Why Do Some Creators Work With Brands They Don't Personally Use?

Because a collaboration is still a business decision. A creator can believe in a product, like the opportunity, want the money, reach a new audience — or a combination of all four but there's a risk.

If the collaboration feels completely disconnected from what the creator normally does, the audience notices, that's why the strongest partnerships usually make sense from both sides.

The brand gets access to the creator's audience, the creator gets something valuable in return, the difficult part is making it feel natural.