TL;DR:

• Only 8% of creators secure recurring brand partnerships, while 31% of brands actively seek to work with the same creators year after year
• The key to repeat partnerships is what you do after the campaign ends: send performance recaps, stay visible, and explicitly express interest in future collaborations
• Use tools like Mavely and Later Influence to track your partnership history and position yourself as the organized, reliable creator brands want on their annual roster

Here’s a stat that might surprise you: 31% of brands say they work with the same creators for holiday campaigns year after year, while only 8% of creators report having those recurring partnerships.

That gap represents a huge opportunity sitting right in front of you.

Think about it: while most creators are starting fresh with new partnerships every season, a small group of creators are getting invited back automatically. They’re already on the calendar, they’re already trusted, and they’re already set up for success before the holiday rush even begins.

So what are they doing differently? And more importantly, how can you become one of them? Here are five steps to transform your one-time holiday brand deals into partnerships that come back year after year.

Step 1: Understand what brands really want from recurring partnerships

Let’s start with what brands actually want. When a brand finds a creator who drives results, makes their job easier, and delivers consistently, they want to keep that relationship going.

From a brand’s perspective, working with a proven creator means they already know your audience converts, they’ve seen you deliver on time, and they understand you get their product.  By showing brands you’re thinking beyond a single campaign from day one, you can stand out as a preferred creator to work with in future campaigns.

Step 2: Send a post-campaign recap (and make it count)

The difference between a one-time deal and a recurring partnership often comes down to what you do after the campaign wraps. 

Brands will remember the creator who made their reporting easier. If a specific post overperformed or you got great feedback from your audience, share it. Show them you were paying attention and that you care about results.

This is your chance to stand out. A quick recap message can make a lasting impression.  Keep it simple: highlight 2-3 of your best-performing posts, include any notable metrics (saves, shares, comments that show purchase intent), and express genuine appreciation for the partnership. For brands, this single email could be the difference between “thanks for your work” and “we’d love to have you back next season.”

Step 3: Stay visible between campaigns

Your relationship with a brand shouldn’t go silent the moment a campaign ends. Staying visible keeps you top of mind when they’re planning their next round of partnerships.

This means engaging with their content, sharing relevant updates when appropriate, and keeping the door open. A simple “loved your new launch” comment or a story share here and there keeps you connected in a genuine way.

You don’t need to be in their inbox every week, though a quarterly check-in or a note when you see something relevant shows that you’re thinking about the partnership year-round. When new products launch or they share exciting company news, engage authentically. These small touchpoints add up.

Most importantly, tell them you want to work together again. A simple “I’d love to partner again for your next campaign” makes your intentions clear. Expressing interest in continuing the relationship shows you value the partnership beyond a single campaign.

Step 4: Deliver in ways that make you irreplaceable

Recurring partnerships are built on consistency, reliability, and proving that you’re worth coming back to. Here’s what that looks like in practice:

Deliver more than expected. If the brief asks for three posts, consider adding an extra story or a bonus piece of content. Small gestures like this signal that you’re invested in their success.

Be easy to work with. Respond quickly, meet deadlines, and communicate clearly. Your reputation matters, and the creator who shows up on time, follows the brief, and stays in touch will always be top of mind when brands are planning their next campaign.

Show that you understand their goals. This goes beyond posting their product. Talk about what’s working, share insights about your audience’s response, and position yourself as a partner who’s thinking strategically. When a brand sees you as someone who gets it, they’ll bring you into bigger opportunities.

The creators who secure recurring partnerships understand something fundamental: brands are investing in reliable partnerships that deliver results. When you consistently prove that working with you is seamless, that your audience trusts your recommendations, and that your content drives real results, you become invaluable. That’s when brands start planning you into their annual budgets and building campaigns around what you do best.

Step 5: Track your success and use it to secure future partnerships

Having documentation of your past work is one of the most powerful tools in your arsenal. Keep a simple record of your past campaigns, results, and what worked. When it’s time to pitch for the next year, you’ll have proof of what you’ve accomplished together.

A few tactical moves that make a difference:

Ask for feedback after each campaign. Most creators never do this, and it shows you care about improving while giving you valuable intel on what the brand values most.

Follow up professionally. If a brand hasn’t reached out after a campaign, follow up once. A polite “Would love to work together again—let me know if there’s a fit for future campaigns” is professional and keeps the door open.

Use tools that help you stay organized. Mavely and Later Influence are built to help you manage ongoing brand relationships, track your campaign history, and stay organized so you’re always ready for the next opportunity. When you keep everything in one place, you can position yourself as the creator who’s prepared, professional, and ready to grow with the brands you love working with.

You’re ready to join the 8%

Right now, 8% of creators are locking in those recurring partnerships. The other 92% are just as talented and hardworking; they simply haven’t approached brand relationships with a long-term strategy yet. If you’re in that group, you can change that today.

Recurring partnerships are available to any creator who shows up consistently, delivers results, and nurtures brand relationships beyond the campaign end date.

Take a look at the brands you’ve worked with in the past year. Which ones would you want to partner with again? Reach out. Send that recap. Start building the kind of relationships that grow stronger every season.

The creators who do this are the 8% who have partnerships waiting for them every year. You’re absolutely ready to join them. 

Love these creator tips? Check out more. Not on Mavely yet? Sign up today.

Methodology

This research draws from Later’s 2025 Holiday Creator Marketing study, which surveyed 403 creators from the Later Influence Database and 222 qualified brands with over $5 million in annual revenue who run both holiday campaigns and influencer marketing programs. The study was conducted in October 2025 to understand brand approaches to holiday campaigns and identify shared priorities between brands and creators.