BY JAY AQUINO

SEPTEMBER 10, 2024

In recent years, content creators have become the go-to resource for brands looking to expand their reach. With millions of followers and in-depth knowledge of social media platforms, content creators can sway public opinion, elevate product visibility, and drive sales by just simply posting an iPhone-taken photo or a 30-second TikTok clip. They brought authenticity to the table and they were relatable in ways brands, with their polished ad campaigns, could never be. It’s fresh. It's exciting.

As content creators established their name in the industry, they ink hundreds of thousands to million-dollar deals to work with brands on a wider scope. For example, in 2019, Nikkie de Jager, a beauty content creator with over 14 million subscribers on YouTube became the first Global Artistry Advisor of Marc Jacobs Beauty. In 2023, David Laid, a fitness content creator became the first Creative Director of Gymshark.

Content creators have mastered the art of engagement—whether it’s through viral videos or stunning selfies, their ability to connect with specific audiences is nothing short of revolutionary. According to Deloitte, there are over 50 million content creators catering to the needs of 5 billion social media users worldwide. And with Gen Z in particular, drawn to the flexibility and lucrative perks of content creator life, it’s no surprise that content creators have become a hot commodity for brands trying to stay relevant. If content creators could take the role of creative directors, could they also replace marketing professionals?

The Rise Of The Content Creator-Consultant

More and more brands have started tapping content creators/marketing consultants not just to promote products but to shape entire marketing strategies. It’s not hard to see why. These individuals aren’t just walking billboards; they’re seen as plugged into the needs and desires of niche communities that traditional advertisers struggle to reach. Jatin of MG Empower pointed out that content creators are often lauded as brand consultants because of their intimate knowledge of ultra-specific subcultures. Matthew Sibbery, the Head of Home & Partnerships at Pinterest, said that: “Not only are creators fantastic at driving awareness, but they’re also the ones that can give you that niche and nuanced voice in a smaller market, which maybe you as a brand don’t fully understand.”

Letting content creators who live and breathe social media take the reins of marketing seems like the perfect solution, as media corporations like BDG have successfully hired creators to grow their brands, creating a precedent for others to follow. Kayleigh Barber of Digiday said “Publishers including BDG, Team Whistle, and Gallery Media Group, have grown their followings by doing so and have incorporated TikTok into their daily output and distribution strategies.” Barber further stated that since BDG Lifestyle started posting in their TikTok channels, they have accrued between 440,000 to 2.7 million followers each. These results are obviously hard to ignore, especially for brands hungry for those likes and shares. But there’s a difference between racking up engagement and driving real, sustained growth—and that’s where the cracks in this creator-first approach start to show.

Content Creators Aren’t Marketers

Could content creators really replace marketing experts? Absolutely not. Although they excel in generating engagement, making a product go viral and understanding the latest TikTok trends, these strengths don’t automatically make them experts in marketing strategy. While they might know how to promote a product in a way that resonates with their audience, some content creators do not understand how to build long-term brand equity, track and analyze performance metrics, or tailor campaigns to different consumer segments. In addition, they may also not fully grasp the complexities of branding, advertising,  public relations, cross-platform marketing, etc. which are crucial components of a successful long-term strategy. And yes—getting a million likes on a post is great, but what about crafting a message that endures beyond the latest TikTok trend?

Some content creators act like marketing experts who often blur the line between promotional content and strategic marketing. As a result, the brand’s message can get diluted, scattered across engagement metrics that might look good on paper but don’t translate to tangible growth. Additionally, many content creators prioritize their personal brand over the brand they are promoting. Their personal brand is their bread and butter, and while that might align with a brand’s goals sometimes, it often results in campaigns that feel disjointed, more about the content creator’s image than the actual product.  Seasoned marketing experts, on the other hand, focus on creating strategies that not only reach consumers but nurture them, ensuring that a brand remains relevant and compelling long after the content creator’s post has faded from the timeline.

Dependence On Social Media Platforms

Another thing that brands need to keep in mind is that content creators live and die by social media platforms. Instagram’s algorithm changes? They’re scrambling. TikTok gets banned tomorrow? Game over. Content creators are tethered to platforms in ways that traditional marketers aren’t. That’s risky business for brands looking for long-term sustainability. Traditional marketing experts, with their ability to craft strategies that transcend any one platform, can offer a stability that content creators can’t.

And let’s not forget about the shifting tides of consumer preferences. Consumers are getting tired of being sold to in such an overt way, especially by content creators. They have started looking for content elsewhere, gravitating towards platforms like print media that don’t come with the same sense of performative salesmanship. A recent report from Roy Morgan revealed that more than 2.7 million New Zealanders now read newspapers and magazines and that the audience surged to over 1.7 million. In addition, Julian Novitz of The Conversation said that audiences are leaning towards print media due to the digital fatigue from the years of the Covid-19 pandemic.

The Balancing Act

So, where does this leave brands that still want to harness the power of content creators without sacrificing the strategic advantage that comes from traditional marketing? It’s about balance. Content creators, when used wisely, can be an incredible asset, especially when paired with the oversight of a marketing expert.

For brands who are willing to explore hiring a content creator as their marketing expert, hiring those with experience in a specific industry might be the way forward. Business of Fashion echoes this idea though it focuses more on influencers, who are closely related to content creators. Diana Pearl notes that influencers who bring real-world expertise to the table like—American Ballet Theatre’s Principal Dancer James Whiteside, who gives behind-the-scenes looks into the world of ballet—offer more than just pretty pictures. They bring an authenticity that’s rooted in actual industry knowledge, which can make all the difference in a crowded marketplace. For example, if Whiteside were to consult for a ballet shoe brand, his expertise would likely lead to more effective marketing strategies compared to a content creator with a large following but no relevant experience.

In the end of the day, brands need to recognize that content creators, no matter how influential, aren’t replacements for trained marketing professionals. They excel in creating buzz, but marketing is about much more than just momentary hype. It’s about understanding market shifts, building long-term strategies, and positioning a brand for sustained growth. A content creator can’t do all that—at least not without a marketing expert guiding the way. 

Content creators have undeniably changed the way we do marketing but that doesn’t mean brands should throw out the rulebook. Replacing traditional marketing experts with content creators who claims to be a marketing expert is a gamble, one that could leave brands chasing fleeting trends instead of building the kind of long-lasting, meaningful relationships with consumers that drive real success. So by all means, bring in the content creators. Let them add that viral spark. But don’t lose sight of the bigger picture—because likes and shares only get you so far.