Brands are building entire departments around creators instead of treating them as one-off campaigns. Companies are now hiring hundreds or over a thousand people in new roles like creator managers. They're also learning to clip and repurpose creator content for paid media, but most haven't scaled it yet.
Social commerce is not a campaign. It now changes the org chart. So when you think about it now, you look at creators, right? Because creators are actively making the ad creatives, right? You need entire departments for that. I do think this is a trend that we're seeing a lot more of, right? It's more so social commerce is not just a campaign. It's more so that it is changing the org chart. So for example, a lot of e-com people that I see on Twitter more, and we've seen this with our e-com friends as well, they're hiring armies of creators and you need a creator manager, you need an influencer manager as well. Yeah. You need an army of these people. And it's not just, you know, we're not talking like 100 or 200, 300. We're talking about like 500, 1,000+ of these people. And I think a lot more people are kind of warming up to the fact that, oh crap, we need to be really, really, really, really, really good at clipping and then apply that to paid media. I think a lot of people are doing it right now. I don't think they're doing it at that volume. And I think we're going to see a lot more of that.
