The Secret To Longevity In Online Business
In a digital world, the popular saying “there’s no such thing as an overnight success,” isn’t all that true. Many creators have struck an instant chord online, amassing an audience of millions in record speed. Thus, the more difficult challenge influencers face today really boils down to sustaining that momentum and finding ways to turn a personal brand into a scalable business.
At DBA, we’ve identified platform diversification as a major catalyst towards converting followers into loyalists who not only deeply resonate with talent, but also help drive growth offline. Clients Amber Fillerup Clark, Manny MUA, Blair Imani, Yasmin Maya, The Home Edit and several others are prime examples. Each has found success with ideating thought-proving, engaging video series on a myriad of social networks — while at the same time translating their value for consumer product launches, books, podcasts, subscription memberships, etc.
The new spring season brings new opportunities to “turn a new leaf” with content. Below, scroll through for exciting updates, TikTok talent to watch, recent partnerships, plus the latest with “What’s The Deal?” and the 2022 Mentorship Program.
Director, Brand Partnerships
What's The Deal? Produced By Digital Brand Architects
The latest session of DBA’s new social series, “What’s The Deal?” aired on IG Live on Feb. 23 with Amber Fillerup Clark. Speaking with DBA Brand Partnerships Director, Nya-Gabriella Parchment, Amber detailed her journey from blogger to beauty entrepreneur — sharing tactical advice on growing a community and staying authentic. For tips, click here to watch the full recap. On March 23, Cynthia Andrew will join “What’s The Deal?” to discuss the importance of pay equity within the creator economy. If you have a question you would like answered, send us an email at firstname.lastname@example.org!
DBA On Trend: Spring-Forward Content
In 2021, Jasmine Crockett created her own interior design and decor company, Joy Meets Home. Through the brand, Jasmine tackles various client projects while also inspiring her community of over 225k followers with seasonal renovation ideas, easy DIY hacks and organizing essentials.
PJ and Thomas started 2022 off with a new live vlog series on their YouTube channel. “Vino & Vent” promises casual and honest conversations about everything from parenting to home design updates. To date, the series has garnered 165k+ views over 11 episodes.
Carissa Stanton purchased her first home in 2021 and is currently in the midst of remodeling. Having partnered with PIRCH Home and SMEG to outfit both her kitchen and bathrooms, she’s excited about taking her Instagram audience of 324k+ followers along for the journey by sharing the entire process online and answering their top questions.
Previously occupying the fashion and beauty space, Aimee has since expanded her content to reflect her life as a new mom after welcoming her first child, Teo Felix. This shift, which Aimee’s community has embraced, includes sharing the various realities about pregnancy and postpartum life. On IG Reels, this coverage has garnered over 2M+ views to date.
Justine Doiron is a Brooklyn-based cook who grew up with no context of food in her family. Having a strained relationship with her mother, fraught with food rules and fad diets, there was limited cooking or connection to food in the house. After working in restaurants and beginning her culinary brand online, she started a new series, My Daughter’s Kitchen, which shares recipes as a means of connecting with family and the various cultures around her. To date, Justine’s message has been seen by over 4.4M people and liked by over 1M.
Top 21 TikTok Following
As of March 11, the following influencers rank in DBA’s top 21 for their ability to reach and maintaining impressively high follower counts in the multi-millions on TikTok.
The Digital Brand Architects’ mentorship program was created in 2021 to provide knowledge and tangible skill sets to Black micro-influencers in order to assist them in growing their online businesses to propel their digital careers, while helping to amplify their unique voices. Launching May 2022, this year’s program will continue to level-set the playing field for all creatives to ensure an equitable industry. If you’re interested in getting involved, please email email@example.com! Application deadline: 3/31/2022 at 11:59pm EST. Click here to apply.
Featured Content: Diversification Across Platforms
The strongest content marketing strategies incorporate multiple platforms to grow a brand, establish value and drive audience engagement. Outside of a dedicated website, several DBA clients have found success with converting followers into leads by creating their own newsletters and membership platforms.
April Kae: Learn how to vibe on bass with April Kae
Blair Imani: Lessons surrounding anti-racism, LGBTQ+ identity, disability & more
Kier Gaines: Insightful dialogue to guide your mental health journey
Liz Moody: Green Smoothie Society
Bumo: Changing the future of family
Carissa Stanton: A go-to guide for healthy food recipes & fun meal-prep ideas
Half-Baked Harvest: Tiegan’s best tips for eating thoughtfully & living joyfully
Illana Mulstein: The latest in nutrition science and research, plus new health & wellness product finds
Jenny Cipolett: Thoughtful topics on style, beauty & interior design
Julia Berolzheimer: Get inspired with exclusive content & product recommendations
Katherine Schwarzenegger: Parenting resources and the latest “Before, During, After Baby” episodes
Lauryn Evarts Bosstick: Beauty, fashion, lifestyle & The Skinny Confidential podcast content
Rachel Mansfield: Healthy, easy recipes & wellness tips for living your best life
SUBSTACK, LIGHTER & E-BOOKS
EarthyAndy: Andrea’s digital meal planner of plant-based recipes shared through Lighter
Emily Fedner: Emily’s take on all things food, culture and wine on Substack
Nzinga Young: Vegan guide exploring plant-based recipes and practical tips for staying on course on Substack
Rachel DeVaux: Fitness challenges to inspire a new love of working out at home through E-books
Brand Partnerships & Launches
Clea Shearer and Joanna Teplin launched a special-edition magazine — The Home Edit: Feel-Good Organizing — filled with fresh tips, tricks and insider secrets to help readers organize their homes and make their lives better in the process.
Jacey Duprie announced her first book, Liking Myself Back, which launches on June 7. Throughout, she takes readers behind the scenes into the seductive world of fashion and influencing to reveal how she overcame hardship and achieved her dreams. With raw emotional honesty, Jacey shows that conquering self-doubt and embracing your imperfect, authentic self is not only possible, but is the true key to happiness.
Camila Coelho was named one of the new faces of The Lounge Collective, which aims to inspire women to live comfortably in their own skin.
During her pregnancy, Aimee joined forces with formula brand Bobbie to help shake the stigma surrounding formula. Through the partnership, Aimee helped shift the focus on feeding to be less about comparison and more about instilling confidence in moms who seek alternatives to nursing their newborns.
Oui by Yoplait and Bouqs Co. partnered together on a fun sweepstakes promoted by Color Me Courtney, Coco Bassey and Rachel Martino. Each talent created elevated and inspiring content that encouraged their communities to enter the contest by upcycling their Oui glass jars as giftable vases.
Known for her bold sense of style, Tenicka launched her highly anticipated Amazon The Drop collection — which sold out in just two hours and left fans wanting more.
Jeremy partnered with Credit Karma to teach his audience of over 2.1M TikTok followers how to make easy, budget-friendly recipes — all from the comfort of a dorm room. To date, the video has garnered nearly 200k views and press from Parade and Mashed.
Paying homage to her book Get Smarter with Blair Imani, Blair launched a 6-piece, limited-edition lipstick collection with the philanthropic brand Fempower Beauty. Founded in 2017, Fempower prides itself on helping to shatter beauty norms by providing marginalized groups with the language, support and tools to lead a limitless life.
Krusteaz partnered with Jessica Woo, Jamie Milne, Rachel Mansfield and PJ and Thomas, each who put their own unique spin on classic breakfast recipes for a combined reach of 6.5M TikTok views.
From Mucinex’s #BoringHero campaign to the virtual Mucinex “Sickwear” Fashion Show, the brand continues to partner with DBA talent in leveraging its creative programming. During February, Chinae Alexander, Whitney Port, April Kae and Kristina Zias were taped to help promote a live scavenger hunt for “symptoms” hidden in various malls, garnering over 372k impressions.
Brigette Romanek teamed up with Dell Technologies to create a video for the company’s annual Field Readiness Seminar. “Soar in Style with Brigette Romanek” was streamed to over 40k Dell colleagues who learned about her journey as a designer, including where she sources inspiration and how she creates work environments that set the right “mindspace” for success.
Payton’s clothing line, Full Disclosure, focuses on creating elevated closet staples in an ethical, sustainable way through the use of eco-friendly fabrics, ethical label and limited micro-collections. The March 2022 spring drop features the brand’s Signature Short made from 100% recycled cotton and the Perfect Tee.
JaLisa recently partnered with Walmart Fashion to show off their latest spring looks, garnering over 4k link clicks on IG Stories and over 172k views on IG Reels.
Vashtie kicked off a collaboration with eBay sneakers in support of female sneakerheads and to help showcase the impact they continue to have on the industry. As the first female to ever design a Jordan sneaker, Vashtie remains known as a leader paving the way for others who share the same passion.
An American in Provence
Jamie Beck will be releasing her first book later this year with Simon & Schuster titled, An American in Provence. It is currently available to pre-order and is has since become a #1 Bestseller on Amazon! Within, Jamie shares her tips and techniques for creating incredible photos while recounting her personal journey over the past five years.
After the dissolution of her six-year marriage, Chriselle dove head first into a new passion project: the launch of her clean beauty fragrance brand, Phlur, which garnered 500k+ views upon being announced. Fragrance has played a big role in Chriselle’s healing process, and as such, Phlur continues to aid the mompreneur into her life’s next chapter as outlined by Glossy.
JaLisa Vaughn, Pia Baroncini, Yasmin Maya, Olivia Perez, Kellie Brown and Brigette Romanek were named to the 6th annual Create & Cultivate 100 list. The much-anticipated list recognizes 100 outstanding and ambitious women across 10 different categories, each who are building the businesses and brands that will lead a new way forward in the workplace and beyond.
Emily Fedner, Hawa Hasssan and Robert Lucas appeared on the Rachael Ray Show, each discussing their love of food while sharing a signature recipe.
The Hollywood Reporter
The Hollywood Reporter covered the news of Reese Witherspoon’s Hello Sunshine acquiring The Home Edit. “Joanna and I are overjoyed to work alongside such a mission driven company as we continue to lead and grow The Home Edit,” Clea Shearer wrote on Instagram. “As we embark on this new journey with Hello Sunshine and Candle Media, we are so excited to bring each of you even bigger and better things.”
Jessica Jones of Food Heaven talks with Architectural Digest about how she created the inclusive haven of her dreams — “Jewel Crest” located in Joshua Tree, California.
Fabrizio Villalpando a.k.a Thee Moody Foody was announced as one of eight home cooks competing on “The Julia Child Challenge” — a new high-stakes culinary show that premiered March 14 on the Food Network and Discovery Plus.
Variety shared the trailer for “My Transparent Life,” a documentary chronicling the medical transitions of Jesse Sullivan and celebrity makeup artist Stassi Kihm. Available to watch in full on International Trans Day of Visibility, March 31, the doc sheds light on their experiences in hopes of raising greater awareness.
Glossy released its list of the top influencer brands in 2022, which includes: Camila Coelho’s Elauz, Patrick Starrr’s One Size, Manny MUA’s Lunar Beauty, Marianna Hewitt and Lauren Gores Ireland’s Summer Fridays, Lauryn Bosstick’s The Skinny Confidential, Rachel Parcell’s self-titled fashion collection, Chriselle Lim’s Phlur and Amber Fillerup Clark’s Dae.
Tenicka Boyd sat down with 21Ninety to share her journey into fashion, style tips, the Black-owned brands she loves and advice for creators looking to make their mark on the industry.
New Shows & Highlights
Bone Marry Bury (a riff on F*ck, Marry, Kill) is an R-rated, female-driven campy murder fiction podcast starring Sarah Hyland as Allie and Harvey Guillén as Gabe. On New Year’s Eve, Allie heads to a party where she plans to get plastered and leave this mess of a year behind. 2022 is going to be her year, she can just feel it! Spoiler: it’s definitely not going to be her year. But this party is still important: Gabe — Allie’s best friend and our narrator — tells us that by the end of the month she will f*ck, marry, and kill three different people… and they’re all at this party. Ready to play?