Dhar Mann is going to Tribeca X to prove CTV can do TV’s job — and that creators belong in the conversation

Creator and entrepreneur Dhar Mann doesn’t think creators are replacing traditional media — more that the lines between the two have disappeared as creators with large followings build up their own production studios to create long-form content.

Mann, who owns his own production company, Dhar Mann Studios, believes these creator-built studios can provide more engaging content faster than traditional media, with the added bonus of an already-attached, engaged audience — and brands are already locked in to this model.

Those views have helped turn Mann into a regular fixture on the marketing conference circuit. This year, he has spoken at Adweek’s Social Media Week and Brand Innovators’ Creator Economy Summit. Next week, he will take the stage at Tribeca X before heading to Cannes Lions International Festival of Creativity, which kicks off on June 22.

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As feeds become entertainment hubs, marketers rethink social’s role

A quick scroll through social media video feeds would likely surface a slew of new programming types — a branded sitcom or game show, creator storytelling and ad-supported microdramas.

Social media platforms used to be digital town squares, opening up interaction between brands and shoppers. Now, platforms function more as short-form entertainment hubs.

The quiet shift is forcing brand marketers to rethink the role social plays in their marketing strategies, how creative gets made and success metrics. In some ways, brands are having to act like media companies, adapting by producing platform-native entertainment while still staying accountable to sales. 

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