Dive Brief:

• Brands and advertisers looking to expand their reach on social media are turning to users who already have a large following and a talent for creating content. 
• One example is Robert Ayala, a Vine video creator who recently dropped out of law school to create videos for brands full time. 
• Firms like Niche have also emerged, working to set up brands with these online influencers. 

Dive Insight: 

From a creator's perspective, this new trend is a fairytale of turning a fun hobby into a career. For brands, finding these social media creators alleviates the money, time, and stress of trying to master each social network and reach their millions of followers. The mutually beneficial relationships could produce some of the best social brand content yet.