How brands are growing episodic creator partnerships to reach a younger audience

The lines between entertainment catered to social media versus sit-down TV may be blurring more than ever, especially as more creators straddle the two worlds.

As creators roll out more episodic content and series, major marketers are inking longer-term deals to puts ads on those series and expand content beyond ad hoc creator partnerships and to invest in creators and their audiences. Advertisers like Match Group (with series like “The Connection Experience”), Amazon (“Boy Room”) and Walmart (“Add to Heart”) are among those already working with creators on longer-term series.

There are also cost advantages when working with creators more long-term, according to agencies, and beyond that brands can get more sustained return on their content strategies rather than banking on one-off posts or hoping for viral moments. When it comes to long-term, creators might be partnered for a series of social posts or videos and contracted for a longer duration of a campaign. If they are producing a show or starring in one, they might be signing agreements or contracts like actors.

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