Understanding different creator types helps you match the right collaborator with the right campaign goals and content needs.

Storytellers: Masters of narrative

What they excel at: Creating emotional connections, sharing personal transformation stories, making products feel relatable and aspirational.

Content style indicators:

• Long-form captions with personal anecdotes
• Before/after transformation content
• "Day in my life" or behind-the-scenes content
• Emotional, vulnerable sharing about challenges and growth

Real collaboration examples:

• Headspace x Millie Bobby Brown: The actress shared her personal mental health journey and how meditation became part of her daily routine, creating authentic storytelling around mindfulness that resonated with her young audience.
• Calm x Matthew McConaughey: Celebrity storyteller creates "Sleep Stories" for the app, using his distinctive voice and personal anecdotes to create premium content that positions Calm as the go-to meditation app.

Another example might be a running brand getting a fitness influencer to host a running club that their followers attend and the influencer makes content around it, surfacing the brand sponsoring it.

Best use cases: Launch campaigns, brand awareness, converting skeptical audiences, explaining complex benefits through relatable narratives.

How to work with them:

• Share your founder story and product origin journey
• Provide personal anecdotes about user transformations and success stories
• Give them space to craft longer-form narrative content rather than quick promotional posts
• Focus on emotional benefits and life improvements rather than feature lists
• Allow them to integrate your product into their existing storytelling themes

Educators: Teaching and demonstrating

What they excel at: Breaking down complex topics, providing step-by-step guidance, building authority through knowledge sharing.

Content style indicators:

• Tutorial and how-to content
• Educational carousels with multiple slides
• Tips and tricks formatting
• Industry insights and trend analysis

Real collaboration examples:

• Notion x Ali Abdaal: Productivity educator creates comprehensive tutorials showing his entire content creation workflow using Notion, establishing the app as essential for creators and knowledge workers.
• Skillshare x Peter McKinnon: Photography educator teaches courses on the platform while using it to demonstrate advanced creative techniques, positioning Skillshare as the learning platform for creatives.

Best use cases: Product tutorials, feature demonstrations, solving specific user problems, building credibility with informed audiences.

How to work with them:

• Provide detailed product education and training materials
• Share advanced tips and lesser-known features they can teach
• Create educational content resources they can build upon
• Position your product as a professional tool that enhances their expertise
• Give them early access to new features so they can be first to educate their audience

Tastemakers: Curating and recommending

What they excel at: Product discovery, trend identification, quality assessment, providing trusted recommendations to discerning audiences.

Content style indicators:

• Product roundups and "best of" lists
• Detailed reviews with pros and cons
• Trend forecasting and industry analysis
• Curated recommendations based on specific criteria

Real collaboration examples:

• Tesla x Marques Brownlee (MKBHD): Tech reviewer's early Tesla reviews significantly influenced tech-savvy consumers' perception of electric vehicles as premium, cutting-edge products rather than environmental compromises.
• Spotify x Zane Lowe: Music tastemaker curates playlists and discovers new artists for Spotify, positioning the platform as having the best music discovery and curation in the industry.

Best use cases: Product launches, competitive differentiation, reaching quality-conscious audiences, building premium positioning.

How to work with them:

• Emphasize quality, craftsmanship, or unique features that set you apart
• Provide detailed product specifications and comparisons with competitors
• Give early access to new features or products before public launch
• Focus on what makes your product exceptional rather than just functional
• Share industry insights and data that support your product's positioning

Entertainers: Engaging and amusing

What they excel at: Viral content creation, broad reach, making brands feel fun and accessible, reaching younger demographics through humor and entertainment.

Content style indicators:

• Short-form video content optimized for virality
• Humorous takes on everyday situations
• Trending audio and format adoption
• High-energy, personality-driven content

Real collaboration examples:

• SeatGeek x David Dobrik: Entertainment creator integrates the ticket app into his surprise-filled content—giving away cars, surprising friends with concert tickets, creating spontaneous adventures. He associates the brand with excitement and memorable moments rather than selling features.
• Duolingo x Khaby Lame: Language app creates TikTok content with the viral creator, making language learning feel fun and accessible through his signature simple, humorous style.

Best use cases: Mass awareness campaigns, making complex products feel approachable, reaching Gen Z audiences, creating shareable moments.

How to work with them:

• Focus on how your product creates fun, shareable moments
• Give them creative freedom to integrate your product into their entertainment style
• Provide props, scenarios, or experiences they can turn into entertaining content
• Don't over-direct their creative process—trust their understanding of what entertains their audience
• Consider how your product can become part of surprising, delightful experiences