How The Sidemen became a brand
As manager of Europe’s biggest content creators, The Sidemen, Jordan Schwarzenberger has helped the collective transcend YouTube to become a household name. We talk to him about where the creator economy might go next
How to build a long-term career as a creator
Social media fame can arrive fast, but maintaining it is another challenge. We talk to agents and creators about how to build lasting relationships with audiences and brands, plus the power of niche content
How the influencer game has changed, and what to do about it
Who is the right partner for your brand, an influencer or a creator? Probably both, says Hello’s Matt Roberts, but at different times and for different reasons
It’s time for brands to ditch their social media ‘rules’
Brands have traditionally navigated social by following a set of prescribed rules. But there’s no ‘right’ format anymore, says Lucky Generals’ head of content Vairi MacLennan, just engaging, strategic ideas
So you want to be a creator?
We talk to two agents about how to navigate an increasingly saturated creator market, including how to work with brands, managing burnout, and the importance of reading the small print
How brands can reach audiences on Twitch
Partnering with creators offers huge opportunities for brands on the livestreaming platform, though they do best when they relinquish some control
Why craft still matters in the social media age
No one is waiting to hear from your brand on social, so creativity and craft are vital in order to get attention, says Born Social’s Paddy Smith
Welcoming the creator fox into the agency hen house
Dept is adapting to the creator age by encouraging creatives to work alongside them to make work audiences want to see, says ECD Jeff Bowerman
Getting brand success out of creator partnerships
Agency experts share advice on how brands can work successfully with creators, to meet both audience and brand expectations in this fast-developing space
When will a social agency win agency of the year?
We speak to Alex Hill, chief strategy officer of Samy, about the death of the traditional consumer, and what creativity looks like in today’s social universe