Social Media

Why do traditional ad agency creatives hate content creators and influencers (ones that are actually creative) so much? Seeing a lot of spite on Fishbowl towards them and genuinely curious.

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The problem with the umbrella term for either of those is that you get genuinely creative people who are doing their own thing with unconventional and interesting mediums and don’t really caring about social media fame who get lumped in with the other 90% who are gross hacks and buy fake followers to push referral codes in their IG stories and are low hanging fruit for talent sourcing ‘branded partnership’ work. Proximity to the bad apples and naming association makes it really hard for ‘traditional creatives’ to take any of those 10% of genuinely interesting digital creators seriously bc they never see them.

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But frankly a lot of them are also threatened by new things and see it as some outsider doing THEIR job (often more effectively than through traditional methods) and use it as an excuse to denounce the current state of cultural commerce and cry to the internet about how they wish consumers still consumed TV and print like they did 15 years ago.

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Personally, it is because social posts for brands should be as important as any other brand communication. Anything that is void of an idea pulls the brand down. Social has it’s place, but it must be more than it currently is. It has devalued the rest. Btw, hate is probably too strong word:)

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