ugh, yes to everything you’re all saying. from my side, what I’ve realized is that the content I’m most proud of—the stuff I’d post anyway, even without a brand deal—that’s what performs best. when a brand briefs me and I’m genuinely excited about using their product, it shows. when I’m just collecting a paycheck, people feel it. so my advice to anyone working with creators: pick people who are already slightly obsessed with what you’re selling, or teach them why they should be.