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The opposite. More brands are turning to outside content creators and agencies want a piece of the pie.
Remember, the number 1 reason a company does anything is for more money.
Which agencies?
Rising Star
Leo Burnett, Wasserman, Acadia…and posts from recruiters that don’t specify
I would love to get hired to concept the platform/start the idea/briefs for the Influencers. Is that what a content director does? Have not seen that title.
Check out the Creative Strategy role that Motion (a creative analysis tool) has been pushing. They have classes and guides on how to get this job. It’s relatively new to the industry (at least, their version of it - which is basically the bridge between performance media and creatives) and they are basically trying to mint new customers for themselves. I have learned a lot from them, for free.
Agencies want to create social-first content from their brands’ voice not just someone’s specific voice with a following, so they will hire a content creator on staff and then for certain ideas go to an external creator with a certain style voice or following.
Content creator here for one of those agencies! I do the grind work you see in feed, the more known creators are very pricey and you can partner with them occasionally.
The business is changing and old school clients want to be present on social and agencies want to make sure they can keep the business.
I don’t know if it’s more future proof but it’s been a good chunk of my freelance income the last two years .
Rising Star
Nice, do you have your own social page as well and are you able to collab yourself?
How often have you worked with influencers/influencer agencies?
In my experience influencer agencies are for the most part terrible about communicating conceptual ideas and brand nuances. And they often recommend extremely generic influencer sets.
And then the influencers themselves are very hit and miss.
So of course agencies think they can do it better.