Marketing budgets are shifting from single posts made by digital creators to full-scale content with well-structured formats. This change is driving creator agencies to adjust their strategies and operations to meet the rising need for better-quality, repeatable content that can sustain audience interest. Brands want to move beyond quick posts and instead invest in stories that keep people coming back week after week, building something that feels more like a TV show than a one-time ad.
Moving from isolated ads to storytelling like television
IF7 is leading this transformation, with its CEO explaining how big brands such as SharkNinja and Mountain Dew are now financing content that looks and feels like a television series. These projects are produced by social publishers who build consistent weekly content with a unique voice and structure, encouraging people to come back for more. The goal is to create something with a lasting format, a recognizable name, and a story that evolves instead of ending after a single post.
An example of this partnership is between Retirement House and Mountain Dew, featuring Chase Stokes, a well-known actor from Netflix’s Outer Banks. Stokes joined a Retirement House series as a guest, and later created a related but lighter piece of content for his own social media. The material wasn’t just republished—it was made to feel natural to his audience, extending the same story in a way that felt fresh and engaging. This approach turned a single guest spot into multiple opportunities without feeling forced or recycled.
Although this approach isn’t entirely new, the large financial support from companies like SharkNinja, which is a $20 billion business, has greatly improved the quality of these projects. Now, the campaigns look far beyond simple, phone-shot posts and are instead crafted with a polished, TV-like quality. The production values are high, and the content is structured to deliver an experience that feels familiar to viewers who’ve grown used to watching well-made shows on digital platforms.
Agencies are modeling their structure after traditional TV studios
This transformation isn't just on the client side—it's also reflected in how agencies are reorganizing their businesses. G&B Digital Management, for example, launched &Beyond Creators’ Studio to produce high-quality, repeatable content. This new team was led by Cyndi Steele, a former television producer with a decade of experience in unscripted TV, who brought her expertise to the creator economy as it expands. The move was deliberate and strategic, designed to give creators the same kind of professional structure and backing that television studios provide.
The studio operates with a small, flexible team, employing just two people full-time and adjusting its size depending on the project. Right now, &Beyond Creators’ Studio is working with 10 mid-tier creators from its roster of around 120. While these creators aren’t top-tier stars, they still command a sizable audience and influence. The team is careful to work with those who have an established following, ensuring that the content they create will resonate and not feel out of place.
The content often starts from what resonates with a creator’s existing fans rather than being driven by brand needs. The team collaborates with creators to build formats that match their content style, then partners with brands that can support this structure over time. This proactive strategy helps ensure long-term audience connection and consistency, building a foundation where each piece of content leads naturally to the next, just like in a traditional TV show.
Redefining what media companies can be
The way these agencies are changing is leading to a new business model that mixes talent management, advertising, and entertainment production. This approach isn't just about promoting products—it's about building full shows with structured storytelling and broad appeal, aiming to connect with viewers the way a TV show would. Agencies are no longer just marketing shops; they’re becoming full-fledged entertainment companies in their own right, blending the skills of creators, marketers, and producers.
An example of this success is a campaign with Candid Club NYC that started on June 6th, releasing three short-form videos every week. By now, the series has produced 23 short-form clips and six long-form episodes. Four more episodes, set to release between August 17th and 20th, will be followed by a long-form finale on YouTube the same day. Altogether, this campaign has produced 27 short-form pieces and six long-form episodes, available on platforms like Instagram, TikTok, and YouTube. The strategy is working, proving that creators and brands can build something lasting when they focus on the content itself.
Five years ago, agencies like IF7 and G&B weren’t among the top choices for big brands. Now, they are leading the way for companies like SharkNinja and Mountain Dew who want to remain relevant by focusing on content first. What started as a side experiment is now the main strategy, with more marketers willing to invest in long-term, story-driven projects that feel like entertainment rather than advertising.