Because the digital advertising ecosystem continues to evolve, so do its many profession paths. If you happen to’re dealing with your model’s advertising technique, you’ve doubtless thought of hiring a social media content material creator.
In the meanwhile, your social media supervisor is probably going additionally accountable for content material creation. However in right now’s social media panorama, the roles of a supervisor and a creator are very totally different.
Hiring for a job you’ve by no means stuffed earlier than may be difficult, particularly when it’s a job that’s nonetheless rising inside its self-discipline. If you wish to stage up your social technique with a social media content material creator, right here’s every little thing you have to find out about what they do and why their work makes a distinction to your model’s socials.
What’s a social media content material creator?
A social media content material creator is an expert who develops, produces and publishes content material particularly designed to have interaction audiences throughout social platforms. These specialists mix inventive expertise in visible design, videography, copywriting and model storytelling to drive significant viewers connections and enterprise outcomes.
Most content material creators create throughout a number of totally different social media platforms however concentrate on one or two of them like Instagram or YouTube. Some would possibly concentrate on a selected type of content material, like short-form movies or ephemeral posts.
On the floor, that appears limiting. In actuality, it’s something however. Social media tendencies and performance change every day. A social content material creator’s deal with their chosen channel or format provides them an unparalleled understanding of what works on their most well-liked networks.
Content material creator vs. social media supervisor
Whereas there’s some overlap between social media content material creators and social media managers, they’re totally different professions.
A social media content material creator produces and edits content material. A social media supervisor defines technique and manages profiles.
The important thing distinctions embody:
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Content material Creator: Focuses on inventive manufacturing, filming, enhancing and visible storytelling
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Social Media Supervisor: Handles technique, neighborhood constructing, scheduling and buyer care
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Mixed Impression: Specialised roles ship superior outcomes in comparison with one particular person managing every little thing
Two (or extra) social roles are very important for greater manufacturers due to how important social advertising has turn into. Based on Sprout Social’s 2025 Content material Benchmarks Report, manufacturers put up 9.5 instances per day on common. Juggling the creation and publication of that a lot content material throughout a number of social networks—on high of a social media supervisor’s administrative and strategic workload—isn’t any small feat.
That is why the job function of a social media content material creator have to be clear for hiring departments. On The Arboretum, Sprout’s neighborhood discussion board, Claire.P explains that she’s a senior social media supervisor who’s needed to educate her firm about how vital 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 may 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 individuals, often by sharing their way of life or experience. Their content material is designed to encourage individuals 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, elevate consciousness, categorical creativity and extra. Their content material is much less about them as a person and extra in regards to the content material itself.
Molly-Mae Hague has a major following throughout all social media platforms and is likely one of the largest social media personalities within the UK. Her fashion of content material could be very private, usually selling vogue or her personal model of merchandise, and she or he’s subsequently thought of an influencer.
In the meantime, Tremendous Eyepatch Wolf is a YouTuber who makes long-form video essays about standard TV exhibits that entice tens of millions of views. His movies are made to teach and entertain, and he’d usually be thought of a content material creator.
If you happen to’re nonetheless uncertain in regards to the distinctions try our article on digital creators vs. influencers.
When doubtful, bear 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 group.
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 obligations embody:
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Developing with inventive and distinctive content material concepts which are clearly aligned with a model’s wider social technique
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Producing this content material by filming, creating visuals, copywriting descriptions and extra
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Enhancing content material earlier than publication, contemplating the target market and search engine optimization
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Adapting content material so it may be used throughout totally different social networks
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Collaborating with social media managers to maintain monitor of content material calendars and evaluation analytics
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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 way in which your social media group operates. Listed here are a number of the key advantages this function can supply your model.
Extra viewers insights
Hiring a content material creator means you’ve gotten somebody who usually creates content material to your social profiles. They’ll start to totally perceive the individuality of your target market and what they count on 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 healthier for brand-building and making enhancements primarily based on analytics. Your inner social media content material creator may collaborate along with your social supervisor and wider advertising group, as they’ll have entry to all your efficiency knowledge which they will use to affect enhancements to your whole digital technique.
However contracting a creator as a substitute of hiring them internally can also be useful from an viewers perspective. You would possibly be capable to attain extra followers than typical by cross-posting a marketing campaign on their profile, and they can convey viewers insights to your group that you just haven’t but thought of.
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 provides you extra flexibility along with your social profiles, streamlining your content material creation and publishing workflows.
Having an inner creator permits you to soar on tendencies rapidly. Based on the 2025 Sprout Social Index™, 27% of customers imagine that manufacturers utilizing viral tendencies of their content material is just efficient if it’s revealed inside the first 48 hours of a development occurring.
Moreover being reactive, an inner social media content material creator helps your model by being a proactive marketer. They’ll perceive present tendencies, and must also be capable to establish which tendencies might be most related to your model and viewers. This will 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 may nonetheless work with exterior creators on fashionable content material. Creators are sometimes very conscious of the tendencies occurring inside their viewers and may work with you to capitalize on them rapidly if in case you have a powerful working relationship.
Extra inventive and fascinating content material
The core function of a social media content material creator must 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 contemplate new angles to your content material output.
This will usually result in extra attention-grabbing concepts, and extra engagement along with your social technique. Gifted creators will usually have a confirmed monitor report of success with content material concepts, and so they’ll be capable 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 obligations. Anticipating a creator to additionally do the work of a supervisor, or vice-versa, can result in burnout.
Hiring a content material creator is an important step in constructing a profitable social media group. As soon as shaped, this group can work collectively to ship higher outcomes to your model.
When to rent a social media content material creator
4 clear alerts point out when your organization wants a social media content material creator:
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Overworked group: Your present group spends all their time on every day administration as a substitute of strategic innovation
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Declining engagement: Your content material efficiency plateaus or decreases, signaling want for recent inventive views
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Content material format gaps: You acknowledge the worth of movies or Reels however lack the talents, gear or capability for manufacturing
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Quantity limitations: You wish to put up extra continuously however lack the inventive bandwidth for constant, high quality content material
Discovering the precise social media content material creator
If you happen to’re all in favour of hiring a social media content material creator, there are just a few other ways you may go. Relying in your wants you may:
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Hiring Possibility |
Greatest For |
Key Advantages |
Concerns |
|---|---|---|---|
|
In-house Creator |
Bigger manufacturers, corporations with 50+ workers |
Model alignment, full inventive management, built-in workflows |
Larger value, long-term dedication |
|
Company Partnership |
Mid-market corporations with complicated wants |
Various experience, scalable assets and trade insights |
Much less model intimacy, larger prices |
|
Freelance/Contract |
SMBs, particular campaigns, testing new codecs |
Decrease value, specialised expertise, versatile association |
Restricted availability, much less model integration |
Both approach, you have to discover the precise social media content material creator for your small business. The following tips will aid you consider candidates and match a creator along 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 — in case you’re promoting, obtain our social media supervisor job description templates, which embody a digital content material creator function description that’s able to personalize.
Search by creator databases with outlined marketing campaign objectives to filter candidates successfully. Sprout Social Influencer Advertising makes use of AI-powered discovery to establish creators whose audiences authentically join along with your model, filtering by demographics, pursuits, engagement charges and content material efficiency metrics.
Key platform benefits embody:
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AI-powered matching: Superior algorithms join you with creators whose audiences align along with your goal demographics
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Efficiency analytics: Constructed-in metrics monitoring for marketing campaign ROI measurement
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Built-in workflows: Seamless collaboration instruments inside your current social media administration platform
Make certain creators perceive your viewers and values
Utilizing a instrument additionally means you may filter creators primarily based on elements like viewers sizes. Overview a creator’s profile your self, and examine whether or not their values align along 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 certain to additionally share your model fashion tips with them, together with your TOV, earlier campaigns and different paperwork.
Overview their portfolio
An skilled content material creator ought to have a portfolio of labor to indicate to potential employers or collaborators. Request this from everybody you’re contemplating, and evaluation the content material they’ve already created.
This can firstly provide you with a good suggestion of the kinds of content material they’re skilled in, and the way inventive their concepts are.
Jonpaulsballs is a singular 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 typical content material fashion.
Portfolios must also embody success metrics. Examine these metrics throughout totally different portfolios to find out how profitable a creator has been up to now, and crucially how effectively they perceive their success.
It may be simply as vital to evaluation which metrics a creator has targeted on. This exhibits you ways effectively they perceive every platform, and may provide you with a sign of whether or not they can help and collaborate along with your social media supervisor on monitoring efficiency.
How manufacturers can collaborate with social media content material creators
One of the simplest ways to work with a social media content material creator will rely upon in case you’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, reasonably than as workers.
Be clear on expectations when contracting creators
If you happen to’re contracting a creator for a particular 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 challenge begins, so that they have loads of time to know your expectations.
Make certain to additionally share your model fashion tips with them, together with your TOV, earlier campaigns and different paperwork. The extra data you can provide a creator, the simpler it must be for them to know your model and what you count on from them.
Prioritize range and inclusion
It’s no secret manufacturers have struggled to diversify the expertise they work with and make use of. This can be a important challenge from a social and a enterprise standpoint. Inclusive campaigns convey distinctive views to your content material, broadening your attain past any single group of customers.
Creators from totally different backgrounds are additionally capable of apply their distinctive life experiences and views to the content material they make. Make certain your collaborations think about and amplify voices that aren’t at all times heard.
Belief and respect your creators
To reap the complete advantages of hiring social media content material creators, you have to give them inventive freedom. Bear 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 like with influencers, working with creators is a two-way road. Respect them as people, and discover a approach of merging their creativity along with your model’s ethos. Your collaboration ought to work wonders to your model, however it must also be rewarding and useful for them of their careers.
Prepared to rent a social media content material creator?
Tendencies and client preferences are altering sooner than ever earlier than. Social media content material creators are tapped into the zeitgeist and will help your model keep related and differentiated throughout social channels.
For every little thing else you have to know to evolve your social media technique, try the most recent version of The Sprout Social Index™. You’ll discover data-backed insights on what individuals need from manufacturers and what different entrepreneurs are doing to maintain up.
Prepared to search out the right creator to your model? Begin a free trial or request a demo to discover how Sprout Social’s creator discovery instruments and collaboration workflows can streamline your content material technique and amplify your social impression.
Social media content material creator FAQS
What is the distinction between hiring in-house vs. contracting a content material creator?
In-house creators combine absolutely along with your group tradition and model technique, whereas contracted creators present campaign-specific experience and recent views with out long-term dedication.
How a lot ought to I count on to pay a social media content material creator?
Full-time creators earn salaries corresponding to advertising specialists in your area, whereas freelancers cost hourly or project-based charges relying on deliverables and experience stage.
Ought to content material creators additionally deal with neighborhood administration?
No—content material creation and neighborhood administration require totally different talent units and focus areas. Separate specialists ship higher outcomes and forestall burnout.
How do I measure the success of hiring a content material creator?
Monitor engagement charges, attain, video length and web site site visitors from their content material utilizing Sprout Social’s analytics to attach creator efficiency on to enterprise ROI.
