Looking for media partners for your brand who can amplify your messaging? Don’t get hung up on follower counts. While a big audience matters, it’s not everything. In fact, massive followings can sometimes mean less engaged, scattered audiences—what I like to call a “green flag to pause on.” Here’s how to find partners who bring real value to your brand.
What makes a great match?
Big numbers don’t always mean big results. What matters more is finding a partner who gets your audience—someone who knows their language, habits, and even the inside jokes.
- They speak your audience’s language.
Everyone loves talking to someone who just gets their vibe. That’s exactly what a good brand partner brings to the table—when your audience feels the authenticity and naturally clicks with it.
- Their audience is actively engaged.
Look for partners with a loyal, active community that listens and engages. If their followers trust them, they’re far more likely to trust your brand, too.
- Their storytelling style aligns with your brand’s vibe.
Does their storytelling style feel like a natural extension of your brand? Look at how Airbnb teamed up with The New York Times. Instead of running regular ads, they shared immersive travel stories that felt authentic and perfectly on-brand.
Choose a media partner who can handle the heat
When a crisis hits, you don’t want a media partner who’s unsure or unsupportive. You need someone who can stay cool, calm, and on-brand. Look for a partner who knows how to handle crises and respects your brand’s stance on sensitive issues.
When Nike’s partnership with Colin Kaepernick sparked controversy due to his activism and the polarizing nature of the campaign, they leaned on trusted media partners to manage the narrative.
Take their work with Wieden+Kennedy, for instance. The agency was behind the powerful “Dream Crazy” campaign, which not only amplified Kaepernick’s story but also connected with Nike’s core audience on a deeper level. The campaign’s slogan, “Believe in something. Even if it means sacrificing everything,” directly referenced Kaepernick’s personal story and served as a rallying cry for those facing adversity.
It’s a great example of how having the right partners can help you navigate tough situations while staying true to your brand.
Who has the range, creativity, and cultural ‘It’ factor?
The challenge today is to stand out in a crowded space. You need a partner who can share your brand story in fresh, creative ways and stay in sync with cultural shifts. A partner who adapts quickly and embraces new ideas will keep your brand top-of-mind.
What to look for
- Multi-platform reach
A strong media partner brings your story to life across formats—feature stories, podcasts, interactive content, and more—to keep your brand story fresh and exciting.
- Innovation and fresh ideas
Find a partner who experiments with new approaches. Their creative spark can keep your brand’s storytelling fresh and engaging. Check their past campaigns to see if they deliver.
Pick a partner your brand can proudly stand next to
The media partners you choose become a direct reflection of your brand, so go with ones known for their credibility—they’ll help your brand shine, not hold it back.
Those with high editorial standards are also key; they ensure your message is treated with care, not turned into something sensational. And, of course, a solid track record speaks volumes—testimonials and reviews from other brands will give you insight into how reliable and respected they are.
Media partners who can grow with you
The best partners know how to work with your brand, not just for it, so finding someone who fits smoothly with your team, brings flexibility, and can scale up campaigns when it’s time to go big is a huge advantage.
Great media partners have:
- Collaboration skills
Find partners with a track record in brand integrations. Think of Pepsi teaming up with Billboard—they brought creative solutions (interactive experiences, exclusive content, and live events) that go beyond standard placements, connecting with fans on a deeper level.
- Content flexibility
The best partners can adapt their content to match your brand’s style. Look for someone who can tell your story in a way that feels real to your audience.
- Creative problem-solving
Partners who think outside the box bring true value. Take Nike’s “Move to Zero” campaign—they brought in media partners who shared their commitment to sustainability, amplifying the message and creating a bigger impact.
Other factors to consider:
- Ethical and transparent practices: Work with partners who play by the rules—especially when it comes to data privacy. Transparency shows they have nothing to hide, which protects your brand’s reputation and builds trust with your audience.
- Good communication and client support: Great partners keep you in the loop with what’s happening in the media landscape. It’s about feeling supported, so you’re never left wondering where things stand or scrambling for answers.
- Clear, fair pricing: Go for partners with honest, upfront pricing—no hidden fees, no surprises.
Strategic, long-term media partnerships win
Building real media partnerships takes time and trust. When you team up with partners who share your values and vision, the impact grows naturally over time. Focus on genuine connections rather than quick metrics, and you’ll create collaborations that help both sides thrive for years to come.
Media Meter helps brands find the right media partners by showing where they’re featured and highlighting the key voices talking about them. Contact us or check out our sample reports to see how we can help you find the perfect media match.
