The lines between entertainment catered to social media versus traditional TV are blurring, especially as creators straddle both worlds. As creators roll out more episodic content and series, major marketers are inking longer-term deals to place ads on these series, expanding content beyond ad hoc creator partnerships and investing 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 cost advantages to these long-term creator partnerships, according to agencies, and brands can get more sustained returns on their content strategies rather than relying on one-off posts or viral moments. Long-term creator partnerships may involve a series of social posts or videos and contracts for a longer duration of a campaign. If creators are producing a show or starring in one, they might be signing agreements or contracts similar to traditional actors.
Maggie Reznikoff, SVP of account management at Open Influence, compared it to “buying a larger piece of real estate on a [creator’s] feed.” Creators are entering longer agreements with brands, adding extended usage or exclusivity windows based on the partnership length. This approach means having more creators adding exclusivities in their terms, explained Victoria Bachan, president of creator talent management company Sixteenth, a part of Whalar Group. Long-term contracts could vary by creator or campaign length, differing from actors who might sign on for several seasons of a TV show.
In some cases, deals could be paid out in “batches” throughout a campaign’s duration. “For the brand, it shows they value the creator beyond one-offs and are open to investing long-term. For the creator, it gives them an opportunity to really tell a story and engage their audience,” said Nickey Rautenberg, director of content performance at HireInfluence.
Emma Lenhart, director of creative strategy at HireInfluence, shared an example from Match Group, which hired six influencers to produce a six-post series from September to December last year on their dating app and in-person experiences. Influencer Madi Webb (2.6 million TikTok followers) posted updates throughout the Tinder-sponsored campaign, with several posts garnering over 500,000 views. Marketers aren’t just relying on creators’ channels.
Long-term creator partnerships rise
They’re experimenting with episodic content and storytelling through their own marketing channels, like Walmart’s romantic comedy series featuring shoppable ads running across Roku, TikTok, YouTube, and Walmart’s other social channels. With creators, marketers can build off existing fan bases.
Influencer agencies cite successful series like “Chicken Shop Date” by Amelia Dimoldenberg and “Subway Takes” with comedian Kareem Rahma. “These series have done extremely well,” Sixteenth’s Bachan said. “Rather than a single post that gets lost in the feed, recurring content builds anticipation, consistency, and stronger connections with fans over time,” added Kelsey Smith, chief of staff at media automation app Greenfly.
Some brands and creators are betting on a streaming approach with a dedicated slate of creator shows and series. Sabio Holdings recently launched a free ad-supported television (FAST) channel available through streaming service Plex in about 140 countries. “The creator economy is a better reflection of today’s diverse world than traditional media spaces,” said Charlie Ibarra, head of content at Creator TV.
By bringing creators into this traditional space, they aim to bridge the gap, presenting creators like food and comedy creator Uncle Roger in a TV experience. Creator TV plans to offer six programmed shows with 12 creators involved, offering a variety of content from comedic sketches to food programming. Advertisers can sponsor a show or fund production costs, said Joe Ochoa, VP of Creator TV.
This trend doesn’t signal the end of one-off partnerships or shorter-term creator work. Episodic projects do not fully replace ad hoc content, noted Chris Jacks, director of growth strategy at HireInfluence. Another emerging area might be creator ambassador programs, which are on the rise.
Multi-series creator deals are also common in these programs, with Andrea Ahern, SVP at Billion Dollar Boy, noting that 73% of marketers last year planned to invest in more ambassador programs. “These content formats help strengthen the brand-creator relationship, making campaigns more effective and natural,” Ahern said.
