July, 2026.- The biggest difference between the UK and Australian creator economies, Emily Green has discovered, is speed. In London, if there was a cultural moment or trending conversation that one of her brands could authentically tap into, they would often have content live in a tight turnaround. There was a real appetite for being reactive and moving quickly. Since moving to Australia, she has been passionate about bringing that to some of her clients.
Emily Green, Director of Partnerships at Social Soup, came from a Content and Culture Strategist role at Buttermilk in London. Now she leads partnerships in Australia, bringing a global perspective to creator programs. In this interview, she discusses what she learned in the UK that she is excited to implement in Australia: building a dedicated reactive budget into creator programs, and having a trusted pool of creators on hand who already know the brand and can create high-quality content at speed.
Green also addresses the difference between brands that treat creators as infrastructure versus brands that treat them as a campaign channel. Brands that treat creators as infrastructure invest in them over time. Those creators become authentic brand advocates because they have built a real connection with the product and the team behind it. When you work with the same creators consistently, they are genuinely excited to receive another brief. Their enthusiasm for new product launches feels natural because they have been part of the brand’s journey.
The biggest mistake brands make when reallocating budgets to creator programs, Green explains, is expecting creator marketing to deliver results in the same way as traditional advertising. Creator programs are a long-term investment, not a one-off media buy. Once you have established that creator squad, the value compounds. You have a trusted network you can activate for new launches, seasonal campaigns, cultural moments, or shifts in business priorities without starting from scratch each time.
This is a conversation about authenticity, longevity, and the power of investing in creators as partners rather than transactional assets.
1.From London to Sydney: You were a Content and Culture Strategist at Buttermilk in London. Now you’re leading partnerships at Social Soup in Australia. What specific cultural or market difference between the UK and Australian creator economies surprised you most?
The biggest difference for me has been speed. In London, if there was a cultural moment or trending conversation that one of our brands could authentically tap into, we’d often have content live in such a tight turnaround. There was a real appetite for being reactive and moving quickly.
Since moving to Australia, that’s something I’ve been passionate about bringing to some of our clients. A recent example was the viral “Grip” trend that flooded social media. It felt like a natural fit for our client, Mustela, speaking directly to mums juggling multiple things at once. We identified the opportunity, partnered with one of our trusted long-term creators, and were able to get the content live within a few days.
Another thing we did in the UK that I’d love to see more of here is building a dedicated reactive budget into creator programs. By setting aside budget specifically for cultural moments and emerging trends, brands can cut down lengthy approval processes and move at the pace of social. Equally important is having a trusted pool of creators on hand who already know the brand, understand its tone of voice, and can create high-quality content at speed. When you combine a reactive budget with an established creator academy, brands can show up in culture while the conversation is still happening, making the content feel far more authentic and impactful. We are currently implementing this across our current strategies at Social Soup.
2.Influence as Infrastructure: Sharyn Smith said the strongest brands treat influence as infrastructure, building communities that show up consistently. What’s the difference between a brand that treats creators as infrastructure versus a brand that treats them as a campaign channel? Where do most brands get it wrong?
It comes down to authenticity and longevity. Brands that treat creators as infrastructure invest in them over time, rather than viewing them as a one-off media channel. Those creators become authentic brand advocates because they’ve built a real connection with the product and the team behind it.
I’ve seen firsthand that when you work with the same creators consistently, they’re genuinely excited to receive another brief. Their enthusiasm for new product launches feels natural because they’ve been part of the brand’s journey. They understand the brand’s tone of voice, they’ve seen it evolve, and they feel invested in its success. Audiences immediately recognise the authenticity in the content.
It also gives brands a huge strategic advantage. If sales soften, a hero product changes, or there’s a key business message that needs to be communicated quickly, you already have a trusted pool of creators who know the brand and can deliver that message in a credible and authentic way.
Where I think many brands get it wrong is by treating creators as a transactional campaign channel. They brief dozens of new creators for every launch and then wonder why the content doesn’t resonate. Consistency builds trust, not just with creators, but with their audiences too. That’s when influence becomes an always-on asset rather than a series of disconnected campaigns.
3.The Creator Economy Passes $1B in Ad Spend: As budgets shift from traditional channels to creator programs, what’s the single biggest mistake brands make when they reallocate that money? Is it expecting creator programs to work like TV campaigns?
I think the biggest mistake is expecting creator marketing to deliver results in the same way as traditional advertising. Creator programs are a long-term investment, not just a one-off media buy.
The initial shift can feel daunting, especially when you’re investing a significant budget upfront into recruiting and onboarding creators. But that’s exactly where brands need to trust the process. You’re not just paying for content; you’re building a community of creators who understand your brand, connect with your audience, and become authentic advocates over time.
Once you’ve established that creator squad, the value compounds. You have a trusted network you can activate for new launches, seasonal campaigns, cultural moments, or shifts in business priorities without starting from scratch each time. The brands that see the greatest return are the ones that commit to building long-term relationships rather than chasing short-term results.
4.Global Lens on Creator Programs: You’re bringing a global perspective to Social Soup’s creator programs. What’s one best practice from the UK market that you’re excited to implement in Australia, and what’s one thing you’ve seen work in London that you know won’t translate?
One best practice I’m excited to bring to Australia is investing in the creator experience, not just the content. The strongest creator programs I’ve worked on in the UK made creators feel like they were part of a genuine community, rather than just a database of talent.
That means setting aside budget to celebrate creator milestones, share trend updates, provide educational support, and recognise their achievements beyond campaign briefs. Those small touches build loyalty and turn creators into genuine brand advocates. I’d also love to see more programs include a dedicated reactive budget. Combined with a trusted pool of long-term creators, it gives brands the flexibility to jump on cultural moments quickly and create content that feels timely, authentic, and relevant.
5.Creator Academy Programs: Social Soup is shaping creator academy programs for clients. What’s the difference between a creator who simply executes a brief and a creator who has been trained through an academy program? What does the curriculum look like?
A creator who’s been through an academy program becomes much more than someone who simply executes a brief. They understand platform nuances, know which formats perform best for their audience, and can recommend creative approaches rather than just following instructions. Because they’re continuously learning about trends, storytelling, and best practices, they’re able to create content that feels more native and authentic, which can ultimately lead to stronger results.
Just as importantly, an academy creates a sense of community. We celebrate each other’s content, spotlight great work, and encourage creators to learn from one another. That shared environment inspires creators to keep raising the bar, while making them feel supported and invested in the program rather than simply completing another campaign.
6.Community-First vs. Influencer-First: Social Soup describes itself as “community-first.” What does “community-first” mean in practice, and how does it change the way you measure success compared to a traditional influencer agency that optimizes for reach and engagement?
Community-first is all about longevity. Rather than constantly recruiting new creators for every campaign, we’re building long-term relationships with creators who genuinely connect with a brand, while continually introducing fresh talent into the mix.
A great example is our Aldi program at Social Soup, where some of our creators have been working with us for over eight years. That level of consistency means they’ve become genuine advocates for the brand, and their audiences recognise that authenticity.
We also love putting forward creators we’ve worked with across multiple clients. We know the quality of their work, we know they’re reliable, and we’ve built a strong relationship with them over time. It gives us the confidence to genuinely vouch for them, and that trust benefits both the brand and the creator.
