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

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• Creator Economy Shift: Goodfriend discussed how traditional media strategies are outdated for the creator economy.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with Current Media Agencies: Large agencies face difficulties integrating creators due to scalability issues and outdated metrics focused on paid media.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