codes, TikTok Shop, size-inclusive creators, drop timing, returns, and ambassadors.8 min read
- Creator marketing for local businessesCreator marketing for local businesses like salons, gyms, dentists, and contractors: local creators, audience checks, reviews rules, and plans for tiny budgets.8 min read
- Creator sponsorships for e-commerce brandsCreator sponsorships for e-commerce brands: affiliate and hybrid deals, whitelisting, landing pages, Amazon and TikTok Shop programs, and CAC and payback math.8 min read
- How apps and software companies sponsor creatorsHow apps and software companies sponsor creators: which creators fit, why demos beat scripts, trial offers, iOS install tracking limits, budgets, and the rules.10 min read
- Creator marketing for beauty and skincare brandsCreator marketing for beauty and skincare brands: tutorials, reviews, PR seeding, shade-range casting, filter and before-and-after rules, and FDA claim limits.8 min read
- Creator marketing for fitness and wellness brandsCreator marketing for fitness and wellness brands: which creators fit apparel, equipment, supplements, apps, and gyms, plus FTC health claim rules and budgets.9 min read
- B2B creator sponsorshipsHow B2B companies sponsor creators on LinkedIn, niche YouTube, industry podcasts, and trade newsletters, plus Thought Leader Ads and pipeline measurement.8 min read
- How large companies run creator programsHow large companies run creator programs: always-on rosters, governance, MSAs and SOWs, brand safety, paying creators at scale, brand lift, MMM, and waste.8 min read