Forget Everything You Thought You Knew About Content Creators

In this ever-evolving digital realm, the term "content creator" has undergone a significant metamorphosis. It now encompasses individuals with diverse followings, from those commanding millions of subscribers to those who’s smaller but engaged audiences revel in bespoke content tailored just for them. This definition even extends to the creators within companies or brands themselves, perhaps even like you.

This shift reflects the dynamic nature of content creation, where creators hold pivotal roles in engaging audiences and crafting compelling narratives for brands and agencies alike. Among them, the unsung heroes - the shooter/editors - have emerged as a distinct profession, wielding creative prowess that transcends follower counts. From highly skilled professionals to lo-fi enthusiasts armed with nothing but their smartphones, their contributions shape the landscape of modern marketing.

How we leverage these creators in 2024 can be explored through three key steps: how we collaborate, recruit, and adopt their mindset.

1.    Collaborating with Content Creators: The surge in content creator popularity is deeply intertwined with the growing thirst for authenticity and relatability. Audiences crave content that mirrors their real-life experiences, steering away from unattainable ideals. This shift has propelled creators to the forefront, becoming conduits for brands and agencies to tap into this evolving social fabric. A notable trend is the rise of lo-fi video content, where creators excel at shooting and editing on smartphones. These creators offer cost-efficient alternatives to traditional production methods, seamlessly integrating with agencies to deliver high-quality, resonant content. The best agencies and brands now invite creators into the creative ideation process, co-creating campaigns that reflect both the audience's pulse and platform dynamics.

2.    Recruiting Content Creators: Creators play a pivotal role in exploring niche communities, often birthing trends that eventually permeate the mainstream. Agencies and brands can harness this potential by collaborating with diverse creators, sparking conversations that resonate within specific demographics. Some agencies have taken a step further by integrating content creators into their in-house teams, fostering deeper collaboration and cultural alignment. At The Works, we embody this trend by having our employees serve as the faces of our brand on social media, leveraging their unique perspectives and production capabilities to drive engagement – particularly given employee-generated content is on the up.

3.    Adopting the Creator Mindset: The evolution of content creation extends beyond collaboration and recruitment; it demands a fundamental shift in mindset. Agencies and brands must embrace the creator's ethos, regardless of whether they have creators within their marketing teams or not.

This entails: