For CrowdRiff founder Dan Holowack, it doesn’t matter whether video content is created by an influencer with hundreds of thousands of followers, a professional photographer with big-name clients, or someone with a knack for storytelling through video. What matters most is authenticity.

“It’s not really about their following,” Dan says. “It’s more about their local impact, their presence in the community, and their ability to create videos and photos that feel real—not overly polished, but appealing to actual travelers.”

For years, destination marketers have struggled to quickly produce high-quality short-form videos for blogs, TikTok, and Instagram Reels. Content that feels like it comes from someone who truly knows a region inside and out is crucial to showcasing what makes it special. These marketers need richer, more sustainable storytelling that can’t always be captured by sending products to influencers with massive followings.

“There are so many people creating incredibly compelling and authentic content who only have a few hundred followers,” Dan adds. “They’re being overlooked, but their work is beautiful.”

This is where CrowdRiff Creators, an offshoot of CrowdRiff’s popular User-Generated Content (UGC) product, comes in. The program enables Destination Marketing Organizations (DMOs) to request vertical video assets, with CrowdRiff’s team deploying local creators to produce them.

Who Are CrowdRiff Creators?

CrowdRiff Creators are a mix of full-time professional photographers and videographers, as well as talented individuals passionate about creating vertical videos that tell great stories.

In today’s creator economy—where many creatives juggle multiple pursuits—CrowdRiff empowers anyone with talent and energy to share their voice and monetize their skills. This real, everyday perspective helps travel marketers succeed.

“I’ve met creators who are computer programmers by day but spend their weekends adventuring,” Dan explains. “Or a dancer in L.A. who loves brunch and captures all the best spots. That local perspective is invaluable. These creators know their terrain intimately—even things as subtle as the best lighting at specific times.”

The Origin Story

Dan conceived of CrowdRiff Creators in 2020, as the pandemic reshaped how people connected and local businesses struggled to stay afloat.

“Local businesses became the real heroes of their communities,” Dan says. “Locals went out of their way to support them, and we saw an opportunity to spotlight these stories in a new way.”

Local creators became key to helping DMOs share authentic narratives about these businesses. “As a local creator, you know best—you know which taco place always sells out because everything is made fresh every morning. It’s these little nuances that make the difference. And we thought: how can we tap into that?”

As communities began to look inward, local creators emerged as uniquely suited to communicating these rich, authentic stories.

Boosting Local Economies, Sustainably

“I think a lot about how CrowdRiff Creators are helping to create a better future for destinations through the tourism economy, making it more sustainable,” Dan says. Their storytelling aligns with local values—creators know their communities and can capture them in ways that respectfully promote them.

“They’re less likely to promote a tourist trap,” Dan notes. “And they might choose not to promote a treasured local hike that could be damaged by overuse.”

For Dan, creators and local marketers are equal stakeholders in tourism, responsible for ensuring their promotional efforts help destinations grow sustainably.

“We’re working toward a balance where locals and visitors share space and both thrive.”

Filling the Gap Left by Organic UGC

While CrowdRiff’s UGC product gives marketers access to pre-existing content, Creators enables them to stay ahead of trends by providing clear guidelines, needs, and shot ideas through simple creative briefs.

“It’s like a directed extension of UGC,” Dan says. “For example, if a new exhibit opens at a local museum, a creator can capture the experience in real-time, giving you a story to tell rather than waiting to see what UGC might surface.”

CrowdRiff users can reuse and remix these vertical videos for years, making the content a long-term asset. Creators are paid a flat fee for their work, and DMOs retain indefinite usage rights—removing the need to pay per use.

“Marketers are constantly asked to stretch their content in countless ways, and this makes it easier,” Dan explains.

Additionally, creators often capture more footage than initially requested. “You might only use a few clips for an Instagram reel,” Dan says, “but you can combine those clips with others to create a broader content package, like showcasing the best waterfalls or sushi spots.”

Over time, this content becomes even more valuable, allowing marketers to repurpose it across thematic narratives.

The Power of Vertical Video

When CrowdRiff Creators launched, it met the growing demand for vertical video, fueled by platforms like TikTok and Instagram Reels.

“Algorithms favor vertical content, and people are consuming more of it than ever,” Dan says. “But at the time, there wasn’t much UGC in vertical format. There was an acute need, and CrowdRiff filled that gap.”

How CrowdRiff Creators Works Alongside Traditional Assignment Videography

“Many brands already work with videographers for large seasonal shoots,” Dan explains. “But they also need content on a constant basis, sometimes with only a few days’ notice. Relying on just one or two people can be a challenge.”

CrowdRiff Creators complements traditional videography, offering scalable, flexible, and efficient solutions. “The workflow is designed to make it as easy as possible for marketers,” Dan says.

Through CrowdRiff’s mobile app, creators can upload tagged content, provide location data, and handle payments—all in one place.

“I’m really proud of how CrowdRiff has streamlined the process of creating experiential content,” Dan adds.

Helping Creators Help Marketers

CrowdRiff Creators benefits everyone involved. DMOs receive high-performing, reusable content. Creators earn money doing what they love. Local businesses gain visibility.

Together, they create a virtuous cycle of creativity, sustainability, and economic growth—all while respecting local cultures and environments.

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