Creator Management Platforms: Tools, Strategies and Tips

Creator management is important for the majority of digital marketers — Emarketer reports that 86% of US marketers will use influencer marketing in 2025, including industries that are newer to the practice like B2B, sports, healthcare and financial. 

Creator marketing is booming, but managing creators isn't a one-size-fits-all process. Every business, brand, and industry requires a distinct approach. Content creator management tools are designed to streamline and optimize creator strategies unique to each niche while also managing the creators themselves. With so many options available, how can you determine the best creator management platform to match a brand’s specific needs?

Read on and delve deeper into how creator management platforms work, how they support brands’ strategy and five popular creator management platforms among brands. 

Content creator management platforms help brands find the best creator to work with based on their unique social media marketing strategy, business goals and more — but creator management tools don’t stop at influencer sourcing. These platforms also help your team develop relationships with creators, while managing their work, deadlines, budgets and more. 

Overall, creator management platforms are designed to simplify, consolidate and help your team manage all aspects of influencer campaigns across all social media platforms to help your team stay organized and achieve impactful results.

While you might have specific needs depending on the scope of your creator campaigns, there are a few common features the majority of creator management tools possess. These include: 

• Influencer sourcing: Help you discover and outreach to influencers based on different features like demographics, following size, industry or community and engagement analytics. 
• Content calendar: Calendars and timelines help you set deadlines and manage your influencer activities across individuals, platforms and campaigns. 
• Analytics: Metrics to determine impressions, comments, shares, likes and other engagement and sales metrics. 
• Communication: Offer one location to manage communication with creators, often connecting to Gmail and relevant social platforms to centralize creator correspondence. 
• Onboarding: Helps brands onboard creators to campaigns, typically including relevant contracts, how-to documents, brand guidelines and any other content creators need.‍
• Collaboration: Along with communication tools, content creator management platforms help give brands one place to see influencer posts for their brand, for creators to submit content if necessary and more.

In addition to the functions described above, creator management platforms help brands scale and optimize their influencer marketing strategies by providing tools to address the pain points of content creator management. Some other specific ways creator management supports your overall marketing strategy, include:

Streamlining Marketing Efforts

Some of the best influencer marketing campaigns use creators as a tactic within larger campaigns — while creators are undoubtedly an essential part of digital marketing, this doesn’t necessarily mean marketing teams have hours of spare time to dedicate to finding, managing and optimizing their campaigns. Content creator management tools reduce the need for manual sourcing, insights and more to streamline these activities in your existing social media software or other separate creator tool. 

Content Collaboration and Workflow

Corresponding between multiple departments and creators for different brands, handles and more can be time-consuming and complex — creator management tools facilitate communication, so your team doesn’t need to bounce between emails, direct messages and Zoom calls more to keep things on track. 

The best content creator management tools offer integrations for social platforms and popular e-mail software among creators and brands, like Gmail.

Track Performance and Prove ROI

Depending on your industry, business or even boss, proving the impact of your creator campaigns can be a difficult and time-consuming process without a dedicated tool. The best creator management tools let you easily see ROI across posts and overall campaigns, while providing analytics to show the impact on engagement metrics, too. 

Choosing the right content creator management platform can largely depend on your industry, business size and budget. To help you find the perfect fit for your team, here are six popular platforms worth exploring.

1. Dash Social ‍

‍Pros: 

• Effortless UGC sourcing and organization
• Excellent customer support 
• Robust analytics ‍

Cons:

• API limitations for some platforms ‍

Best for:

• Mid-market and Enterprise, Beauty, Fashion 

Dash Social's Creator Management provinces brands with end-to-end content creator management tools, from sourcing, to campaign implementation, monitoring deliverables to measurement and optimization, with insights on how to optimize your campaigns for better engagement, ROI and more. 

‍Influencer marketing solutions help social teams compare creator performance, with features like annotations to help you keep track of everything from creators preferences to key dates, like birthdays and even due dates. This ensures your creator campaigns are personalized, specific and positioned for the best possible results. 

Creator Management also lets you grant content rights and approval for UGC content, explore visual trends among creators — including Dash Social’s Predictive AI that anticipates which content has the best chances of performing well based on past performance, and Visual IQ which work together to help your team identify trends to use in your creator campaigns and beyond. Along with the support for content, Social Analytics and Monitoring take this a step further by providing data on realtime and long-term creator post performance. 

2. Later x Mavely 

Pros: 

• Offers English, French, Italian, Dutch, Portuguese and Spanish 

Cons: 

• Hidden pricing, no self-service option 
• Soeme users report technical and bug issues 

Best for: Creators, small and mid-market business

Later recently acquired Mavely, an influencer platform that lets influencers monetize their content through shoppable smart links and brand campaigns. With Mavely, Later’s Influencer Marketing Services offer proprietary data, customized campaigns based on your business goals and support for brand’s to ideate their campaign strategies and reporting. 

3. Glewee

Pros:

• Robust customer support 
• Simplifies communication 

Cons:

• Limited brand seats 
• Geographical limitations 

Best for:

• Small business, localized brands with limited handles 

Glewee’s Content Creator Management claims to bridge the gap between brands and creators. Their creator software lets brands create briefs for influencers, while offering an app for creators and brands to communicate in one centralized location. Its software also helps smaller creators get recognized by larger brands, making Glewee a great option for smaller and mid-market brands looking to explore influencer marketing or work with nano and micro influencers.

4. Current

Pros:

• Limited reviews
• Shopify integrations

Cons:

• Steep learning curve for advanced features 
• Customization constraints 
• Limited platform scope

Best for: 

• Small businesses

Current provides brands with an ambassador hub for brands to build a private community of ambassadors — in this hub, they can also measure content performance, revenue and track sales from influencer marketing campaigns. Its software also helps brands recruit influencers, with analytics and communication tools to consolidate platforms and streamline correspondence and gifting. 

5. Influur

Pros:

• Intuitive user interface
• Little to no learning curve 

Cons:

• Authentication issues 
• Inaccurate data pulls 
• Limited customer support 

Best for:

• ‍Food and beverage, media and publishing 

Influur started as a communication app to bridge the gap between creators and brands — from there, its grown to include price standardization, payment processing and even strategy for businesses. In addition to making payment secure and easy, Influur also provides campaign supervision for brands to support brands’ creator and influencer strategy. 

6. Afluencer

Pros: 

• Robust partnerships 
• Easy to use 

Cons:

• Limited brand seats 
• Credit limitations
• Geographical limitations 

Best for:

• ‍Consumer electronics, Pet brands 

Afluencer is a bit more limited than other management platforms on this list, but is a helpful free tool for creators seeking brand partnerships. While it does offer capabilities for merchants to help launch and scale creator campaigns, brands are limited to creators who are already on the platform. However, this software is a great choice for smaller businesses looking to dip their toe in influencer partnerships.