Brands are hiring top influencers as marketing executives amid a high-stakes race to make social content more relatable and relevant to target audiences. Set Active recently hired influencer Sam Vicchiollo to run its growing TikTok account, where he posts videos showcasing his dual professional life as a corporate employee and content creator. This marks a shift in consumer brands hiring for pure talent and creativity over traditional education and experience. It also highlights an increasing desire amongst influencers to control the chaos of their lives with normal 9-5 jobs and salaried income.

In today’s media landscape, for better or worse, years of agency experience don’t hold a candle to individually-earned follower counts and fandoms. CMOs could very well become CIOs.

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