Influencer Marketing Examples: Stop Asking Creators for Formats They Don't Do

Molly Savage, Director of Marketing at Boba Bam and CPG growth consultant, makes a sharp case for why platform optimization is a brand's responsibility, not the creator's. Her core argument: a creator's job is to produce the best content for their audience and platform, and it is the internal team's job to recruit the right creators for each content bucket. Savage says she would never ask a static-post creator to make a Reel just because Instagram's algorithm favors them, and she would never pull a short-form TikTok creator into a long-form YouTube activation.

Instead, brands should build a roster where different creators cover different formats. She also separates owned content from creator content, noting that tactics like Instagram polls or testing longer versus shorter TikTok lengths belong on the brand's own channels, not handed off as creator requirements.

For marketers searching for influencer marketing examples that actually protect creator relationships while hitting platform goals, this two-minute breakdown reframes who owns what and why that split matters.