What is the biggest misconception brands have when working with creators? At a recent dinner I hosted with sproutsocial, I asked a few brilliant voices to share their perspective on this question. Their answers hit on something powerful that might sound obvious to some, but is often overlooked: 👉 Creators know their communities better than anyone. 👉 One-off partnerships rarely move the needle, long-term collaboration does. 👉 And if you want a creator to drive conversions but their strength is awareness… you’re setting yourself up for disappointment. This is the nuance of the creator economy. And it’s why tools like Sprout Social’s influencer marketing platform matter. #SproutSocialPartner