#MarketingForCreators

[laurafaritos]

HDMS059. Influence With Intention: Paid Partnerships That Still Feel Real

There’s a difference between being bought out and being backed up.

A lot of brands — and a lot of comedians, let’s be honest — still cringe at the idea of “paid influencer partnerships.” And yeah, if it’s just someone reading a script with zero connection to the product? I cringe too.

But here’s the truth: influence isn’t the problem. Strategy is.

This week’s module explored how OOFOS built its brand around authenticity with its “mOOvers” — public figures who endorsed them organically. But now they’re facing a key question: could paid partnerships help scale that same message to new audiences without losing credibility?

I think the answer is yes — if it’s done with intention.

Let’s talk about what I learned, what changed in how I view influencer marketing, and how creators can use paid partnerships to grow without ever sounding like a sellout.

I. What Module 4.5.2 Taught Me

This module put a spotlight on something a lot of brands — and creators — are still awkward about: paying influencers.

OOFOS has had legit success with its mOOvers — unpaid public figures who wear the product, love it, and talk about it naturally. That kind of organic endorsement is marketing gold. But there’s only so far you can scale with vibes alone.

So the big question was: Should OOFOS start paying influencers?

According to the frameworks from Maggie Malek and David Huang, the answer is yes — if it’s done intentionally.

Here’s the breakdown I learned:

Top-tier influencers (athletes, celebrity trainers) = great for awareness. They can introduce OOFOS to massive new audiences.

Mid-tier and vertical-focused influencers (PTs, fitness experts) = best for consideration. They explain why recovery footwear even matters.

Micro and long-tail influencers (nurses, runners, everyday people) = perfect for conversion. Their audiences are loyal, engaged, and ready to buy.

OOFOS has been hesitant because they don’t want to come off like every other brand reading off product copy on a podcast ad. Fair! But the thing is: paid doesn’t have to mean fake.

If OOFOS partners with the right people — folks who genuinely love the product, speak from lived experience, and aren’t just cycling through five other shoe deals — they can scale their impact without killing their vibe.

II. My Reflection – Influence Isn’t Bad (But It Has to Be Real)

I used to side-eye the word “influencer” like it was code for sellout. Probably because I’ve seen too many awkward collabs where someone with 400k followers suddenly starts pushing skincare they’ve clearly never used — and their followers can tell.

But this module made me pause. Because when you break it down, influence is just storytelling with a ripple effect. The real question is: whose story is being told, and does the storyteller actually believe it?

The part that shifted something for me was the idea of matching the right influencer with the right stage of the funnel. Like, yeah, a celebrity might get you reach. But it’s that local runner or nurse who actually makes someone go, “Wait… I need these.”

If I ever launch a product or even promote a big comedy project, I’d want to follow that same approach:

Start small: Reach out to people already in my corner — people who get the brand and want to share it.

Be intentional: Only collaborate with folks I’d be proud to sit next to on a panel, not just whoever has numbers.

Play the long game: Build something that feels community-backed, not commercially pushed.

Influence isn’t inherently fake. But when it’s done lazily, it feels fake fast. So the goal is simple: keep it real. Keep it aligned. And only say yes to what you’d believe in even if no one was watching.

III. Advice for Creators & Comedians – How to Use Your Influence Without Selling Out

You don’t need millions of followers to have influence — you already have it. If people trust your voice, share your work, or show up to see you perform, you’re influencing. The real challenge is learning how to use that power without losing what makes you human.

Here’s how to build your influence with intention, whether you’re sharing your work, promoting a show, or growing a personal brand:

1. Build trust before you try to sell anything

People will follow you for your jokes, your art, or your story — but they’ll stay for your consistency and honesty. If you only show up when you’re promoting something, your audience will feel it. Share your life, your process, and your values regularly so that when you do promote something, it lands with trust.

2. Speak in your own voice

If you sound like an ad, people will scroll like it’s one. Whether you’re announcing a show or plugging a product you actually believe in, talk like yourself. Use your tone, your references, your point of view. Audiences are allergic to forced language — especially when it’s coming from someone they once trusted for authenticity.

3. Don’t say yes to things that make you cringe

Your gut knows. Whether it’s a brand deal, a podcast guest spot, or even a collaboration — if it feels off-brand, out-of-pocket, or like something your audience wouldn’t buy, it’s okay to walk away. Influence isn’t worth anything if it disconnects you from your community.

4. Share the things you already love

The most powerful form of influence is enthusiasm. If you’re already telling people about a great book, a show you watched, a restaurant you tried — that is influence. The difference is: it doesn’t feel fake, because it isn’t. Get comfortable sharing things that matter to you. Your recommendations don’t need to be sponsored to be meaningful.

5. Think of your platform as a place of service

Even if you're not ready to call yourself an influencer, your platform still influences. Use it to share knowledge, build community, uplift peers, tell the truth, and make people feel seen. That’s the kind of influence that lasts — and actually makes a difference.

Bottom line: You don’t need a brand deal to be influential. You already are. The goal isn’t to be palatable to everyone — it’s to be unforgettable to the people who resonate with what you’re building.

TL;DR On Influencing with Intention

Influence isn’t something you buy. It’s something you build. And if you’re a comedian, creator, or storyteller, you’re already doing it — every time you speak, post, perform, or share something that makes people feel something.

This week’s module showed me that paid influence doesn’t have to be fake — and unpaid influence doesn’t always feel real. What matters is intention. Whether you’re promoting your own work or endorsing something bigger than you, it only works if your voice stays yours.

You don’t have to be a sellout to scale. You don’t have to go viral to be valuable. Just lead with clarity, community, and care — and let the rest follow.

I hope this lesson was as helpful to you as it was to me!!

Tchau tchau <33

[saloniganpate]

What are Social Media Marketing Platforms?

In today’s digital-first world, social media marketing platforms are not just promotional tools — they are engines for business growth. With the ever-evolving online landscape, small business owners and professionals must strategically select the platforms that align with their audience, goals, and industry trends.

As we step into 2025, the choice of where to invest your time and marketing budget has never been more crucial. This blog dives deep into the top-performing social media platforms this year, and how each one can help accelerate your business growth.

Why Social Media Marketing Platforms are Crucial for Business Growth

Before we explore individual platforms, let’s understand why social media marketing is indispensable for small businesses and professionals in 2025:

1. Cost-Effective Brand Exposure

Social media offers an affordable way to get your brand in front of thousands — if not millions — of potential customers. Whether it’s organic content or paid ads, the cost per impression is significantly lower than traditional advertising.

2. Audience Engagement and Relationship Building

Platforms like Instagram and Facebook allow real-time interaction. This helps build trust and customer loyalty — essential elements for long-term growth.

3. Data-Driven Insights

Social media analytics provide real-time performance metrics, helping you understand what works and optimize campaigns accordingly.

4. Increased Website Traffic & Lead Generation

Strategically placed links and calls-to-action can drive significant traffic to your site and turn followers into leads or paying customers.

Top Social Media Marketing Platforms to Focus on in 2025

Let’s explore the most impactful social media marketing platforms that can help small businesses grow in 2025:

1. Instagram

Best for: Visual branding, product showcases, influencers, lifestyle businesses.

Instagram remains a powerhouse for visual storytelling. With features like Reels, Stories, and Shopping, it’s a prime space for product-based businesses and personal brands to engage audiences.

Why Use It in 2025:

High engagement through short-form video content.

In-app shopping streamlines the customer journey.

Influencer marketing thrives here.

Pro Tip: Use Instagram Reels with trending audio to boost organic reach.

2. Facebook

Best for: Local businesses, B2C, community building, service providers.

Facebook may be aging, but it’s still relevant — especially for businesses targeting Gen X, Boomers, or local markets. Its robust advertising system and community features like Groups make it ideal for nurturing long-term relationships.

Why Use It in 2025:

Advanced targeting options through Meta Ads Manager.

Facebook Groups offer community-driven engagement.

Integration with WhatsApp and Instagram simplifies cross-platform campaigns.

Pro Tip: Leverage Facebook Live to host Q&A sessions or product demos.

3. LinkedIn

Best for: B2B marketing, professional services, personal branding, recruitment.

LinkedIn has evolved into more than just a networking platform. It’s now a content-rich hub for professionals, thought leaders, and businesses seeking to build authority.

Why Use It in 2025:

Great for lead generation in B2B spaces.

Build credibility through industry-related posts.

LinkedIn Ads offer precise targeting by job title, company size, and more.

Pro Tip: Use carousel posts and personal storytelling to increase engagement.

4. TikTok

Best for: Brands targeting Gen Z, educational content, entertainment, viral marketing.

TikTok continues to disrupt how content is consumed. It’s not just for teens — businesses across industries are finding innovative ways to go viral, educate, and engage.

Why Use It in 2025:

Massive organic reach potential.

Short-form video content is dominating user attention.

Paid ads can be hyper-targeted and high-performing.

Pro Tip: Create “edutainment” content — educational but fun — to showcase expertise.

5. YouTube

Best for: Long-form content, tutorials, product reviews, thought leadership.

YouTube is the second-largest search engine after Google. For small business owners willing to invest in content creation, YouTube can become a long-term traffic and branding asset.

Why Use It in 2025:

Evergreen content keeps delivering value over time.

Great for SEO and brand trust.

Monetization opportunities through the YouTube Partner Program.

Pro Tip: Optimize your videos with strong titles, tags, and engaging thumbnails.

6. Pinterest

Best for: E-commerce, design, fashion, food, lifestyle, DIY niches.

Pinterest is often underrated, but it’s a goldmine for driving traffic and sales, especially for product-focused businesses.

Why Use It in 2025:

Pins act like mini search results — with long shelf lives.

Users come to Pinterest with purchase intent.

Strong visual platform for showcasing products and ideas.

Pro Tip: Create keyword-optimized “Idea Pins” for higher engagement.

7. X (formerly Twitter)

Best for: News updates, real-time engagement, tech, SaaS, thought leadership.

While X has undergone major changes, it still holds value for businesses looking to engage in real-time discussions, customer service, or build a professional presence in certain niches.

Why Use It in 2025:

Fast communication channel for updates or announcements.

Great for building authority through threads and insights.

Active tech and finance communities.

Pro Tip: Use X Spaces to host live audio discussions on niche topics.

How to Choose the Right Social Media Marketing Platforms for Your Business

With so many options, here’s a quick framework to help you decide where to focus:

1. Know Your Audience

Where does your target demographic spend their time online? Gen Z loves TikTok; professionals hang out on LinkedIn.

2. Define Your Business Goals

Looking to drive sales? Instagram and Pinterest might be your best bet. Building authority? Focus on YouTube and LinkedIn.

3. Assess Your Content Bandwidth

Each platform favors a different content type. Choose one or two you can consistently create content for.

4. Track, Test, and Tweak

Use analytics to monitor what’s working. Don’t be afraid to pivot.

Conclusion

In 2025, your business doesn’t need to be everywhere — but it does need to be strategic. Focusing on the right social media marketing platforms allows you to build relationships, grow visibility, and convert followers into loyal customers.

Whether you’re a professional building your brand or a small business aiming for digital expansion, there’s never been a better time to harness the power of social media.

Start small, stay consistent, and scale smartly.

[markjoeckel]

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[repxa-blog]

To help increase your online presence consider using social media. Sites such as Facebook, Twitter and LinkedIn will help you build business presence both online and offline.

[procraigslist]

A solid HTML code uses meta tags smartly. Human users of your site won't see these meta tags, but search engines often use them to classify your site

[trylkstopocket]

New message from Rahul Tyagi

Email from Substack Read it now in the Substack app  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

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[laurafaritos]

HDMS056. Luck Isn’t a Strategy — But You Can Create It On Purpose

Virality sounds glamorous until you realize… it’s kind of chaotic. It can launch a brand — or bury one. It can build momentum — or distract you from what actually matters. This week’s lesson made it clear: you can’t rely on going viral, but you can create the conditions where it’s more likely to happen.

From the Dollar Shave Club comedy video that blew up with no budget, to e.l.f.’s TikTok success, to OOFOS landing an NFL partnership after handing out samples at a convention — the through-line wasn’t luck. It was planting seeds, staying curious, and showing up with something worth sharing.

This post is about what I learned, how it’s changing the way I create, and why comedians and content creators should stop chasing virality — and start building ecosystems that invite it.

This week’s module was a reality check in the best way: you can’t build a business on the hope that something goes viral — but you can build a strategy that gives virality a chance to happen.

We heard from several experts who broke down different sides of this:

💬 Ben Kirshner (Tinuiti)

Believes virality can be created — if the content is funny, unique, and timed right.

Example: Dollar Shave Club’s viral video wasn’t fancy or expensive — just funny, scrappy, and authentic.

Even though the founder didn’t expect billions of views, the approach made virality possible.

📸 My favorite campaign? “Shot on iPhone”

It made people feel proud of what they could create with something they already owned.

That campaign built emotional connection and brand trust — the kind of marketing that lasts longer than a trend.

🏈 Darren Brown (OOFOS)

Calls viral moments “strategic luck.”

OOFOS built relationships by giving people real experiences with the product — like handing out shoes at a trainer convention, which led to long-term partnerships with NFL players.

Instead of chasing fame, they planted seeds. Then they harvested trust.

📊 Maggie Malek (MMI Agency)

Her advice for new brands? Stop chasing virality.

Focus on the basics: searchability, reviews, brand presence, consistency.

Be there for your audience when it matters — that’s what makes them talk about you later.

The big takeaway? Virality is a spark, not a strategy. If it happens — amazing. But your real job is building something worth sharing before the spotlight ever hits.

Once upon a time (read: 2016), I thought the goal was to “go viral.” That if I could just hit the algorithm at the right angle with the right joke at the right time, then my career would take off. Now? I think that mindset actually held me back.

What I’ve learned — both from this module and from real life — is that virality isn’t a strategy. It’s a symptom. It’s what happens after something genuinely resonates. And you can’t fake resonance.

When I think about Apple’s “Shot on iPhone” campaign, it wasn’t the photography that sold me — it was the emotion behind it. It wasn’t about showing off the camera; it was about celebrating creativity in real people. That made me trust them. That made me consider switching phones.

As a creator, I’ve learned that chasing trends, forcing punchlines, or over-engineering every post just makes me sound like… a brand. And not in the good way.

But when I focus on sharing stories that move me, jokes that make me laugh, or moments that make me feel something real — the audience responds. Sometimes that turns into reach. Sometimes it just turns into trust. Either way, that’s the win.

So no, I’m not chasing virality anymore. But I am building a body of work where if the right person sees the right clip at the right time… I’ll be ready.

Here’s the truth most creators won’t say out loud: trying to go viral will burn you out. It’ll have you second-guessing your ideas, chasing trends that don’t fit your voice, and obsessing over numbers that don’t actually mean anything long-term.

But what if you stopped chasing? What if you started planting seeds instead?

Here’s how to “strategically create luck” without sacrificing your sanity (or your soul):

🌱 1. Create the conditions for magic — then step back

Design content that’s easy to share, quote, remix, or react to. But don’t make it just to go viral — make it because it’s true, fun, or honest. 💡 Tip: Focus on moments, not metrics. A single line that hits hard can be more valuable than a polished trailer.

🤝 2. Put your work where the right people will find it

Darren didn’t chase celebrities — he gave away shoes at a convention. That led to NFL partnerships. 💡 Tip: You don’t need a huge audience — you need the right eyes. Focus on getting in the room (or inbox) with people who care.

🧠 3. Build brand memory, not just brand buzz

Virality fades. Connection sticks. Be the comic, the podcaster, the creative who makes people say, “I love what they’re about.” 💡 Tip: Use consistency and storytelling to create long-term loyalty — not just spikes in attention.

💬 4. Remember: your job isn’t to trend — it’s to resonate

If something you made goes viral? Amazing. But the real win is when your audience stays. Shares your work. Quotes you to their friends. 💡 Rule: Build a platform that deserves a viral moment, not one that depends on it.

Virality is a guest star. Your content? That’s the main character. Focus on building something real — and let the internet do what it does when it’s ready.

Virality can be thrilling — but it’s not the goal. The real goal is trust, connection, and consistency. That’s what turns a one-time viewer into a long-term fan. That’s what leads to brand deals, booked shows, and actual career sustainability.

This module reminded me that while you can create the conditions for virality, chasing it as your only strategy is like trying to win the lottery with your rent money. It’s fun when it happens — but your business should still stand if it doesn’t.

So plant the seeds. Make great content. Stay honest. And if a viral moment shows up? Smile, thank it for its time, and keep building anyway.

I hope this post was as helpful to you as it was to me!

Tchau tchau <33

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[yandpeople-blog]

Y&People |

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[coachsolomonjones-blog]

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[laurafaritos]

HDMS055. Virality Isn’t Luck — It’s (Mostly) a Formula

For years, I thought virality was random. Like, you just posted at the right time, hit the right nerve, or got lucky with the algorithm gods. But after this week’s module, I’m starting to see it differently. Virality isn’t magic — it’s math, emotion, and momentum.

We looked at why people actually share things (spoiler: it’s not just giveaways and hashtags). It’s about content that makes people feel seen, moved, or connected. And in this post, I’m breaking down what I learned about amplifying earned media, why e.l.f.’s TikTok strategy hit harder than most ad campaigns, and how creators like us can bake “shareability” into our work — without selling out.

If you’ve ever wondered how to go viral on purpose — or at least make your work more spreadable — this one’s for you.

This module dove into the part of earned media that everyone wants — the part where your content spreads on its own, without paid ads or forced promotion. That magic moment when someone shares your video, your joke, your story — and suddenly, other people do too. That’s amplification. That’s what makes earned media work.

But what actually drives that kind of sharing?

We broke it down into two motivators:

Intrinsic motivations — like identity, humor, inspiration, or relatability. These are the “omg this is SO me” posts people send to friends or repost without being asked.

Extrinsic motivations — like giveaways, discounts, or perks that offer something tangible in exchange for sharing.

The lesson? People share content when it makes them feel something. Emotion is the engine. If you make someone laugh, cry, gasp, or scream-laugh-text a friend — congrats, you’re in business.

But there’s a catch: high-entertainment content can sometimes fail to deliver a brand message. That’s why the sweet spot is content that’s both emotional AND aligned with your values or product. Enter: e.l.f.

The e.l.f. team engineered a viral TikTok campaign by:

Following organic signals (#EyesLipsFace had millions of views before they intervened)

Creating an original song to inspire user-generated content

Leaning into the platform’s creator-first culture

The result? 8 billion views and a campaign that didn’t just advertise — it invited participation.

That’s the big takeaway: you can’t force virality, but you can design for it. And when it works, your audience becomes your best marketing team.

Okay, let’s talk about one of the first pieces of “earned media” I ever accidentally created: the time I wouldn’t shut up about Nescafé Gold Espresso.

Here’s the story. I used to think I hated coffee. Truly. Couldn’t stand the smell. But one day, while getting my hair done, I was exhausted and gave in when my stylist offered me some. Turns out, it wasn’t just any coffee — it was this silky, espresso-meets-milk magic that changed my entire personality.

I told everyone. No brand deal. No affiliate link. I just… shared. Because I wanted people to experience the same “Wait… I actually love this?” moment that I had.

That’s intrinsic motivation in action. I wasn’t doing it for a coupon or a reward. I was doing it because the content (aka the drink, in this case) genuinely surprised me — and I felt connected to it. I wanted to share that feeling. That relatable shock.

This module helped me realize that the same logic applies to content. If you post something that feels real, funny, or emotionally charged — your audience doesn’t need a CTA to share it. They’ll just do it. Because it made them feel something they want someone else to feel too.

That’s what I’m focusing on now: creating content that people want to pass on because it feels like them. Not just “here’s my project” — but “here’s a moment that makes you feel something.”

If you’re a creator, you’ve probably heard this before: “Just make it go viral.” Cool. Great. Love that for us. But how? And without turning into a brand that sounds like it’s trying too hard?

Here’s what this module helped clarify: you don’t need to force virality — you just need to understand what makes people want to share.

Let’s break it down:

🔄 1. Make it emotional or “so me”

Your audience shares stuff that makes them feel something — or makes them look funny, smart, cool, or seen. 💡 Try:

Personal stories that hit

Jokes that double as identity statements

Bits that mirror common experiences (especially ones we don’t talk about)

🤳 2. Design for participation

What made e.l.f.’s TikTok campaign so successful? It didn’t just present something — it invited people to join in. 💡 Try:

Using a punchline that others can remix or quote

Asking a question that sparks replies

Creating a format people can copy or duet

🧠 3. Start with the moment, not the message

People don’t share “check out my show” — they share the clip where you made them spit out their drink. 💡 Tip: Clip the moment first. Drop the link later.

⚖️ 4. Balance strategy with soul

You don’t need to be a marketing robot to make viral-ish content. You just need to know what moves people — and then wrap your message in that emotion. 💡 Rule of thumb: If it sounds like an ad, cut it in half. If it sounds like a confession, it’s probably perfect.

Shareable content is emotional, relatable, and remixable. It’s not about tricking people into sharing — it’s about giving them something they want to pass on.

Virality isn’t luck — it’s (mostly) a formula.

People share content that moves them, reflects them, or makes them feel something. The e.l.f. TikTok campaign didn’t go viral by accident — it hit the right platform, used the right tone, and invited real participation. That’s the playbook.

As a creator, your job isn’t just to perform — it’s to create moments that people want to carry with them. Whether it’s a joke, a clip, a reminder, or a story — the more “this is so me” energy it has, the more it spreads.

Design with feeling. Create with intention. And give your audience something they’re proud to repost.

I hope this blog post was as helpful to you as it was to me!!

Tchau tchau <3