Why advertising industry professionals are considering becoming creators

Two and a half years ago, Oren Schauble realized he didn’t understand content creation. At the time, Schauble was the svp of marketing for a toy company, Gel Blaster, and recognized that the traditional advertising toolkit wouldn’t cut it when organic social was “the future.” He decided to dedicate an hour a night — the time he’d typically spend watching Netflix — to making content on TikTok and, eventually, Instagram. 

“As soon as I got it, it changed everything about what I was capable of at my job,” said Schauble. “I was able to rapidly deploy campaigns, know how to make them good, and know what to ask for. It also opened up a lot of doors career-wise.”

Schauble has since racked up nearly half a million followers on Instagram (411.9K) and almost a quarter million on TikTok (203.4K). Nine months ago — 18 months after he started learning the platform — he left corporate America to become a full-time content creator, branding himself “the internet’s creative director.”

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.