It’s one thing for a brand to secure a post. It’s another to build a partnership.  

The difference lies in how you approach the relationship. Are you chasing quick wins, or are you investing in something real and long-term?  

We’ve all seen what happen when influencer marketing feels purely transactional: inauthentic posts, inconsistent messaging, and audiences that scroll right past. But when brands and creators build mutual trust, transparency, and respect, those partnerships start to feel less like marketing and more like collaboration.  

To better understand who brands and agencies can cultivate lasting influencer engagement, I spoke with two creators, Alyssa Eng and Kaila Wen, both of whom through our continued collaboration over the years I now consider friends. Here’s what they had to say about building meaningful, lasting partnerships.  

 Start With a Face, Not Just a Name 

“Putting a face to the name always helps,” Kaila says. “It’s great to build a more personal connection.”  She also shared that she loves seeing the behind the scenes on an agency’s social media account, it helps her feel more connected to the people she’s collaborating with.  

Alyssa agrees, adding that trust often starts with the people behind the partnership. “Transparency about campaigns, representing reputable brands, and hiring personable agency staff” are key to building confidence and connection.  

While emails are necessary for logistics, the best relationships happen in real life. Whether it’s meeting at an event, catching up over coffee, or just checking in between campaigns, those small moments make a big difference.  

 Lead With Transparency 

Talking about budgets and expectations doesn’t have to be uncomfortable. In fact, it’s a great way to build trust. “Transparency around budget and expectations is incredibly important to me,” Kaila shared. “When brands are open about their goals and resources, it ensures the collaboration feels honest and effective.”  

Alyssa echoes that sentiment: “I’m often happy to work with a brand that doesn’t meet my rate, especially when I truly resonate with the brand, and the agency has a good reputation for being easy and honest to work with. “  

Openness sets the tone for smoother communication and stronger creative alignment. Everyone wins when there are no surprises.  

 Protect Authenticity 

The most effective collaborations don’t feel likes ads. They feel like extensions of a creator’s world. “Partnerships that allow me to stay true to my own voice and style are the most meaningful. I love when a collaboration feels like a seamless part of my regular content,” explained Kaila.  

For Alyssa, creative freedom is what makes a partnership feel real. “Having the freedom to put my own touch is everything. A brief is just as important, but when there’s too many talking points/too strict of a vision, then it’s difficult to make it feel authentic to my page and something my audience will resonate with.”  

Brands that empower creators to interpret their message in their own tone see stronger engagement, and ultimately, a more authentic connection with audiences.  

 Think Long-Term from Day One  

A campaign might end, but the relationship doesn’t have to, “Transparency, a genuine love for their product, and building that meaningful relationship with the people behind the brand all play into it,” Kaila says.  

Alyssa adds that much of her loyalty comes from the agency experience: “When an agency is friendly, responsive, and open to brainstorming, it makes the experience so much more enjoyable!” 

A quick thank-you note, post-campaign insights, or a simple check-in can go a long way. When creators feel valued, not just booked, the partnership naturally continues to grow.  

 Remember That Creators Are People, Too 

“Many creators, especially newer ones, are still learning as we go,” Kaila explained. “We love building relationships with PR teams, it’s so valuable and exciting to learn from you and get insight into what’s happening behind the scenes with marketing strategies.”  

Alyssa shares that sometimes brands forget that there are real people behind the screens. “It’s easy to look at creators as just numbers or internet personalities,” she says. “But a lot of us still get giddy and are beyond grateful for each and every opportunity. At the end of the day, most of us are living an absolute dream, and being able to call this our job is just as mind blowing.”  

Building Relationships That Last 

At its core, influencer marketing is about people. When brands and agencies take the time to invest in genuine relationships, built on trust, creativity and respect, the results are far more than engagement metrics. They become lasting stories that audiences actually care about. 

At Faulhaber, we believe in building influencer partnerships that last. Our approach to long-term brand collaboration focuses on authenticity, transparency, and meaningful engagement, helping brands grow alongside the creators who bring their stories to life.