By Brian LeBarron
Content creators have become an increasingly important part of the marketing mix as digital platforms reshape how the aftermarket reaches buyers.
At the 2026 SEMA Motorsports Products & Media Council (MPMC) Media Trade Conference (MTC), manufacturers and media partners focused on how they can work together to deliver value before, during, and after events.
Those discussions reflected topics discussed in a recent SEMA webinar, where DriveShop CEO, Derek Drake, and DriveShop Creator Services Director, Lisa Cabalquinto, outlined a framework known as the Eight Big Gives. The approach reflects lessons drawn from OEM programs, aftermarket campaigns, and SEMA-led creator initiatives.
“The webinar covered how aftermarket brands can effectively work with content creators to drive awareness on social media. It broke down what influencer marketing is today, highlighted how brands in the aftermarket space are using creators to reach niche enthusiast audience, and shared real use cases from the SEMA Show,” Cabalquinto said.
The Role of Creator Marketing in the Aftermarket
Creator partnerships are not intended to replace brand-owned channels or traditional media. Instead, they complement existing efforts by helping brands communicate through trusted third-party voices. “This is one part of actually telling your story, being able to tell your story through the lens of a third party,” Drake said.
Audience behavior on social platforms is evolving. Drake noted that “the average consumer scrolls content the length of the Empire State Building every day.” In that environment, repeated brand messaging is often less effective than authentic, varied content that feels relevant to the audience consuming it.
SEMA Creator Programs as a Working Example
SEMA’s creator initiatives demonstrate how structured collaboration can scale. “This year we had more than 140 content creators and media outlets at the Show,” Cabalquinto said. “We were looking at about 7,000 posts coming out as part of this.”
According to DriveShop, the success of those efforts was driven by clear objectives, coordinated access to Show content, and real-time tracking that allowed teams to adjust strategies as the event unfolded.
The Eight Big Gives Framework
The Eight Big Gives outlines what brands must provide to enable productive creator partnerships. Several of these principles were reflected in how manufacturers and media partners approached collaboration at this year’s Media Trade Conference.
1. Give Time
Effective creator content requires planning and lead time. “Most creators today should have a content calendar two, three, four, sometimes six months out,” Drake said.
Brands that arrived at MTC with defined timelines, content priorities, and production expectations were better positioned to move quickly once the conference concluded.
From the creator perspective, Cabalquinto noted, “The best creators only work with a select number of brands so they can really dedicate their time.”
2. Give Creative Freedom
Creators remain effective because of their voice and the trust they have built with their audiences. “You’re stepping in as a guest appearance in their story,” Drake said.
Brands that established clear boundaries around accuracy and values, while allowing creators flexibility in storytelling, saw stronger engagement and more authentic content. “If you want them to sound more like you, you probably need a different creator,” Drake said.
3. Give Fair Compensation
Creator partnerships function as professional marketing engagements. “We are valuing access to their audience and their expertise,” Drake said. At MTC, compensation discussions often included a mix of cash, product, access, and amplification. Drake noted that brands planning multiple collaborations should expect to invest several thousand dollars per partnership, depending on scope.
4. Give a Formal Agreement
A lack of clear agreements continues to be a common source of friction. “Brands say influencer marketing didn’t work, and then say they didn’t have an agreement,” Drake said.
Formal agreements that outlined deliverables, usage rights, exclusivity, and review processes helped both brands and creators leave MTC with aligned expectations. “This is the responsibility of the brand or agency,” Cabalquinto said.
5. Give a Written Brief
Creators benefit from clear marketing context and direction. “Don’t assume they’ll figure it out,” Drake said.
Brands that provided written briefs defining the target customer, purchase timing, distribution channels, and product differentiation were better positioned to maintain momentum after the conference. Cabalquinto says that a brief is the most effective of the Eight Big Ask framework; it’s the document holds all the key information to the partnership.”
From the creator side, Cabalquinto emphasized the importance of preparation, advising brands to “come prepared with ideas on how to partner.”
6. Give the Right Experience On-Site
With preparation in place, MTC meetings were most productive when they focused on collaborative experiences rather than transactional discussions. “This is where you spend the bulk of your time exploring experiences,” Drake said.
Examples included factory visits, engineer interviews, event access and multi-creator collaborations that extended beyond the conference itself.
7. Give Ongoing Collaboration
Amplification remained a key factor in extending the value of creator content. “Use their content in newsletters, websites, and ads,” Cabalquinto said. “It legitimizes them as a partner.”
Brands that plan for shared distribution and collaboration are better positioned to maximize reach and return on investment.
8. Give Measurement and Transparency
Sharing results and performance insights supports stronger long-term partnerships. Performance tracking continues to be most effective when led by the brand. “It is the responsibility of the brand to drive diagnostics,” Drake said.
Creators, Cabalquinto noted, should remain focused on content creation rather than administrative reporting. “Take the admin off their plate,” she said.
Takeaways and Next Steps
This year’s Media Trade Conference reinforced the importance of preparation, clarity, and collaboration in creator partnerships. The Eight Big Gives framework offers a practical lens for evaluating what worked at MTC and how brands can apply those lessons throughout the year.
Cabalquinto emphasizes for everyone to follow up shortly after the event. “Everyone should be following up. For meetings with real potential, send a recap of what was discussed, outline how you'd like to move forward, and clarify how each side needs to make it happen. Get the ball rolling quickly because people get busy and opportunities can easily get lost.”
She also emphasizes that continued networking is also essential. “Stay connected. Send a follow-up email to remind them what you talked about and then find natural ways to keep in touch: follow each other on social media and engage with their content, say hello at events, and if you're in the same area again, reach out for a friendly in-person check-in. You never know how relationships will evolve.”
For manufacturers and media partners alike, preparation remains the most important factor in turning conversations into measurable results.