Social Media Decoded: What I Learned After Managing 50+ Creators on Campaigns

Host: Michelle Thames
Date: December 16, 2025

Episode Overview

This episode of Social Media Decoded, hosted by marketing strategist and visibility consultant Michelle Thames, dives into the real lessons learned from managing over 50 creators on brand campaigns. Michelle pulls back the curtain on what brands truly care about beyond follower count, why the hard work starts after you land the deal, and how creators can position themselves for repeat opportunities instead of just chasing the next quick win. The insights are aimed at creators, brands, and entrepreneurs looking for longevity and real partnerships in the social media landscape.

Key Discussion Points & Insights

1. The Myth of “Just Getting the Deal”

• Main idea: Most creators believe landing the brand deal is the toughest part, but the real challenge (and real work) comes after the contract is signed.
• Quote:

  “One of the biggest misconceptions I see is that landing the brand deal is the hard part. It's not. The real work starts after the contract is signed.”
  — Michelle Thames [01:04]

2. What Brands Actually Value in Creators

• Michelle's direct experience: After managing dozens of creators, she lists what brands consistently look for:
  • Clear, professional communication
  • On-time delivery and following the brief
  • Understanding campaign goals
  • Willingness to collaborate and respect timelines
  • Consistency over perfection
• Quote:

  “Some of the most viral creators were honestly the hardest to manage and some of the most professional creators, they didn't have the biggest platforms but they got rehired. That's the difference between visibility and viability.”
  — Michelle Thames [02:15]

3. Where Creators Lose Opportunities (The Hard Truths)

• Common pitfalls:
  • Not fully reading contracts or creative briefs
  • Missing deadlines or overpromising and underdelivering
  • “Ghosting” (disappearing) mid-campaign
  • Treating brand deals too casually and not thinking long-term
• Important note: One bad experience, even with good content, can remove a creator from future campaigns.
• Quote:

  “Brands remember everything. One bad experience can remove you from future campaigns entirely even if your content was good.”
  — Michelle Thames [02:52]

4. Why Systems and Community Matter for Long-Term Success

• Sustainable growth:
  • Winning creators are not chasing every deal, but building trust, a strong reputation, and meaningful relationships.
  • One strong, ongoing brand partnership is more valuable than multiple one-off deals.
• Michelle’s focus as a coach: Visibility strategy, professional positioning, community-led growth, boundaries, and clarity.
• Quote:

  “The creators who win long term are not chasing every deal. They're building trust, reputation, relationships and community. They understand that one brand relationship is better than 10 one-off deals.”
  — Michelle Thames [03:15]

5. Professional Positioning & Longevity

• Advice:
  • Creators need to move beyond thinking of themselves as just “creators” and start positioning themselves as partners for brands.
  • Tools and coaching can help: Michelle briefly references her VIP visibility days and the Visibility and Clarity kit for deeper development.
• Quote:

  “If you're looking for longevity, not just the next check, this work matters.”
  — Michelle Thames [03:58]

Notable Quotes & Memorable Moments

• “Landing the brand deal is really the easy part. The real challenge is in the process, in the follow-through, and in proving you can be a partner, not just a content machine.”
  — Michelle Thames [01:08]

• “Some of the most viral creators... they were honestly the hardest to manage. Some of the most professional creators didn't have the biggest platforms but they got rehired.”
  — Michelle Thames [02:15]

• “Brands remember everything. One bad experience can remove you from future campaigns entirely even if your content was good.”
  — Michelle Thames [02:52]

• “This is why I focus so heavily on visibility strategy, professional positioning, community-led growth... because that's what brands invest in.”
  — Michelle Thames [03:22]

Important Timestamps

• 00:47: Michelle introduces the episode and its unique perspective
• 01:04: The real work starts after the deal is signed; busting the “getting picked is everything” myth
• 01:37 – 02:30: What brands value after working on >50 campaigns
• 02:52: Hard truths about how creators lose opportunities
• 03:15: The importance of relationship-building and systems for long-term creator success
• 03:58: Positioning for longevity and Michelle’s recommendations for creators

Episode Tone & Delivery

• Language: Direct, practical, and supportive, with an empathetic, “tough love” approach
• Intended audience: Creators wanting more opportunities, brands seeking results, entrepreneurs aiming for credibility and sustainable growth

In Summary

Michelle Thames delivers a concise, authentic, and actionable masterclass on the real work behind brand deals in the social media world. Rather than obsessing over landing deals, she shares that long-term success is about professionalism, consistent reliability, and relationship-building. Her advice resonates for creators at all levels, emphasizing systems, community, and strategic visibility as the path to lasting, profitable partnerships.