Latest / Influencer Confidential / How Influencers Are Shaping the Future of Healthcare [Creator Currency Ep. 16]

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How Influencers Are Shaping the Future of Healthcare [Creator Currency Ep. 16] · Influencer Confidential

• 0:00
  Speaker 1: Amris and I met in college in two thousand and four,
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  Speaker 1: but little did we know that our paths would continue
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  Speaker 1: to stay so very close. In the creator economy, Emeris
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  Speaker 1: is a senior vice president of Health Creator Marketing, where
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  Speaker 1: she brings digital, health and creative chops to help her
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  Speaker 1: clients as well as shape the future of creator marketing,
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  Speaker 1: specifically in the health industry. She joined Edelman, one of
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  Speaker 1: the world's top PR firms, as vice president and digital strategists,
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  Speaker 1: in May of twenty twenty one. She's working at the
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  Speaker 1: intersection of digital and healthcare. She leads teams through strategy
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  Speaker 1: development of social digital content for multitude of Fortune five
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  Speaker 1: hundred brands, from big name pharmaceuticals to consumer health and wellness.
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  Speaker 1: Her data driven digital first strategies inform content programs that
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  Speaker 1: engage audiences including healthcare providers, patients, caregivers, and policymakers. Prior
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  Speaker 1: to Edelman, Emeris has supported multiple Fortune five hundred content
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  Speaker 1: programs strategy to execution across health, consumer tech, financial services,
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  Speaker 1: and commercial real estate sectors. She's also a multi media
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  Speaker 1: artist who's passionate about social activism and arts education, and
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  Speaker 1: proudly serves as a co facilitator and member at the
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  Speaker 1: Prep for Prep Arts Alliance feather Bees Arts Academy, and
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  Speaker 1: as a founder of the Students Advocating for Young Children. Y'all,
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  Speaker 1: having the senior vice president of Creator Marketing over at
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  Speaker 1: Edelman for all their healthcare clients and being able to
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  Speaker 1: dive in is going to be a really awesome conversation.
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  Speaker 1: I cannot wait for you guys to meet Ameres and
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  Speaker 1: learn from her directly. Let's go ahead and jump into
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  Speaker 1: today's episode. Welcome Ameras to Influencer Confidential. We are so
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  Speaker 1: pumped to have you with us today. I'm so happy
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  Speaker 1: to be here. Well, so, Ameris, you are knee deep
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  Speaker 1: in the creator world and the creator economy influencer marketing,
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  Speaker 1: especially at Edelman. Can you share a little bit about
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  Speaker 1: like your background. How did you get into creator marketing,
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  Speaker 1: especially with that focus in healthcare?
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  Speaker 2: Aleman take us back, sure, So, first of all, I'm
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  Speaker 2: an all around creative person who loves working with people.
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  Speaker 2: So over the years, I've taken on many roles. I've
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  Speaker 2: worked in casting, I've worked in design, creative direction. I
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  Speaker 2: also helped a friend with like a small store.
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  Speaker 3: Back in the day.
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  Speaker 2: But anyway, I've worked with large and small brands, always
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  Speaker 2: in support of a creative bringing a creative vision to life.
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  Speaker 3: I think that's kind of been my theme.
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  Speaker 2: So I've worked my way, I would say, the past
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  Speaker 2: decade ish into agency life, mostly wearing a digital hat,
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  Speaker 2: and for the past year and some change I moved
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  Speaker 2: into creator marketing. I have loved that transition because it
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  Speaker 2: means I get to both explore social and trends of
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  Speaker 2: what's happening in the social sphere, which I just generally
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  Speaker 2: love as someone who's like an enthusiast and like on
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  Speaker 2: her phone literally all day as well well as you know,
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  Speaker 2: really getting to employ some of the most talented people
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  Speaker 2: in the industry.
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  Speaker 3: So bringing in people.
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  Speaker 2: Who are you know, independently talented, they've built their own brands,
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  Speaker 2: and partner with them with some of the most influential
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  Speaker 2: healthcare brands in the world through Edelman.
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  Speaker 3: So I just like, love, love that opportunity.
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  Speaker 2: Every so often I get to bring in people that
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  Speaker 2: I know personally as well, and that just gives me
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  Speaker 2: so much joy and pride.
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  Speaker 1: I love that. So, what is this a typical day
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  Speaker 1: to day then? Like in your current job, because Edelman
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  Speaker 1: is so well known in our industry for being the top,
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  Speaker 1: and you're at that level that you're probably seeing so
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  Speaker 1: many moving pieces. So what does a typical day to
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  Speaker 1: day look like?
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  Speaker 2: Well, first I wake up, I try to find the
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  Speaker 2: moment of solitude, which is like actually a feat with
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  Speaker 2: a toddler of a three year old or almost three
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  Speaker 2: year old, And that moment of solitude, honestly is like
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  Speaker 2: in my perfect world. If I was like lying about it,
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  Speaker 2: I'd be like I get on headspace and like a meditation.
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  Speaker 3: Nine times out of ten, it's like.
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  Speaker 2: Literally just scrolling through my phone if I'm being honest, like,
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  Speaker 2: and it could be catching up on news, it's like
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  Speaker 2: what you know, the people I follow are up to
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  Speaker 2: et cetera. Then I just like get ready to take
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  Speaker 2: my kid to school. And then once my like day
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  Speaker 2: day starts in the office, which could be a virtual
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  Speaker 2: office or in person, I'm taking calls with my clients,
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  Speaker 2: so my healthcare clients. I'm talking to our account teams,
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  Speaker 2: my team about sort of status and where we're at
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  Speaker 2: across various like work streams and how we're tracking and
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  Speaker 2: then reviewing content that our creators submit to us to
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  Speaker 2: make sure it's all checking out from sort of you
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  Speaker 2: know what our brief was for that project perspective, I'm
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  Speaker 2: developing budgets, I'm planning literally a mixed bag. But every
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  Speaker 2: day has some combination of all of those things, so
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  Speaker 2: it's never a dull moment. Sometimes we're selling in cel mode,
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  Speaker 2: sometimes we're listening, sometimes we're executing, but all in yeah.
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  Speaker 1: It's all. It's a little bit of everything. When you
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  Speaker 1: mentioned your client, do you find that clients and I'm
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  Speaker 1: not sure if you can share any and if you can't,
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  Speaker 1: that's okay, But if there's any clients that you could
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  Speaker 1: refer to, it be really helpful to visualize it. But
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  Speaker 1: do you find that, especially in healthcare, you know, creator
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  Speaker 1: marketing is now more accepted. Is there more wiggle room
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  Speaker 1: or is there still some convincing that has to happen
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  Speaker 1: to convince a healthcare brand like hey we should invest
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  Speaker 1: in TikTok or hey we should invest on sponsored campaigns.
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  Speaker 1: What's the energy, what's the vibe? Is healthcare into creator marketing?
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  Speaker 3: Yeah? I mean I would say that healthcare has come
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  Speaker 3: a long way.
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  Speaker 2: I think it gets sort of a rep of, you know,
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  Speaker 2: kind of being behind the tide as it compares to
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  Speaker 2: CpG tech brands and other you know types of companies
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  Speaker 2: that tend to be more social, digital friendly and first.
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  Speaker 3: And I think that part of that is true.
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  Speaker 2: Right, there are sort of more regulations that govern content
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  Speaker 2: that comes out on behalf of a healthcare.
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  Speaker 3: Brand, So it's for good reason.
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  Speaker 2: But net net, like, as you well know, right, the
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  Speaker 2: creator industry is huge and it's projected to reach is it,
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  Speaker 2: five hundred billion in two years.
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  Speaker 3: Which is bananas.
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  Speaker 2: So I think that there's just naturally what's happening in
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  Speaker 2: the space that can't be ignored. And you know, these
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  Speaker 2: brands are not turning a blind out of that. They're
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  Speaker 2: absorbing that information and sort of taking that and adapting
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  Speaker 2: their communications plans accordingly. So I would say we've come
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  Speaker 2: a long way, and I would say that, yeah, just
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  Speaker 2: kind of like we got to try it, right. The
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  Speaker 2: more we do it for our brands, the more they're
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  Speaker 2: into it, the more they see the value of it.
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  Speaker 2: You know, we're comparing the content that gets put out
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  Speaker 2: on behalf of a brand by that's like more sort
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  Speaker 2: of traditional formats and like stock images, et cetera, from
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  Speaker 2: like an advertising perspective next to what comes out when
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  Speaker 2: it's like a creator that's like promoting for example, like
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  Speaker 2: we powered the launch of Advil's TikTok using all creators
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  Speaker 2: and that was like the full strategy and that was
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  Speaker 2: a huge success. But you know, again, it was very
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  Speaker 2: deliberate that we put people first and at the center
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  Speaker 2: of that. And I think as we do it more
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  Speaker 2: the brands see the results, they want more of it.
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  Speaker 1: And then when you see brands like Advil, then like,
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  Speaker 1: I'm sure there's this like ripple effect where then other
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  Speaker 1: healthcare brands were like, well, Audville did it, so like
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  Speaker 1: maybe you know they're vetting, They're not going to do
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  Speaker 1: it with a blind eye. And I feel like that
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  Speaker 1: always happens when there's like one or two big brands
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  Speaker 1: to jump ship and start it's okay for all of us.
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  Speaker 1: Like I've seen this happen in multiple industries, and I
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  Speaker 1: think this again, Advil's on TikTok, You're going to see
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  Speaker 1: so many other people now think maybe this is okay.
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  Speaker 1: So like, what would you say to maybe a healthcare
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  Speaker 1: brand that still thinks TikTok is just for gen z
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  Speaker 1: and dancing, especially with your experience, like seeing the results
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  Speaker 1: of the campaigns you're putting.
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  Speaker 2: Together yeah, I mean hopefully that's happening less and less.
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  Speaker 2: That said, we love a trends like we love a
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  Speaker 2: dance trend. We love a sort of short tail or
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  Speaker 2: a long tail trends. Like a lot of the success
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  Speaker 2: that I've had most recently in selling like creator into
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  Speaker 2: clients is like let's do a get Ready with me
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  Speaker 2: to like you know, visit a doctor, or like get
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  Speaker 2: ready with me to like be in a residency program
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  Speaker 2: if I'm going to be a doctor. Now there's there's
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  Speaker 2: kind of different ways to play like what's already happening.
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  Speaker 3: Naturally on the platforms. That is interesting.
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  Speaker 2: So definitely, like I would say, like embrace those opportunities
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  Speaker 2: and find ways to integrate your brand messages into those
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  Speaker 2: like trends and things happening already naturally, because that's like
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  Speaker 2: obviously the best content feels like authentic to the individual
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  Speaker 2: that's creating it, but also like feels native to the platform.
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  Speaker 2: But you know, some of our pushback is budget restraints.
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  Speaker 2: It's allocating you know, budget to things that are tried
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  Speaker 2: and true. So whether it's like you know, more digital
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  Speaker 2: tactics that are non creator lead earned media, like other
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  Speaker 2: things that just you know that they've done before, so
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  Speaker 2: I would say, like that just takes time and being like, hey,
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  Speaker 2: can we do like a pilot program like we've done
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  Speaker 2: a lot of I've had a lot of success selling,
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  Speaker 2: and like, let's do this for six months and just
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  Speaker 2: like a handful of like micro or mid tier folks
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  Speaker 2: and then we can graduate next year into like more
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  Speaker 2: macros or whatever the case may be. You know what
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  Speaker 2: I mean. Obviously it's like what their goals are and stuff.
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  Speaker 1: Love this energy and I just want to say I
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  Speaker 1: love how you also started off saying you know that
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  Speaker 1: you have this creative spirit and you're in this position,
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  Speaker 1: but it really seems that you're also a creator like advocate,
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  Speaker 1: right you're at the side level and you get it.
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  Speaker 1: So you're like, you know what, let's embrace the trend,
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  Speaker 1: like let's stay with it. And it's really refreshing, I'm
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  Speaker 1: sure from being on the brand side to have like
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  Speaker 1: creator advocates planted within to be like no, like we
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  Speaker 1: need to pay them this or wait this this doesn't fly,
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  Speaker 1: creatives aren't doing it. In this way, you're almost like
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  Speaker 1: able to speak on behalf of that creator as well,
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  Speaker 1: and you know also share with your clients the ROI
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  Speaker 1: that you've seen in terms of the pandemic. I think
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  Speaker 1: that was like a big shift for a lot of
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  Speaker 1: creator marketing and health misinformation particularly spread like wildfire across
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  Speaker 1: social media when it came to all things healthcare. I
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  Speaker 1: think I read somewhere there was as many as fifty
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  Speaker 1: percent of gen z turning to TikTok for medical advice.
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  Speaker 1: There was false claims out there, and you've been quoted
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  Speaker 1: saying that you believe that strategic creator partnerships are actually
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  Speaker 1: key to combating the spread of misinformation, you know, leveraging
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  Speaker 1: the voices of people that creators already trust to help
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  Speaker 1: healthcare brands deliver accurate informations. Are there any sort of
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  Speaker 1: you know, experiences or stories or case studies, or maybe
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  Speaker 1: you could just share a little bit more about how
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  Speaker 1: creator led sponsorships have helped your clients with any sort
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  Speaker 1: of misinformation spread.
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  Speaker 2: Yeah, I wanted to take it back to the first
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  Speaker 2: part of what you said, which wasn't a question, but
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  Speaker 2: just to underscore, like, I love the part of my
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  Speaker 2: job where I actually get to connect you know again,
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  Speaker 2: like I said in the beginning, like creators to these
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  Speaker 2: brands because it is truly my pride and joy to
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  Speaker 2: be like, yes, this person has value. Creators are CEOs, right,
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  Speaker 2: Like they have so much trust, they so well know
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  Speaker 2: their audience more than anybody else, and their audiences basically
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  Speaker 2: follow them wherever they go and do whatever, you know,
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  Speaker 2: they sort of guide them towards.
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  Speaker 3: And so those genuine relationships that maybe feel a little
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  Speaker 3: bit parasocial.
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  Speaker 2: But you know that those things are that's like real
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  Speaker 2: currency right in the space that we work in. And
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  Speaker 2: I just love that, Like, I love the opportunity to
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  Speaker 2: make those connections, to grow them, to grow influencer reach
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  Speaker 2: and sort of following, and to also like you know,
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  Speaker 2: develop you know, brand trust, visa, be creator. So I
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  Speaker 2: just wanted to say that because it's like literally the
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  Speaker 2: best part of what I.
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  Speaker 3: Get to do.
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  Speaker 2: But then as far as like misinformation goes absolutely, Like
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  Speaker 2: I mean, we're seeing a trend in health where people
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  Speaker 2: are turning to the Internet before they go to an
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  Speaker 2: irl doctor and that is for a.
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  Speaker 3: Number of reasons, right.
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  Speaker 2: One of the reasons is that most people have a smartphone,
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  Speaker 2: and those people are able to access information anytime, anywhere,
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  Speaker 2: whether you're at home in your bed and feeling a
• 12:23
  Speaker 2: weird symptom. I know, like me, I'm pregnant, I'm like
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  Speaker 2: feeling something. The first place I'm going is to social media, right,
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  Speaker 2: and perhaps like a creator I know, like that's also pregnant,
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  Speaker 2: whatever might have a similar experience. So I know that
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  Speaker 2: that's the case for a lot of it's you know,
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  Speaker 2: for a lot of other folks. The other reason is
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  Speaker 2: that there's low anxiety. I know that, you know, people
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  Speaker 2: experience a lot of anxiety for different reasons, you know,
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  Speaker 2: just the general feeling of like I'm going to a doctor,
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  Speaker 2: I don't know what to ask. I'm nervous to go
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  Speaker 2: there in person and tell them about something uncomfortable that
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  Speaker 2: I'm experiencing. And so doing that on the internet is
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  Speaker 2: obviously just like a safer space to do that. And
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  Speaker 2: then there's obviously like a lot of bias that plagues
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  Speaker 2: our healthcare system, especially when it comes to people of color,
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  Speaker 2: to you know, underrepresented communities in general. And so you know,
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  Speaker 2: again this safe first space that is offered through you know,
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  Speaker 2: a creator who might look like you, experience what you're experiencing,
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  Speaker 2: et cetera. All that said, there's so much risk because
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  Speaker 2: when the pandemic happened and people spend all their time
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  Speaker 2: on the internet. There are paths that you can go
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  Speaker 2: down that lead you in the wrong direction, right, Like
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  Speaker 2: there's you know, pick a day, you can pick a conspiracy,
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  Speaker 2: like you know, drink bleach in the pandemic to sunscreen
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  Speaker 2: is actually more harmful than the sun itself. Like weird
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  Speaker 2: stuff like all running the gamut. You know, there's there's
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  Speaker 2: all kinds of things that you can Like again, you
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  Speaker 2: pick a day and there's something new to misguide you,
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  Speaker 2: and a lot of those conspiracies and like that, a
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  Speaker 2: missin can lead you down very dangerous paths.
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  Speaker 3: And when it comes to your health.
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  Speaker 2: There was that special I don't know if you got
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  Speaker 2: to see it, but it was on Netflix called Applesider
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  Speaker 2: Vinegar and it was all about like, you know, this
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  Speaker 2: person that was like, yeah, you know, drink applesider vinegar,
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  Speaker 2: like do all these like pseudo scientific things to help
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  Speaker 2: cure cancer.
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  Speaker 3: And there was this story, a real story.
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  Speaker 2: About someone who did follow that advice and almost died.
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  Speaker 2: Like frankly, so, I mean it's it gets really dark
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  Speaker 2: really quick on the Internet, I will say that, and
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  Speaker 2: then creators being.
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  Speaker 3: Yeah, thank you.
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  Speaker 2: Yeah, So I think my sort of working thesis of this,
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  Speaker 2: like in what I've been kind of workshopping with and
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  Speaker 2: talking about this is really like health creators partnered with
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  Speaker 2: brands that we know have to go through a crazy
• 14:49
  Speaker 2: amount of legal and regulatory The creator himself has to
• 14:54
  Speaker 2: be vetted. Sometimes we work with experts, so whether they're
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  Speaker 2: a healthcare professional or otherwise. But but there's a level
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  Speaker 2: of vetting that happens, and then a level of like
• 15:04
  Speaker 2: legal and regulatory that reviews that happen on any content
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  Speaker 2: that goes live on behalf of those brands. So the
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  Speaker 2: theory is like, this is content you can actually trust
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  Speaker 2: on the Internet. Let's create more of that. We know
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  Speaker 2: we can't erase all of the misinformation on the Internet.
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  Speaker 2: That would be an arduous task and quite frankly impossible.
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  Speaker 2: But what we can do, what's in our control, is
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  Speaker 2: actually putting out more clean information and keeping social as
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  Speaker 2: healthy as we possibly can.
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  Speaker 1: And I think that's what you were saying in an
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  Speaker 1: article I read. You were saying something like healthcare brands
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  Speaker 1: have a role to play and cleaning up the Internet.
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  Speaker 1: And I think what I'm understanding is by producing, by creating,
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  Speaker 1: by helping fight that misinformation spread by partnering with experts
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  Speaker 1: or other healthcare professionals or creators that have symptoms that
• 15:51
  Speaker 1: are ethical and truly authentic to kind of make that work.
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  Speaker 2: Really and I think, just to jump on that real quick,
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  Speaker 2: I don't think there's one healthcare brand that doesn't have
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  Speaker 2: in mission something about a greater good and like a
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  Speaker 2: higher order.
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  Speaker 3: Of helping improve patients' lives.
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  Speaker 2: That's just like you see it in every sort of
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  Speaker 2: mission statement, if you will, And this is a part
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  Speaker 2: of that. So it's like both a challenge and a
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  Speaker 2: call to action for the brands that we work with, like,
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  Speaker 2: do more of this because this is in part our
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  Speaker 2: responsibility if this is what.
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  Speaker 3: Your mission is.
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  Speaker 1: Yeah, absolutely. Do you have any examples of a successful
• 16:28
  Speaker 1: creator partnership in the healthcare space and maybe share what
• 16:32
  Speaker 1: made it successful, like why did it work?
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  Speaker 3: Well? Yeah, oh my god, so many.
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  Speaker 2: I'm trying to think of, like coming back from the pandemic,
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  Speaker 2: because we have like this, we had a really awesome
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  Speaker 2: partnership with an Academy Award winning actor Jeff Bridges and
• 16:47
  Speaker 2: then a few other creators because I know, obviously he's
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  Speaker 2: at the celebrity level, but actual like mid tier to
• 16:54
  Speaker 2: micro tier creators around an educational campaign that talked about,
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  Speaker 2: you know, specifically addressed the immunocompromised community around protection against COVID.
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  Speaker 2: So this was a time where people were like, how
• 17:09
  Speaker 2: do we treat this community? We know this is like
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  Speaker 2: actually there are some sort of some special attention that
• 17:14
  Speaker 2: needs to be paid to this community. So this campaign
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  Speaker 2: was all about like raising awareness about some of those
• 17:19
  Speaker 2: like stipulations with the help of those individuals. I will
• 17:23
  Speaker 2: also say we did this campaign with creator Christy Romano
• 17:28
  Speaker 2: an emergency that was like all about channeling like pop
• 17:31
  Speaker 2: rocks nostalgia through content that really promotes their emergency crystals
• 17:36
  Speaker 2: and their vitamin C boosting power.
• 17:38
  Speaker 3: What else.
• 17:39
  Speaker 2: There's so many things we do, so many cool projects.
• 17:42
  Speaker 1: Yeah, even like the recent I think you mentioned something
• 17:45
  Speaker 1: about cervical or something about cancer.
• 17:48
  Speaker 2: Yeah, so so Cervical Cancer Awareness Month earlier this earlier
• 17:51
  Speaker 2: this year, we did a campaign that included both healthcare
• 17:56
  Speaker 2: providers and patients and talked about the importance of getting
• 18:00
  Speaker 2: screened for cervical cancer.
• 18:02
  Speaker 3: And it was it was in part demystifying.
• 18:05
  Speaker 2: The process of actually going to get a screening, which,
• 18:09
  Speaker 2: believe it or not, for a lot of people, it's
• 18:11
  Speaker 2: a barrier, right people prostate cancer screenings. It's it's a big,
• 18:15
  Speaker 2: you know, hot topic for that too because the process
• 18:18
  Speaker 2: men feel like, ah, that's like an uncomfortable space. But
• 18:22
  Speaker 2: part of the work that we did with our Logic
• 18:24
  Speaker 2: client for cervical cancer was to help you know, demystify like, actually,
• 18:29
  Speaker 2: it's not that bad and it's.
• 18:31
  Speaker 3: Also necessary by the way. Yeah, so we did that time.
• 18:34
  Speaker 2: So we do a lot of like awareness moments, certainly
• 18:37
  Speaker 2: for brands, because those are obviously times where people are
• 18:41
  Speaker 2: have all eyes on content around that topic, you know,
• 18:44
  Speaker 2: mental health awareness. We've done, you know, work with a
• 18:48
  Speaker 2: brand to bring like mental health creators from all over
• 18:51
  Speaker 2: the country to an IRL summit that also involved just
• 18:56
  Speaker 2: like really nice like networking but programming and awareness around
• 19:01
  Speaker 2: you know, mental health topics.
• 19:02
  Speaker 3: Yeah.
• 19:02
  Speaker 1: And it's interesting you mentioned awareness almost as potentially a KPI,
• 19:07
  Speaker 1: So are there other KPIs or is just success markers
• 19:10
  Speaker 1: when you are looking at a campaign to determine And
• 19:15
  Speaker 1: the reason I asked this is because our community is
• 19:17
  Speaker 1: a bunch of creators and they're always wondering like, well,
• 19:19
  Speaker 1: what makes a campaign successful? Like what is it is?
• 19:22
  Speaker 1: And I think and I'm assuming, but I'm assuming at
• 19:24
  Speaker 1: the level of like an advil. Maybe it's not like
• 19:27
  Speaker 1: actual conversions and tracking of sales, but maybe it's more
• 19:30
  Speaker 1: you know, maintaining brand dominance or awareness as you mentioned.
• 19:34
  Speaker 1: So what are some KPIs or key performance indicators success
• 19:38
  Speaker 1: markers that you look at when measuring the success of
• 19:41
  Speaker 1: a creator led healthcare campaign.
• 19:43
  Speaker 2: Yeah, definitely, I think you know, conversion we sometimes define
• 19:48
  Speaker 2: as like, yes, driving to a product in the more
• 19:50
  Speaker 2: CpG like traditional format, but there's also a lot of
• 19:53
  Speaker 2: value in like converting people in terms of driving people
• 19:56
  Speaker 2: to a website for more information, a discussion guy, something
• 20:01
  Speaker 2: to download that that's a resource, a medical resource, something
• 20:05
  Speaker 2: that they can use. So conversion is important, and especially
• 20:09
  Speaker 2: like I would say, at the sort of micro level,
• 20:12
  Speaker 2: we love that as a metric, but also consideration and
• 20:16
  Speaker 2: awareness are two big ones too. There's oftentimes, like I mentioned,
• 20:20
  Speaker 2: awareness moments like you know, whether it's breast cancer awareness,
• 20:24
  Speaker 2: serverble cancer, like all these these moments like those are
• 20:27
  Speaker 2: all naturally like built into the structure of those moments
• 20:30
  Speaker 2: is like awareness education. So we do a fair share
• 20:34
  Speaker 2: of that as well. Sometimes those moments come as like
• 20:37
  Speaker 2: we call I'm sure, some of the creators that you
• 20:40
  Speaker 2: work with are familiar, but there's like unbranded versus branded
• 20:43
  Speaker 2: healthcare work. And from an unbranded perspective, this is where
• 20:47
  Speaker 2: we're doing work with creators and we're not mentioning a
• 20:49
  Speaker 2: brand name. Obviously, they're sponsored by a brand and a
• 20:53
  Speaker 2: brand pays them to do that, but we're not like
• 20:55
  Speaker 2: actively promoting a product, if you will. And then in
• 20:58
  Speaker 2: some cases we are actively promoting a product. So all
• 21:01
  Speaker 2: that to say, there's very different roles when it comes
• 21:03
  Speaker 2: to doing unbranded versus branded.
• 21:05
  Speaker 1: Wow, And I don't think that's something a lot of
• 21:07
  Speaker 1: creators know about. I think oftentimes you just think I
• 21:10
  Speaker 1: have to mention the product or I have to you know,
• 21:13
  Speaker 1: mention the brand in it.
• 21:14
  Speaker 3: No, we actually do quite a bit.
• 21:16
  Speaker 2: And i'd wager to say, without like looking at it
• 21:19
  Speaker 2: on like having like done the math on it, like,
• 21:22
  Speaker 2: I'd wager to say we do probably more unbranded than
• 21:24
  Speaker 2: we do branded from a healthcare perspective.
• 21:26
  Speaker 3: So that's unbranded.
• 21:29
  Speaker 1: Just to clarify for those that maybe not know, is
• 21:32
  Speaker 1: it just creating content without mentioning a specific brand brand?
• 21:37
  Speaker 2: Yeah, And I mean that said, like, obviously there's a partnership,
• 21:41
  Speaker 2: there's usually an umbrella brand, but it's not the product.
• 21:46
  Speaker 2: We always have to disclose obviously if they were working
• 21:49
  Speaker 2: with any partner that it's a sponsored partner, but it's
• 21:54
  Speaker 2: not a promotional product.
• 21:56
  Speaker 1: Like by this here type of thing.
• 21:58
  Speaker 3: Correct. Yeah, it's more of a awareness play.
• 22:01
  Speaker 2: And that's where like when you back to your question
• 22:03
  Speaker 2: about like the types of KPIs like awareness is big
• 22:06
  Speaker 2: for us because we do a lot of like unbranded work.
• 22:09
  Speaker 1: Yeah, that's that makes total sense.
• 22:10
  Speaker 2: It's like with our audience, like you know, like if
• 22:13
  Speaker 2: we are we do, like I do a lot of
• 22:15
  Speaker 2: things with like niche disease areas. So if it's something
• 22:18
  Speaker 2: very specific like spinal muscular atrophy like that might be
• 22:22
  Speaker 2: a smaller creator, but we know that we're reaching like
• 22:25
  Speaker 2: the audience that we want to hit with our messaging.
• 22:27
  Speaker 2: So that's another opportunity for us as well reached.
• 22:31
  Speaker 1: And it makes me think for those creators that are
• 22:34
  Speaker 1: very niche, like lean into it because you may have
• 22:38
  Speaker 1: a rare disease and you may have that exact audience
• 22:43
  Speaker 1: is also interested and that seems to probably be a
• 22:46
  Speaker 1: better fit for you in terms of the right creator.
• 22:49
  Speaker 1: Then like these big numbers. So actually, let's go into
• 22:52
  Speaker 1: talking about choosing the right creator. So is it credibility,
• 22:56
  Speaker 1: is it credentials, is it relatability? Like what critia are
• 23:00
  Speaker 1: you looking for when choosing that right creator?
• 23:04
  Speaker 2: Yeah, I mean all of the aboves, but certainly, you know,
• 23:07
  Speaker 2: we start with a list of criteria, like literally a
• 23:11
  Speaker 2: vetting criteria that we co create with our brands, And
• 23:15
  Speaker 2: the more we work with brands with, the more we
• 23:16
  Speaker 2: have a sense of like these are the general criteria
• 23:19
  Speaker 2: that a brand might have, and then these are some
• 23:22
  Speaker 2: layers that will add specific to any campaign. I mean
• 23:25
  Speaker 2: it's everything from very tactically, like how much of your
• 23:27
  Speaker 2: audience is based in a certain location, to what you're like,
• 23:32
  Speaker 2: you know, different demographics like the age range, you know, gender, ethnicity,
• 23:37
  Speaker 2: et cetera. So like some of those things play a factor,
• 23:39
  Speaker 2: and those are like the really tactical things, but as
• 23:41
  Speaker 2: far as like the sort of broader other opportunities, it's like, yeah,
• 23:45
  Speaker 2: like if we're working in a specific disease space, like
• 23:49
  Speaker 2: are you someone who is living with that disease? Are
• 23:53
  Speaker 2: you someone who takes care of somebody with that disease?
• 23:55
  Speaker 2: Are you an expert in the space, Are you a
• 23:57
  Speaker 2: patient advocate, you know, are you a doctor?
• 24:00
  Speaker 1: Have you?
• 24:00
  Speaker 2: And sometimes those things Nina, Like you could have a
• 24:03
  Speaker 2: content or you can have someone who, as you know,
• 24:06
  Speaker 2: like developed content only about travel, and like that's like
• 24:09
  Speaker 2: you know what you're getting. Like you find that person
• 24:11
  Speaker 2: easy because that's like it's written into their bio. It's
• 24:14
  Speaker 2: a part of all of what that they create as
• 24:16
  Speaker 2: a brand. But oftentimes, like I find, especially like with healthcare,
• 24:20
  Speaker 2: like it's a little more subtle unless you're like a provider.
• 24:23
  Speaker 2: You might have said, I had this crazy situation where
• 24:29
  Speaker 2: I had to like undergo like surgery from my eyes
• 24:32
  Speaker 2: because like I left my contacts on too long or
• 24:35
  Speaker 2: something crazy. But like in general, like all your content
• 24:38
  Speaker 2: is travel, right, we find those people all that to
• 24:41
  Speaker 2: say because we love those opportunities. Yeah, a brand hasn't
• 24:45
  Speaker 2: like hopped on it in terms of like a partnership.
• 24:48
  Speaker 3: We love that.
• 24:49
  Speaker 1: I've seen a lot of creators because I tend to
• 24:52
  Speaker 1: the travel creators. They just find me, you know. But
• 24:54
  Speaker 1: I've actually and wellness creators and yoga creators and all
• 24:57
  Speaker 1: of that. But I've seen creators and the travel space.
• 25:00
  Speaker 1: I don't remember how long ago it was, but she
• 25:02
  Speaker 1: did a campaign with I believe it was like Dulcalax
• 25:06
  Speaker 1: or some sort of because when you're traveling, you know,
• 25:09
  Speaker 1: people get backed up. What a perfect fit Like we
• 25:11
  Speaker 1: didn't even think about it, but truly like it is
• 25:13
  Speaker 1: a thing, and she talked about it in this way
• 25:15
  Speaker 1: like I travel all the time, like my stomach is off,
• 25:18
  Speaker 1: like and she actually uses it. It makes sense, right.
• 25:21
  Speaker 1: I've also seen travel creators talk about brands allergy medication
• 25:25
  Speaker 1: because of the seasonal changes, and it is true I
• 25:28
  Speaker 1: suffer from alergies. I'm jumping from place to place, and
• 25:31
  Speaker 1: it seems like really natural integration. So it doesn't seem
• 25:34
  Speaker 1: like creators that are only medical background creators. There's a
• 25:38
  Speaker 1: space for everyone, I think in health care.
• 25:41
  Speaker 2: Absolutely, And I think the more interesting part of my
• 25:45
  Speaker 2: work and opportunities that I have are to bring those
• 25:48
  Speaker 2: like non traditional fits for a brand because they live frankly,
• 25:52
  Speaker 2: they live for it, and then also for us, it's
• 25:55
  Speaker 2: like just more interesting, like I love, Yeah, it's different,
• 25:57
  Speaker 2: and I think there's a lifestyle girl like like I'm
• 26:01
  Speaker 2: and I won't mention brand, but I'm like working with
• 26:03
  Speaker 2: a beauty person who is just like naturally creating content. Again,
• 26:09
  Speaker 2: like face to Camera, get ready with me all beauty
• 26:12
  Speaker 2: for an eyehealth brand. And that's super interesting to me.
• 26:15
  Speaker 2: Like I just like there obviously.
• 26:17
  Speaker 1: Fits into natural.
• 26:18
  Speaker 2: It fits into there, Yeah, exactly.
• 26:21
  Speaker 1: And so especially when these creators are naturally using these brands,
• 26:25
  Speaker 1: like and they're all like this this yoga girl I'm
• 26:27
  Speaker 1: thinking of, she's like, I really suffer phromology. She's like,
• 26:30
  Speaker 1: I'm going to pitch so and so I'm like, go
• 26:31
  Speaker 1: for it. You know. She's like, because it's authentic to her,
• 26:34
  Speaker 1: it's true to her, she uses it and she wants to,
• 26:37
  Speaker 1: you know, integrate this brand into the content. So I
• 26:40
  Speaker 1: think it's really interesting, Yeah, that you don't just help
• 26:43
  Speaker 1: out this medical background totally a fashion person like doing
• 26:46
  Speaker 1: something with like a detergent.
• 26:48
  Speaker 3: I'm making it up. It's not like the brains that
• 26:50
  Speaker 3: I work with.
• 26:50
  Speaker 2: But I'm like, that's interesting because like, you know, you
• 26:53
  Speaker 2: might need to some tips on like safeways to clean
• 26:57
  Speaker 2: your like very delicate, uh you know garment, keep your
• 27:01
  Speaker 2: reds red, Like how do you know? Totally like those
• 27:05
  Speaker 2: kinds of things Like that's where like you know, like
• 27:07
  Speaker 2: my brain is like I live in strategy a lot,
• 27:10
  Speaker 2: like in my job as I mentioned it's always a
• 27:12
  Speaker 2: mixed bag of things, but a lot of the stuff
• 27:14
  Speaker 2: that I do is like strategic and I'm like always
• 27:16
  Speaker 2: thinking about like what are we how can we just.
• 27:18
  Speaker 1: Like make it interesting?
• 27:20
  Speaker 2: Yeah, and we had a tech reviewer. I'll say one
• 27:23
  Speaker 2: more like actual example would YouTube. All they do is
• 27:26
  Speaker 2: like tech product reviews, do a thing on like an
• 27:29
  Speaker 2: eye and like the technology behind the eye.
• 27:33
  Speaker 3: I feel like I'm talking about eyes a lot. I
• 27:35
  Speaker 3: don't know. Do we deal with other things too, but
• 27:37
  Speaker 3: it's just top of mind.
• 27:38
  Speaker 2: And it was so interesting because it's like this is
• 27:40
  Speaker 2: someone who just who does iPhone reviews or what I
• 27:43
  Speaker 2: don't know, like other tech products, but like spind it
• 27:46
  Speaker 2: on its head and make it different.
• 27:48
  Speaker 3: Yep, exactly.
• 27:49
  Speaker 1: I tell the creators in our community all the time,
• 27:52
  Speaker 1: just like pitch outside your niche, you know, find an
• 27:54
  Speaker 1: editorial angle. The pr people are head in the sand,
• 27:58
  Speaker 1: so busy in client work. Come to them with an
• 28:00
  Speaker 1: exciting idea, come to them with the pitch, come to
• 28:02
  Speaker 1: them with something fresh. It's just a great way to
• 28:04
  Speaker 1: stand out. So in terms of like I guess, how
• 28:06
  Speaker 1: you've worked with creators, do you find that you like
• 28:09
  Speaker 1: to stick out to like long term partnerships. Is it
• 28:12
  Speaker 1: one off campaigns or is it more like, hey, we're
• 28:14
  Speaker 1: gonna work with you, you know, on a multi channel campaign.
• 28:18
  Speaker 1: Like I think all creators are looking for like longer
• 28:21
  Speaker 1: term or they're looking for building out these deeper relationships
• 28:24
  Speaker 1: than one off. So how does it look like for
• 28:27
  Speaker 1: the type of creators that you're working with.
• 28:28
  Speaker 2: I'm also like interested in just having this conversation with
• 28:31
  Speaker 2: you about what creators are looking for, because these are
• 28:33
  Speaker 2: like the most interesting conversations to be We've actually started
• 28:36
  Speaker 2: this series this year of like fireside chats where we
• 28:38
  Speaker 2: bring creators into our office in New York to just
• 28:41
  Speaker 2: like chat with them.
• 28:42
  Speaker 1: What's that we can give you all the details.
• 28:46
  Speaker 2: Yeah, So honestly, if you ever have anybody that would
• 28:48
  Speaker 2: be interested in coming to our office in New York,
• 28:50
  Speaker 2: like just'll.
• 28:50
  Speaker 3: Come usher, Well, yeah, come through.
• 28:54
  Speaker 2: And it's so casual and it's always really helpful to
• 28:56
  Speaker 2: gain insights from like what they're up to and what
• 28:59
  Speaker 2: they see for themselves, because that also helps to inform
• 29:02
  Speaker 2: our strategies and what we pitch to clients. Because we
• 29:05
  Speaker 2: were generally interested in making it like a good marriage
• 29:09
  Speaker 2: or it's not a dysfunctional one.
• 29:11
  Speaker 3: We want happy marriages.
• 29:12
  Speaker 1: Yeah, to actually make an impact, like for the brand truly,
• 29:16
  Speaker 1: Like posting one video is very different than a three
• 29:18
  Speaker 1: month you know, partnership. It's better for the client, it's
• 29:21
  Speaker 1: better for the creator. But how do you what's more brand?
• 29:25
  Speaker 3: What do you see?
• 29:26
  Speaker 2: Yeah, from a brand perspective, it's definitely like we love
• 29:29
  Speaker 2: a long term partnership obviously, like it just when we
• 29:32
  Speaker 2: think about trust and what it takes to trust a brand,
• 29:36
  Speaker 2: we know that there's like a little bit of a
• 29:38
  Speaker 2: leap that we have to do versus like if you're
• 29:40
  Speaker 2: just following a creator and they're posting on their channels
• 29:43
  Speaker 2: all the time. So I think the more they see
• 29:45
  Speaker 2: that person, the more trusted that they are, and the
• 29:48
  Speaker 2: more trusted the brand is as well. So yeah, I
• 29:51
  Speaker 2: think when we're thinking about partnerships, we love an opportunity
• 29:54
  Speaker 2: to bring them in. Also, like once you're in like
• 29:56
  Speaker 2: network with us, then we're also constantly thinking about opportunities
• 30:00
  Speaker 2: for other brands within our portfolios. So that's that's just
• 30:04
  Speaker 2: like a great opportunity as well. But yeah, I mean
• 30:07
  Speaker 2: to the extent that individual creators are interested in like
• 30:11
  Speaker 2: working long term, I think brands are also like interested
• 30:15
  Speaker 2: in the same so long as that relationship is like going.
• 30:18
  Speaker 1: Makes the most sense. Well, it's interesting because i know,
• 30:20
  Speaker 1: for example, like Expedia has really lucrative part ambassadorships or
• 30:25
  Speaker 1: like these twelve month programs, and you know, they're you're
• 30:29
  Speaker 1: really at this point because you know, let's just say
• 30:32
  Speaker 1: a travel creators, you're constantly using Expedia and it's just
• 30:34
  Speaker 1: built into your brand. You know, those tend to be
• 30:37
  Speaker 1: the golden ticket for creators in the sense out they're
• 30:39
  Speaker 1: like locked in for a year and it's it's just
• 30:42
  Speaker 1: this and and I'm curious to know, like if you're
• 30:45
  Speaker 1: seeing more of these one offs turn into longer term relationships.
• 30:50
  Speaker 3: Yeah, definitely.
• 30:51
  Speaker 2: Sometimes they're sometimes by design because sometimes we'll be like, hey,
• 30:54
  Speaker 2: we're pitching this, you know, or your deliverables include you know,
• 30:59
  Speaker 2: this IRL of and these many pieces of content over
• 31:02
  Speaker 2: this period of time, and that's obviously naturally like a
• 31:05
  Speaker 2: six month partnership or a year whatever ends up being.
• 31:08
  Speaker 2: And then in other cases we're like, hey, this was
• 31:10
  Speaker 2: such a great opportunity, let's bring them back for something
• 31:13
  Speaker 2: bigger or different, or maybe you know, they were able
• 31:16
  Speaker 2: to do an IRL conference like let's bring them in
• 31:18
  Speaker 2: for the virtual version to get it out to masses
• 31:22
  Speaker 2: or whatever. There's a lot of like work that happens
• 31:26
  Speaker 2: from a communication strategy perspective that includes creator work, but
• 31:31
  Speaker 2: also like other disciplines like digital earned what have you,
• 31:34
  Speaker 2: that is thinking long term, always build, that's great.
• 31:38
  Speaker 3: What we build out our plans, we're building them out.
• 31:40
  Speaker 2: Oftentimes it's not one hundred percent for every brand, but
• 31:44
  Speaker 2: for the most part, we're building out brands for a
• 31:46
  Speaker 2: year or two years out. So with that in mind,
• 31:49
  Speaker 2: we're thinking like, how do we grow what we've done
• 31:51
  Speaker 2: that's worked well in the past, and then how do
• 31:54
  Speaker 2: we introduce something new?
• 31:55
  Speaker 1: So that's actually really helpful. And in terms of I
• 31:58
  Speaker 1: guess creators, you're putting budgets together, like are you doing
• 32:03
  Speaker 1: them yearly budgets? Like do you find And I'm thinking
• 32:06
  Speaker 1: about this because you're saying, oh, I'm doing a one
• 32:08
  Speaker 1: year or two year plan for a client. Does that
• 32:11
  Speaker 1: mean when things are like locked in, they're locked in?
• 32:13
  Speaker 1: Or is there still opportunity for creators to pitch and
• 32:16
  Speaker 1: jump in even when the planning has been done.
• 32:19
  Speaker 3: There's always opportunities.
• 32:20
  Speaker 2: I mean, I think there's some core campaign planning that
• 32:24
  Speaker 2: happens that could be a year out, but you know,
• 32:27
  Speaker 2: an awareness moment pops up a new opportunity.
• 32:30
  Speaker 3: We're getting new clients throughout the year.
• 32:32
  Speaker 2: It's not like we have like a set cycle where
• 32:34
  Speaker 2: we're like just yeah. But I would say, you know,
• 32:37
  Speaker 2: like in a perfect world like where we have this
• 32:40
  Speaker 2: like larger plan, like communications plan, Creator is a part
• 32:44
  Speaker 2: of that, and so we have a general sense of
• 32:46
  Speaker 2: what we want to accomplish from a creator perspective, but
• 32:48
  Speaker 2: there's always like ad hoc opportunities. There's always like incremental
• 32:52
  Speaker 2: budgets that come through that are like, hey, we have
• 32:54
  Speaker 2: this money, we want to like do something with a
• 32:56
  Speaker 2: macro tier talent or something in the next month. Or
• 32:59
  Speaker 2: we have this event happening and how do we bring
• 33:02
  Speaker 2: Creator into that, or things like that that are outside
• 33:05
  Speaker 2: of our you know, original remit or plan happen as well.
• 33:09
  Speaker 1: It's awesome. So lastly, before we get into some like
• 33:12
  Speaker 1: advice for creators who want to pitch, one of the
• 33:15
  Speaker 1: things that I think when we think of, especially with healthcare,
• 33:18
  Speaker 1: is regulations compliance, you know, FDA rules and helping creative
• 33:24
  Speaker 1: people also stay compliant. So I guess the question would
• 33:27
  Speaker 1: be like balancing creativity, you know, with not being like
• 33:32
  Speaker 1: an ad where you're like this may have side effects
• 33:34
  Speaker 1: or balance or help creators with that authentic storytelling, but
• 33:37
  Speaker 1: also the legal regulatory part of it, because it's very
• 33:41
  Speaker 1: different I've seen I don't know, I'm just thinking of
• 33:43
  Speaker 1: the creator Like lead ads that I've seen, you know,
• 33:46
  Speaker 1: for AstraZeneca or for Floony is like you can tell
• 33:49
  Speaker 1: that are key speaking parts are you know, because they
• 33:54
  Speaker 1: had to be there, So like what does that look
• 33:56
  Speaker 1: like from the creative standpoint?
• 33:59
  Speaker 2: Yeah, And this is where we get into like the
• 34:00
  Speaker 2: branded versus unbranded. Like when you talk about a brand
• 34:03
  Speaker 2: like flow Dase for example, they might have what the
• 34:06
  Speaker 2: content you may have been consuming. I don't know exactly
• 34:08
  Speaker 2: what you're talking about, but it's probably like a branded
• 34:11
  Speaker 2: campaign if you know that it's like a float like
• 34:13
  Speaker 2: for the product, and in that case certain language that
• 34:16
  Speaker 2: has to go into the content, both if it's a
• 34:19
  Speaker 2: video piece of content verbally there's some visual content, there's
• 34:23
  Speaker 2: content that has to go into the post, et cetera.
• 34:26
  Speaker 2: Just from a legal perspective. When it's unbranded, there's less
• 34:29
  Speaker 2: of that kind of language. But all in all, we
• 34:32
  Speaker 2: know and as we've established healthcare is a highly regulated industry,
• 34:36
  Speaker 2: so there are some things that we need to make
• 34:37
  Speaker 2: sure that our creators are adhering to in terms of
• 34:41
  Speaker 2: how they convey the brand messages. So oftentimes, like you know,
• 34:46
  Speaker 2: we start every relationship with a brief. Sometimes even before that,
• 34:50
  Speaker 2: it's a conversation with the creator about, hey, this is
• 34:53
  Speaker 2: what we're trying to accomplish. You know, how does your
• 34:56
  Speaker 2: story fit into this in a general sense, to really
• 34:59
  Speaker 2: determine that that's a great fit. If we're like kind
• 35:01
  Speaker 2: of iffy from the content that we're seeing on social media,
• 35:04
  Speaker 2: or it's not always explicit because it's not one hundred
• 35:07
  Speaker 2: percent of the content that they're creating on that platform,
• 35:09
  Speaker 2: so we might dig in a little further. But all
• 35:11
  Speaker 2: that to say, we create a brief, and within that brief,
• 35:14
  Speaker 2: we're outlining all of the brand key messages, and a
• 35:17
  Speaker 2: perfect like execution of that is like, take these brand
• 35:20
  Speaker 2: key messages, adapt them to your own voice, and make
• 35:24
  Speaker 2: it feel as natural as possible. We don't love an
• 35:27
  Speaker 2: opportunity to have a creator read a script verbatim. We're
• 35:31
  Speaker 2: not scripting oftentimes. Class there's there's some exceptions to that,
• 35:34
  Speaker 2: so I won't say we're never not scripting, but for
• 35:37
  Speaker 2: the most part, we aren't. And we love that opportunity
• 35:40
  Speaker 2: to be like, hey, look, these are the messages that
• 35:42
  Speaker 2: we want to hit, like how would you bring this
• 35:45
  Speaker 2: to life?
• 35:45
  Speaker 1: Yea, and trusting them to be able to do it
• 35:48
  Speaker 1: and that in that.
• 35:49
  Speaker 2: Yeah, to come up with a concept that's like, hey,
• 35:51
  Speaker 2: look like this is the kind of stuff that works
• 35:53
  Speaker 2: for my audience. This is what they're listening to, This
• 35:55
  Speaker 2: is what the content that resonates the most with them,
• 35:59
  Speaker 2: Like I want to do it, but I want to
• 36:00
  Speaker 2: do it this style and.
• 36:02
  Speaker 1: Stay trusting the creator to do their job.
• 36:04
  Speaker 3: You know.
• 36:04
  Speaker 1: It's like you guys know your people like you know.
• 36:07
  Speaker 3: I love that. Like that true?
• 36:09
  Speaker 2: And then you exactly and then you know, like there's
• 36:12
  Speaker 2: never there's never a moment where a brand is going
• 36:14
  Speaker 2: to or a creator is going to post something on
• 36:15
  Speaker 2: behalf of a brand that's not like fully.
• 36:18
  Speaker 3: You know, legally reviewed.
• 36:20
  Speaker 2: Though worst case it's like, hey, we run it through
• 36:23
  Speaker 2: reviews and they have like these tweaks to make to it.
• 36:26
  Speaker 3: We make those tweaks and then keep it, keep it moving.
• 36:28
  Speaker 1: Yeah, that's also great to hear like that review process too,
• 36:31
  Speaker 1: and being clear you know that it is going to
• 36:34
  Speaker 1: go through some sort of post review system to make
• 36:37
  Speaker 1: sure that things are you know, presented in the way
• 36:40
  Speaker 1: that the client's going to be happy the creator is
• 36:42
  Speaker 1: going to be happy. It's always as balanced, you know,
• 36:44
  Speaker 1: especially as you guys in the middle, like you're handling
• 36:46
  Speaker 1: expectations from both sides.
• 36:48
  Speaker 2: And I think that's an expectation to set for healthcare
• 36:51
  Speaker 2: creators specifically, like people who are trying to get into
• 36:54
  Speaker 2: this space, which I know is like we're going to
• 36:56
  Speaker 2: talk a little bit about advice and stuff, is like
• 36:58
  Speaker 2: just knowing that one of the things these things take
• 37:01
  Speaker 2: usually a little longer than your traditional like CpG brands
• 37:05
  Speaker 2: because there are their longer reviews frankly, so it's just
• 37:08
  Speaker 2: something to be aware of in terms of like the
• 37:10
  Speaker 2: timelines are a little more, are a little longer.
• 37:12
  Speaker 1: But yeah, and that's a great point. So let's jump
• 37:15
  Speaker 1: into some advice for creators that want to stand out
• 37:19
  Speaker 1: to agencies like yours, uttlemen to put their name in
• 37:22
  Speaker 1: the hat, right, what's some advice that you'd give to
• 37:26
  Speaker 1: creators that want to get into more healthcare style content
• 37:31
  Speaker 1: or work with more healthcare brands because it's something that
• 37:34
  Speaker 1: they already document naturally in their journey.
• 37:36
  Speaker 3: Yeah, I would say do more documenting of that.
• 37:39
  Speaker 2: So if it's something that is very specific to who
• 37:43
  Speaker 2: you are and makes you who you are and feels
• 37:46
  Speaker 2: like is something you're comfortable sharing, because I would also
• 37:48
  Speaker 2: say some health situations are pretty delicate and you might
• 37:51
  Speaker 2: not feel comfortable sharing. And so if you're going to
• 37:54
  Speaker 2: partner with a brand and it's a storytelling campaign, we're
• 37:59
  Speaker 2: going to want you to get into a little bit.
• 38:00
  Speaker 2: I would say first step, if you've never done it before,
• 38:03
  Speaker 2: think about, is this a space I want to like
• 38:05
  Speaker 2: go deep on, is there anything triggering for me when
• 38:08
  Speaker 2: it comes to this topic or what have you? And
• 38:11
  Speaker 2: use that as you're like filtered to decide.
• 38:14
  Speaker 3: And then once you're.
• 38:15
  Speaker 2: There, it's like, yeah, just kind of share about it
• 38:19
  Speaker 2: the way that you would naturally on your channel and
• 38:22
  Speaker 2: test that out without a brand partnership and see if
• 38:24
  Speaker 2: that like, how that goes for you and how you
• 38:27
  Speaker 2: feel like the reception is from your audience, et cetera.
• 38:30
  Speaker 3: And then yeah, and then the outreach begins.
• 38:32
  Speaker 2: And sometimes there's the magical we find you like trust
• 38:36
  Speaker 2: we're looking.
• 38:37
  Speaker 1: So I was gonna ask like, what would you say
• 38:39
  Speaker 1: is the balance if any of like you reaching out
• 38:43
  Speaker 1: like oh, this girl is on TikTok you talking about this,
• 38:45
  Speaker 1: she'd be great and you finding them an outreaching creator
• 38:49
  Speaker 1: versus inbound creator coming to you. Yeah.
• 38:51
  Speaker 2: I mean we get emails daily from agents and that's
• 38:54
  Speaker 2: typically who does.
• 38:55
  Speaker 1: The managers you mean like the talent managers.
• 38:57
  Speaker 2: Yeah, talent agents managers same, Yeah, yeah, that reach out
• 39:01
  Speaker 2: to us and they're like, hey, look we have this
• 39:04
  Speaker 2: like portfolio or this new person on our team.
• 39:08
  Speaker 3: We'd love to introduce you. You know.
• 39:09
  Speaker 2: Again, I mentioned like fireside chat, so sometimes there's an
• 39:12
  Speaker 2: opportunity to bring somebody into our office to get to
• 39:14
  Speaker 2: know a little bit more about them. But I would
• 39:16
  Speaker 2: say yeah, from like very frequent inbounds from managers to
• 39:21
  Speaker 2: us just constantly doing the work to do discovery, Like
• 39:24
  Speaker 2: discovery is built in literally to our scopes and our process.
• 39:27
  Speaker 3: So we're like digging.
• 39:29
  Speaker 2: Through third party tools, We're doing manual searches. We know
• 39:33
  Speaker 2: a fair share of people and sort of healthcare at
• 39:35
  Speaker 2: large that we like tap and yeah, it's it's kind
• 39:39
  Speaker 2: of like a combination of all those things.
• 39:41
  Speaker 1: There's this joke we had that you know, you could
• 39:45
  Speaker 1: get two hundred views on a video, but all you
• 39:48
  Speaker 1: need is one view of someone, like you never know
• 39:50
  Speaker 1: who's watching your stuff, you know.
• 39:52
  Speaker 2: Yeah, And we've also hired people low key that have
• 39:55
  Speaker 2: like gone viral for like a post, and but they're
• 39:58
  Speaker 2: not even they're like nano I might have more followers
• 40:00
  Speaker 2: than they do and I don't.
• 40:01
  Speaker 1: Yeah, but you're like, wait, there's something there, or they
• 40:04
  Speaker 1: storytelling really well or it's like fun or you know.
• 40:06
  Speaker 3: So do you know how it is?
• 40:07
  Speaker 2: It's like built into the nature of like TikTok and
• 40:10
  Speaker 2: like these platforms, like there are opportunities for like this,
• 40:14
  Speaker 2: for like things on your page, whether you're a creator
• 40:17
  Speaker 2: or not, to go viral, and so we might come
• 40:20
  Speaker 2: across that story just because it went viral and now
• 40:23
  Speaker 2: we're like, hey, we want to partner with you for
• 40:25
  Speaker 2: a brand. So I would say, like, also, the other
• 40:27
  Speaker 2: bit is like even if you're small and starting off,
• 40:30
  Speaker 2: there are opportunities in the space. We often like bring
• 40:35
  Speaker 2: in a network of micro creators or nanos like to
• 40:38
  Speaker 2: do when you talked about like sort of long term
• 40:41
  Speaker 2: thing like always on campaigns or things like that. So
• 40:44
  Speaker 2: I would say that's another piece of advice or.
• 40:47
  Speaker 1: Yeah, a little tidbit. It's funny because when you mentioned TikTok, like,
• 40:51
  Speaker 1: it's so true, Like I always use it as a
• 40:54
  Speaker 1: search engine personally as a user, but also being on
• 40:58
  Speaker 1: the brand side, like me doing consulting for my brand
• 41:01
  Speaker 1: clients and putting campaigns together similarly to like what you do.
• 41:04
  Speaker 1: I still do that. And one of our processes is
• 41:07
  Speaker 1: we always search the brand, like on TikTok, Like we'll
• 41:10
  Speaker 1: put in the client and be like, who's naturally talking
• 41:13
  Speaker 1: about them already? Or and I'm sure in your space
• 41:15
  Speaker 1: it's even easier we could go on TikTok right now
• 41:17
  Speaker 1: and put company name and see who's naturally like sharing
• 41:21
  Speaker 1: stories about how they have used this to solve that.
• 41:24
  Speaker 1: We do it a lot on YouTube as well, Like
• 41:26
  Speaker 1: YouTube kills it for search, especially when there's those keywords
• 41:31
  Speaker 1: and the content so that the brands that are watching
• 41:34
  Speaker 1: can come to you. So I love to see that
• 41:36
  Speaker 1: you guys are also have your eyes on the on
• 41:39
  Speaker 1: the field. Yeah, not just depending on inbound but also.
• 41:43
  Speaker 2: Outbounding it and not just the our brands, like and
• 41:46
  Speaker 2: who's talking about our brands, but also like what are
• 41:49
  Speaker 2: our competitor like what are people saying and who are
• 41:52
  Speaker 2: the voices for our competitor brands is super important too,
• 41:56
  Speaker 2: because that also allows us to define like our strategy,
• 41:59
  Speaker 2: whether it's like finding white space or like what angles.
• 42:03
  Speaker 3: Do we want for our content? It's so informative. I
• 42:07
  Speaker 3: love that.
• 42:07
  Speaker 1: Well, thank you so much for sharing the brand perspective
• 42:11
  Speaker 1: to our community of creators and really giving us this
• 42:14
  Speaker 1: different look into healthcare brands and how they're jumping on
• 42:18
  Speaker 1: the creator train. We love to see it. Is there
• 42:21
  Speaker 1: anywhere that the creators in our community can connect with
• 42:24
  Speaker 1: you or let us know how we can reach you
• 42:26
  Speaker 1: or find you.
• 42:27
  Speaker 3: Or all of that.
• 42:28
  Speaker 2: Yeah, look me up on LinkedIn for sure, I'm trying.
• 42:32
  Speaker 3: I'll put the link.
• 42:33
  Speaker 1: Yes, I'll put your LinkedIn link below in the show
• 42:36
  Speaker 1: notes so you guys can.
• 42:38
  Speaker 3: Yeah.
• 42:38
  Speaker 2: But a lot of like my just I've been writing
• 42:41
  Speaker 2: more and like getting more content out from like a
• 42:44
  Speaker 2: professional perspective. I won't misguide you and take you to
• 42:46
  Speaker 2: my Instagram where it's like all pictures of my child
• 42:49
  Speaker 2: because okay, hear you all that. But on LinkedIn is
• 42:51
  Speaker 2: like where I put out a lot of this information
• 42:53
  Speaker 2: about sort of health creator marketing.
• 42:56
  Speaker 3: I once a network and like.
• 42:57
  Speaker 2: I'm in DMS there all the time, all right, so
• 43:01
  Speaker 2: definitely reach out to me there.
• 43:03
  Speaker 1: All right, so y'all know where to find Ameress. I'll
• 43:05
  Speaker 1: leave the LinkedIn. Thank you so much for Maris, and
• 43:08
  Speaker 1: we'll talk to you soon.
• 43:09
  Speaker 3: Thank you so much.