UPSIDE DOWN TALENT

📢 Question of the day: Blending in or standing out? What’s the secret to capturing attention in this market? In the world of varying budgets and growing creator tiers, brands face a big decision - should your influencer content blend in naturally, or should it pop and demand attention? Here’s our take on this: 1️⃣ Subtle integration - Content that is relatable and organic. This approach looks like a regular post in the creator’s everyday style. Audiences often trust it more and engage naturally. For example, for their Zenbook S 16 launch, ASUS’ partnered with creators like Brandon Balfour to seamlessly integrate the laptop with his GRWM-style videos. https://lnkd.in/dy7_amtp 2️⃣ Bold and distinct - Bold and dramatic, this style’s all about turning heads. It’s perfect for launches and statement pieces just like how Aritzia did it with Nara Smith to launch their Sweat Fleece campaign.  https://lnkd.in/dqd4MS4q So, which one works best? Both approaches have a time and place for it 😉. Blending in nurtures familiarity and trust while standing out builds buzz. The key?🔑 Know your brand’s goal and who you’re talking to. Mix it up and stay authentic.

JUMP SCARE 👻

We see you're back for Week 3 of our creators’ ✨signature✨ creative takes spilling the secrets of how they’re owning the #CreatorEconomy space. 👀👇 This is THE Kyyah Abdul!! A woman of many, many skills and someone who leaves us asking ourselves - is there anything she CAN’T DO?! From a thriving biotech career to a master of short-form content and everything in between, Kyyah is a multifaceted creative who tackles career advice and hot takes on corporate America while simultaneously sharing her skincare routine without batting an eyelash. 💅 Oh and did we mention she is the kindest and most down-to-earth person ever? ➡️ Things Kyyah is doing right: 👑 Adding value and lots of it! There is no gatekeeping here - if you are her audience, you are getting educated constantly.  👑 Evolving and trying out new things because niche who?  👑 Consistency always. Despite balancing her career, travel, and relationships… there will always be good content. ➡️ Ways we think brands can be jumping on the Kyyah wave: ⭐SEPHORA looking at you for that 2024 #SephoraSquad 👀 ⭐Microsoft, Amazon Web Services (AWS), and Canva there is a gold mine for tech moments here through a biotech lens or through a #girlboss who is very clearly THE perfect fit.  ⭐Westelm, Article, potterybarn, and The Home Depot, as a first-time homeowner, there is a ton of content coming down the pipeline for her new home in LA. From furnishing to remodeling - you won’t be disappointed. #UpsideDownTalent

Let 👏 creators👏 create 👏 As much as brands love to guide creators, let's be honest, most of the time its the creator’s personality and their style that keeps the audiences’ eyes glued! Here are 3 simple ways you can tie your creator’s unique voice while pitching a product to their audience ⤵️ ✅ Trust them with their craft - Creators know their audience the BEST. Always a good idea to meet with them to conceptualize and outline expectations. ✅ Utilize their unique personalities - For maximum reach and performance, combine the creator’s eye for content with your campaign objectives so the product fit naturally into their usual content style. ✅ Give it time - true you need to get a creator campaign wrapped up in 2 weeks, but a creative person would know, making quality content takes time and strategy. Maybe think twice before laying out the timelines for campaigns next time? We’re sure there are more ways to ensure a product fit naturally into the creator's usual style without compromising on their unique characteristics. Would love to hear it in the comments👂 #UpsideDownTalent #CreatorEconomy

See what our creators are up to this week — 🏒 Crystal Sorem doing what she does best and giving us sneak peeks from EA SPORTS NHL HQ and we’re so down for this vibe! https://lnkd.in/gq_CMpnC 👟 Browns Shoes Inc. partnered with Billy Zhang to bring together the power of storytelling and community for their new fall style campaign. https://lnkd.in/gXT_aeBk 🚘 Kyyah Abdul took us on her fun girls trip with Cadillac for their new LYRIQ activation. https://lnkd.in/gYRr4cHK 🧩 Ravensburger North America, Inc. teamed up with Derion and Ailene for their fall puzzle launch on TikTok. https://lnkd.in/gRGr6kSK https://lnkd.in/gP4qEwiR #UpsideDownTalent #CreatorEconomy #CreatorPartnerships

Slams our lap shut til Monday fr! Anyone else? 👀 😌

Our team = YOUR team 💜 #UpsideDownTalent Cameron Bunn Sebastian O. Kripa John Sarah Gomes

Welcome to Week 2 of our creators’ ✨signature✨ creative takes spilling the secrets of how they’re owning the #CreatorEconomy space. 🤫👇 This is CARTER KALE! One of our lifestyle creators based in Philadelphia, PA who is making a big splash on socials with his authentic and relatable content. You might recognize him from some of his *signature series*: Cooking with Kale, DINKWAD Date Nights, or HOMOwner. 🧑🍳🏠 In just 7 months, Carter has grown a brand new Instagram account from 0 to over 80K followers with one mission: show up online authentically and build a community. 🎯 ➡️Things Carter is doing right : ✅ Using signature series to keep his content consistent.  ✅ STORYTELLING & MORE STORYTELLING. Carter takes us on a journey…from buying his first house with his boyfriend to attending his first influencer event in NYC and everything in between.  ✅ Use of repetition with his “Love You BYEEEE” signoffs in videos like this: https://lnkd.in/gDYyywFU ➡️ Ways we think brands can be leveraging this: 💭Picking up these cutie first-time homeowners for some home reno project.  The Home Depot where are you at? 💭 Literally anything in the kitchen while Carter tries a recipe with your brand (KitchenAid, HelloFresh, fairlife, LLC)  💭 Lean into the anti-influencer trends while activating Carter’s authentic takes on things that most of us definitely struggle with. Want to see more highlights from our creators? Make sure to follow so you don't miss out on this weekly series. ✅ #UpsideDownTalent

Today, we want to highlight our creators who are making waves and leading the #MentalHealth convo on socials. From unfiltered conversations to videos that break the stigma, they are showing up in a BIG way. Here are some of our faves: 💜 Cross Novia shares his mission to destigmatize mental health among youth throughout his channels and the stats on this video prove exactly why he is the kind of friend we all need. 30M views and counting ➡ https://lnkd.in/gtDftNRi 💜 Angel Zheng talks about healing and how to show up as your best self in her wholesome Feel Good Lab podcast. Watch more here 👉 https://lnkd.in/guGzm4Us We’re honored and proud to be supporting creators making a real difference and bringing positive change. ✨ #WorldMentalHealthDay #UpsideDownTalent

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