Whether you're a brand posting content to boost awareness or an influencer looking to grow your channels, being a content creator can be difficult.

Here's everything you need to know to make the process simpler.

In this guide

In this guide, we'll explore how brands use social media content creators to maximize their impact and make best use of their skills. We'll also look at what creators can do to stand out from the crowd in a competitive marketplace.

What is a content creator?

Simply put, a content creator is anyone that creators content. It's a term used to describe influencers or celebrities who are frequent social media users, but it can also be a term used by companies.

For a brand, a content creator can be the person you hire who produces the actual photos, videos, text, and graphics that go on your social media channels. They might also be the manager or analyst of your brand's social media posts. Or, they might be a freelancer or influencer who oversees your entire content strategy, from start to finish.

Companies often struggle to find someone to actually execute their content creation – and to do it well. After all, there are plenty of people who know how to develop a social media strategy or dig into the data to analyze campaigns. Yet employing someone who has the ability to shoot, edit, stylize, and publish these content ideas is much more difficult.

Often brands don't know what they want from content creation until their strategy is in place. For example, a sportswear brand might develop a new sneaker that it wants to launch on TikTok. However, its social media marketing team has no one experienced creating content for the platform. The brand has to quickly find someone who does have the required skills. A better way to do this would be to employ an expert social media manager who's on hand to help with this process from start to finish.

Content creators need to understand each platform's unique features and audience preferences. They must be able to interact with followers through comments and messages on behalf of a brand, and track engagement metrics to see what content performs best.

Let's dig into this further.

Types of social media content creators

There are several types of social media content creators, all of whom are dedicated to maximizing engagement with whatever content they choose to create. Some, like influencers, will decide their own social media content. But for brands, the process is a bit different.

Marketers, brand managers, and public relations employees may have skills in some content creation, but are less likely to be as nimble on each platform as the following creator types:

  • Influencers – Usually independent creators with large followings who partner with brands
  • Niche experts – Influential personas who share specialized knowledge
  • Entertainers – Musicians, comedians, and artists who make funny or inspiring content
  • Visual artists – These creators post photos, illustrations, or designs
  • Video creators – Perfect for platforms like YouTube and TikTok, they know what goes viral and what doesn't
  • Writers – Often content writers or marketers who know how to craft engaging captions with words

Do I need a content creator?

If you're in charge of a company's marketing strategy, but your aren't able to create content yourself, then you'll need a content creator.

Sounds simple, right? Well, you'd be surprised how many teams forget this important step – instead ending up working with expensive agencies to develop simple social media posts.

If you work for yourself, or are an influencer on social media, then you also need to be great at content creation. After all, videos, pictures, and captions don't post themselves.

From shooting content to publishing it, a lot of work goes into the creation process. Failure to hire or commission a social media content creator and your brand will quickly look amateur and unprofessional.

Why social media content creation is in demand

Social media content creation has become crucial for brands and individuals looking to connect with audiences online. Social media platforms crave content, and the timeless nature of X, Instagram, and TikTok means brands always need to be producing more.

The growing importance of this job stems from changing consumer habits and new business opportunities. Brands tend to choose a social-first approach to marketing. No product launch, news release, or brand recognition campaign goes live without going on social media accounts first.

Now, the creation process falls under social media marketing. This involves managing and optimizing a social media presence by creating engaging content and devising platform-specific strategies.

A social media manager might be able to produce content themselves, but it's more likely that they'll employ a social media content creator.

Here are some further reasons why content creator jobs are in such high demand.

Growth of the creator economy

The creator economy is booming – and it doesn't seem to be stopping any time soon. More people are making content creation a career or side hustle, and more audiences are engaging.

Platforms like TikTok, Instagram, and YouTube give creators the tools to reach millions. This has opened doors for regular folks to build audiences and make money from their content.

Brands also create their own social media audiences while trying to tap into creators' engaged followers. They're employing skilled content creators to work on their social posts full time, and partnering with influencers big and small to promote products authentically.

As a result, there's high demand for skilled content creators across various social media platforms.

Mutual benefits

Content creators help brands cut through the noise on social media, and they get a lot of attention themselves for doing it. Influencers, for example, craft eye-catching posts that resonate with specific audiences. This boosts engagement and builds trust for the brand, while the influencer can earn a good living teaming up with these companies.

An in-house creator, meanwhile, is more likely to have the resources such as a social media management tool that can elevate their skills to the next level. They earn different – but nevertheless important – mutual benefits that freelance influencers earn.

As for the brand in question, hiring social media content creators can vastly improve a company's image and help reach its target audience more effectively. By sticking to a robust social media strategy, the chances of securing an ROI on your content creation greatly improves.

How to start as a social media content creator

This section of our guide is aimed at individuals who want to begin making social media content. Whether you plan to be an influencer or want to get into content marketing for a brand, much of the process is the same.

Here are some key steps to launch your career and build a strong online presence.

Influencers: Choose your niche and platform

If you want to be a genuine influencer, then focus solely on a topic you’re passionate about and know well. Examples include fashion, food, travel, or tech.

Research popular social media platforms to find where your target audience spends time. You probably already know this, as it's likely that you're already active on your preferred platform.

Focus on one platform at first, like Instagram or TikTok. Learn the features and best practices for each, and then start brainstorming content ideas.

You can eventually create a content plan that fits the platform’s style. For example, fun and short videos work well on TikTok, while Instagram is great for photos and stories.

You'll soon develop a comprehensive social media strategy that will help you effectively engage your audience and enhance your brand presence online. Now you're ready to start creating as an influencer.

Marketer: Building your company's brand

If you want to nail the job of content marketing, then you need to understand the brand you're working for. Marketing teams will develop brand identity for their companies, and deploy this across their social media messaging.

As the creator in the team, it's your job to work with this brand identity and shape it into great content.

This means perfecting the color tones, styles, and imagery that your brand requires. You need to understand tone and how your brand interacts with its audience.

Finally, you may be responsible for collaborating with others to launch an influencer marketing campaign. This is where the crossover between in-house content creators and influencers begins!

Essential tools for content creators

it doesn't matter where you work, or who you work for, it's essential that you use the right content creation tools to create high-quality content.

This doesn't have to be overly technical. You can start with a good smartphone for photos and videos, buy a small mic and perhaps invest in a ring light.

Use free editing apps like Canva or Pixlr to enhance your visuals, or go one better with a tool like Brandwatch to house all your content in one place.

Brandwatch also lets you schedule and analyze posts, so you can more easily focus on your strategy once your content creation duties are out the way.

Tips for creating engaging social media content

Social media success depends on creating content that resonates with your audience and stands out in crowded feeds. There's no easy solution here. There are millions of brands and influencers trying to grab the attention of their audience, so it's often good to start small and set realistic expectations.

Here are key strategies to boost engagement and grow your following.

1. Understanding your audience's needs

Know who you're talking to. Research your followers' demographics, interests, and online behaviors, and see how you can create content that matches their interests.

Use social media analytics to track which posts on the platform perform best. Pay attention to comments and messages to learn what your audience wants, and track your competitors to see how they do it.

From here you can create content that directly aligns with your target audience.

2. Knowing content types that perform best on social media

Brands can make the mistake of not knowing what content works best on what social platforms. For example, a team might create an amazing array of videos for its YouTube channel, only to realize that the videos aren't compatible with TikTok's narrow 9:16 video ratio.

Influencers know instinctively what content type is required to attract attention, but a social media content creator working for a brand might need to work a little harder to fully understand their audience. Especially if the audience is still developing.

Don't be scared to do some research and experiment with content types, so that you know which social media sites are best for your brand.

3. Master best practices for consistency and growth

Being consistent on a social media platform is hugely important if you are to grow a brand. Audiences love the same thing again and again, which is why some TikTok influencers are so successful.

Brands can tap into this too. A florist, for example, will benefit from creating consistent content that shows off its flowers. Same style, same movements, same text, perhaps even the same flower arrangements.

Social media content creators should use scheduling tools to maintain a consistent presence, even when they're busy. It's then easier to engage with followers by responding to comments and messages promptly via the tool.

Track growth with analytics and keep doing the things that are proving successful. Eventually you'll learn what works and double down on successful strategies.

How to monetize your content as a creator

If you're an influencer or a freelance social media content creator who is looking to earn a living from your work, then keep reading.

It's hard to stand out in a crowd. Influencers come and go, with some earning thousands of dollars per post, and others being totally overlooked.

In-house social media content creators, meanwhile, often need to prove they can create viral content or be trusted with a brand's media content before they're hired to the team.

Turning a social media content into a money-making venture is possible with the right strategies.

1. Influencers and brands team up

There are a few quick ways influencers and brand managers can monetize social media. For influencers, this big one is through advertising and sponsorship. Building brand partnerships to showcase products within your content is a big goal for many up-and-coming influencers. If you plan to do this, then be proactive and reach out to companies that fit your niche and audience.

For those working for companies, search for your ideal collaborators via a social media tool like Brandwatch and create an influencer marketing strategy. You'll need to pay the influencer, but you'll get your money back in product sales.

2. Using native monetization tools

Of course, you can always skip the influencer-brand relationship and rely on the monetization options already available on your chosen platform.

You can overlay your video content with pre-play ads on X. YouTube also lets you run ads on videos and offers channel memberships. Instagram offers shopping tags to sell products directly in posts. Or Facebook provides options for paid online events and subscription groups.

These monetisation options are worth exploring, especially if you're struggling to jump on social media trends.

3. Diversifying income streams

Don't rely on just one way to make money. Influencers can offer paid coaching or consulting in their area of expertise, to help others into the industry.

You could even start a Patreon for exclusive content or speak at events or conferences in your field.

Challenges for a content creator and how to overcome them

Social media content creators face several hurdles. Influencers need to stay on top of trends while also being consistent. Employed content creators must balance the needs of their employer with the shifting styles of each platform.

Let's look at some common challenges and ways to tackle them.

Dealing with algorithm changes

This is something that impacts everyone's social media content. Social platforms and search engines update their algorithms all the time. It can affect content reach, transform a personal brand in days, and cause a lot of headaches for everyone.

So to combat this make sure you:

  • Stay informed about platform updates
  • Experiment with different content types
  • Focus on creating high-quality, engaging posts
  • Use analytics to track performance and adjust strategy

Remember, don’t rely on a single platform. Diversify your presence across multiple networks to reduce the impact of algorithm changes on your overall reach. Strategic planning is crucial if your company's or personal brand is to keep apace with the algorithm.

Managing burnout as a content creator

Social media platforms are hungry beasts that consume a lot of photo, written, audio, and video content. Everyone gets burnout eventually if they use social media sites too much.

Social media content creators need to ensure they don't get exhausted.

To avoid burnout try these tips:

  • Set realistic goals and schedules
  • Take regular breaks and practice self-care
  • Batch create content when you're feeling inspired
  • Delegate tasks or collaborate with others
  • Share your experiences with your boss or social media manager

It's okay to step back when needed. Your mental health matters more than constant content production, and there's always another day to create social media content.

Staying authentic in a competitive space

Influencers are usually better than brands at staying authentic, but both find it hard when the platform is competitive.

To maintain authenticity as an influencer or as a social media content creator in charge of a brand, try these tips:

  • Define your unique voice and style
  • Share personal stories and experiences
  • Be honest about sponsored content
  • Engage genuinely with your community

Remember, your audience follows you for who you are. Influencers have the personal touch, while brands work a little bit harder to make lasting connections. Stay true to your values and interests, even as trends come and go.

The future of social media content creation

Social media content creation is evolving rapidly. New platforms and AI tools are changing how creators work and connect with audiences.

Staying relevant means adapting to these shifts and maintaining a strong digital presence. Here's what's coming down the track.

Short-form video remains the big draw for audiences, with Instagram Reels and YouTube Shorts hugely popular. AI-powered tools are streamlining content production, making it easier to shoot, polish, and publish.

And then there's virtual and augmented reality. This is creating new ways to engage audiences and all platforms are exploring these technologies to see if they're compatible with their users.

How to stay relevant as a content creator

Social media content creators have never been more relevant. AI might be bringing automation into the creation process, but it still requires people to develop and produce viral videos, amazing photos, and everything in between.

Influencers and marketers need to remain flexible and be open to fresh technology, if they are to stay relevant. This means looking out for new tools, tracking the latest trends, and analyzing competitors.

Managing social media is getting easier thanks to these tools, but you still need a strong level of expertise and talent to create media content. Without these skills, you'll waste time and resources developing a compelling content plan that you then can't execute.

Staying relevant therefore means being proactive and using the platforms yourself to stay up to date with how they work. Only then will you be in a position to expand your own brand if you're an influencer, or develop branded content for your company.