Home SocialMinds Insights Rethinking channels: Why creators are for life, not just for social
  • Melissa Harvey
  • 4 min

Rethinking channels: Why creators are for life, not just for social

Brands often think creator partnerships are at their most impactful when used in one way, on one channel. But creators have rapidly transcended the boundaries of social. Look at comedy creator Benito Skinner AKA Bennydrama, who teamed up with Kourtney Kardashian to star in an ad for her wellness brand Poosh. Or British content creator Molly Mae’s stint as Pretty Little Thing’s creative director.

It’s emblematic of the changing nature of influencer marketing. As the landscape becomes increasingly fragmented, brands are partnering with creators for more than just a media placement. That’s because they know their audience better than brands do – so they can help create lasting, impactful, and – importantly – authentic branded content.

So what does this mean for you? Well, for one thing, creators aren’t going anywhere. As more brands catch on, you’ll have to work harder to be distinctive.

When brands think outside the proverbial box by making their creator-led campaigns do the absolute most in terms of visibility and budget, there are more ways for creators – and by extension, your brand – to deliver impact.

Cost-effective content

Most people see influencer marketing as a modern twist on traditional celebrity endorsements. In reality, creators aren’t always high-profile celebrities; they’re anyone who has sway with an audience. But even smaller influencers can generate as much pull as a full-scale celebrity endorsement when used in the right way – plus they generally come at a lower cost. Creator content has potential to be used for point of sale, out-of-home, digital out-of-home, print packaging and more. 

Paid media

Why stop at just one channel? More versatile creator content can be repurposed for your paid media across social channels. This kind of content is perceived as less jarring than brand ads, and cross-posting gets more eyeballs on your content – it’s a win-win. 

Localised campaigns

Social is a global network, of course, but location matters. Looking closer to home for your next creator-led activation by sourcing from a pool of local talent lets you tap into the community and add value to your messaging. 


Consider using creators for your next event. Not only will you be tapping into their audience to drive attendance, they’ll add that personal touch that resonates with eventgoers.

Three ways to take collaborations beyond social

Hopefully you’ve been inspired to make your next creator collaboration deliver more bang for your buck. But what does that actually look like in practice?

Enter our latest whitepaper, Impact Beyond Influence: An Insider’s Guide to the Creator Economy. In it, you’ll find everything you need to kickstart your creator collaboration strategy for 2024, including three ways you can take your creator-led collaborations beyond social.

Expect to learn:

  • The most common industry misconceptions about creators
  • The state of today’s creator economy and where it’s headed
  • What makes an effective creator collaboration

Don’t miss out.
Download the whitepaper and tap into the power of the creator economy today.