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
To the uninitiated, being a content creator is simple: you get up, you film a few videos, snap some photos, and wait for the fame and brand dollars to roll in.
In fact it’s so appealing that, last year, one study suggested 57% of Gen Zs in America felt it was a reputable career choice. “Too many people want to be social-media influencers”, is how The Economist headlined its own coverage of the report.
With stories of content creators making five- or even six-digits per post, it’s easy to understand why it’s so alluring. But in reality the job is never that straightforward, and for every story of a Mr Beast there’s a thousand other creators hopelessly grinding away for years at a time.
“It’s a lot harder than it used to be, just because there are so many people creating content across all platforms,” says Charlotte Stavrou, founder of SevenSix Agency – which pairs brands and creators. “That doesn’t mean there’s no space for you, but it means you have to be that standout person, whatever that means.”
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