Co‐Creating Content With Brands: Insights From Influencers' Perceptions

ABSTRACT

This study examines the co‐creation process between brands and influencers, an emerging yet underexplored area of influencer marketing. Drawing on the DART model (Dialogue, Access, Risk Assessment, and Transparency) and six dimensions of co‐creation, the research examines how influencers contribute to collaborative content development. Using a mixed‐method approach, the study combines qualitative interviews with influencers and content agency managers in France and quantitative survey data collected from nano, micro and macro influencers to analyze the dynamics of influencer‐brand partnerships. The findings reveal three key stages of co‐creation: ideation, execution, and evaluation, with influencers prioritizing creative freedom, content control, and alignment with brand values as critical drivers of satisfaction at each stage. The article emphasizes treating influencers as equal creative partners to brands, showing how strategic collaboration enhances brand authenticity and audience engagement. The integrated framework highlights strategic opportunities in the evaluation stage through transparent communication and feedback, helping brands and influencers assess performance, refine strategies, and align with audience expectations. These insights provide practical recommendations for brands looking to strengthen influencer relationships and maximize the impact of co‐created content.