I’m seeing more roles opening at social-first agencies and I’m curious how the role typically works. In influencer-led setups, where does the creative add the most value beyond briefing and creator management?

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HEAVILY depends on the agency and the client, but a consistent element of the job is protecting the client against themselves. They’ll often want assets that feel “native to the platform” but also hit 10 RTBs, and then blame creative when they don’t hit KPIs. Advocating for creative that works becomes your job.

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It’s different. Actors are by definition, acting. We expect that. An influencer acting out of character is different. Clients can’t tell the difference.

Influencer-led setups can be similar to an ad shop in concepting except you’re briefing 5 popular creators on a concept instead of a director and production house:

At social first shops there is obviously more focus for creatives on understanding trends and how to grab attention and less on cinema storytelling but it’s not as different as say being a creative at an e-commerce shop that is night and day different than an ad agency and only for a certain type of creative.

- ideating social concept buckets/themes + examples of how they would come to life as a post that influencers can take away and execute. Then reviewing the work.
- you might also create shoot decks full of themes and storyboard individual posts that you would go shoot (with influencers as talent)

But it’s tough because clients often expect to go viral with little budget/time. Agree with other comment about them wanting native/authentic content but then they always want to fill the posts with RTBs and legal stuff which ends up making the influencers sound too scripted. They also want to be “agile” but take forever to approve anything.

Be prepared to be a content machine spitting out posts and “viral worthy” ideas every hour.

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