LinkedIn·Tuesday, 25 August 2026·1d ago

I’ve been saying this in almost every conversation for months: The creator layer is becoming one of the most strategic layers in social It…

Valentin Pliester

Founder at socialsky

I’ve been saying this in almost every conversation for months: The creator layer is becoming one of the most strategic layers in social It sits at the heart of how we believe modern brands should be built Because the feed has become the new internet It is where culture moves, where people discover, compare, form opinions and build trust. And in that environment, brands cannot simply push messages out and expect attention They need to understand the culture they want to be part of That is where creators matter Creators are not merely distribution channels They are not a media buy added at the end of a campaign They bring the cultural context, instincts and community understanding that brands cannot manufacture by themselves At socialsky, we have always believed in a social-first approach: connecting strategy, creativity, community, creators and media investment into one living system 👉 our Social OS™ Creator & Influence is a central piece of that system Creators are not just the face of a brand. They can be its eyes and ears (!) too: they inform sharper ideas, better briefs, more relevant content and a stronger connection with the people brands are trying to reach To make this even stronger, we needed more than expertise. We needed someone with a point of view. Someone who understands both the opportunity and the standards this space now demands. Someone who can build. That is why I’m very happy to welcome Thomas Dever as our new Head of Influence at socialsky ⚡️ Thomas has been a sparring partner for a long time, and I know the ambition, energy and conviction he brings to this challenge. Welcome, Tom 🤝 NB : If you are a creator, brand, agency, media partner or regulator with a view on where this space is heading, don’t hesitate to reach out to him 👌