People First

Gen Z trusts influencers more than friends and family when it comes to new product recommendations—a shift from Millennials, who still rely more on personal relationships despite their trust in influencers. What’s interesting is that, when done right, creator content can seamlessly fit into all these categories. A business post could feature repurposed creator content; an ad in a feed might be boosted creator content, and even a friend's post could be microinfluencer content. It's crucial to think of people as a channel, while also viewing creators as grassroots content producers, fueling your marketing across various platforms. This approach is key to engaging both Gen Z and Millennials effectively. 🔗 Link to the source in the comments.

Great to see Nicole Dunger sharing the microinfluencer gospel at NYU last night! We’re always up for speaking in your class or organization—just reach out!

I spoke with Cat Zakrzewski from The Washington Post about the need for the FEC to issue clearer guidance on how campaigns should disclose paid influencer posts. At People First, we already instruct our creators to disclose for nearly all posts, but we can't expect the industry to self-regulate. It’s time for the FEC to take action. "People First, a firm that has worked on campaigns for Planned Parenthood and Latino Victory, has brokered thousands of political content pieces this year, and its creators have included disclosures on about 97 percent of these posts, said Ryan Davis, the agency’s co-founder and chief operating officer."

👍 Marketers are finally embracing using creator content beyond just their organic posts, a key strategy for driving performance and ROI. We’ve seen significant success leveraging creator content in paid media, whether by boosting directly from the creator’s profile or repurposing it for branded social ads and programmatic/CTV campaigns. If clients share where they plan to use the ads, we can even ensure creators deliver content tailored to the required technical specifications. Paid media support for microcreators enables brands to take content created by specific segments (e.g., suburban moms in Wisconsin) and directly target those same key segments (like other suburban moms in Wisconsin). This creator-powered advertising allows for cost-effective scaling and optimization of micro-influencer content to reach their broader community. 📺 Beyond digital ads, creator content has made an impact across websites, email newsletters, billboards, TV, radio, and even door hangers. We’ve also involved creators in on-the-ground events and media interviews, including video and print. The possibilities are only limited by your imagination. At People First, we secure full content rights for all our microinfluencer collaborations. Reach out to learn more. Read the full report on the state of retail creator marketing from LTK/Northwestern University here: https://lnkd.in/dxW2PQte

📈Trust in social media is the only category where support is growing across all age groups.  If you want people—especially those under 30—to trust your brand, organization, or candidate, you need to run a modern, decentralized social media program that includes both branded and influencer/creator content. Adults under 30 are now nearly as likely to trust information from social media sites (52%) as they are from national news organizations (56%). But it’s not enough to just create snazzy content from your brand—you need to collaborate with influencers and creators who are the right messengers to reach your audience. 👥Creators, large and small, have built-in trust with their followers. Smaller creators might be local community leaders, teachers, nurses, or small business owners, while larger creators have built audiences around specific niches or interests. In a world of declining trust, partnering with creators who have built-in credibility is a great way to connect with your key audiences. Reach out to learn more! Read the full Pew Research Center report here: https://lnkd.in/deNMjvQR

Last week, I had the opportunity to help produce two Zoom events focused on getting out the vote for Kamala Harris, in collaboration with Founders for Kamala and People First. If you're curious you can watch the full videos linked below. Founders For Kamala featured Monice Barbero, Eric Orts, Michele L. Hopkins, Macon Phillips, Dr. Kim McLear, Seth D. Ginsberg, Lauren Arnold, Ekua Cant, and Aaron Fishbone from Democrats Abroad. We discussed why Kamala matters to Americans around the world. Watch here: https://lnkd.in/d7GpWfcb Over 500 creators joined us for the Creators and Influencers for Kamala event, aimed at motivating creators to use their platforms to get out the vote. The event featured Andrew Keenan-Bolger, Julian Sarafian, Isabel Mavrides-Calderon, Nicky Reardon, Phil Chan, Dara Starr Tucker, Emma Mont, Joseph Guarino, Loren Piretra, Lauren Virdure, Ryan Long, Sari Beth Rosenberg, Daley Gruen, Abhay Dandekar MD, Qondi Ntini, Saad Amer, Christina Ochoa, and Timothy Miller. The event was hosted by the wonderful Nicole Dunger. Watch Here: https://lnkd.in/d3yv4PWs With only 18 days left, every vote matters. Let's win this!

Next up is Tim Miller, political influencer and host of The Bulwark Podcast, who urges influencers and creators to target undecided voters in the weeks leading up to the election! As always, heres the link to the full Creators for Kamala event: https://lnkd.in/e_hxmpDe

Next up we have Loren Piretra, Chief Marketing Officer of Fanfix. Keep watching to learn about the importance of poll workers in the upcoming election! If you haven't already, check out the full Creators for Kamala event here: https://lnkd.in/e_hxmpDe

Enjoyed chatting with Chris Brodhead, MBA about People First's groundbreaking work using influencers and creators to power financial services and B2B clients. Give it a listen: https://lnkd.in/dfa4mnuT

A huge thank you to everyone that attended the Creators for Kamala virtual rally last Thursday! It was inspiring to see creators from all walks of life share their motivations and strategies to mobilize for Kamala Harris this election. Throughout the next few weeks, we’ll be sharing some of our favorite moments of the event. First up is Abhay Dandekar MD host of the TRUST ME I KNOW WHAT I’m DOING podcast. Check out the full webinar on our Youtube Channel here: https://lnkd.in/gD4itfdu