Hello hello! I am struggling to produce this newsletter weekly along with my full-time client work, so thanks for your patience as I get through the busy season and figure out how to best deliver my Substack in a timely manner while still retaining the quality of the content.
In the context of the internet, America feels small. You don’t know how many cool creators I come across that aren’t based in the US and it pains me. This project has been an interesting accidental investigation into the quality of variety my various algorithms can supply (I have multiple accounts where I try to trick the datalords). Surprise to no one, it’s giving echo chamber, it’s giving winter arc girlies telling me the Stairmaster is the answer to all of my problems, it’s giving buy this Rory Gilmore sweater right now or else!!! I’m also deep in the comedy niche, getting served very funny comedians but unfortunately this newsletter isn’t a stand-up comedian list. However, you will find a few comedians on this week’s list oop!
I’m making this week’s list free, because the goal is to help as many social and influencer professionals find new talent. I’m thinking every other newsletter will be free as I’m still just starting out and growing my Substack. Speaking of, smash that share button if you like this newsletter and want to help me spread the word.
Let’s get into it.
The list follows this format, numbered in no particular order: Handle Linked to example post | Category or short description | My two cents
@claytonfarris4ever & @aliki | Comedy | Another specific collab idea. I love this sketch ‘the one rich couple’ that comedians Clayton Farris and Aliki (who collabs with Rachel Samples who was on a previous list!) have been posting as of late. My vision is that a brand invites the rich couple in character either to an event, or has them make a video similar to what Marc Jacobs has been doing with influencers this year, where they let the creator do their normal schtick, but on the brand account, with product.
@thegneighborhood | Miniatures/ASMR | Really excited about this one because it’s very seasonally relevant, super unique content that’s clearly made with love and care, and a perfect example of native TikTok content that I think would be an excellent brand partnership, if done right. This post is a great example, a nice organic plug for DoorDash (if they didn’t properly disclose that’s another story!) and has 1.2M views. We love cute, wholesome content that’s simply a delight to watch. I think the right brand could tap this creator to come up with something fall-themed around a mini version of their product.
@allielolrence | Series | Unclear if she is actually a barista or if it’s a bit, but if she is a barista I’m sure this will be a never-ending series. The pull here is her tone and voice getting increasingly unhinged throughout the short video, providing that emotional chaos to the storytelling that service workers experience every day dealing with entitled, overwhelmingly rude people. Her delivery is phenomenal. My thought here is to contract her to do a fun voiceover for a brand or product video. I really like that angle some brands have been taking where they contract a creator with an iconic voice or sound style, like the San Diego Zoo did here with @zefrank.
@edmund.tian | Video Editor/Storytelling | I came across Edmund on Instagram and he certainly got my attention. He’s a talented video editor, but an emotional storyteller producing videos with anecdotes about life, love and work. He’s more high production long-form than lo fi quick hits, and does it well. It’s sincere, as opposed to leaning more click-bait, which a lot of inspirational/self-help type of influencers get trapped in to try to get views. It’s more conversations you have with your close friends, instead of your therapist, and that’s resonating with people. His content could be fitting as we get into New Year’s resolution season, especially if your brand offers more of a lifestyle/wellness product or service.
@kendall.makes.stuff | Series/Crafts | The hair glasses definitely caught my attention (along with 8.4M other people), but Kendall is a renaissance man (engineer) that puts out a huge variety of content, art, and even websites in his series of ‘making something cool every day of 2024’. An ambitious challenge! I can see a brand sponsoring one day’s creation, especially as we get into the holiday season. It could turn into a hilarious series like his Belt cubed videos. His editing was on point for those and the 41.8M!! views proves it.
@oldmanjenkkins | Comedy/Music (??) | I first saw this video from this creator on Tiktok, but her Instagram reels are taking off lately. She literally dropped one of her raps on Spotify called “Don’t Talk To Me” based off the popularity of her series trying to get Drake’s attention. But at this point, who cares about Drake, Wiz Khalifa commented on this reel. I would love to see a brand task her with rapping about their product/brand and let her run with it.
@articjackie | Fashion | We love women in STEM. Jackie has awesome style and I like her series ‘what I’m wearing to the office as a software engineer who loves fashion’. She gets tons of questions about what she’s wearing, and although she doesn’t have crazy views I think she creates quality fashion content, and does great follow ups on specific pieces when commenters ask. That could be a great strategy for a brand partnership: sponsor an outfit video featuring your accessory, clothing item, or full fit, wait until a commenter asks about something, then sponsor the follow up video that goes a bit deeper into your product/s.
@qewly | Creative Dir/Music/Dance | A creative consultant based in LA with an impressive roster of music videos he’s worked on with artists like Halsey, Snoop Dogg, and Janelle Monáe, I think about a bigger brand hiring Qewly to create social-first sponsored content, inspired by the success of Gap’s Get loose campaign. I think this type of creative content bridges the gap (ha) between what TikTok was originally filled with, dance videos, and traditional editorial commercials. It blends the vertical, quick hit format with high production in a way that’s still thumb-stopping. Creatives like Qewly would be the perfect hire to collaborate on content like this.
@arielkellogg | Fashion | Nunchucks but make it fashion. I love this creator’s content, it’s been on my feed for a bit. I think fall fits + nunchucks is a vibe. This same video did 1.2M views on Instagram Reels where it didn’t take off on TikTok. So interesting how that happens! For this creator, I would opt to have them create a video for your own feed. The nunchucks would be thumb-stopping, plus they look badass doing it. Shoes, clothing brands, accessories would all fit here. The week of outfits they did last year did really well too so you could sponsor something similar. They have their own jewelry brand they promote on Instagram so it would be cool to collaborate on an outfit featuring their jewelry.
@magda_kreps | Illustration/Animation | This creator’s art is feeling very Warby Parker. I love the looping element that they add as it sets them apart from other animators. They are based in London, but this type of content feels more accessible for an American brand to tap.
Thanks for reading! Have any feedback for me about this newsletter? Better yet, did you end up working with one of my suggested creators? I’d love to hear about it as I’m just getting started. My goal is to help professionals in social and influencer marketing discover new people or just get your creative wheels turning for the week. I also love supporting creators! Let’s get these talented people paid.
Disclaimers:
PAY CREATORS FAIRLY. Never expect free work, we don’t live in a ‘product for post’ world anymore.
I’m aware of my internet bubble, but I aim to dive outside of it each week to attempt to plug all different types of creators and walks of life.
I am a 32 year old woman living in the US so most of these recs will definitely fall in the gen z/millennial demographic in the US, but not always.
My creator recs will mostly be on TikTok, Instagram and sometimes YouTube, but there may be other platforms featured.
These are my personal opinions. I am in no way paid, associated or sponsored by anyone in this list including their agencies, unless I explicitly say so.
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