Because the digital advertising and marketing ecosystem continues to evolve, so do its many profession paths. If you happen to’re dealing with your model’s advertising and marketing technique, chances are high you may need thought-about hiring a social media content material creator.
In the meanwhile, your social media supervisor may also be accountable for content material creation. However in in the present day’s social media panorama, the roles of a supervisor and a creator are very totally different.
Hiring for a task you’ve by no means crammed earlier than may be tough, particularly when it’s a task that’s nonetheless rising inside its self-discipline. If you wish to degree up your social technique with a social media content material creator, right here’s every little thing it’s worthwhile to learn about what they do and why their work may make a distinction in your model’s socials.
What’s a social media content material creator?
A social media content material creator produces and shares content material to teach or entertain audiences on social platforms. They’re digital storytellers, trendsetters and group builders who typically have abilities in visible design, videography, copywriting and brand-building, amongst different areas.
Most content material creators create throughout a number of totally different social networks, however may specialise in one or two of them like Instagram or YouTube. Some may specialise in a selected type of content material, like short-form movies or ephemeral posts.
On the floor, that will appear limiting. In actuality, it’s something however. Social media tendencies and performance change day by day. A social content material creator’s deal with their chosen channel or format offers them an unparalleled understanding of what works on their most popular networks.
Content material creator vs. social media supervisor
Whereas there definitely is a few overlap between social media content material creators and social media managers, they’re totally different professions.
To place it merely, a social media content material creator’s job is to provide and edit content material, while a social media supervisor works with them to outline a transparent technique and handle profiles. Social media managers are additionally typically chargeable for constructing communities round social accounts, and might also have buyer care tasks. Relatively than having one individual deal with every little thing in your socials, these two totally different job titles permit creators and managers to deal with their very own duties to get higher outcomes.
Two (or extra) social roles may be important for greater manufacturers due to how important social advertising and marketing has turn into. In line with Sprout’s 2024 Content material Benchmarks Report, manufacturers submit 10 occasions per day on common. Juggling the creation and publication of that a lot content material throughout a number of social networks—on prime of a social media supervisor’s administrative and strategic workload—isn’t any small feat.
Because of this the job function of a social media content material creator should be clear for hiring departments. On The Arborteum, Sprout’s group discussion board, Claire.P explains that she’s a senior social media supervisor who’s needed to educate her firm about how necessary it’s to have separate content material creators to depend on for content material manufacturing.
Content material creator vs. influencers
However what about influencers? That is the place it could actually get a bit extra complicated, as some influencers name themselves content material creators. The principle distinction right here is the aim of their content material.
Influencers create content material to affect folks, often by sharing their life-style or experience. Their content material is designed to encourage folks to purchase sure merchandise, or to advertise an aspirational lifestyle. They work independently and handle their very own small communities.
A social media content material creator doesn’t simply create content material to affect, but additionally to tell, educate, increase consciousness, specific creativity and extra. Their content material is much less about them as a person and extra concerning the content material itself.
Molly-Mae Hague has a big following throughout all social channels and is among the greatest social media personalities within the UK. Her type of content material may be very private, typically selling vogue or her personal model of merchandise, and she or he’s subsequently thought-about an influencer.
In the meantime, Tremendous Eyepatch Wolf is a YouTuber who makes long-form video essays about in style TV reveals that entice thousands and thousands of views. His movies are made to teach and entertain, and he’d sometimes be thought-about a content material creator.
If you happen to’re nonetheless not sure concerning the distinctions take a look at our article on digital creators vs. influencers article.
When doubtful, keep in mind: social media content material creators may be employed as inner workers. Whereas they will work as exterior contractors like influencers, massive corporations ought to think about constructing an inner content material creation staff.
What does a social media content material creator do?
Working as a social media content material creator is a dynamic function that may change relying on a number of elements. Typical tasks embody:
Arising with inventive and distinctive content material concepts which are clearly aligned with a model’s wider social technique
Producing this content material by filming, creating visuals, copywriting descriptions and extra
Enhancing content material earlier than publication, contemplating the audience and web optimization
Adapting content material so it may be used throughout totally different social networks
Collaborating with social media managers to maintain monitor of content material calendars and overview analytics
Monitoring present social media tendencies for potential model match
Advantages of hiring social media content material creators
Hiring an inner social media content material creator can remodel the best way your social media staff operates. Listed here are among the key advantages this function can provide your model.
Extra viewers insights
Hiring a content material creator means you’ve got somebody who commonly creates content material in your social profiles. They’ll start to totally perceive the individuality of your audience and what they anticipate out of your social content material.
By bringing your content material creation in-house, you’ll obtain the engagement on a channel you personal, which is best for brand-building and making enhancements based mostly on analytics. Your inner social media content material creator also can collaborate together with your social supervisor and wider advertising and marketing staff, as they’ll have entry to your entire efficiency information which they will use to affect enhancements to your whole digital technique.
Nonetheless, contracting a creator as an alternative of hiring them internally may also be helpful from an viewers perspective. You may have the ability to attain extra followers than ordinary by cross-posting a marketing campaign on their profile, and they can carry viewers insights to your staff that you just haven’t but thought-about.
Extra well timed and related content material
Social media is a time-sensitive enviornment; tendencies and memes come and go each week. An inner content material creator offers you extra flexibility together with your social profiles, streamlining your content material creation and publishing workflows.
Having an inner creator lets you bounce on tendencies shortly. In line with the 2025 Sprout Social Index, 27% of shoppers imagine that manufacturers utilizing viral tendencies of their content material is barely efficient if it’s printed throughout the first 48 hours of a development occurring.
Along with being reactive, an inner social media content material creator may also help your model by being a proactive marketer. They’ll perceive present tendencies, and must also have the ability to determine which tendencies can be most related in your model and viewers. This may also help your model hop onto the precise tendencies earlier than they turn into outdated.
While it may be simpler to leap on tendencies with an inner creator, you possibly can nonetheless work with exterior creators on stylish content material. Creators are sometimes very conscious of the tendencies occurring inside their viewers and may work with you to capitalize on them shortly in case you have a powerful working relationship.
Extra inventive and interesting content material
The core function of a social media content material creator needs to be to create content material. As a result of the job is so targeted on content material creation, they’ve extra time to be inventive and to think about new angles in your content material output.
This will typically result in extra fascinating concepts, and extra engagement together with your social technique. Proficient creators will typically have a confirmed monitor document of success with content material concepts, and so they’ll have the ability to use this experience to help your model.
Extra capability for inventive execution
By using a content material creator alongside a social media supervisor, they will share tasks. Anticipating a creator to additionally do the work of a supervisor, or vice-versa, can result in burnout.
Hiring a content material creator is a crucial step in constructing a profitable social media staff. As soon as fashioned, this staff can work collectively to ship higher outcomes in your model.
When to rent a social media content material creator
There are a number of indicators that point out when your organization may gain advantage from hiring a social media content material creator.
The primary and most vital of those is an overworked in-house staff. Social media methods in the present day are complete, and contain many alternative ways and duties. In case your staff is stretched too skinny, they’ll doubtless be spending most, if not all of their working time on the day-to-day administration of your accounts. This then leaves them with no time to ship methods that may innovate in your method or create a significant impression in your accounts.
One other signal is how your content material is performing. In case your engagement is plateauing or lowering, a content material creator may give your model profiles a refresh. They’ll have the ability to carry new, inventive views.
Additionally, take into consideration the kinds of content material you’re making. You may see clear worth in movies or Reels, however could not have the talents, gear or capability for videography. To resolve this downside you possibly can rent a content material creator who makes a speciality of video content material creation.
Lastly, you may merely wish to submit extra typically. Amount and consistency are key to profitable social media profiles, and hiring a social media content material creator devoted to content material creation helps you get extra posts designed and printed.
Discovering the precise social media content material creator
If you happen to’re fascinated about hiring a social media content material creator, there are a couple of alternative ways you possibly can go. Relying in your wants you possibly can:
Every of those choices has its personal professionals and cons. Hiring an in-house creator is usually the most effective answer for bigger manufacturers or groups, however they may also be a wise choice for smaller corporations with a notable presence on social media.
Both method, it’s worthwhile to discover the precise social media content material creator for what you are promoting. The following tips will aid you consider candidates and match a creator together with your model.
Looking for content material creators
Discovering content material creators is the primary main hurdle. You may promote for the place like every other job — for those who’re promoting, obtain our social media supervisor job description templates, which embody a digital content material creator function description that’s able to personalize.
If you happen to’re searching for a creator with a monitor document of success, search by a content material creator database. Outline your marketing campaign objectives earlier than you search so it’s simpler to filter potential candidates. Use a software like Sprout Social Influencer Advertising to determine creators and influencers whose audiences have already got an genuine connection to your model with the assistance of AI and superior filtering towards particular profile attributes.

Make sure that creators perceive your viewers and values
Utilizing a software additionally means you possibly can filter creators based mostly on elements like viewers sizes. Evaluate a creator’s profile your self, and verify whether or not their values align together with your model’s. You ought to be searching for apparent examples of profanity or controversy, but additionally in the event that they help sure causes or controversial figures. Make sure that to additionally verify in the event that they’ve beforehand labored together with your rivals
Carry out these checks earlier than outreach or interviews, so you’ve got a small pool of candidates to debate phrases with. This can make your recruitment course of smoother and means you’re solely having critical discussions with creators you recognize could be a great match in your model.
Evaluate their portfolio
An skilled content material creator ought to have a portfolio of labor to point out to potential employers or collaborators. Request this from everybody you’re contemplating, and overview the content material they’ve already created.
This can firstly offer you a good suggestion of the kinds of content material they’re skilled in, and the way inventive their concepts are.
Jonpaulsballs is a novel Instagram content material creator who makes customized footballs (soccer balls) utilizing numerous shapes and supplies. Pepsi noticed his earlier content material and determined to contract him for a marketing campaign selling their new Pepsi Sensible Can, working inside his ordinary content material type.
Portfolios must also embody success metrics. Examine these metrics throughout totally different portfolios to find out how profitable a creator has been thus far, and crucially how nicely they perceive their success.
It may be simply as necessary to overview which metrics a creator has targeted on. This reveals you the way nicely they perceive every platform, and will offer you a sign of whether or not they can help and collaborate together with your social media supervisor on monitoring efficiency.
How manufacturers can collaborate with social media content material creators
The easiest way to work with a social media content material creator will depend upon for those who’ve employed them, or in the event that they’re a contractor. Beneath, we’ve given some clearer recommendation on how one can collaborate with creators who’re working for you as contractors, fairly than as workers.
Be clear on expectations when contracting creators
If you happen to’re contracting a creator for a selected marketing campaign, apply transparency to your marketing campaign objectives.
Clarify precisely what deliverables you want from them, and which KPIs will decide success. Share this in a marketing campaign define earlier than a venture begins, in order that they have loads of time to know your expectations.
Make sure that to additionally share your model type pointers with them, together with your TOV, earlier campaigns and different paperwork. The extra info you may give a creator, the simpler it needs to be for them to know your model and what you anticipate from them.
Prioritize range and inclusion
It’s no secret manufacturers have struggled to diversify the expertise they work with and make use of. It is a important problem from a social and a enterprise standpoint. Inclusive campaigns carry distinctive views to your content material, broadening your attain past any single group of shoppers.
Creators from totally different backgrounds are additionally in a position to apply their distinctive life experiences and views to the content material they make. Make sure that your collaborations think about and amplify voices that aren’t all the time heard.
Belief and respect your creators
To reap the complete advantages of hiring social media content material creators, it’s worthwhile to give them inventive freedom. Keep in mind: you’re counting on their perspective and distinctive voice. Stifling that may harm each your model and your relationship with a creator.
Very similar to with influencers, working with creators is a two-way road. Respect them as people, and discover a method of merging their creativity together with your model’s ethos. Your collaboration ought to work wonders in your model, but it surely must also be rewarding and helpful for them of their careers.
Prepared to rent a social media content material creator?
Tendencies and shopper preferences are altering sooner than ever earlier than. Social media content material creators are tapped into the zeitgeist and may also help your model keep related and differentiated throughout social channels.
For every little thing else it’s worthwhile to know to evolve your social media technique, take a look at the most recent version of The Sprout Social Index™. You’ll discover data-backed insights on what folks need from manufacturers and what different entrepreneurs are doing to maintain up.