Hannah Witton is no stranger to the world of brand deals. An OG content creator, career consultant, and speaker at this year’s CreatorFest, she’s built a career that’s seen plenty of shifts, and these days, she’s more focused on sustainability, both in her income streams and her relationship with her audience.
Witton shared how she’s navigated her brand partnerships, diversified her income, and balanced creativity with the realities of working with brands.
Realising the need for income diversification
It was back in 2018 when Witton first took a hard look at her income. “I popped everything into a pie chart and saw that 80% of my income came from brand deals, with another 8% from Google Adsense,” she explains. “It felt a bit scary to me. I had all my eggs in one basket, so I knew I needed to diversify.”
That moment marked a turning point. Witton set a goal to reduce her reliance on brand deals, aiming for 50% of her income from partnerships instead. “I managed to hit that target,” she says, reflecting on how the shift has helped her feel more secure.
Witton found freedom with Patreon
One of Witton’s favourite outcomes of this shift is her Patreon, which she re-launched in 2018 under the name ‘The Common Room.’ “It’s definitely been my favourite new source of income,” she says. “Having a fan-funded platform where I can connect with my community feels freeing and aligned with my values as a creator.”
For Witton, Patreon is about building something meaningful. “The community aspect is amazing. I get to interact with my audience, and they get to connect with each other,” she explains. “That’s been such a rewarding part of the journey.”
Navigating the current state of influencer marketing
Many creators and consumers are rethinking the role of ads in the digital world, with influencer marketing becoming more and more jaded. “I think people are becoming more aware of the impact of consumerism on the planet and on people,” Witton says. “There’s this desire for more ethical, genuine recommendations, and we’re also getting numb to ads.”
As a creator, she’s noticed that the way people engage with branded content has changed. “It’s harder for creators and brands to stand out in a meaningful way now,” she says. “I’d love to see more branded content that feels like a real collaboration and adds value, rather than just a skippable ad read.”
Hannah Witton found the right balance with brand deals
While Witton still works with brands, she stresses that the key to a sustainable career is actually balance. “There’s no magic number of brand deals a creator should have. It really depends on the platform and the type of content you create,” she says. “If you’re posting video essays once a month on YouTube, it’s fine to have every video sponsored. But on Instagram, if every post is sponsored, it doesn’t feel genuine.”
She also advises creators not to rush into cutting brand deals entirely. “The starting point isn’t cutting out brand deals. It’s about adding other income streams first, like memberships or digital products,” she explains.
How to keep brand deals fresh
Witton suggests that brands need to be playing their part in keeping partnerships fresh, not just creators. “If there’s an experience or event tied to the brand, or something the audience can get involved in, it’s a lot more fun and interesting,” she says.
For Witton, having diverse income streams has also given her more room to experiment. “When brand deals were 80% of my income, I felt the pressure a lot more. Now that it’s around 45%, I feel less stressed about the ups and downs of the market,” she says. “It’s made me feel more creative and less concerned about the financial impacts of having a quiet month.”
Avoiding Burnout and Setting Boundaries
Burnout is a real risk for many creators, especially when juggling multiple brand deals. Witton’s advice is simple: schedule breaks. “Take real breaks. Not just from creating content, but from posting altogether,” she says. “It really isn’t the end of the world to take a step back for a while.”
When it comes to working with brands, she also stresses the importance of setting boundaries. “If you need to push back on deadlines, do it,” she advises. “Brands are often asking for ridiculously fast turnarounds. Don’t push yourself to the point of burnout just to please them.”
Her approach? “I’ll let a brand know if I can’t meet their deadline. We usually find a new date that works for both sides, or sometimes they’ll just say, ‘Fine, we’ll work with that.’”
Strengthening her relationship with her audience
As Witton’s career has shifted, so has her relationship with her audience. By being transparent about her work with brands, she’s built a deeper connection with her followers. “I can be open about how I’m feeling, especially with my Patrons,” she says. “They love hearing behind-the-scenes insights, and they offer me great feedback on what resonates with them.”
This transparency has helped her connect more genuinely with her community and has given her valuable insights into their preferences. “My Patrons are really in the loop with my work, and it’s great to hear what they’re enjoying and what they want to see more of.”
Redefining her success
Success has looked different for Witton over the years. “A lot has changed since 2018 - there was a global pandemic, I had a baby, and I moved away from the content I was originally known for,” she says. “So yes, my definition of success has definitely shifted.”
Now, she measures success not just by income, but by how she’s helping other creators. “I’m focused on mentoring and coaching content creators who are feeling overwhelmed,” she shares. “When I can help them set boundaries or manage their time better, that feels like a huge win for me.”
Success for Witton also means using her platform to talk about bigger issues. “I feel successful when I can address topics around equality, accessibility, and care in my content. It’s important to me that I’m not just making ‘joyful’ vlogs, but that I’m also speaking to important topics in a positive, accessible way.”
Building a career with integrity
Hannah Witton’s approach to creator pay transparency, brand deals, and income diversification shows that a balanced and authentic approach is possible. By prioritising creative freedom, diversifying revenue streams, and fostering genuine connections with her audience, she’s built a career that feels sustainable and fulfilling.
Hannah Witton is speaking at this year’s CreatorFest on the Creator Stage. Her session with Millie Gooch, From Online to IRL - Why Community Ownership Matters More Than Ever, will take a deep dive into what it really takes to build, grow and sustain a purpose-driven community. Get your passes here.
If this conversation resonated, imagine the energy of being in the room with hundreds of creators, brands, and industry leaders all tackling the same challenges together. At CreatorFest you’re not just listening—you’re part of the community shaping what comes next.
Don't miss your chance to join the movement.
