Insights
Founders know the number one reason companies stall is a lack of distribution.
You can rent reach (ads, paid posts), but tomorrow’s brands are being built audience-first. When a creator says, “I believe in this so much that I invested,” fans lean in, and acquisition costs drop dramatically.
Equity partnerships turn a creator “megaphone” into a true partner with skin in the game.
Our first, exclusive Global Influencer Council webinar explored the nuances of this topic, expertly led by our wonderful speakers:
Jeff shared a practical model that helps brands move beyond one-off posts into long-term, aligned partnerships.
If you’re looking to embark on an equity partnership with a creator, remember, you’re not buying an influencer; you’re recruiting someone who influences your ICP (ideal customer profile).
Define your ICP with precision (e.g., 25–34, coffee every morning, Whole Foods shopper, $150k+ income) and map the creator personas that surround that customer. Don’t default to category creators, e.g., coffee influencers for a coffee brand, think about adjacent interests, and who your customer already trusts across their seven touchpoints.
For example, the seven touchpoints for this consumer may be:
Choosing a creator partner shouldn’t be based on a fleeting moment of popularity. The real value lies in finding someone who can grow with your brand and sustain trust over time. Jeff recommends using this seven-part checklist to assess long-term fit and build partnerships that drive lasting impact.
Then do a vibe check. Where possible, meet your potential creator partner in person before signing any contracts. You’re choosing a teammate, so energy and ways of working matter.
Not every creator equity partnership should look the same. The level of involvement and reward depends on the role they play. This is what different value exchanges can look like:
Rule of thumb: the more time and rights you ask for, the more you’ll pay (cash and/or equity). Keep some cash in the mix so partners aren’t “equity-rich, cash-poor.”
Equity should be earned against specific, time-bound milestones, e.g., output, appearances, content, revenue impacts. If milestones aren’t met, unearned equity reverts. Lock in today’s fair-market value on a multi-year schedule so as both the creator and your brand grow, you’ve effectively “pre-bought” future value.
Identify the handful of creators who could most credibly compete with or displace you if they launched their own brand. Consider small, strategic equity to bring them on board early.
Creators do more when they know exactly what to do and feel the momentum:
Treat equity as another tool in the growth stack. Model it against CAC: equity structures + modest cash often unlock creators who are unaffordable at pure-cash market rates, while deepening authenticity and LTV. Not every post maps 1:1 to revenue; the prize is trusted distribution you don’t have to rent.
There’s no hard floor when it comes to choosing a creator equity partner.
Think impact and fairness. Use equity as an earned upgrade path from affiliate → top affiliate → owner. At scale, micro and mid creators can collectively outperform a single celebrity or mega creator if you have the ops to manage equity like you manage affiliates.
It’s also important to remember that great managers are trusted advisors who filter noise and help the work get done. Build the relationship with both talent and their manager/PA; they’re often the difference between intent and delivery.
Creators want diversified income and ownership, and equity offers career longevity and upside that pure cash can’t.
If you would like to watch the webinar in full and hear directly from Justin and Jeff, please reach out to kerry@globalinfluencercouncil.com.