There’s a myth doing the rounds about TV Creators in the Creator Economy, that we need to pivot into the creator economy. But here’s the truth: you were here before it had a name.
The decks, the sizzle reels, the promos, the pilots — this is the stuff the creator economy is built on. TV development and production teams laid the foundations. What’s changed is just two things: the “new” and the “economy.”
The platforms are new. The money flows are new. But the underlying skills — storytelling, production, collaboration, audience understanding — are exactly what TV creators have been doing for decades.
TV Creators vs. Influencers: Why the Labels Matter
You’re not an influencer — and you don’t need to be.
- Influencers are personalities with followings. They sell attention.
- Creators, especially from TV, create content that delivers value, drives emotion, and leaves an impact.
Brands want watchable, shareable, story-led content. You already know how to make that.
How TV Creators Are Already Winning in the Creator Economy
Some real-world success stories:
- Austin Hankwitz x Betterment: Turned finance into compelling explainer content. Not flashy, but effective — and brands love that.
- Warehouse via LTK: Saw a 228% sales jump thanks to creator-led fashion content. It wasn’t about ads. It was about ideas.
- Abercrombie & Fitch: Partnered with creators who understood tone, texture, and audience. That’s creative direction — not just influence.
These creators didn’t just post. They produced. That’s what TV people already know how to do.
LTK Case Study
LTK (formerly rewardStyle and LIKEtoKNOW.it) is a global influencer marketing platform that connects creators, brands, and shoppers. Founded in 2011 by Amber Venz Box, a creator herself, LTK was established to help lifestyle influencers monetize their digital content. The platform has since grown into a vast ecosystem comprising over 800 team members, top-tier creators, 8,000 retailers, and 1 million brands across more than 165 countries.
Key Features:
- For Creators: LTK offers tools for creators to monetize their content through shoppable links, personalized LTK Shops, and brand collaborations. Creators can earn commissions on sales generated from their content and have access to a network of over 7,000 retailers.
- For Brands: LTK provides brands with access to a vast network of curated creators, enabling them to build and manage influencer marketing campaigns. Brands can leverage AI-enriched data for intelligent creator matching and utilize tools like LTK 360 for comprehensive campaign analytics.
- For Shoppers: The LTK app enhances the shopping experience by offering curated content from creators, making it easier for consumers to discover and purchase products. With over 40 million monthly shoppers, LTK drives significant consumer engagement and sales.
Impact:
LTK has been instrumental in shaping the creator economy, with creators earning substantial income through the platform. Brands have invested over $3 billion in LTK creators, and the platform has driven nearly $5 billion in annual consumer sales.
What You Bring as a TV Creator
If you’ve worked in broadcast or production, you’ve got:
- A nose for narrative
- The muscle for execution
- The instinct for what grabs an audience
- The polish to make brands look great without blowing the budget
You don’t need to start over. You just need to reposition. Brands are commissioning content — just not the way you’re used to.
TV Creators in the Creator Economy — You Helped Launch It
TV creators in the creator economy are not new entrants. You’re veterans. You’re just now free to build on your own terms — working directly with brands, clients, or even launching your own IP.
The biggest mental shift?
Stop chasing broadcasters.
Start treating brands like commissioners.
Because increasingly, that’s exactly what they are.
JG
