Because the digital advertising ecosystem continues to evolve, so do its many profession paths. In case you’re dealing with your model’s advertising technique, chances are high you may need thought-about hiring a social media content material creator.
In the mean time, your social media supervisor may also be answerable for content material creation. However in at the moment’s social media panorama, the roles of a supervisor and a creator are very completely different.
Hiring for a task you’ve by no means stuffed earlier than could be difficult, particularly when it’s a task that’s nonetheless rising inside its self-discipline. If you wish to degree up your social technique with a social media content material creator, right here’s every part you’ll want to learn about what they do and why their work may make a distinction in your model’s socials.
What’s a social media content material creator?
A social media content material creator produces and shares content material to teach or entertain audiences on social platforms. They’re digital storytellers, trendsetters and neighborhood builders who usually have abilities in visible design, videography, copywriting and brand-building, amongst different areas.
Most content material creators create throughout a number of completely different social networks, however would possibly concentrate on one or two of them like Instagram or YouTube. Some would possibly concentrate on a specific type of content material, like short-form movies or ephemeral posts.
On the floor, which will appear limiting. In actuality, it’s something however. Social media developments and performance change each day. A social content material creator’s deal with their chosen channel or format offers them an unparalleled understanding of what works on their most popular networks.
Content material creator vs. social media supervisor
Whereas there actually is a few overlap between social media content material creators and social media managers, they’re completely different professions.
To place it merely, a social media content material creator’s job is to provide and edit content material, while a social media supervisor works with them to outline a transparent technique and handle profiles. Social media managers are additionally usually liable for constructing communities round social accounts, and might also have buyer care obligations. Quite than having one particular person deal with every part in your socials, these two completely different job titles enable creators and managers to deal with their very own duties to get higher outcomes.
Two (or extra) social roles could be very important for larger manufacturers due to how important social advertising has turn into. In keeping with Sprout’s 2024 Content material Benchmarks Report, manufacturers submit 10 instances per day on common. Juggling the creation and publication of that a lot content material throughout a number of social networks—on prime of a social media supervisor’s administrative and strategic workload—is not any small feat.
Because of this the job function of a social media content material creator should be clear for hiring departments. On The Arborteum, Sprout’s neighborhood discussion board, Claire.P explains that she’s a senior social media supervisor who’s needed to educate her firm about how necessary it’s to have separate content material creators to depend on for content material manufacturing.
Content material creator vs. influencers
However what about influencers? That is the place it will probably get a bit extra complicated, as some influencers name themselves content material creators. The principle distinction right here is the aim of their content material.
Influencers create content material to affect individuals, often by sharing their way of life or experience. Their content material is designed to encourage individuals to purchase sure merchandise, or to advertise an aspirational lifestyle. They work independently and handle their very own small communities.
A social media content material creator doesn’t simply create content material to affect, but in addition to tell, educate, elevate consciousness, categorical creativity and extra. Their content material is much less about them as a person and extra in regards to the content material itself.
Molly-Mae Hague has a big following throughout all social channels and is without doubt one of the largest social media personalities within the UK. Her fashion of content material may be very private, usually selling trend or her personal model of merchandise, and he or she’s due to this fact thought-about an influencer.
In the meantime, Tremendous Eyepatch Wolf is a YouTuber who makes long-form video essays about fashionable TV exhibits that entice thousands and thousands of views. His movies are made to teach and entertain, and he’d usually be thought-about a content material creator.
In case you’re nonetheless not sure in regards to the distinctions take a look at our article on digital creators vs. influencers article.
When doubtful, keep in mind: social media content material creators could be employed as inner workers. Whereas they will work as exterior contractors like influencers, massive corporations ought to contemplate constructing an inner content material creation staff.
What does a social media content material creator do?
Working as a social media content material creator is a dynamic function that may change relying on a number of components. Typical obligations embody:
- Arising with inventive and distinctive content material concepts which are clearly aligned with a model’s wider social technique
- Producing this content material via filming, creating visuals, copywriting descriptions and extra
- Modifying content material earlier than publication, contemplating the audience and search engine marketing
- Adapting content material so it may be used throughout completely different social networks
- Collaborating with social media managers to maintain observe of content material calendars and assessment analytics
- Monitoring present social media developments for potential model match
Advantages of hiring social media content material creators
Hiring an inner social media content material creator can remodel the way in which your social media staff operates. Listed here are a number of the key advantages this function can provide your model.
Extra viewers insights
Hiring a content material creator means you’ve somebody who repeatedly creates content material in your social profiles. They’ll start to totally perceive the individuality of your audience and what they anticipate out of your social content material.
By bringing your content material creation in-house, you’ll obtain the engagement on a channel you personal, which is best for brand-building and making enhancements based mostly on analytics. Your inner social media content material creator also can collaborate together with your social supervisor and wider advertising staff, as they’ll have entry to your whole efficiency information which they will use to affect enhancements to your complete digital technique.
Nevertheless, contracting a creator as an alternative of hiring them internally can be helpful from an viewers perspective. You would possibly be capable of attain extra followers than regular by cross-posting a marketing campaign on their profile, and they are able to deliver viewers insights to your staff that you simply haven’t but thought-about.
Extra well timed and related content material
Social media is a time-sensitive enviornment; developments and memes come and go each week. An inner content material creator offers you extra flexibility together with your social profiles, streamlining your content material creation and publishing workflows.
Having an inner creator means that you can leap on developments shortly. In keeping with the 2025 Sprout Social Index, 27% of shoppers consider that manufacturers utilizing viral developments of their content material is simply efficient if it’s revealed throughout the first 48 hours of a development occurring.
Along with being reactive, an inner social media content material creator may help your model by being a proactive marketer. They’ll perceive present developments, and also needs to be capable of determine which developments can be most related in your model and viewers. This may help your model hop onto the precise developments earlier than they turn into outdated.
While it may be simpler to leap on developments with an inner creator, you possibly can nonetheless work with exterior creators on stylish content material. Creators are sometimes very conscious of the developments occurring inside their viewers and might work with you to capitalize on them shortly if in case you have a powerful working relationship.
Extra inventive and interesting content material
The core function of a social media content material creator ought to be to create content material. As a result of the job is so targeted on content material creation, they’ve extra time to be inventive and to think about new angles in your content material output.
This could usually result in extra attention-grabbing concepts, and extra engagement together with your social technique. Gifted creators will usually have a confirmed observe document of success with content material concepts, and so they’ll be capable of use this experience to help your model.
Extra capability for inventive execution
By using a content material creator alongside a social media supervisor, they will share obligations. Anticipating a creator to additionally do the work of a supervisor, or vice-versa, can result in burnout.
Hiring a content material creator is a crucial step in constructing a profitable social media staff. As soon as shaped, this staff can work collectively to ship higher outcomes in your model.
When to rent a social media content material creator
There are a number of indicators that point out when your organization may gain advantage from hiring a social media content material creator.
The primary and most important of those is an overworked in-house staff. Social media methods at the moment are complete, and contain many alternative ways and duties. In case your staff is stretched too skinny, they’ll doubtless be spending most, if not all of their working time on the day-to-day administration of your accounts. This then leaves them with no time to ship methods that may innovate in your method or create a significant impression in your accounts.
One other signal is how your content material is performing. In case your engagement is plateauing or lowering, a content material creator may give your model profiles a refresh. They’ll be capable of deliver new, inventive views.
Additionally, take into consideration the sorts of content material you’re making. You would possibly see clear worth in movies or Reels, however could not have the abilities, tools or capability for videography. To resolve this drawback you might rent a content material creator who focuses on video content material creation.
Lastly, you would possibly merely need to submit extra usually. Amount and consistency are key to profitable social media profiles, and hiring a social media content material creator devoted to content material creation helps you get extra posts designed and revealed.
Discovering the precise social media content material creator
In case you’re concerned with hiring a social media content material creator, there are a couple of other ways you possibly can go. Relying in your wants you possibly can:
Every of those choices has its personal execs and cons. Hiring an in-house creator is usually the most effective resolution for bigger manufacturers or groups, however they can be a sensible choice for smaller corporations with a notable presence on social media.
Both approach, you’ll want to discover the precise social media content material creator for your small business. The following tips will enable you to consider candidates and match a creator together with your model.
Trying to find content material creators
Discovering content material creators is the primary main hurdle. You may promote for the place like some other job — if you happen to’re promoting, obtain our social media supervisor job description templates, which embody a digital content material creator function description that’s able to personalize.
In case you’re on the lookout for a creator with a observe document of success, search via a content material creator database. Outline your marketing campaign objectives earlier than you search so it’s simpler to filter potential candidates. Use a software like Sprout Social Influencer Advertising and marketing to determine creators and influencers whose audiences have already got an genuine connection to your model with the assistance of AI and superior filtering towards particular profile attributes.
Make certain creators perceive your viewers and values
Utilizing a software additionally means you possibly can filter creators based mostly on components like viewers sizes. Overview a creator’s profile your self, and verify whether or not their values align together with your model’s. You ought to be on the lookout for apparent examples of profanity or controversy, but in addition in the event that they help sure causes or controversial figures. Make certain to additionally verify in the event that they’ve beforehand labored together with your opponents
Carry out these checks earlier than outreach or interviews, so you’ve a small pool of candidates to debate phrases with. It will make your recruitment course of smoother and means you’re solely having severe discussions with creators you realize could be a superb match in your model.
Overview their portfolio
An skilled content material creator ought to have a portfolio of labor to point out to potential employers or collaborators. Request this from everybody you’re contemplating, and assessment the content material they’ve already created.
It will firstly offer you a good suggestion of the sorts of content material they’re skilled in, and the way inventive their concepts are.
Jonpaulsballs is a singular Instagram content material creator who makes customized footballs (soccer balls) utilizing numerous shapes and supplies. Pepsi noticed his earlier content material and determined to contract him for a marketing campaign selling their new Pepsi Good Can, working inside his regular content material fashion.
Portfolios also needs to embody success metrics. Evaluate these metrics throughout completely different portfolios to find out how profitable a creator has been thus far, and crucially how nicely they perceive their success.
It may be simply as necessary to assessment which metrics a creator has targeted on. This exhibits you ways nicely they perceive every platform, and will offer you a sign of whether or not they can help and collaborate together with your social media supervisor on monitoring efficiency.
How manufacturers can collaborate with social media content material creators
One of the simplest ways to work with a social media content material creator will rely upon if you happen to’ve employed them, or in the event that they’re a contractor. Under, we’ve given some clearer recommendation on how one can collaborate with creators who’re working for you as contractors, somewhat than as workers.
Be clear on expectations when contracting creators
In case you’re contracting a creator for a particular marketing campaign, apply transparency to your marketing campaign objectives.
Clarify precisely what deliverables you want from them, and which KPIs will decide success. Share this in a marketing campaign define earlier than a undertaking begins, in order that they have loads of time to grasp your expectations.
Make certain to additionally share your model fashion tips with them, together with your TOV, earlier campaigns and different paperwork. The extra info you may give a creator, the better it ought to be for them to grasp your model and what you anticipate from them.
Prioritize variety and inclusion
It’s no secret manufacturers have struggled to diversify the expertise they work with and make use of. This can be a vital concern from a social and a enterprise standpoint. Inclusive campaigns deliver distinctive views to your content material, broadening your attain past any single group of shoppers.
Creators from completely different backgrounds are additionally in a position to apply their distinctive life experiences and views to the content material they make. Make certain your collaborations contemplate and amplify voices that aren’t at all times heard.
Belief and respect your creators
To reap the total advantages of hiring social media content material creators, you’ll want to give them inventive freedom. Keep in mind: you’re counting on their perspective and distinctive voice. Stifling that may damage each your model and your relationship with a creator.
Very similar to with influencers, working with creators is a two-way road. Respect them as people, and discover a approach of merging their creativity together with your model’s ethos. Your collaboration ought to work wonders in your model, but it surely also needs to be rewarding and priceless for them of their careers.
Prepared to rent a social media content material creator?
Traits and client preferences are altering quicker than ever earlier than. Social media content material creators are tapped into the zeitgeist and may help your model keep related and differentiated throughout social channels.
For every part else you’ll want to know to evolve your social media technique, take a look at the most recent version of The Sprout Social Index™. You’ll discover data-backed insights on what individuals need from manufacturers and what different entrepreneurs are doing to maintain up.
