Ava Lee and Michelle Kwak: Turning 15-Sec TikToks Into Lasting Creator Partnerships

Why are long-term partnerships important?  This was the main theme of our conversation with Michelle Kwak, Director of Integrated Communications at LANEIGE US, and Ava Lee, Creator (@glowbyava) and Founder of ByAva. On this episode of the Fast Traack, Ava and Michelle discuss how moving to long-term partnerships are beneficial to both brands and creators – diving into the authenticity it brings to brand content and the trust it builds with creators’ audiences.  During the conversation, Ava and Michelle also share:Their journey to breaking into the creator economy (and how they built their relationship!) How brands and creators can use trends to enhance their strategy (and what not to do!)How brand and creator partnerships have evolved to accommodate consumer’s behavior (and how it will continue to change!)  “We’ve come a long way in how we partner with creators. At the beginning, we were looking at partnerships on a launch-by-launch basis – inevitably leading to one-off sponsorships. Now, we moved to a model of investing in our creator relationships and creating long-term contracts with our ambassadors. This has given our brand more longevity and made our content more authentic, relatable and fun!” - Michelle Kwak, Director of Integrated Communications at LANEIGE US “Consumers can sniff out paid partnerships instantly, so I want to build excitement for a brand as organically as possible. I’ve found that the best way to achieve this is by being a true ambassador of the brand, where I am talking about them all the time. By regularly mentioning and working with a brand, I not only become more familiar with their products but my audience feels they can trust my recommendation. Longer-term partnerships allow me to authentically talk about brands I love so much, while truly connecting with my audience.” - Ava Lee, @glowwithava and Founder of byAVA Keep up to date on what’s happening in the influencer marketing industry by following Traackr on social. Instagram LinkedIn TikTok Have a question for us? Email ft@traackr.com.