In the ever-evolving landscape of digital marketing, content creators are finding themselves with more opportunities for full-time positions at influencer agencies. Whether it’s a large holding company agency or a specialized influencer-focused shop, creators are being hired for in-house roles ranging from creative and strategy directors to community management for brands. This shift comes as agencies need to stay ahead of social media trends and produce consistent, flexible content for their clients.
One of the driving forces behind this trend is the success that influencers have had in building their own brands and social followings. Eric Dahan, founder of Mighty Joy, shared a story of a recent hire who submitted a TikTok video as part of her application. This sparked the idea of hiring creators who are already skilled at creating engaging content to do the same for clients. It’s a natural fit that leverages the expertise and creativity of influencers in a professional setting.
WPP-backed agency T&Pm views creators as an essential part of their full-funnel strategy, with creators being hired across various roles such as strategy, creative, and innovation. Shula Sinclair, chief strategy officer, highlighted the importance of native content for social media, particularly in the consumer packaged goods space. This shift towards in-house creators allows agencies to move quickly and experiment with different content formats to meet client needs.
At Mighty Joy, the focus is on in-house creator jobs in user-generated content (UGC). Instead of outsourcing UGC work to external creators, the agency has started hiring a small team of full-time UGC staffers as part of its content studio. This approach allows for greater control over content creation and faster turnaround times. While there are cost benefits to having creators in-house, there are also risks involved, but the ability to produce high-quality content outweighs the challenges.
Looking towards the future, the trend of hiring creators at agencies is expected to continue. Amy Choi, executive director of influencer marketing at 22Squared agency Trade School, predicts a convergence between traditional marketing roles and content creation. This shift towards hybrid content creators and marketers reflects the changing landscape of digital marketing and the need for more innovative and authentic campaigns.
In conclusion, the rise of in-house creator jobs at influencer agencies represents a strategic move towards building dynamic and adaptive teams that can navigate the fast-paced world of digital content creation. By embedding creators within agencies, brands can access diverse perspectives and expertise to create more engaging and effective campaigns. As the creator economy continues to grow, we can expect to see more agencies embracing this trend and reaping the benefits of working closely with talented content creators.