What “always-on” looks like in practice
The “always-on” approach represents an important shift in how brands structure creator relationships. It involves maintaining relationships that enable activations aligned with business priorities rather than starting from zero each campaign cycle.
’s report revealed that 38% of brands that operate programs with a budget less than $10K maintain this approach. This finding challenges the assumption that sustained creator presence requires enterprise resources.
Organizations achieving the always-on strategy structure their creator partnerships around consistent engagement rather than constant content production. They maintain regular communication with their creator roster throughout the year, providing product updates, sharing performance insights, and involving creators in strategic planning conversations.
Always-on doesn’t require significantly different resources than campaign-focused approaches. Instead, it requires strategic resource allocation. The budget previously distributed across constant creator discovery, vetting, and onboarding instead funds relationship development and maintenance that enables more efficient activation when business priorities demand creator involvement. Using ’s creator marketplace and relationship management tools also makes it easier to coordinate these always-on partnerships without dedicating more time or resources to ongoing campaigns.
Download the full report to access comprehensive insights on building ongoing creator partnerships that deliver year-round results.
In 2026, successful influencer marketing programs must prioritize sustained partnerships over one-off campaigns. Organizations that want to build long-term creator partnerships should focus on identifying creators for multi-year collaborations that strengthen over time.
Ready to deepen your creator roster? Schedule a call with ‘s team to discuss how our platform can help you build long-term creator relationships, scale partnerships, and integrate always-on influencer campaigns.
