“We’re being asked to build a creator strategy, but leadership has no clue what creators actually do. Where do we even start?”
— Director, Audience & Social, Broadcast Group
Start by telling the truth.
The word “creator” has been abused so thoroughly that it’s now a placeholder for “young person on the internet who’s doing something we don’t understand but think we can monetize.”
Creators aren’t just talent. They’re media businesses. They own their audience, dictate their brand, and control their own stack from content to commerce. That’s not a campaign. That’s a threat to your entire org chart.
So when leadership says “build a creator strategy,” you’ve got to pin down what they actually mean. Do they want creators in your content? Promoting your content? Licensing their content? Building content with you? These are wildly different plays with very different cost structures, outcomes, and risks.
If you’re at a broadcast group, odds are your internal systems were built for controlled, linear delivery. Not chaotic, iterative, personality-led ecosystems. That’s fine. You’re not trying to turn your 6 p.m. news anchor into MrBeast. But you do need to figure out where your brand sits in the creator economy and how you can add value without smothering the thing you’re trying to tap into.
Here’s where I’d start:
- Audit what you have. Look across your verticals. Local talent, UGC from affiliates, branded content units, even your social teams. You might already have creators. You just don’t call them that.
- Pilot partnerships, not platforms. Don’t build a “creator hub.” That’s how you waste millions on vaporware. Partner with a handful of aligned creators and learn. What do they need? What do they avoid? Where’s the real friction?
- Redefine ROI. Creators don’t move like shows. Their value isn’t in impressions. It’s in influence, engagement, and trust. Metrics need to evolve or your CFO will kill this before it starts.
- Train your execs. Get your leadership in the room with actual creators. Not filtered decks from vendors. Let them hear what this business is and isn’t. It’ll be the best offsite you run all year.
Most of all, lose the savior complex. You’re not “elevating” creators by giving them airtime. You’re borrowing their relevance and paying for the privilege. Do it humbly, do it smartly, and you might just end up with a strategy that doesn’t embarrass you on TikTok.
Skip Says
Your execs don’t need a creator strategy. They need a creator reality check. Start small. Learn fast. Respect the ecosystem or get clowned by it.
Creators aren’t looking for exposure. They’re looking for leverage. Bring value or bring a check.
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