"If someone posts Tarte once and then just disappears, that's not a partnership to us. The goal with all the levers of its influencer strategy is to give creators a reason to talk about the brand - without needing to add an #ad to the post."
"After years of sticking to robotic scripts or too-detailed briefs, creators are pushing back against traditional sponsored posts, electing to prioritise creating content that will allow them to generate affiliate income. Increasingly, they're prioritising creative freedom when inking a new deal."
"Brands that allow creators the freedom to flex this muscle end up with better content. They don't have to go in blind either. In this new era of sponsored posts, brands should consider what parameters they absolutely must keep in place."
Tarte has established itself as a leader in influencer marketing by employing a multi-faceted strategy that goes beyond traditional sponsored content. The brand organizes luxury influencer trips to destinations like Bora Bora and Dubai, provides exclusive products and gifts, and creates custom bundles with major creators. Additionally, Tarte gifts products to thousands of smaller creators who earn affiliate income through platforms like TikTok Shop and LTK. This approach aims to generate authentic brand mentions without requiring #ad disclosures. Creators increasingly reject rigid sponsored post requirements, preferring partnerships that offer creative freedom and affiliate income opportunities. Brands that grant influencers autonomy in content creation receive higher-quality posts and stronger engagement than those maintaining strict control over messaging.
Read at The Business of Fashion
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