Marketing Briefing: How the short-form video boom is driving marketers to creators for content production

Marketers are turning to creators more and more to generate content for their social channels, often for organic posts to help feed the ever-increasing need for content on various platforms. Call it another ripple effect of the short-form video boom spurred by TikTok’s growth. 

Rather than working with a creator strictly for posts on their channels to get a boost from their reach, marketers are using creators as a means of production. While this practice has been common for years, according to agency execs, there’s been an increase in requests for these kinds of deals over the last year or so as marketers prioritize organic growth.