Top creators scale content like a business, says Connect Management founder Benjy Leslie

Creators who build lasting careers treat content like a business, not a personal brand exercise, according to Benjy Leslie, founder of social-first talent agency Connect Management.

Leslie said creators often plateau when they fail to build teams and infrastructure around their content, instead relying on personal output alone.

“The ones that are successful, in my opinion, are creators that are not just focused on themselves, but focused on building a brand and a team around them,” he said, speaking on the Business Class Podcast, hosted by social media strategist Vicky Owens.

“How do I hire a full time videographer? How do I get an editor or how do I get a script writer? How do I get someone that manages my admin so that I can go out and film more content?” Leslie said. “How do I build out my podcast studio?”

Leslie said the real value is now in creator-led businesses that sit outside the feed, such as studios or product lines.

“You look at someone like Molly-Mae Hague,” he said. “All the different businesses that she’s built off the back of her brand are what is building her wealth and longevity in the industry. If she just stayed as somebody that did ‘get ready with me’ videos, there would be a point where her sell-by date would come.”

The comments come as competition in the creator economy intensifies. Leslie said Connect receives around 300 inbound enquiries a day from aspiring creators, describing the industry as saturated but uneven.

“There are a lot of people who look successful, but actually are struggling,” he said. “Don’t be swayed or convinced by the flashy private jets and the cars and all of this stuff.”

When assessing new talent, Leslie said follower count matters less than sentiment and work ethic. He looks closely at comment sections and whether audiences are engaging meaningfully, rather than posting emojis or generic reactions.

“They need to be a spokesperson, a salesperson for these brands,” he said. “If you’re not confident speaking to camera, it’s going to be a lot more difficult for you to get the success that you want.”

Leslie also criticised rigid talent contracts, revealing that Connect operates open-ended agreements that allow creators to leave at any time. He said the approach has helped maintain trust — and has resulted in many creators returning after leaving.

“95% of talent that have left us have come back,” he said. “If someone messages me and says they don’t want to be managed by us anymore, the contract is ripped up that day.”

Beyond brand partnerships, Leslie said traditional media is increasingly turning to social-first talent as broadcasters struggle to reach younger audiences. He pointed to Angry Ginge’s recent win on I'm a Celebrity...Get Me Out of Here! as evidence that creators can carry mainstream formats.

Connect has recently hired Edward Tew as Head of TV & Entertainment, formerly of Fulwell 73, as it looks to expand opportunities beyond brand deals.

“Traditional media needs creators more than creators need them,” Leslie said. “The audience has already decided.”

Watch the full podcast episode here.