Beyond the Sale: How Brands and Creators Can Stay Real During the Festive Rush.
Every year, as we get closer to Christmas, our feeds begin to flood with deals, discounts, and “last chance” offers.
For brands, this is prime time. For creators, it’s partnership season, but somewhere between the sales targets and the sponsored posts, it’s easy to lose sight of genuine authenticity.
As the marketing rush begins, how do you make sure your collaborations stay true to your voice, your values, and your audience?
In this article, Talent Agent Sarah McAleer has outlined ways both brands and creators can keep authenticity front and centre this season.
1. Choose Alignment Over Hype
For creators, before jumping on a Black Friday partnership, creators should pause and ask: Would I actually use or recommend this if it wasn’t paid?
For brands, it’s equally important to partner with creators who genuinely align with your product’s mission and values, not just their follower count. True resonance triumphs reach every time.
2. Let Values Lead the Message
During peak consumerism, audiences crave meaningful storytelling, not just another discount code.
If your brand stands for sustainability, community, or conscious consumption, let that shine through your creator content. A “slow gift guide” or “intentional shopping list” can connect on a deeper level than a dozen flashy reels.
3. Give Creative Freedom
Creators know their audience best. When brands hand them a strict brief or force overly branded talking points, authenticity gets lost. Instead, co-create. Set shared goals and trust the creator to translate your message in their own tone and style.
4. Shift the Brief Focus from Selling to Serving
This is the golden rule. Instead of asking, “How do we sell more?” ask, “How can we help our audience during this season?” That might look like:
Offering useful and sustainable product suggestions.
Sharing personal tips for mindful shopping.
Encouraging community or charitable giving.
In summary, the festive season is noisy! The pressure to perform, post, and promote can be overwhelming, but the partnerships that stand out (and last) are the ones rooted in authenticity and purpose!
So this Black Friday, let’s shift the focus from selling to connecting, from consumerism to community, from transactions to trust!
To the brands: Work with creators who believe in your “why.”
To the creators: Remember, your voice is your value.
Get in touch with us for more information- hello@collabagency.com