Are We Exclusive? We need to talk!
Brand exclusivity has real value: for creators, it means saying no to other work. It’s time the industry recognised that cost.
In this article, Talent Agent Sarah McAleer, will explore the importance of exclusivity for both brands and creators.
Why Exclusivity Matters in Creator Marketing
As the creator marketing industry continues to evolve, both brands and creators are becoming more strategic in how they collaborate. One of the most important (and often overlooked) aspects of these partnerships is brand exclusivity.
Whether you’re a brand manager, an agency, or a content creator, it's vital to understand what brand exclusivity is and why it’s required.
What Is Exclusivity in Creator Marketing?
A period of exclusivity means that a creator agrees not to promote or work with competing brands for a defined period of time, be it for days, weeks or months. This can apply across entire industries (e.g. not working with any other supermarkets) or within specific product categories (e.g. no other dairy brands).
For brands, this kind of arrangement helps build stronger brand association and trust with the creator’s audience. It reduces mixed messaging and allows for more authentic, long-term collaboration.
The Hidden Cost for Creators
When a creator agrees to an exclusivity clause, they are essentially turning down future income from other potential partners. A creator saying “yes” to exclusive terms means saying “no” to campaigns that might be just around the corner (and often is!).
This makes exclusivity not just a strategic brand decision, but a financial sacrifice for the creator.
Why Brands Must Pay for Exclusivity
Exclusivity must come with a cost for brands, because in turn it costs the creator. Here’s why charging for exclusivity is non-negotiable:
Opportunity Cost: You're asking creators to walk away from other paid work. That has real monetary value.
Fair Compensation: Just as you’d pay extra for media outputs or licensing rights, exclusivity is an additional offering from the creator and should be budgeted accordingly.
Industry Sustainability: Valuing creators' time and reach appropriately helps build a healthier, more professional creator economy in Ireland. Brands need to view creators as established business partners rather than just a personal social media page.
Stronger Partnerships: When exclusivity is fairly compensated, it fosters trust and long-term loyalty between creators and the client, two things every brand should value.
Let’s Set the Standard in Ireland
In the fast-growing creator marketing space, we have an opportunity to set professional standards that protect both brands and talent. Fair, transparent discussions around exclusivity and its value should be a standard part of campaign negotiations.
Exclusivity should be openly discussed from the initial outreach and not slipped in at the contracting stage.
It’s time we all understood that exclusivity isn’t free and never should be assumed as part of a deal.
Get in touch with us for more information- hello@collabagency.com