Top 10 Best (& Worst) Brands to work with 2022
Hello world! 👋 Lindsey (CEO of fypm.vip) here, welcome to our first #official company blog post! I am very excited to announce the winners of our first annual Best (& Worst) Brands Lists, as well as our upcoming FYPM for Business launch — a new product for brands that will allow them to subscribe to changes in their FYPM brand score, share brand updates and contact information directly to their FYPM brand page, and benchmark offers to ensure they are competitive for influencer talent. Without further ado,
Here are the Top 10 Best Brands to work for, according to ~10,000 FYPM influencer reviews (more on our methodology, below):
Best Brands 2022
- Adobe
- Amazon
- Michaels
- BioGaia
- Empress 1908 Gin
- Hero Cosmetics
- Bob’s Red Mill
- Samsung
- CurlSmith
- Fera Pet Organics
What Best Brands have in common:
- Professional Teams: they have organized, professional teams that respect creators, understand the creative process, and have processes in place for influencer outreach, onboarding, payments and collecting feedback to improve their processes.
- Excellent communication: they are clear and upfront about expectations, timelines, guidelines and quick to answer questions, approve content and provide feedback/support.
- Partnership-Focused: they prioritize flexible, long-term partnerships with creators and provide opportunities for creators to grow with the brand.
- Strong Brand-Creator Fit: they tend to work with influencers who genuinely love their brand and their products.
- Creative Freedom: they trust influencers know how to sell their brand to their audience.
- Fair Compensation: they are open to negotiation with influencers, contract terms and expectations are clear and influencers feel fairly compensated.
- Timely Payments: they pay on time (and some pay early!)
Not surprising, another thing our Best Brands have in common is that the same things that make them the best tend to be the same things that make our Worst Brands the worst: [poor] communication, [lack of] creative freedom, [un]organized and [un]professional teams, [lack of] opportunities for growth, [not] paying on time (or never paying ☠️), outdated ambassador programs/spammy outreach, etc. Each of our Worst Brands fall short on one or several of these very important aspects influencers take into consideration before partnering with a brand (+ more 🚩). Here are the worst brands to work for, according to ~10,000 FYPM influencer reviews:
Worst Brands 2022
- Crown & Paw
- Glamnetic
- MVMT
- VIVAIA
- GOLI Nutrition
- Revive Superfoods
- Fashion Nova
- Truly Beauty
- NAKD
- Daniel Wellington
Takeaways
Similar to the traditional workplace, the best brands to work for view influencers as unique individuals and invest heavily in creator relationships, while the worst tend to view influencers as interchangeable/easily replaced and focus more on output and acquiring creative assets for as cheap as possible. Every marketer can learn something about their own influencer strategy by studying these brands.
2023 and Beyond
Heading in 2023 we expect influencers and brands will both become more conscious about selecting the right partners, and that influencers will continue to look toward what their peers have to say about working with different brands on www.fypm.vip to make better partnership decisions for themselves. To make this experience better for influencers we will be rolling out the following new features in the next few months:
(1) Rate My Offer tool
(2) Creator Resources and Templates Library
(3) FYPM Forums
In particular, we are very excited about the Rate My Offer tool which will allow influencers to input offer compensation, deliverables, follower count, terms, etc & see how a particular offer compares to all brand reviews in our database. We believe transparency benefits both sides, which is why benchmarking tools available to brands who sign up for FYPM for Business will be built upon the same data model that powers the Rate My Offer tool in FYPM core product.
Methodology
Data: The FYPM Best/Worst Brands List is based on data from 9,578 brand reviews submitted by influencers for 5,045 brands. In each review, the influencer was asked to provide a 1 to 5 rating on their overall experience working with the brand, with 5 being the highest and 1 being the lowest. Additionally, each review includes the type and amount of compensation received (cash, free product, product discount, affiliate commission, etc); scope of work (number and type of deliverables produced); qualitative feedback and advice; and other related attributes.
Criteria and Ranking: Brands must have at least 10 reviews to be considered for the list. To rank brands, we developed a composite score based on two key metrics: (1) the ratio of positive reviews (Overall Experience rating of 4 or 5) to negative reviews (Overall Experience rating of 1 or 2) and (2) the proportion of reviews that involved cash compensation, weighted the result by total number of reviews for that brand.
