Receive monthly announcements, company updates and unique influencer campaign opportunities for your brand.
Receive monthly announcements, company updates and unique influencer campaign opportunities for your brand.
The beginning of the year is always a canvas for innovation and change. With the increased integration of AI, the rise of TikTok Shop and other forms of social commerce, the prioritization of in-person events, and a resurgence of long-form content, the landscape is set for another major shift.
Here’s what beauty creator @SarahPalmyra and DBA Co-Founder and CEO, Raina Penchansky, had to say about upcoming trends in the influencer space.
“I see a shift occurring where brands are leaning into longer-term partnerships, with influencers playing a larger role in terms of what products they choose to speak about and feature in their content and how. We’ve also seen brands start to partner with their favorite influencers in a major way, offering equity and salary-based roles such as ‘creative director,’ in exchange for sponsored content and expertise. This could mean fewer partnerships per year but a larger focus on more meaningful collaborations where both brand and influencer equally benefit…” –Sarah Palmyra, content creator
“In 2024, I think we’ll see an uptick in brands using a layered approach to sponsored content in the beauty space, leveraging influencers to engage within existing organic conversations. They’ll pay creators to comment or stitch trending GRWM content, for example, to add to a narrative.” –Raina Penchansky, CEO, Digital Brand Architects
Needless to say, we’re excited for the year ahead and can’t wait to see what kinds of content experiences will shape the creator space in 2024.
Curious about how influencers skyrocket to fame or the inner workings of the creator economy? In this new segment of our newsletter, we're answering all the commonly asked questions you may have about the dynamic world of influencers and the creator economy. Whether you're an aspiring content creator, a curious enthusiast, or a brand looking to tap into influencer marketing, we've got you covered.
The first step is defining your goals and objectives. What do you want to achieve with your social media presence? Increased brand awareness, engagement, lead generation, or something else? After defining business goals, you can develop a tailored content strategy, identify your target audience, choose the appropriate social media platforms, and create compelling and relevant content to effectively reach and engage your audience.
A social media strategy typically includes:
The frequency with which you revisit your social media strategy depends on several factors, including the pace of changes in your industry, the dynamic nature of social media platforms, and shifts in your business goals. Generally speaking, you should be conducting a thorough review of your social media strategy every quarter and then performing a more comprehensive review at the top of the year / end of the year to revisit long-term goals.
The best metric to track the success of your social media strategy depends on your specific goals and objectives. Different metrics provide insights into various aspects of performance:
Choose metrics that align with your specific social media goals. It's often a combination of these metrics that provides a comprehensive view of your social media strategy's success!
Ale, a highly esteemed beauty and lifestyle content creator based in LA, has built an impressive career. Initially gaining an audience through her Spanish-language YouTube channel, Ale seamlessly transitioned to English content, becoming known for captivating makeup tutorials and reviews. Passionate about her heritage, Ale keeps dreams and culture at the forefront, earning a dedicated and loyal audience of over 1.7 million followers across platforms. This commitment resonates, particularly within the Hispanic community. Ale's inspiring message encourages others to embrace their heritage for success. Since the inception of her social channels, she's maintained an open dialogue around her passions, successfully working with brands like Covergirl, Too Faced, Target, and more.
Alexa Santos of Alexa What's For Dinner has an innate ability for creating unique and share-worthy food content. Her creativity knows no bounds, evident in the trail of viral food videos that have left an indelible mark on both her personal platforms and major media outlets like BuzzFeedTasty, Tastemade, and TheFeedFeed. Prior to sharing content on her own socials, Alexa began her career as a TV news reporter, culminating in her role as the Senior Producer for TheFeedFeed. Beyond the kitchen, Alexa loves to stay active and maintain a healthy lifestyle, proving that her love for delicious indulgences can coexist harmoniously with a commitment to wellness.
Armin Arshe is a lifestyle creator based in Dallas Texas who currently attends UTD. She started creating content on TikTok is 2020 and since then is known for her pink product recommendations and overall aesthetic. With her rapid growth across all platforms, she has had the opportunity to work with brands like Tanologist, IGK hair, Monday Haircare, Amazon, Tree Hut and many more.
Cameron Isaiah is a Chicago, Illinois based home, lifestyle & fashion creator known for creating comfortable living spaces, brewing delicious coffee, and focusing on personal health and fitness. Through his Tik Tok and Instagram Cameron takes his audience along for his daily vlogs detailing all things home, food, fitness and coffee. Recently, Cameron has built his dedicated audience through his viral home renovation content where he handles as much of the work as he can with some expert support where needed. Over the last year Cameron has partnered with name brands like Walmart, Dove, Gatorade, Dove & Amazon.
Cynthia Victor, known as ShawtySin, is a New Jersey native who has become a standout figure in the world of beauty, plus size fashion, and lifestyle content creation. Since going viral on TikTok through her entertaining ‘Get Ready With Me's', educational & budget friendly makeup routines, and innovative transition videos, the twenty-three year old has amassed over 2 million devoted followers cross-platform. Guided by her empowering mantra, "One Woman's Beauty Isn't The Absence of Your Own," Cynthia stands out for fostering a positive and inclusive community. Her content not only showcases her expertise in beauty but also encourages self-expression and confidence.
Danielle Pheloung is an NYC-based creator who leads a dual life as a corporate professional by day and a fashion and lifestyle influencer by night. As Acquired Style's twin, Danielle offers a different take on beauty and fashion, resonating particularly with those in office settings. She loves to share her office-chic fashion and beauty looks and offering glimpses into her 5-to-9 before her 9-5, embodying a blend of professionalism and vibrancy. Collaborating with brands like Amanda Uprichard, Wella, and Maybelline, Danielle's expertise lies in showcasing how brands work for both the office and a night out.
Gillian Del Zotto is the creator behind the viral sound “ A Day in the Life of a NYC Mom”. After growing up in Canada, Gillian moved to New York City in 2012 with her husband and now lives in Tribeca with their two sons. Through her TikTok she shares her daily routine, GRWMs, and her approachable way to tackle parenting and beyond. She has a dedicated audience who enjoys watching her live out her NYC life like many do, often with the same cereal for breakfast and core power yoga classes before running in the rain to pick up one of her sons from an activity. Gillian has partnered with noteworthy brands like Nordstrom, Stuart Weitzman, Kohl’s, and Lincoln.
Katie is a Gen Z content creator that currently resides in Nashville Tennessee. Her content focuses on fashion, beauty, and lifestyle but what truly sets Katie apart is her compelling backstory and authentic vulnerability that resonates deeply with her audience. She is known for her story time GRWM videos, her personality radiates through her content and has allowed her to foster a converting audience who look to her when buying products ranging from skincare, beauty, fashion, food and much more. Katie aspires to serve as a valuable support for her audience who have shared similar experiences, while also offering an uplifting escape through her comedic approach to content.
Kellie Gerardi is a 34-year-old astronaut who just completed her first trip to space in November 2023. As the 92nd woman to go to space, Kellie has shared her experience, inspiring millions to go after their dreams, as the sky is apparently not the limit. Recognized by publications like USA Today, she is changing and growing the conversation around women in STEM. As a diehard fashion lover, swiftie and makeup wearer, Kellie Gerardi is inspiring woman and girls everywhere in their "Barbie era" that you can be anything you want to be in life! Kellie is also a published author for the best-selling children's book series Luna Muna, which she developed with her daughter Delta.
Lauren Janelle is a beauty and lifestyle content creator based in San Francisco. Whether it’s for beauty brands or picturesque travel destinations, she enjoys spotlighting the best of her experiences for her audience. Her personal journey, marked by the challenges of dealing with eczema, became the catalyst for her deep dive into the world of skincare. Lauren's commitment to understanding product ingredients and exploring the nuances of effective skincare has transformed her into a trusted authority in the skincare community. Through genuine and insightful product reviews, she has fostered a loyal community that values her expertise. With a track record that includes collaborations with esteemed brands such as Tatcha, Glow Recipe, Beauty of Joseon, and Eucerin.
Lonnie Hammons is an openly gay fashion-forward Lebanese creator from Detroit, Michigan. With just a few years on social media, Lonnie has become a trusted source for Gen Z and Millennial men's fashion, wellness, skincare, and overall lifestyle inspiration. Recognized for his chic street-style and monochromatic looks, Lonnie shares practical self-care routines tailored specifically for men, covering grooming and male hygiene. His fashion videos focus on men's style, blending the latest trends with his distinct touch. Beyond fashion and self-care, Lonnie offers insights into his daily routines, revealing how he stays in shape and other behind the scenes aspects of his life. His content also features travel escapades, giving his followers a glimpse into his adventures around the globe.
Luis Arturo Sanchez is a Los Angeles based interior decorator and digital marketer. Born in Córdoba, Mexico, Luis was surrounded by his country’s vibrant colors, architecture, and landscapes which inspire his pops of personal touch in his soothing, modern downtown apartment. Luis is also a partner at one of CDMX’s top-ranked luxury boutique hotels, Nima, and co-owner of Nima Local Shop. As a content creator, he has collaborated with esteemed brands such as Samsung, Chandon, Hilton, Bose, and Nespresso. Luis has been featured numerous times in Architectural Digest, InStyle, The Boston Globe, Hotbook, and more.
Maddy DeVita is a private chef, recipe developer, and content creator based in New York City. Following her time at the Institute of Culinary Education, Maddy became a full-time private chef all the while developing her content for HandMeTheFork. Documenting her time in culinary school and now as a private chef, she has cultivated a dedicated audience that is inspired by her recipes, style, and lifestyle. Maddy also draws inspiration from old family recipes she’s learned through cooking and filming with her Nonna.
Mason is a content creator based in Chicago, she shines a spotlight on the realms of fashion, beauty, and lifestyle. Her signature lies in viral hair tutorials, vibrant style and Pinterest-worthy photographs. Renowned for her knack in inspiring outfits, Mason's audience eagerly embraces her for ideas worth saving. Brands are drawn to collaborate with her for the exceptional and captivating content she produces. Mason seamlessly blends creativity with quality, making her a sought-after partner for brands seeking engagement.
Nika Diwa, a vibrant Texas-based family content creator, offers humorous insights into motherhood, showcasing her Filipino and Nigerian interracial family of four, including a recently added toddler. With authentic content ranging from relationship tips to mental health discussions, Nika has collaborated with notable brands like Target, Disney, and SC Johnson. She is currently in talks to work with Viacom in developing a family-centered show. Her success is evident with nearly 1 million YouTube subscribers, 2.8 million TikTok followers, and an 820k-strong Instagram community, reflecting her authentic voice and valuable insights for a diverse and growing audience.
Brian and Alexis Cole, aka The Cole Life, are a Detroit-based family of 4 that began their content creation journey 5 years ago sharing their IVF journey with the goal of creating a community rooted in transparency. Their content has since expanded into a blend of fun lifestyle elements and thought-provoking discussions, covering various topics including faith, difficult conversations around race, and addressing otherworldly subjects.
Earlier this month, DBA attended CES, an annual trade show organized by the Consumer Technology Association that presents new products and technologies in the consumer electronics industry.
DBA Co-Founder and CEO, Raina Penchansky attended CES and moderated the “Creators in Premium Audio” panel with Dear Media’s Michael + Lauryn Bosstick, who shared how they used the power of platform and storytelling to build the roadmap for creators in the premium audio space.
It might seem a little off the beaten path for the influencer industry, but as the industry continues to grow so does its reach into other adjacent categories. Below is a recap from our VP of Brand Partnerships, Marketing & UGC, Nya-Gabriella Parchment:
If Authenticity Was The Word for 2023, Then Community is for 2024!
Every year a word pops into the zeitgeist to summarize the collective goal of the creator economy, and this year its community. It’s no secret that the volume of content needed to maintain relevance has drastically increased year over year. So, how do you stay top of mind for consumers? By building a community, meeting them where they are, and engaging with them on and offline. We saw this with Stanley when they gifted a consumer a car after a fire or SSENSE gifting a pair of Tabis after #TabiGate. It’s about showing up for consumers in authentic ways and they will continue to show up for your brands.
Brands Also Need To Be Storytellers
As mentioned above, now more than ever good, thoughtful content is imperative to stand out in this saturated market. At CES, brands and industry tastemakers were buzzing with out-of-the-box ideas for creating content. To start, hiring creatives or influencers as creative directors or consultants. Or at the production level, hiring UGC creators or micro-influencers on retainer to create content monthly. From a community engagement standpoint, hiring influencers to engage with fans on the brands’ behalf. Tresseme recently worked with Matt Loves Hair to give hair tips on a viral video. In addition, now is a great time to explore new platforms! According to Nielsen’s 2023 Consumer Survey, podcast listeners grew 40% in the past 3 years. Brands that have interesting stories, values, or even vibrant executives to hold discussions could be great in the audio space.
Niching Down Isn’t Just For Creators
Another way brands can stand out is by niching down. When brands become laser-focused on their story and who they want to reach, it is a winning combination to build an engaged audience that takes action. Coca-Cola was in attendance at CES, they spoke about their Recipe for Magic campaign where they leaned heavily into the food space. Because what doesn’t sound better than a hot meal and a cold Coca-Cola!
This can also apply to DE&I efforts. Many marketers at the conference expressed feeling fatigue and not sure where to put their efforts. The simple answer, go where your audience is. (Are you feeling the community theme, yet?). Focus on one or two causes that matter to your consumers and lean into it. This past year, American Eagle leaned into PRIDE by hiring Olivia Ponton to consult on a capsule collection. Although it appeared for one month, it was over a year in the making with thoughtful conversations, from the t-shirt sayings to Olivia having a hand in the models hired to ensure it represented her community.
Olivia Tiedemann takes a spotlight in Gordan Ramesey's special guest edit of Sandwich Magazine. Olivia shared a glimpse into her life as a private chef and food creator, revealing what the journey to internet stardom has been like for the special issue’s “Meals on Reels” segment.
For the third installment of the Acquired Style x Luxy Hair collab, the fashion and hair influencer created the ultimate tool for effortless styling and maintaining that curl between wash days. Get the new Heatless Curler Set now!
Season 2 of "Friends of Anthony Bourdain" Podcast, hosted by Emily Fedner and Thee Moody Foody, is now live. Hear behind-the-scenes insights, hilarious stories, and cherished memories from interviews with culinary legends.
Hey There Wilder's just launched their new Podcast, "Hey There Parenthood," a podcast that serves as a landscape to cultivate an inclusive and diverse community for raising confident and cherished children.
Mary has organically posted her Leo necklace from Rellery for the past 3 years, so when Rellery reached out for a partnership, it was a no brainer. The collab saw over 800+ units sold and over $65,000 in sales.
Meredith Hayden did a three part series with Tory Burch for the holidays, which ended with her viral shrimp tree moment, garnering over 11M views on TikTok.
Glamzilla posted an organic TikTok review of the Laura Mercier Real Flawless Weightless Perfecting Foundation and her video is now at almost 40M views and 1.3M likes. Viewers and creators alike are commenting on and stitching the video, generating buzz and virality for the beauty brand.
Rachael DeVaux launched her 8-week SWEAT Level Up program for January wellness. The guide includes 40 total strength-based progressive workouts that cater towards any gym layout, making it accessible for all.
Tay BeepBoop teamed up with Mastercard to bring awareness on TikTok to Mastercard's small business program. As a small business owner herself, Tay shared the insights she's learned from their free Digital Doors Diagnostics. The video received over 500k views.
The Digital Brand Architects User-Generated Content Division was launched in 2023 to meet the rising demand for diverse content and genuine product representation. User-generated content offers brands a unique opportunity to drive awareness, increase trust, and build positive sentiment, making it an essential component of their marketing strategy. While brands have historically been successful utilizing traditional social media marketing tactics, today’s consumers are looking for more diverse content and genuine product representation, making UGC the next evolution within the creator economy.
Rawan is a lifestyle, educational, and travel content creator living in NYC. She has a thriving community of 270,000 followers across Instagram and Tiktok who view her as an aspirational big sis and enjoy her creative, digestible and visually appealing content. Rawan loves the feeling of having a vision and bringing it to life through UGC for a range of clients across fashion, beauty, travel, career, finance, and more.
Alex is a plant-based recipe developer, food photographer, and content creator. She specializes in globally-inspired cooking and has published 300+ recipes on her site, The New Baguette. (It’s currently in the running for IACP’s Best Food Blog award.) She believes in the healing, transformative, energizing power of whole foods and her mission is to inspire fellow home cooks. She's the author of Friendsgiving, co-author of The Complete Vegan Cookbook, and contributor to Danny Seo’s Naturally, Delicious as well as Joe Yonan’s forthcoming Mastering the Art of Plant-Based Cooking. Her work has been featured in outlets like The Kitchn, HuffPost, Cherry Bombe, and BuzzFeed, and she's worked with brands like LightLife, Wesson, Caraway, and Lillet. Originally from Odessa, Ukraine, she's currently based in Brooklyn, NY.
Jessica Wong is a San Francisco based content creator sharing all things fashion, beauty, skincare, lifestyle, and more! She is passionate about sharing her everyday life and style in San Francisco, making her outfits/favorites/deals accessible, and building a positive and meaningful community! Jessica produces engaging high-quality, elevated, and aesthetic content that embodies her fun and welcoming, yet timeless California/city style. Her versatile content and style as well as her approachable personality allows her to connect with a wide range of audiences and has allowed her the opportunity to work with a wide variety of brands including: L.L.Bean, Alaska Airlines, Keds, Kimpton Hotels, Hello Fresh, Turo, Glow Recipe, CorePower Yoga, and many more!
Sarah Wisted is an Atlanta based content creator with a “warm minimalism” personal style. She is a mom of a precious 2 year old girl and has one little boy on the way. Sarah and her husband are always looking for ways to streamline and take care of the home that we’ve built together. She is a huge advocate of less but better, minimalism with character, and a community of openness and support. Sarah would love to create beautiful, but real, content together!
Unhinged is an off the rails, no seatbelts ride with comedian Chris Klemens. Chris gives his irreverent takes on timely topics both serious and trivial, with unexpected company stopping by to spill the deets. Think of Unhinged with Chris Klemens as the love child that Watch What Happens L!ve and Fashion Police never knew they needed.
Twenty Whatever features Sierra Schultzzie, Riayn Christina, and Paloma Malfavon talking candidly about navigating your 20's with your friends through different phases of life.