If you’ve spent any time in marketing, you’ve likely come across Maslow’s Hierarchy of Needs. It’s a tried-and-true psychological framework that explains how human motivations build upon one another—from our most basic, foundational requirements to our lofty, self-actualizing goals. At first glance, it can feel too “textbook” to apply directly to your eCommerce strategy. But in the world of social commerce and creator partnerships, it’s more relevant than ever.
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Whether you’re chasing new partnerships, refining your pitch process, or re-thinking how you structure incentives, the same principle applies: Creators are people with evolving needs, and your outreach and program design should reflect that. Below, we’ve adapted Maslow’s concept into a five-stage approach for building stronger, more authentic relationships with creators—one that goes beyond generic blasts and short-term deals to truly address what creators are looking for at every stage of their journey.
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Stage 1 (Foundational Stage): Acknowledgment 💡

‍Key Need: “See Me, Hear Me, Recognize Me”

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The most basic need for any creator is simple: recognition. They want to know that brands see them as more than just another name on an email list. In practice, this means ditching the “spray-and-pray” approach—those one-size-fits-all emails you send to a hundred different creators—and showing genuine interest in who they are and what they create.

• Personalize your communication: Address them by their first name. Reference a recent piece of content they made. If they posted an unboxing video, mention it. Show you’re not just casting a wide net but actually following and appreciating their work.
• Speak directly to their niche: Use language or references that resonate with their content focus. If they’re a fitness vlogger, talk about how your brand’s health products could support their audience’s goals.

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Ask Yourself: “Am I making it clear that I truly value this person and their unique content style?”

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Stage 2: Income 💵

‍Key Need: “Ensure I’m Fairly Compensated”

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While creators often want more than a purely transactional relationship, compensation remains a foundational need. If your pitches don’t include any clear path for tangible value—be it cash, gifts, affiliate commissions, or future earning opportunities—creators won’t see your offer as worth pursuing.

• Clarify the value transfer: Outline payment terms or product gifting benefits from the get-go. Is there a flat fee per post? Commission-based payouts? A gifted product for review?
• Offer different compensation models: Some creators prefer an upfront fee, while others might love earning a percentage of sales. Still others may value premium product access or store credit. Let them choose a model that fits best.

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Stage 3: Alignment 📐

Key Need: “Work with Brands That Reflect My Identity and Values”

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We’ve all seen it happen: a budding creator takes a sponsorship that feels totally random. Maybe they’re a vegan cooking channel suddenly promoting fast-food burgers. Often, they’re caught at Stage 2—looking to meet immediate income needs. But as creators mature, they crave alignment between their personal brand and the partnerships they form. The more relevant and authentic the relationship, the better the outcomes for both sides.

• Highlight shared values: Is your brand all about sustainability, cruelty-free products, or supporting local artisans? Make sure the creator knows your values align with theirs.
• Explain “why you”: Stand out from the generic pitches by specifically showing how your product or service meshes with their existing content or lifestyle.
• Simplify their decision: The clearer the synergy, the less hesitation a creator will have in saying yes.

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Ask Yourself: “Am I clearly showing that this partnership is a natural fit, not just a paycheck?”

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Stage 4: Equity 🤝

Key Need: “Build Long-Term Growth Together”

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Beyond immediate compensation, creators want to know there’s potential for scaling the relationship. In a corporate setting, employees receive stock options or performance incentives. Creators are no different in desiring a longer-term stake in what they help you build—this leads to deeper commitment and stronger advocacy.

• Tiered affiliate bonuses: Offer increasing commission rates after certain milestones. Reward them for top performance with higher payouts or exclusive perks.
• Shared ad spend: If you use whitelisting or boost creators’ content, make it clear that you’ll invest in promotion—allowing them to reach bigger audiences while both of you benefit.
• Lifetime value perks: Consider offering a “lifetime commission” or a long-term bonus on customers they bring in. That gives them a reason to continually plug the brand.

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Ask Yourself: “Am I offering a future-forward partnership model that makes creators want to invest in our shared success?”

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Stage 5: Autonomy 🕴

Key Need: “Ultimately, I Want Independence”

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Let’s be honest: if they could, many creators would build thriving businesses without relying on brand sponsorships at all. The dream is to have full creative control, financial independence, and zero reliance on external partnerships. While this might sound antithetical to your goals as a brand, there are ways to cater to this desire.

• Share performance data: Give them insights into how their content is driving traffic, conversions, or awareness. This data helps them refine their strategy for the future—even if it’s a future that doesn’t involve you.
• Offer mutual support: If you’re comfortable with it, share information about the customers they’ve brought in, or provide a behind-the-scenes look at campaign performance. This signals trust and helps them grow their business savvy.
• Encourage creative freedom: Resist micromanaging. Give creators the leeway to design content that fits their personal style—this alone makes them feel less like a commercial machine and more like a partner with real agency.

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Ask Yourself: “Am I empowering the creator to succeed—even if it means they may eventually pivot away from needing brand deals?”

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How to Implement the Creator Hierarchy of Needs

• Audit your current outreach: Revisit your email copy or direct messages. Does each stage shine through? Are you skipping from “Hi, Creator!” straight to “We pay $X per post” without acknowledgment?
• Match incentives to the creator’s growth: Newer creators might be more concerned about immediate income, while established ones might want to focus on alignment, equity, or even autonomy. Tailor your offers.
• Think beyond one-offs: The best brand-creator relationships evolve. Start with acknowledgment, scale up with compensation, alignment, and equity, and eventually support creators’ autonomy.

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Conclusion

Creators are the lifeblood of social commerce, bridging the gap between brands and audiences in authentic, relatable ways. By re-imagining Maslow’s Hierarchy of Needs for the creator economy, you’ll be better equipped to craft compelling pitches, structure incentives, and nurture long-term partnerships. Remember: strong relationships are built by recognizing each stage of a creator’s journey, meeting them where they are, and empowering them to do their best work.

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Ready to reshape your creator program? Start by acknowledging them personally, follow through with clear income opportunities, establish alignment, offer pathways to equity, and give them the autonomy to thrive. As always, we’d love to hear your thoughts—what would you add or change in this hierarchy to better serve the next wave of creators? Let us know!

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