Should brands hire creators as 'creative directors' for influencer marketing?

In recent years, #influencermarketing has emerged as one of the most effective ways for brands to reach their target audience. As social media platforms like Instagram, Twitter and YouTube have exploded in popularity, brands have been turning to influencers with large followings to promote their products and services. However, the relationship between brands and influencers is evolving, and now many companies are hiring influencers as "creative directors" to work on more than just media placement.

While this may seem like a positive development, it is worth questioning whether this trend is the best way forward for influencer marketing. On the one hand, it is certainly true that influencers have a deep understanding of their audiences, and can help brands create content that is more authentic and engaging. By working collaboratively with influencers, brands can ensure that their content is tailored to the needs and interests of their target audience.

However, there are also risks associated with this approach. For one thing, it is important to recognize that influencers are not necessarily experts in marketing or advertising. While they may have a strong sense of what their followers like and dislike, they may not have the skills or experience needed to create content that is truly effective from a marketing standpoint. Hiring influencers as creative directors could lead to a situation where brands are relying on individuals who may not have the expertise needed to create truly impactful campaigns.

Another concern is that this approach could lead to conflicts of interest. If an influencer is working as a creative director for a brand, they may be more likely to prioritize their interests over those of the company they are working for. This could lead to situations where influencers are pushing for content that is more self-promoting than it is focused on promoting the brand's products or services.

Additionally, there is the question of compensation. While it may be tempting for brands to offer influencers a role as creative directors, it is important to ensure that they are being fairly compensated for their time and expertise. Many influencers have worked hard to build up their followings and develop their brands, and they should not be expected to work for free or for low pay.

In conclusion, while the trend of hiring influencers as creative directors may have some benefits, it is important to approach this approach with realistic expectations. Brands should carefully consider the risks and potential drawbacks of this approach, and should only work with influencers who have the expertise and experience needed to create truly impactful campaigns. At the same time, it is important to ensure that influencers are being fairly compensated for their time and expertise and that their interests are aligned with those of the brands they are working with.

Nonetheless, as influencer marketing continues to evolve and mature, we may witness a new trend emerging in the industry where creators are hired as creative directors. Therefore, it could become increasingly common for brands to collaborate with influencers on a deeper level, beyond simply posting brand-approved content. This will be an interesting space to watch.