Other Conventional Jobs, Such as Producer or Account Executive, Have Evolved to Specialize in the Needs of Digital Platforms.
The so-called Fourth Industrial Revolution has created a sphere, in labor terms, of new jobs that did not exist, jobs totally renewed by the need of the moment we live in and jobs of overflowing creativity. Because, as Iñaki Ortega collects in “Millennials: invent your job”, 75% of the professions of the future do not yet exist or are being created. And the jobs of our children have not yet been invented.
Proof of this is that last year the XIII Adecco survey “What do you want to be when you grow up?” collected that being a youtuber occupied the fourth position of the professions that the little ones want to be in the future, a professional profile for which there is no regulated training and that can be considered a profession for very few years.
In addition, around these influencers and new audiovisual consumption trends, a new industry has developed that has created innovative jobs and adapted others that already exist. This is the case of 2btube, a talent representation and channel management agency, a digital content producer and a new media company serving brands and agencies.
“As an influencer representation agency, we are not only professionalizing this sector, encouraging these talents to be able to live thanks to their content on YouTube, on social networks or on other digital platforms; but we are also creating an industry from scratch” explains Bastian Manintveld, Executive President of 2btube, «This implies that we have to invent new professions and adapt other more traditional ones to the needs that arise from day to day and from the rapid evolution of the sector. Training is continuous at 2btube.” 2btube was born in 2014 with the aim of professionalizing the audiovisual creator sector, developing, at that time, a new job that was not known in Spain, that of “Talent Manager”.
“A Talent Manager combines all the functions of traditional artist representatives, managing all the professional needs of their talents so that they increase their recognition and income; with other new ones, such as the optimization of YouTube channels, video positioning, rights management and monetization on this platform and on other social networks,” explains Antonio Vallecillo, Senior Talent Manager at 2btube, «To be a Talent Manager it is necessary to have the relevant YouTube certifications, in addition to a broad knowledge of the platform and its creators.” Another of the new professional profiles that is increasingly in demand at 2btube is that of “Channel Manager”. As in the case of the Talent Manager, this is a profile expert in the YouTube platform but, in this case, focused on the management of corporate channels.
“Correctly positioning a company’s channel on YouTube, developing growth strategies, protecting the rights of its videos and ensuring correct monetization of its content are some of the functions performed by Channel Managers” explains Oihan Iturria -Head of 2bservices, the area that manages channels for companies in 2btube-, «But we must combine that technical expertise with functions typical of the world of advertising, since we must focus on the different objectives of the clients. For example, it is not the same to manage the PlayStation Spain channel, than that of Mahou Cinco Estrellas or those of PRISA, all clients of the company.”
These new professional profiles, which have arrived in Spain thanks to 2btube, coexist with other more conventional ones that have had to adapt to the new demands of the audience and digital platforms. This is the case of the production, direction, script and editing teams, who must know the new languages and formats that triumph among the digital public. The same occurs with the traditional creatives or account executives of communication and advertising agencies who, although their functions are very similar, at 2btube they must also be experts in the influencer sector and branded content, as well as in digital analytics.
With a sector in continuous evolution, where influencers have made their videos and their publications on social networks a profession; where large communication groups such as Mediaset, Atresmedia or RTVE have launched their digital platforms and need both talents and original productions for their content offer; and where more and more companies are choosing to open their own corporate channel on YouTube or carry out marketing campaigns with influencers, every day it is necessary to develop new professional profiles, a challenge that companies like 2btube face every day.