Agencies are hiring full-time creators

by | Mar 26, 2024 | Influencer News

Are you ready for a game-changer in the advertising world? 

Here’s the scoop: content creators are not just influencers on social platforms anymore.

What’s changed?

They’re becoming the brains behind the buzz in advertising agencies. 🤯

And the stats don’t lie:

👉 Ads created for TikTok with creator partnership achieved 83% higher engagement rates.

👉 They also achieved 65% higher 2-second view rates!

Yes, you heard that right. 

So, it’s no surprise to learn that agencies are hiring full-time creators.

Join me as I unpack this trend and what it means for the future of marketing and the creator community.

Let’s roll. 👇

The rise of in-house creators

Gone are the days when advertising agencies relied solely on traditional creatives for their content needs. 

Now, there’s a seismic shift towards recruiting content creators as in-house creatives or strategists. 

Why, you ask?

It’s all about meeting the demand for fresh, timely, and viral content—especially on platforms like TikTok.

Imagine having a creator who knows exactly how to hit the TikTok trend wave right in the office. 

That’s what agencies are doing. 

Jamie Falkowski from Day One Agency hits the nail on the head when he says, “Creators are the modern way in which we have to build production teams.” 

And he’s not alone in this thought. 

With powerhouses like Chipotle and Converse needing a steady stream of engaging content, the move to hire creators is a no-brainer.

Why agencies are hiring full-time creators

The reasons are as vibrant as the content these creators produce. 

Firstly, creators bring a unique perspective to the table—their understanding of what resonates with audiences today is unmatched. 

They’re not just about making videos; they’re about crafting stories that stop the scroll, stories that people want to share. 

And with the advent of platforms like the Razorfish Creator Colab, it’s clear that this approach is more than a trend; it’s the evolution of advertising.

Moreover, this shift isn’t just about creating content. 

It’s about embracing a whole new strategy. 

Agencies are now recognizing the immense value that creators add, not just in terms of content production but also as strategists who know the pulse of social media trends. 

It’s a fascinating blend of creativity, strategy, and insights that only creators can bring to the table.

The untapped potential for creators

Despite the growing demand for their skills in the advertising sector, many creators are unaware that this path is open to them. 

It’s like discovering a secret door in a room you’ve been in for years. 

Recognizing this gap, the One Club for Creativity launched the ONE Creator Lab in partnership with TikTok and several agencies. This program is a beacon for creators, illuminating a path to a career in advertising that many had never considered.

For creators like Jamar Rogers, the program was a revelation.

It wasn’t just about learning the ropes of advertising; it was about seeing their skills in a new light and realizing the potential to turn their passion for content creation into a viable career. 

This transition from solo content creators to integral parts of creative teams in agencies is exciting not only for the individuals involved but also transformative for the industry.

My final thoughts

The integration of creators into advertising agencies is a fascinating development. 

It’s a testament to the power of social media and the undeniable impact of creators on contemporary culture. 

As this trend continues to grow, it will be interesting to see how the dynamic between agencies, brands, and creators evolves.

For the creator community, this is an exciting opportunity to explore new horizons and apply their talents in unprecedented ways. 

And for the future of influencer marketing, this could be the beginning of a deeper, more integrated approach to brand storytelling. 

So, here’s my take: the future is bright, and it’s filled with content that not only engages but resonates, thanks to the creators leading the charge.

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