An increasing number of brands are going straight to Instagram stars and social stars on other platforms to make creative, cutting their agencies out of the process.
Influencers have long been used as production machines: Agencies would come to them with a detailed request, including storyboards for a type of photo or video. Then, the creators would fulfill it, usually posting the content on their own channels. That was it. But more brands are using the influencers as creatives, coming to them with RFPs and briefs, then letting them plan for and execute entire campaigns that appear as advertising. It marks a sea change: Cheaper and faster, influencers are essentially replacing agencies as content arms.