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šŸ—ļø Trend Watch: Creators-in-Residence

Read time 2.3 mins āš”

Author

Kole Ogundipe
June 14, 2023

Hey, Marketers.

This is your midweek edition of The Keyword!

We drop into your inbox every Mon, Weds & Fri to break down the biggest headlines and trends, and why they matter.

šŸ“£Ā Now Hiring: Creators in Residence

All Marketers know.

Thereā€™s an unprecedented opportunity to be discovered by new customers with TikTok-style content. We just need the right content.

But who is supposed to produce the creative for brands?

Some Marketing Managers got saddled with the responsibility. Even though itā€™s not in their job description and there's no training for it.

ā€¦ But they ā€œfit the demographicā€. AKA theyā€™re Gen Z.

Other brands reach out to Content Creators (Influencers). Only to find it tough to align incentives on a short-term agreement between themselves and the Creators.

Why? Creators are recognizing how much brands need them. But many brands just want to work on a short-term basis, with measurable sales.

Trend Watch: ā€˜Creators in Residenceā€™

So what solution are some forward-looking brands testing out?

Too Faced is a cosmetics company, owned by Estee Lauder. They recently announced that a TikTok star, Sara Echeagaray, is joining as its first-ever Creative Director in Residence.

Sara Echeagaray has a following of 7.7M on TikTok, 550K on YouTube, and 300K on Instagram. She has the skills that all companies want in 2023. So Too Faced is working with her on social media strategy and several other parts of the business:

ā€œHer role encompasses shining a light on Too Faced via social media, being part of our brand campaigns and engaging with our product development teams

Tara Simon, Global Brand President, Too Faced

The Residency will last through the end of the year and gives Sara the trust, time, and incentives to give the brand fresh ideas on how to build the brand on social.

But Residences are not just being offered to established stars.

Los Angeles Public Library & The Peabody Essex Museum have listed jobs for Creators in Residence.

The Peabody Essex Museum is looking for a Creator in Residence who will:

  • Research and stay up-to-date with TikTok trends

  • Capture behind-the-scenes footage

  • Develop, produce, and edit TikTok videos and more

Why we care?

Producing creative for short-form video is becoming a high-impact role within Marketing teams. But not all Marketers have the interest or skills to take it on. Creators and Brands need a win-win partnership that gets the creators more invested in the process of helping the brand produce a style of content that builds community.

Thanks for reading!

If you have a coworker who would find this useful, please do me (and them) a big favor and forward this to them - Kole