Has The Brand Got Your Back?
Whether brands expect it or not, negative reactions are always a possibility when launching a creator campaign. More often than not, it’s the creator who bears the brunt of the backlash while the brand remains shielded.
In this article, Talent Agent Sarah McAleer explores how brands can offer support to their creators.
As creator marketing continues to evolve, we are seeing more traditionally “formal” or “serious” brands enter the space, from financial services to healthcare providers, to technology corporations.
This shift makes sense. Creator marketing offers a powerful route to:
Reach younger audiences.
Humanise complex or traditionally rigid categories.
Build relevance in spaces that have not yet been explored.
However, this evolution is not always met positively.
There can sometimes be pushback when these brands appear in creator-led environments, with audiences questioning credibility or intent, sometimes without fully considering the strategic rationale.
Increased visibility, combined with this scrutiny, means creators are more exposed to criticism when partnering with these brands.
In these moments, brands cannot afford to remain passive. Supporting creators through negative sentiment is not just good practice, it is essential for building credible, long-term partnerships.
There are a number of ways brands can put a crisis management strategy in place for these occasions:
1. Offer direct support.
Creators should not be left to manage backlash alone. Brands should proactively check in, understand the nature of the response, and provide reassurance.
2. Provide clear guidance and resources.
Creators often need support in shaping a response. Brands can assist by:
Clarifying key messages.
Providing accurate, approved information.
Outlining what can and cannot be shared.
Helping frame the situation constructively.
This ensures responses are informed, consistent, and aligned.
3. Engage in the conversation.
Where criticism escalates, it may be more appropriate for the brand to respond directly. Taking ownership of messaging demonstrates accountability and helps protect both the creator and the partnership.
Rather than avoiding negative sentiment, brands can participate in a measured way. This can help:
Provide context.
Address misconceptions.
Demonstrate transparency.
4. Reframe the narrative where appropriate.
Not all criticism is detrimental. In some cases, it presents an opportunity to:
Highlight the brand’s intention or values.
Educate audiences.
Pivot the reaction and jump on trends to turn the response around. This can lead to those sought after “viral moments”.
While the initial instinct may be to remove the content altogether, this is ultimately letting the negativity win. Instead, these moments present an opportunity to respond with clarity, reinforce messaging, and demonstrate a considered, measured approach.
It is important that brands take these steps to respond and support the creators.
Handled carefully, this can transform a reactive situation into a more meaningful moment.
Ultimately, creator marketing is built on trust, not only between brands and audiences, but between brands and creators.
As more traditional brands enter the space, scrutiny is inevitable. How brands choose to respond will play a defining role in how those partnerships (and the wider strategy) are perceived.
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