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

  • Oct 31 2024
  • Length: 21 mins
  • Podcast

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

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  • Summary

  • 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    • Creator Economy Shift: Goodfriend discussed how traditional media strategies are outdated for the creator economy.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with Current Media Agencies: Large agencies face difficulties integrating creators due to scalability issues and outdated metrics focused on paid media.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
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