Creators: More ‘Brand Love Triangles’ Are Coming

Go ahead — ask any computer coder nerd type around (they’ll be wearing glasses, duh): things are different lately in YOUR world, right?

Like… pretty different?

The last few years?

— oh crap ya know what? 

Before you do that you should probably make sure the next FOURTEEN HOURS are totally free because you’re gonna be in for a saga. A tale of epic woe and intrigue: The whole software world is obsessed and obviously I’m talking about AI.

But HOLD ON, this is mostly not about AI.

The point here is this: a lot of big-deal stuff has been happening and it honestly has a good chance of affecting the income of many, many creators in the near-future.

So what's the deal? How would AI impact your paycheck?

It’s no shocker that online software and creators go hand in hand, but just for the hell of it I looked it up: the creator economy is estimated at $100B annually, and of that, between $16B and $20B is from these kinds of tools.

That's no small chunk of change.

On the building side, AI has sped things up so much so that many of these brands’ “code jockeys” are reporting wild stuff like 20% productivity gains, making apps and features launch faster and faster — basically like giving companies an extra workday every week to try to jam more stuff into their product.

That means many companies that otherwise weren't competitors are developing the same features.

Now let’s pause for questions.

Yes, you, in the front.

“Nick, all well and good but WHAT IN TARNATION does this have to do with ANYTHING to do with creators making money?” you ask.

Fair. Fair question.

Well, mostly: Those two companies that you’ve been working with who have kinda similar products but largely don’t care about each other? They’re both sort of like an open relationship that doesn’t get jealous. Things are breezy, easy, fun. They’re both wining and dining you, even open to… hearing your feedback on their creative, even. (Oooo baby).

I mean it’s all great, right? You’ve set clear boundaries… you know to talk about A and not B, and B and not C.

It’s all good with both and that’ll surely continue like this forever.

Yeah no.

They’re gonna be COMPETING with each other soon. That's what I'm getting at here, kids.

You're about to enter into what I like to call a Brand Love Triangle.

It’s awkward. It’s messy. It’s highly entertaining to those friends who act like they want you to succeed but deep down are secretly delighted when you fail and you should totally kick their asses to the curb but they’re so intertwined with your social circle that it would be this whole big thing and is it really worth it?

Anyway, don’t worry, I’ve got you covered with some practical tips to navigate this situation with poise and class, unlike my “buddy” Josh. (That’s his real name!)

Below, our primer on navigating these things. We’ll be doing deeper pieces in the coming months, but it felt like an important thing to address sooner rather than later.

Before the Drama Starts: Prevention Is Key

Set clear boundaries from the get-go. (I know I said this already, but I wanna follow my own advice here.) When you’re signing contracts or agreeing to any partnership, make damn sure you have each brand’s expectations in ink. My wife is a lawyer and I will tell you: if you can’t marry one to get free advice, make friends with one. If possible, you need to fight to include clauses that allow you to work with other companies in the same industry (unless exclusivity is explicitly required). Any brand worth its salt will respect this. If they walk away, it’s a major red flag that they would’ve been problematic later. 

When the Triangle Forms: Handling the Tension

Just like in romantic love triangles, which I myself have been a part of many, honesty is crucial. If Brand A and Brand B are now competitors, let both know about your existing commitments upfront, before they see it randomly on your Instagram. Transparency builds trust, baby! Plus, it ensures neither feels blindsided by your involvement with the other.

Disclose Early and Openly: Follow FTC guidelines (obviously), but go further — publicly acknowledge both partnerships! Emphasize your unique value to each audience. For example: “I’ve partnered with Brand A for their blah blah innovative AI and Brand B for their blergh blerg sustainability focus. Both align with my mission to empower creators ethically.”

‍Stay Neutral: Keep your personal brand neutral and avoid taking sides publicly (or even privately if you have friends like Josh). For example, if Brand A starts throwing “mad shade,” as we used to call it, at Brand B on social media, resist the urge to engage. Or, even better, email them both and put your comment siding with one or the other up for a bidding war. (Don’t do that I’m just having fun.)

Focus On The Good, Not The Bad: Instead of getting dragged into a pew-pew Hatfield-McCoy-type situation, focus on the unique value you bring to the table. (Pro-tip: Ask your grandmother if you’re short on ideas there.) Hold onto that positivity like a dog. While having the same features can mean two companies are competing for some users, they probably have different business goals, different languages, and vastly different brands.Personally, something I’ve found when I’ve dealt with influencers in these situations: those who highlight how their content aligns with my brand’s individual mission, style, or voice, rather than comparing us directly, have seen far better results than other deals like those who try to carve features aside for Company A and other features for Company B. That just seems unnecessary to me.

Anyway, even if you do these things and others perfectly — you stagger posts, you tear your content calendar to pieces, you stress over all your word choice and all that nasty stuff — there’s a good chance that you’re going to fail.

AI is really a bitch sometimes. I wish it weren’t true, but here we are.

Ensuring Smooth Seas Ahead

Once the dust settles and you’re finally forced to make a decision, here’s my best advice for how to pick the best side of that love triangle (something I did when I picked my own wife, but that was more of a love hexagon).

Sit down with yourself and a cup of tea. Get out a notepad and take stock of which relationships were most beneficial for your goals. Did one brand support you more than the other? Did one jive with your ideas better? 

Don’t make decisions on promises. Keep tightening up your contracts from what you learn with each brand. I’ve dealt with creators who have used contracts that are clearly not current (using examples that date the piece). As you go, you’ll be able to include clear guidelines about exclusivity, competition clauses, and exit strategies in case conflicts arise again. Hell, we’ll probably write a piece on that soon, too.‍

My only other advice? You probably already know this but I’ll say it anyway. Stay the classiest version of yourself.

Even if tensions simmer down, your best bet always is to maintain a cool-headed, professional tenor with both brands. If you find yourself getting frustrated (and you probably will), remember that we’re all on a weird-ass hyper-speed train that’s screaming toward oblivion. The marketers you’re working with don’t wanna deal with any more shit, I assure you, but the product roadmap and yada yada yada.

What I’m saying I guess is that every community in the world has a long memory, and burning brand bridges will come back to haunt you. Or honestly, hell — what do I know, call them both out. Take it to the mat. Burn it all to the ground.

I mean… the only thing an audience loves more than a love triangle is public drama, right? 

Heck. That may be a business idea right there. 👀