The battle between Creative Strategist and Content Creator

This conversation comes up in a lot of onboarding calls: A brand says they “need better creatives”. They hire more content creators. They produce more videos to launch on Meta or TikTok. And the performance…boom… stays flat!

Not because the creators are bad! But because the role they actually needed was never really filled.

Somewhere along the way, content creation and creative strategy got bundled into one blurry job title. And in 2026, that confusion is one of the biggest reasons brands struggle to scale paid ads. Let’s clear this up today, shall we?

So... What does a creative strategist actually do?

You can think of them as someone who is almost like a project manager for paid ads. The creative strategist sits right between growth, creative and data. He or she has a very strong opinion and knowledge on what should be seen in the video ads!

A good creative strategist…

• Is deeply involved in the team and day-to-day decisions

• Thinks like a project manager, communicator, and organizer

• Writes scripts that are built specifically for paid ads

• Looks at what worked before and understands why it worked

• Breaks down the offer, the audience, and what actually makes people buy

• Gives creators clear direction so execution matches the idea

• Works closely with editors to make sure the final video feels right and converts

• Keeps an eye on competitors and spots patterns early

• Uses tools and data to make decisions, not gut feelings

As a summary, we can say that they are NOT popping up in the video. They are NOT filming content all day. They are deeply embedded in the team and the numbers. If you hire one, you’re basically hiring someone who becomes part of your internal brain.

Gotcha… Now, what does a content creator do all day?

Content creators are execution specialists. They are the people who bring the strategy to life. They film. They act. They speak. They show the product in a way that feels human and relatable!

Most creators are:

• External or in-house talent

• Briefed by a creative strategist or brand team

• Focused on filming and performance on camera

• Experts at delivery, tone, and presence

• Responsible for making the content feel natural, not staged

A great content creator listens very closely to direction and then adds their own magic on top. And yes, many content creators understand creative strategy too. Especially experienced ones! But here’s the part people don’t like hearing 👀👀👀

Why creative strategy and content creation should not be the same role

When you hire a content creator to film your videos, you’ll notice that a lot of content creators offer “creative strategy” too. Which means they make the scripts for themselves. DON'T don’t do that. The script is the most important part of the entire ad. The setup, the angle, the hook, the pacing…. That needs someone who does this all day, every day!

Creative strategy is a craft on its own. It takes repetition, pattern recognition and constant exposure to what actually works in paid ads. You want someone who lives and breathes this and can guide the creator with clarity and confidence.

The creator’s job is to execute. The strategist’s job is to decide what should be executed. When one person tries to do both, the strategy usually becomes rushed or vague. And when the strategy is weak, even great execution won’t save performance.

✍🏼 Let a creative strategist own the thinking.
🎥 Let creators focus on being great on camera.

That’s how ads get better and drives revenue. Please believe me when I say this: Creative Strategy isn’t a nice-to-have.
It’s the most important role when performance and revenue are the goal.

Why this distinction matters even more in 2026

Paid media is louder, faster and more expensive than ever. Winning ads today are not accidents. They are the result of structured testing, fast feedback loops and very intentional creative decisions.

If brands keep treating creative strategy as “something the creator will figure out”, they will keep burning money and blaming the algorithm of Meta or TikTok.

How do I get more structured as a brand?

The most successful brands don’t ask:

“Should we hire a content creator or a creative strategist?”

They ask:

“How do we structure this so everyone does what they’re best at?”

Creative strategy deserves its own seat at the table.
Content creators deserve space to focus on their craft.

When those two roles work together properly, ads stop feeling like guesses and start feeling repeatable. And that’s when scaling actually becomes possible.

If you want help figuring out what role you actually need and how to structure your team, we’re happy to break it down and make clear recommendations. Book a call here.