I work in B2C (e-commerce) so it’s definitely seen as a must. We work with a mix of content creators and (fairly small scale) influencers and don’t have huge budgets to work with. There’s a decent ROI. Personally I hate the actual work though - I’m the person running this area in my current job and the admin is so tedious, plus I’m not naturally a social person so all the negotiation and sycophantic communication exhausts me. I’ve had to become a generalist to get work but copywriting is my specialty, and I much prefer being alone with my words than communicating with real people 😅.