What's Really Holding Back Big Media From Doing More With Creators

Next in Media

Next in Creator Media spoke with Jamie Gutfreund, founder of Creator Vision, about why some brands still don't have a strategy for creators, and whether Hollywood is missing the moment in harvesting YouTube and TikTok for talent.

Takeaways:

• Creator Economy Shift: Goodfriend discussed how traditional media strategies are outdated for the creator economy.

• Strategic Gap in Brand Approaches: Many brands lack a clear creator strategy and often make ad-hoc partnerships without defined objectives, resulting in suboptimal returns.

• Challenges with Current Media Agencies: Large agencies face difficulties integrating creators due to scalability issues and outdated metrics focused on paid media.

• Creator Selection Pitfalls: Brands often rely on tools similar to Yellow Pages for finding creators, which can lead to mismatched partnerships.

• Evolving Definitions of Premium Content: Premium content is now audience-defined, moving beyond traditional high-production-value constraints.

Guest: Jamie Gutfreund

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative