The Power of Influence: Creative Influencers to Watch in 2018
Welcome to social media, where mega-influencers and micro-influencers with followings and engagement rates you could only dream of exist. Their content peppers our feeds, helps us engage with and discover brands, causes, and movements, and even inspires us daily... well, at least the ones who dominate the algorithm.
Thanks to Instagram and other popular social apps, an influx of leading influencer marketing agencies like Riot Media Group, Bollare, The Influence, and Hello Society, among others, are helping brands collaborate with the right influencers for visibility.
Influencer marketing is “one of the fastest and most effective ways to build brand awareness, especially on social media,” according to Forbes.
Most influencers are industry experts, celebrities, CEOs, bloggers, models, and content creators.
And financially? They’re doing pretty well. According to this article, all you need is 3,000 followers to start making money from your posts.
The most successful brands are meticulous about which influencers represent them. Bumble has taken on Erin and Sara Foster as their token brand ambassadors. Fashion Nova works with Cardi B, Amanda Lee, and other curvaceous influencers. REVOLVE has its own roster of babes who take luxurious trips together dressed in their clothing, and brands like Supreme and Young & Reckless are tagged consistently by those considered in-the-know.
The reason influencer marketing works for them? They hire the right type of influencers to tell their story.
The success of a brand like Young & Reckless, for example—in addition to its high-quality clothing—can be attributed to its relationships with multiple influencers. Case in point: Young & Reckless CEO Chris “Drama” Pfaff, an influencer on his own merit, tags the brand in most of his Instagram posts.
Andres Izquieta, co-owner of Young & Reckless (also co-founder of Five Four Group), says “choosing brand influencers has changed throughout the years. Today, it requires a much more dynamic approach. Things like engagement lead the pack, but also: Who will be the right personality for your brand? Who will go above and beyond to tell your brand story? Influencers have to organically like the product and use it in their daily lives. Consumers can sniff out what's real and not."
Below, you'll find influencers and personalities that differ vastly, who work with several brands across many mediums, and who also apply a range of creativity to their own pursuits.
This carefully-curated list of influencers is part of a new Beyond The Interview 3-part series: media moguls on the rise, founders who are succeeding beyond measure, and creatives who are using their voices to express themselves and inspire change. Most, we realized, fall into all three categories by default.
With the power of influence on the rise, it’s only fair that we get to know them. What sets them apart? Who are they? What exactly do they do? What inspires them? And what advice do they have for the rest of us?
This is our Creatives List.
Hanna Beth is a fashion and beauty influencer, model, writer, and designer. She won the show House of DVF on the E! Network and has been involved in the world of social media for over 10 years…and it all started with MySpace. "I would post photos of myself in ridiculous outfits, vent over my teen angst and connect with people all over the world," she says.
"I was always the weirdo at my school and didn't have many friends, but once I created my online persona, I finally felt like I fit in. I was able to talk with people who related to what I was going through and who had similar interests." She never thought her love for the internet would eventually turn into her career. Once she finished high school, the last thing she wanted to do was go to college.
"I hated school, so why would I enroll in more classes? So I worked a retail job, but was still active with my social media," she tells BTI. "After I turned 18, this company Buzznet discovered me and asked me to create content for them." And this was the start of her career with social media. Once this began, Beth started booking modeling jobs as more and more people began to discover her online presence. Beth has modeled with tons of brands, including a commercial for Beats By Dre. She was also featured on a billboard for Forever 21, and served as a brand ambassador for Diane Von Furstenberg. Beth is the author of the book Covered in Glitter. and a designer of capsule collections in collaboration with several brands including Happiness from Italy and Skull Cashmere.
WISDOM YOU'D LIKE TO DROP?
1. It looks a lot easier than it is. You have to actually put time and effort into it. You have to think about the content you are posting, the time of your posts, what your followers want to see, etc.
2. Creating content for multiple social networks is good because then you are reaching a bigger audience.
3. Instagram and YouTube are the top social channels you want to be posting on. You have to make sure you stay consistent and are always posting. It's good to talk to the camera a lot because people want to feel like they know you on a more personal level and get to know your personality.
YOU'RE A GUEST LECTURER AT A UNIVERSITY. WHAT WOULD YOU LIKE TO TEACH TODAY'S STUDENTS?
I would want to talk about bullying and how it affects more people than we think. I would want kids to know that it's possible to go through any struggle and come out of it even stronger. You can use pain as motivation in life. I have been through plenty of hard times and dealt with depression on and off my whole life, but I am always able to pull through and use it to my advantage. We have one life to live, we need to not live in fear, but constantly be in the solution.
A POWERFUL QUOTE YOU LIVE BY?
"She is delightfully chaotic, a beautiful mess. Loving her is a splendid adventure." - Steve Maraboli
I love this quote because I think it's beautiful to love someone for the good, but also for their flaws. You have to love your imperfections because that is what makes us all unique, and no one is perfect.
WHICH INFLUENCER INFLUENCES YOU?
I have some friends who are influencers, but I guess I have always just known who I am and I stick to it, so I don't keep up with other influencers. My style is all over the place, I don't follow trends and I am never afraid to say or do what's on my mind.
Holly a.k.a. Luyah is a model and influencer from Oregon who creates content for fashion and beauty brands on her social media channels. She has collaborated with brands such as Good American, Fashion Nova, Pretty Little Thing, Oh Polly, and many more. While living in L.A. she has styled celebrities such as Karrueche, Lucy Hale, Draya, and much more. She's also creating her own clothing line that is launching soon.
WISDOM YOU'D LIKE TO DROP?
1. Stay true to yourself. Sounds cliché but a lot of people judged me for what my vision was and some still do today. Stick to it!
2. Work hard and stay consistent!
3. Be nice to everyone and smile!
YOU'RE A GUEST LECTURER AT A UNIVERSITY. WHAT WOULD YOU LIKE TO TEACH TODAY'S STUDENTS?
I would probably quote Hilary Swank: "You can change your fate. You can sit back, or you can go after your life and all that you want it to be." My sister recited this quote to me when I was a little girl and I wanted to chase the Hollywood dream. Once I turned 18 years old I moved to L.A. and I wanted to be a singer. As I grew older and learned more about myself and my passions, I discovered I loved styling outfits, which Instagram was popularizing, so I used used that as a platform to build my brand. I posted my outfits every day not knowing what it would lead to. I love taking chances in life and teaching people that a little leap of faith can get you closer to your dreams than you ever thought possible.
A POWERFUL QUOTE YOU LIVE BY?
This may sound funny but the only quotes I save are from Sex in the City. Carrie Bradshaw is my hero.
Ladies, if you haven't watched it...go watch it now. #GirlBible
WHICH INFLUENCER INFLUENCES YOU?
I love @Nataliehalcro and @OliviaPierson. Their Instagrams speak for themselves. I also love @missjoslin from London and @JaniceJoostemaa from Canada.
All of these women inspire me and always have stood out to me because they're so unique in different ways.
Kelsey Laverack grew up in Vero Beach, Florida. She knew from age three that she wanted to make music. When she was 11 years old, she signed her first recording contract under Radio Disney. "I toured the country which taught me artistry and how my love for music was very different from the music industry."
At 17, she moved to New York to study and pursue acting, where she enrolled in ACTEEN Academy to polish her craft. Working with Patrick Michael Wickham, her voice developed and matured. Two years later, she competed on the first season of NBC’s “The Voice” where three out of four judges turned their chair for her. So she packed up all her stuff and drove her car from Florida to pursue her dream in L.A. Since her move, she has worked with Grammy-award-winning artists and producers to make music, and even took on acting.
"Being in L.A. with the legalization of marijuana, combined with my mother being diagnosed with breast cancer, I've been introduced to the cannabis industry. Now I am the first investor in the largest licensed cannabis company in Jamaica, overseeing a 500-acre project," she tells BTI.
WISDOM YOU'D LIKE TO DROP?
1. Be honest with who you are.
2. Don't be afraid to speak your mind.
3. Develop your own formula.
YOU'RE A GUEST LECTURER AT A UNIVERSITY. WHAT WOULD YOU LIKE TO TEACH TODAY'S STUDENTS?
"I'd give them my survival guide to L.A. by Kelsey," she tells BTI.
Living in L.A. and coming from a small town in Florida was not easy. Once your blood is in the water... everyone’s a shark. You have to be so careful with who you give your time to because most of them don't deserve it. Trust your instincts, because they will never steer you wrong. It's too easy to become a doormat, so be strong. Push through every bad situation...never give up!
A POWERFUL QUOTE YOU LIVE BY?
"I believe life is made up of love. It's the only thing we all have in common."
WHICH INFLUENCER INFLUENCES YOU?
I'm constantly inspired by their uplifting quotes. They're always positive, and positivity always wins.
Lynette Cenée is a makeup artist and licensed hairstylist with over a decade of industry experience. She grew up in entertainment as a daughter of world-renowned magicians, giving her a head start in front of the lights, camera, and action. She has created beauty "magic" over the years while working on celebrity clientele, magazine shoots, TV shows and more. She started making YouTube videos about five years ago, which took her career to the next level. Today, she works with major brands creating and producing content. Lynette is also married to the love of her life and currently working on a new music-driven docu-reality series called “Beauty & The Beat.”
WISDOM YOU'D LIKE TO DROP?
1. Find your niché and stick with it until you build a solid enough tribe to expand into new things. It may take years but its worth it in the end.
2. All you need is that solid ride-or-die 1,000 that will follow you no matter where you go. Like author Kevin Kelly says, "If you have 1,000 true fans that will spend $100 dollars on you per year then thats a six-figure salary."
3. The more honest and authentic you are about sharing your story, the better. Sure, there will be haters, but the people that love and support you will outweigh the rest. Getting paid to share your story is kind of the dream, right? Be fearless!
YOU'RE A GUEST LECTURER AT A UNIVERSITY. WHAT WOULD YOU LIKE TO TEACH TODAY'S STUDENTS?
I would speak and have spoken about the concept of 2-Dimensional Beauty or what I call 2-D Beauty, which is inward and outward beauty. We are in an aesthetically-driven society which is exciting in some cases, but very damaging to the psyche in others. I love to pour into young women and remind them that beauty stems from within. Our bodies are merely jewelry cases for our souls, we aren't going to leave with them! So don’t forget to do the work on the inside because it's far more important.
A POWERFUL QUOTE YOU LIVE BY?
"Love is the force that binds all things in the universe."
A mentor of my husband and I used to say this to us. He passed on at the ripe age of 92, and we describe him as the son of Mother Teresa and Yoda, a wise one to say the least. With all this division in our world, I think this quote eloquently and perfectly reminds us that at the end of the day, we must lay down our differences and lead with love because we are all one.
WHICH INFLUENCER INFLUENCES YOU?
That's a tough question because I'm not easily influenced if I'm going to be really honest. My husband and I had the honor of shooting a piece for Prince EA, who is an incredible spoken word artist. What he has created and built from the ground up is something to behold. He is creating viral content that is getting truth into people's minds which is our ultimate goal.
CJ Johnson is an award-winning content creator, entrepreneur, author, speaker and Internet personality. He is best known for a being a prominent millennial voice and for his work in digital marketing and social media through his former digital agency, J+J. He has helped over 100 companies, from startups to Fortune 500 companies, reach new heights. Among other accolades, CJ has been featured in publications such as Huffington Post, Fast Company, Forbes, Vice, and more. When he's not helping brands and fellow creatives take things to another level, he's traveling around the world on globetrotting adventures and spreading daily creative inspiration to his social audience. CJ is also a GQ Insider and Google Next Gen Policy Leader, contributing his influence to social change, and bridging the gap between technology and education for content creators and low-income areas in the United States.
WISDOM YOU'D LIKE TO DROP?
I think it really matters what your mindset and vision is of success for yourself in the "influencer" space. The most important, though:
1. Be authentic. We hear that word being thrown around a bit but honestly, if you focus on your style, message, and creativity then the sky's the limit. You won't need to worry about how often you post, an algorithm, and other bullshit that's superficial (and also not the real issue anyway).
2. Know your value. Know your strengths and the skills you have to your advantage and make use of them. Showcase them to the best of your abilities.
3. Create a plan. Understand what type of "influencer" you want to be. But more importantly, as yourself, what type of person you want to be. What are your goals? What do you want to be known for? Think about this. Don't rush it. There is no time-table on this and it's okay to change your mind. But once you have an idea, make a plan. Write it out and try to visualize it as best you can and be as detailed as you can. Go from there.
YOU'RE A GUEST LECTURER AT A UNIVERSITY. WHAT WOULD YOU LIKE TO TEACH TODAY'S STUDENTS?
I love guest lecturing and typically talk about social media marketing from the perspective of an influencer and brand. But, what I'd really like to tackle is this growing depression and disconnect that seems to be stemming from the "highlight reels" of social media. Not everyone has a perfect life and there's a lot of work behind the scenes to craft these highly-polished visuals and stories that a lot of influencers showcase. It's important that we all know that we're in this together and that social media is just what it is. Social media. So, I'd like to provide tips on how you can live a happy life in the age of social media.
A POWERFUL QUOTE YOU LIVE BY?
"If you don't build your dream someone will hire you to help build theirs." - Tony A. Gaskins Jr.
This quote from Tony A. Gaskins Jr. really resonated with me. I think it defines in the most simplistic way what it's like to be in the workforce. We all work tirelessly for someone else's vision but I believe that if you are willing to make sacrifices and chase your own vision of success then you can manifest your dreams into reality.
WHICH INFLUENCER INFLUENCES YOU?
That's a difficult question to answer. There isn't just one influencer that influences me. I'm actually inspired by my peers because with them, there's always something or someone new to discover. But, I focus more on what I'm doing and how I can provide daily creative inspiration to people that need it.
Graham Nation is a hair stylist from Baton Rouge, Louisiana and got started in hair when he was 25. He has always been a musician, and that was his first love, but after touring in a band for several years, he decided it was time for a new path. He went to school in Denver for hair and shortly after that, he was dating a model. "I would go on shoots with her, doing her hair and she is the one who got me into modeling," he tells BTI.
After school and working in Denver for a few years, it was time again for a new challenge. He moved to L.A. three years ago and got a job at Ken Paves salon in West Hollywood right away. "The last three years have been nothing short of incredible, I've gotten the chance to work with some pretty amazing people in front of and behind the camera," he says. "This industry has taken me all over the world so far, and hopefully more times I can even count before I'm done."
WISDOM YOU'D LIKE TO DROP?
1. Know what you want from being an influencer. Have a vision and keep focused.
2. Get to know your peers. You're in the same industry and are doing the same stuff - you should reach out and get to know them. They might have knowledge you don't have and need or vice versa.
3. Don't. Ever. Stop.
YOU'RE A GUEST LECTURER AT A UNIVERSITY. WHAT WOULD YOU LIKE TO TEACH TODAY'S STUDENTS?
I've been studying a bunch about stoicism lately. The definition? A person who can endure pain or hardship without showing their feelings or complaining.
It's about being able to separate emotions out of situations and also how everything in this world is neutral and our own emotions make a situation "good or bad." So I would probably lecture about that. I really love helping people because we're all in this together and no one gets out alive. The more knowledge we can all share, I believe the better we can make our lives. It's hard for me to talk about something I truly don’t believe in so this would be really fun!
A POWERFUL QUOTE YOU LIVE BY?
"Dreams don’t work unless you do."
It's simple. You've probably seen it everywhere but I still love it when I read it and it couldn't be more true. Living in L.A., there are a lot of people that are crazy good at what they do and tons of us chasing what we believe to be the dream...so it's motivating knowing and seeing people turn a dream into a reality.
WHICH INFLUENCER INFLUENCES YOU?
All of my clients do! I’m so grateful to have such amazing clients and friends whose hair I style. I get to hear stories and see them making their dreams come true. It's really motivating!
@katyireland @jaymefoxx @nikki_howard @alexaiono @rossgolan @iamfoxlove @kyrakeli @mitchycollins @robaco
This list was compiled and edited by Nicole Behnam and Mariella Rudi, the co-founders of Beyond The Interview. For more information, or to work with us, contact editor@beyondtheinterview.com.