Is your social media account worth more than a resume?

My nightly TikTok doomscrolling typically leads me to home improvement and design content, White Lotus spoilers, and celebrity drama. But a few weeks ago, I stumbled upon several influencers, content creators— whatever you’d like to call them, relocating from places like Los Angeles and New York to Richmond.

The reason for their relocation?

To work at agencies in the area as content creators.

Naturally, as a Richmonder who also works in the creative space, I was immediately drawn in and began consuming this content. There were things I could relate to, and the "day in my life" videos these creators were posting felt pretty in line with my own daily routine.

But it got me thinking about a topic I’d seen not too long ago, where actors are being cast based on their social media following. This conversation has been happening for a while, but it recently gained traction after Maya Hawke discussed it on a podcast. Essentially, many film producers are casting actors with large followings to secure funding and reduce marketing budgets, relying on these celebrities to promote the films themselves.

I started noticing the similarities in these two practices. It couldn’t be a coincidence that content creators, maybe not with massive followings, but enough to be considered micro-influencers (typically anywhere from 10,000 to 100,000 followers), are getting hired at agencies as content creators.

Obviously, it makes sense. If I were hiring someone for a role focused on content creation for a diverse portfolio of brands, I’d want proof that they understand the landscape and can demonstrate real results. I’d also want someone who could highlight the work culture at my agency, which these influencers do within their personal social content.

As someone who has no personal social media presence beyond LinkedIn, I really started to think. After graduating college, I applied to over 175 jobs, hearing back from only two—both rejections. While I applied for a range of roles, many were social media-related.

The gears started turning.

Am I missing out on opportunities due to my lack of an online presence? Am I being filtered out of the hiring process entirely because of this?

And what about others who don’t want to put their personal lives on display, especially when they already work in the social media space? That’s half the reason I left my personal accounts behind. I spend so much time on social platforms for work, I need something separate for my personal time.

Are new grads and professionals with strong portfolios and proven content creation skills being overlooked simply because they don’t have an influencer-like presence?

I don’t have the answer, but I think it’s a conversation worth having.

The ad world is constantly evolving, and influencer marketing is undoubtedly here to stay. Given the ongoing concerns over TikTok’s future in the U.S., it’s clear why creators are exploring more traditional employment. But if this shift continues, I can’t help but wonder what it will mean for those who strive for a healthier work-life balance or those who don’t fit the molding image of what it means to be a content creator.