I’m at the point where we’re scaling our influencer partnerships and we’re planning to expand into new markets beyond US and Russia—and I’m wondering how much to share with the creators we’re working with.
Right now, most of our creator relationships are bilateral—they understand they’re working with us on our brand’s growth. But some of the more strategic partnerships? I’m thinking about leveraging them for expansion into other markets (Europe, Asia). And I’m trying to figure out whether I should:
Option A: Be transparent. Tell creators early, ‘We’re expanding to Europe next, and we’d love for you to be part of that conversation.’ This builds trust and gives them time to think about whether they want to evolve with us.
Option B: Keep quiet. Build the partnerships in the new markets separately and don’t disclose the strategy until it’s more concrete. This protects our strategic flexibility and doesn’t put pressure on creators to commit to something undefined.
I’ve seen both approaches work. Some creators love being part of the growth story—it increases their investment in my success. Others get nervous about undefined expansion plans (‘What does that actually mean for me?’ ‘Will my rates change?’).
The trust angle pulls me toward transparency. But the strategic angle makes me cautious about sharing too early. Plus, I’m not even sure what our expansion looks like yet, so how transparent can I actually be?
How much of your growth strategy do you actually share with partner creators? And does transparency actually build better long-term partnerships, or does it just create anxiety?
Transparency about direction, not specifics. You don’t need to share ‘we’re entering Europe Q3 2025 with 3 new brands.’ You can say, ‘We’re expanding into new markets, and we’re thinking about how our successful creator partnerships scale alongside that.’ Gauge their reaction. If they’re interested, have the deeper conversation. If they’re not, you haven’t committed to anything. This approach builds trust without exposing strategic details. And honestly? Creators who care about your growth trajectory are the ones worth keeping. If they’re only interested in the current project, they’re not scaling partners.
I’m team transparency, but smart transparency. You tell creators about your ambitions and ask for their input, not their commitment. ‘We’re thinking about expanding—where do you see the biggest opportunities?’ Creators often have insights about new markets because of their networks. This positions them as advisors, not soldiers. If they want to be part of the expansion, amazing. If not, no pressure. But now they feel like they’re part of your thinking, which strengthens the relationship regardless. Anxiety comes from vague transparency, not real transparency. Clear sharing builds trust.
We were vague with expansion stuff early on and it actually hurt us. Creators felt like they were being tested for something but didn’t know what. When we switched to being upfront—‘Here’s where we’re going, here’s how we think about partnerships evolving’—relationships got way stronger. The creators who wanted to grow with us said yes. The ones who just wanted straightforward campaigns said, ‘Okay, we’re good,’ and that’s fine too. Vagueness breeds paranoia. Clarity breeds partnership. Share the vision, not the spreadsheets.
Please be transparent. Vagueness makes me nervous, honestly. If I’m investing time and creativity into your brand, I want to know if you’re growing and thinking long-term. That’s actually a sign you’re serious, not a red flag. What freaks me out is when brands seem to be planning something big but won’t tell me—it makes me feel like I’m being tested or left out. Clear communication about ambitions (even if they’re not final) makes me feel like I’m genuinely partnering with you, not just executing contracts.
Here’s what I’ve observed in dozens of partnerships: transparency about vision doesn’t hurt. Vagueness about logistics does. You can say ‘we’re exploring expansion’ without committing to anything specific. Creators who care will ask good follow-up questions; those questions tell you they’re thinking strategically too. That’s signal. Creators who don’t engage with the vision? They’re not scaling partners anyway. So transparency actually filters—you learn who’s genuinely aligned with your growth trajectory versus who’s just taking projects. Use it as a selection tool.
Transparency works when it’s tied to shared opportunity. Don’t say ‘we’re expanding.’ Say ‘we’re expanding and thinking about what that means for our partnerships—interested in exploring together?’ This puts the question back on them. If they’re interested, you have deeper conversations. If they’re not, you keep it transactional. But most good creators appreciate being asked. It shows you value their perspective and aren’t just using them as execution resources. That’s the relationship shift that matters.