In this episode of What They Said, Beth Heard, Head of Talent at Sixteenth, shares how creators can stay ahead in a rapidly changing influencer landscape. From building meaningful long-term strategies to harnessing content as a part of niche influencer strategy, Beth explores the evolving trends shaping the creator economy.
Collaborating on Longevity
Beth reveals the importance of balancing creator and brand priorities, emphasising why creators shouldn’t rush to sign with agencies and how to spot red flags in partnerships. She highlights how creative campaigns like the Cluedo influencer shoot demonstrate the power of collaboration when brands truly invest in creators.
Future of Creator Partnerships
Looking ahead, Beth predicts a resurgence of long-form content as platforms like TikTok adapt to the demand for depth. She also discusses the rising appeal of “FaceTime-style” content – authentic, casual videos that feel like chatting with a friend.
