August 19, 2025 • 43 mins
In this conversation, Amaris, a senior vice president of creator marketing at Edelman, shares her insights on the evolving landscape of creator marketing in the healthcare sector. She discusses her background, the day-to-day responsibilities of her role, and the increasing acceptance of creator marketing among healthcare brands. Amaris emphasizes the importance of combating misinformation through strategic creator partnerships and highlights successful case studies that demonstrate the effectiveness of this approach. She also outlines key performance indicators for measuring campaign success, the criteria for selecting the right creators, and the balance between long-term partnerships and one-off campaigns. Additionally, Amaris provides valuable advice for creators looking to enter the healthcare space, stressing the importance of authenticity and documenting their health journeys.
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This Episode can be seen on YouTube: https://youtu.be/MWVPwJY3wqM
You Can Follow Edelman Here:
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Website: https://www.edelman.com/
::::
Sidewalker Daily is your go-to resource for Creators and Influencers who want to land paid brand deals, make money doing what they love, and build a successful business with the right tools and strategies.
💻 Free Brand Deals Training: https://sidewalkerdaily.com/brand-deals-training/
🤩 Need Help With Your Creator Business? Speak with Our Success Manager: https://calendly.com/sidewalkerdailyteam/discovery
🌟 Best-Selling Pitching to Brands Mastercourse: https://sidewalkerdaily.com/ptbm/
This Episode can be seen on YouTube: https://youtu.be/MWVPwJY3wqM
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Amris and I met in college in two thousand and four,
but little did we know that our paths would continue
to stay so very close. In the creator economy, Emeris
is a senior vice president of Health Creator Marketing, where
she brings digital, health and creative chops to help her
clients as well as shape the future of creator marketing,
specifically in the health industry. She joined Edelman, one of
(00:22):
the world's top PR firms, as vice president and digital strategists,
in May of twenty twenty one. She's working at the
intersection of digital and healthcare. She leads teams through strategy
development of social digital content for multitude of Fortune five
hundred brands, from big name pharmaceuticals to consumer health and wellness.
(00:44):
Her data driven digital first strategies inform content programs that
engage audiences including healthcare providers, patients, caregivers, and policymakers. Prior
to Edelman, Emeris has supported multiple Fortune five hundred content
programs strategy to execution across health, consumer tech, financial services,
and commercial real estate sectors. She's also a multi media
(01:08):
artist who's passionate about social activism and arts education, and
proudly serves as a co facilitator and member at the
Prep for Prep Arts Alliance feather Bees Arts Academy, and
as a founder of the Students Advocating for Young Children. Y'all,
having the senior vice president of Creator Marketing over at
Edelman for all their healthcare clients and being able to
(01:31):
dive in is going to be a really awesome conversation.
I cannot wait for you guys to meet Ameres and
learn from her directly. Let's go ahead and jump into
today's episode. Welcome Ameras to Influencer Confidential. We are so
pumped to have you with us today. I'm so happy
to be here. Well, so, Ameris, you are knee deep
in the creator world and the creator economy influencer marketing,
(01:53):
especially at Edelman. Can you share a little bit about
like your background. How did you get into creator marketing,
especially with that focus in healthcare?
Speaker 2 (02:02):
Aleman take us back, sure, So, first of all, I'm
an all around creative person who loves working with people.
So over the years, I've taken on many roles. I've
worked in casting, I've worked in design, creative direction. I
also helped a friend with like a small store.
Speaker 3 (02:22):
Back in the day.
Speaker 2 (02:23):
But anyway, I've worked with large and small brands, always
in support of a creative bringing a creative vision to life.
Speaker 3 (02:30):
I think that's kind of been my theme.
Speaker 2 (02:32):
So I've worked my way, I would say, the past
decade ish into agency life, mostly wearing a digital hat,
and for the past year and some change I moved
into creator marketing. I have loved that transition because it
means I get to both explore social and trends of
what's happening in the social sphere, which I just generally
(02:54):
love as someone who's like an enthusiast and like on
her phone literally all day as well well as you know,
really getting to employ some of the most talented people
in the industry.
Speaker 3 (03:05):
So bringing in people.
Speaker 2 (03:07):
Who are you know, independently talented, they've built their own brands,
and partner with them with some of the most influential
healthcare brands in the world through Edelman.
Speaker 3 (03:17):
So I just like, love, love that opportunity.
Speaker 2 (03:20):
Every so often I get to bring in people that
I know personally as well, and that just gives me
so much joy and pride.
Speaker 1 (03:27):
I love that. So, what is this a typical day
to day then? Like in your current job, because Edelman
is so well known in our industry for being the top,
and you're at that level that you're probably seeing so
many moving pieces. So what does a typical day to
day look like?
Speaker 2 (03:42):
Well, first I wake up, I try to find the
moment of solitude, which is like actually a feat with
a toddler of a three year old or almost three
year old, And that moment of solitude, honestly is like
in my perfect world. If I was like lying about it,
I'd be like I get on headspace and like a meditation.
Speaker 3 (04:01):
Nine times out of ten, it's like.
Speaker 2 (04:02):
Literally just scrolling through my phone if I'm being honest, like,
and it could be catching up on news, it's like
what you know, the people I follow are up to
et cetera. Then I just like get ready to take
my kid to school. And then once my like day
day starts in the office, which could be a virtual
office or in person, I'm taking calls with my clients,
so my healthcare clients. I'm talking to our account teams,
(04:26):
my team about sort of status and where we're at
across various like work streams and how we're tracking and
then reviewing content that our creators submit to us to
make sure it's all checking out from sort of you
know what our brief was for that project perspective, I'm
developing budgets, I'm planning literally a mixed bag. But every
(04:48):
day has some combination of all of those things, so
it's never a dull moment. Sometimes we're selling in cel mode,
sometimes we're listening, sometimes we're executing, but all in yeah.
Speaker 1 (05:01):
It's all. It's a little bit of everything. When you
mentioned your client, do you find that clients and I'm
not sure if you can share any and if you can't,
that's okay, But if there's any clients that you could
refer to, it be really helpful to visualize it. But
do you find that, especially in healthcare, you know, creator
marketing is now more accepted. Is there more wiggle room
(05:22):
or is there still some convincing that has to happen
to convince a healthcare brand like hey we should invest
in TikTok or hey we should invest on sponsored campaigns.
What's the energy, what's the vibe? Is healthcare into creator marketing?
Speaker 3 (05:34):
Yeah? I mean I would say that healthcare has come
a long way.
Speaker 2 (05:37):
I think it gets sort of a rep of, you know,
kind of being behind the tide as it compares to
CpG tech brands and other you know types of companies
that tend to be more social, digital friendly and first.
Speaker 3 (05:53):
And I think that part of that is true.
Speaker 2 (05:55):
Right, there are sort of more regulations that govern content
that comes out on behalf of a healthcare.
Speaker 3 (06:02):
Brand, So it's for good reason.
Speaker 2 (06:04):
But net net, like, as you well know, right, the
creator industry is huge and it's projected to reach is it,
five hundred billion in two years.
Speaker 3 (06:13):
Which is bananas.
Speaker 2 (06:14):
So I think that there's just naturally what's happening in
the space that can't be ignored. And you know, these
brands are not turning a blind out of that. They're
absorbing that information and sort of taking that and adapting
their communications plans accordingly. So I would say we've come
a long way, and I would say that, yeah, just
kind of like we got to try it, right. The
(06:36):
more we do it for our brands, the more they're
into it, the more they see the value of it.
You know, we're comparing the content that gets put out
on behalf of a brand by that's like more sort
of traditional formats and like stock images, et cetera, from
like an advertising perspective next to what comes out when
(06:56):
it's like a creator that's like promoting for example, like
we powered the launch of Advil's TikTok using all creators
and that was like the full strategy and that was
a huge success. But you know, again, it was very
deliberate that we put people first and at the center
of that. And I think as we do it more
the brands see the results, they want more of it.
Speaker 1 (07:18):
And then when you see brands like Advil, then like,
I'm sure there's this like ripple effect where then other
healthcare brands were like, well, Audville did it, so like
maybe you know they're vetting, They're not going to do
it with a blind eye. And I feel like that
always happens when there's like one or two big brands
to jump ship and start it's okay for all of us.
Like I've seen this happen in multiple industries, and I
(07:38):
think this again, Advil's on TikTok, You're going to see
so many other people now think maybe this is okay.
So like, what would you say to maybe a healthcare
brand that still thinks TikTok is just for gen z
and dancing, especially with your experience, like seeing the results
of the campaigns you're putting.
Speaker 2 (07:55):
Together yeah, I mean hopefully that's happening less and less.
That said, we love a trends like we love a
dance trend. We love a sort of short tail or
a long tail trends. Like a lot of the success
that I've had most recently in selling like creator into
clients is like let's do a get Ready with me
to like you know, visit a doctor, or like get
(08:17):
ready with me to like be in a residency program
if I'm going to be a doctor. Now there's there's
kind of different ways to play like what's already happening.
Speaker 3 (08:26):
Naturally on the platforms. That is interesting.
Speaker 2 (08:30):
So definitely, like I would say, like embrace those opportunities
and find ways to integrate your brand messages into those
like trends and things happening already naturally, because that's like
obviously the best content feels like authentic to the individual
that's creating it, but also like feels native to the platform.
But you know, some of our pushback is budget restraints.
(08:51):
It's allocating you know, budget to things that are tried
and true. So whether it's like you know, more digital
tactics that are non creator lead earned media, like other
things that just you know that they've done before, so
I would say, like that just takes time and being like, hey,
can we do like a pilot program like we've done
a lot of I've had a lot of success selling,
(09:13):
and like, let's do this for six months and just
like a handful of like micro or mid tier folks
and then we can graduate next year into like more
macros or whatever the case may be. You know what
I mean. Obviously it's like what their goals are and stuff.
Speaker 1 (09:27):
Love this energy and I just want to say I
love how you also started off saying you know that
you have this creative spirit and you're in this position,
but it really seems that you're also a creator like advocate,
right you're at the side level and you get it.
So you're like, you know what, let's embrace the trend,
like let's stay with it. And it's really refreshing, I'm
sure from being on the brand side to have like
(09:48):
creator advocates planted within to be like no, like we
need to pay them this or wait this this doesn't fly,
creatives aren't doing it. In this way, you're almost like
able to speak on behalf of that creator as well,
and you know also share with your clients the ROI
that you've seen in terms of the pandemic. I think
that was like a big shift for a lot of
creator marketing and health misinformation particularly spread like wildfire across
(10:14):
social media when it came to all things healthcare. I
think I read somewhere there was as many as fifty
percent of gen z turning to TikTok for medical advice.
There was false claims out there, and you've been quoted
saying that you believe that strategic creator partnerships are actually
key to combating the spread of misinformation, you know, leveraging
(10:36):
the voices of people that creators already trust to help
healthcare brands deliver accurate informations. Are there any sort of
you know, experiences or stories or case studies, or maybe
you could just share a little bit more about how
creator led sponsorships have helped your clients with any sort
(10:57):
of misinformation spread.
Speaker 2 (10:59):
Yeah, I wanted to take it back to the first
part of what you said, which wasn't a question, but
just to underscore, like, I love the part of my
job where I actually get to connect you know again,
like I said in the beginning, like creators to these
brands because it is truly my pride and joy to
be like, yes, this person has value. Creators are CEOs, right,
Like they have so much trust, they so well know
(11:21):
their audience more than anybody else, and their audiences basically
follow them wherever they go and do whatever, you know,
they sort of guide them towards.
Speaker 3 (11:31):
And so those genuine relationships that maybe feel a little
bit parasocial.
Speaker 2 (11:35):
But you know that those things are that's like real
currency right in the space that we work in. And
I just love that, Like, I love the opportunity to
make those connections, to grow them, to grow influencer reach
and sort of following, and to also like you know,
develop you know, brand trust, visa, be creator. So I
(11:55):
just wanted to say that because it's like literally the
best part of what I.
Speaker 3 (11:59):
Get to do.
Speaker 2 (12:00):
But then as far as like misinformation goes absolutely, Like
I mean, we're seeing a trend in health where people
are turning to the Internet before they go to an
irl doctor and that is for a.
Speaker 3 (12:12):
Number of reasons, right.
Speaker 2 (12:13):
One of the reasons is that most people have a smartphone,
and those people are able to access information anytime, anywhere,
whether you're at home in your bed and feeling a
weird symptom. I know, like me, I'm pregnant, I'm like
feeling something. The first place I'm going is to social media, right,
and perhaps like a creator I know, like that's also pregnant,
whatever might have a similar experience. So I know that
(12:35):
that's the case for a lot of it's you know,
for a lot of other folks. The other reason is
that there's low anxiety. I know that, you know, people
experience a lot of anxiety for different reasons, you know,
just the general feeling of like I'm going to a doctor,
I don't know what to ask. I'm nervous to go
there in person and tell them about something uncomfortable that
I'm experiencing. And so doing that on the internet is
(12:59):
obviously just like a safer space to do that. And
then there's obviously like a lot of bias that plagues
our healthcare system, especially when it comes to people of color,
to you know, underrepresented communities in general. And so you know,
again this safe first space that is offered through you know,
(13:19):
a creator who might look like you, experience what you're experiencing,
et cetera. All that said, there's so much risk because
when the pandemic happened and people spend all their time
on the internet. There are paths that you can go
down that lead you in the wrong direction, right, Like
there's you know, pick a day, you can pick a conspiracy,
(13:39):
like you know, drink bleach in the pandemic to sunscreen
is actually more harmful than the sun itself. Like weird
stuff like all running the gamut. You know, there's there's
all kinds of things that you can Like again, you
pick a day and there's something new to misguide you,
and a lot of those conspiracies and like that, a
missin can lead you down very dangerous paths.
Speaker 3 (14:03):
And when it comes to your health.
Speaker 2 (14:04):
There was that special I don't know if you got
to see it, but it was on Netflix called Applesider
Vinegar and it was all about like, you know, this
person that was like, yeah, you know, drink applesider vinegar,
like do all these like pseudo scientific things to help
cure cancer.
Speaker 3 (14:20):
And there was this story, a real story.
Speaker 2 (14:22):
About someone who did follow that advice and almost died.
Like frankly, so, I mean it's it gets really dark
really quick on the Internet, I will say that, and
then creators being.
Speaker 3 (14:34):
Yeah, thank you.
Speaker 2 (14:35):
Yeah, So I think my sort of working thesis of this,
like in what I've been kind of workshopping with and
talking about this is really like health creators partnered with
brands that we know have to go through a crazy
amount of legal and regulatory The creator himself has to
be vetted. Sometimes we work with experts, so whether they're
(14:56):
a healthcare professional or otherwise. But but there's a level
of vetting that happens, and then a level of like
legal and regulatory that reviews that happen on any content
that goes live on behalf of those brands. So the
theory is like, this is content you can actually trust
on the Internet. Let's create more of that. We know
we can't erase all of the misinformation on the Internet.
(15:18):
That would be an arduous task and quite frankly impossible.
But what we can do, what's in our control, is
actually putting out more clean information and keeping social as
healthy as we possibly can.
Speaker 1 (15:31):
And I think that's what you were saying in an
article I read. You were saying something like healthcare brands
have a role to play and cleaning up the Internet.
And I think what I'm understanding is by producing, by creating,
by helping fight that misinformation spread by partnering with experts
or other healthcare professionals or creators that have symptoms that
are ethical and truly authentic to kind of make that work.
Speaker 2 (15:54):
Really and I think, just to jump on that real quick,
I don't think there's one healthcare brand that doesn't have
in mission something about a greater good and like a
higher order.
Speaker 3 (16:05):
Of helping improve patients' lives.
Speaker 2 (16:08):
That's just like you see it in every sort of
mission statement, if you will, And this is a part
of that. So it's like both a challenge and a
call to action for the brands that we work with, like,
do more of this because this is in part our
responsibility if this is what.
Speaker 3 (16:23):
Your mission is.
Speaker 1 (16:24):
Yeah, absolutely. Do you have any examples of a successful
creator partnership in the healthcare space and maybe share what
made it successful, like why did it work?
Speaker 3 (16:34):
Well? Yeah, oh my god, so many.
Speaker 2 (16:37):
I'm trying to think of, like coming back from the pandemic,
because we have like this, we had a really awesome
partnership with an Academy Award winning actor Jeff Bridges and
then a few other creators because I know, obviously he's
at the celebrity level, but actual like mid tier to
micro tier creators around an educational campaign that talked about,
(17:00):
you know, specifically addressed the immunocompromised community around protection against COVID.
So this was a time where people were like, how
do we treat this community? We know this is like
actually there are some sort of some special attention that
needs to be paid to this community. So this campaign
was all about like raising awareness about some of those
like stipulations with the help of those individuals. I will
(17:23):
also say we did this campaign with creator Christy Romano
an emergency that was like all about channeling like pop
rocks nostalgia through content that really promotes their emergency crystals
and their vitamin C boosting power.
Speaker 3 (17:38):
What else.
Speaker 2 (17:39):
There's so many things we do, so many cool projects.
Speaker 1 (17:42):
Yeah, even like the recent I think you mentioned something
about cervical or something about cancer.
Speaker 2 (17:48):
Yeah, so so Cervical Cancer Awareness Month earlier this earlier
this year, we did a campaign that included both healthcare
providers and patients and talked about the importance of getting
screened for cervical cancer.
Speaker 3 (18:02):
And it was it was in part demystifying.
Speaker 2 (18:05):
The process of actually going to get a screening, which,
believe it or not, for a lot of people, it's
a barrier, right people prostate cancer screenings. It's it's a big,
you know, hot topic for that too because the process
men feel like, ah, that's like an uncomfortable space. But
part of the work that we did with our Logic
client for cervical cancer was to help you know, demystify like, actually,
(18:29):
it's not that bad and it's.
Speaker 3 (18:31):
Also necessary by the way. Yeah, so we did that time.
Speaker 2 (18:34):
So we do a lot of like awareness moments, certainly
for brands, because those are obviously times where people are
have all eyes on content around that topic, you know,
mental health awareness. We've done, you know, work with a
brand to bring like mental health creators from all over
the country to an IRL summit that also involved just
(18:56):
like really nice like networking but programming and awareness around
you know, mental health topics.
Speaker 3 (19:02):
Yeah.
Speaker 1 (19:02):
And it's interesting you mentioned awareness almost as potentially a KPI,
So are there other KPIs or is just success markers
when you are looking at a campaign to determine And
the reason I asked this is because our community is
a bunch of creators and they're always wondering like, well,
what makes a campaign successful? Like what is it is?
And I think and I'm assuming, but I'm assuming at
(19:24):
the level of like an advil. Maybe it's not like
actual conversions and tracking of sales, but maybe it's more
you know, maintaining brand dominance or awareness as you mentioned.
So what are some KPIs or key performance indicators success
markers that you look at when measuring the success of
a creator led healthcare campaign.
Speaker 2 (19:43):
Yeah, definitely, I think you know, conversion we sometimes define
as like, yes, driving to a product in the more
CpG like traditional format, but there's also a lot of
value in like converting people in terms of driving people
to a website for more information, a discussion guy, something
to download that that's a resource, a medical resource, something
(20:05):
that they can use. So conversion is important, and especially
like I would say, at the sort of micro level,
we love that as a metric, but also consideration and
awareness are two big ones too. There's oftentimes, like I mentioned,
awareness moments like you know, whether it's breast cancer awareness,
serverble cancer, like all these these moments like those are
(20:27):
all naturally like built into the structure of those moments
is like awareness education. So we do a fair share
of that as well. Sometimes those moments come as like
we call I'm sure, some of the creators that you
work with are familiar, but there's like unbranded versus branded
healthcare work. And from an unbranded perspective, this is where
we're doing work with creators and we're not mentioning a
(20:49):
brand name. Obviously, they're sponsored by a brand and a
brand pays them to do that, but we're not like
actively promoting a product, if you will. And then in
some cases we are actively promoting a product. So all
that to say, there's very different roles when it comes
to doing unbranded versus branded.
Speaker 1 (21:05):
Wow, And I don't think that's something a lot of
creators know about. I think oftentimes you just think I
have to mention the product or I have to you know,
mention the brand in it.
Speaker 3 (21:14):
No, we actually do quite a bit.
Speaker 2 (21:16):
And i'd wager to say, without like looking at it
on like having like done the math on it, like,
I'd wager to say we do probably more unbranded than
we do branded from a healthcare perspective.
Speaker 3 (21:26):
So that's unbranded.
Speaker 1 (21:29):
Just to clarify for those that maybe not know, is
it just creating content without mentioning a specific brand brand?
Speaker 2 (21:37):
Yeah, And I mean that said, like, obviously there's a partnership,
there's usually an umbrella brand, but it's not the product.
We always have to disclose obviously if they were working
with any partner that it's a sponsored partner, but it's
not a promotional product.
Speaker 1 (21:56):
Like by this here type of thing.
Speaker 3 (21:58):
Correct. Yeah, it's more of a awareness play.
Speaker 2 (22:01):
And that's where like when you back to your question
about like the types of KPIs like awareness is big
for us because we do a lot of like unbranded work.
Speaker 1 (22:09):
Yeah, that's that makes total sense.
Speaker 2 (22:10):
It's like with our audience, like you know, like if
we are we do, like I do a lot of
things with like niche disease areas. So if it's something
very specific like spinal muscular atrophy like that might be
a smaller creator, but we know that we're reaching like
the audience that we want to hit with our messaging.
So that's another opportunity for us as well reached.
Speaker 1 (22:31):
And it makes me think for those creators that are
very niche, like lean into it because you may have
a rare disease and you may have that exact audience
is also interested and that seems to probably be a
better fit for you in terms of the right creator.
Then like these big numbers. So actually, let's go into
(22:52):
talking about choosing the right creator. So is it credibility,
is it credentials, is it relatability? Like what critia are
you looking for when choosing that right creator?
Speaker 2 (23:04):
Yeah, I mean all of the aboves, but certainly, you know,
we start with a list of criteria, like literally a
vetting criteria that we co create with our brands, And
the more we work with brands with, the more we
have a sense of like these are the general criteria
that a brand might have, and then these are some
layers that will add specific to any campaign. I mean
(23:25):
it's everything from very tactically, like how much of your
audience is based in a certain location, to what you're like,
you know, different demographics like the age range, you know, gender, ethnicity,
et cetera. So like some of those things play a factor,
and those are like the really tactical things, but as
far as like the sort of broader other opportunities, it's like, yeah,
(23:45):
like if we're working in a specific disease space, like
are you someone who is living with that disease? Are
you someone who takes care of somebody with that disease?
Are you an expert in the space, Are you a
patient advocate, you know, are you a doctor?
Speaker 1 (24:00):
Have you?
Speaker 2 (24:00):
And sometimes those things Nina, Like you could have a
content or you can have someone who, as you know,
like developed content only about travel, and like that's like
you know what you're getting. Like you find that person
easy because that's like it's written into their bio. It's
a part of all of what that they create as
a brand. But oftentimes, like I find, especially like with healthcare,
like it's a little more subtle unless you're like a provider.
(24:23):
You might have said, I had this crazy situation where
I had to like undergo like surgery from my eyes
because like I left my contacts on too long or
something crazy. But like in general, like all your content
is travel, right, we find those people all that to
say because we love those opportunities. Yeah, a brand hasn't
(24:45):
like hopped on it in terms of like a partnership.
Speaker 3 (24:48):
We love that.
Speaker 1 (24:49):
I've seen a lot of creators because I tend to
the travel creators. They just find me, you know. But
I've actually and wellness creators and yoga creators and all
of that. But I've seen creators and the travel space.
I don't remember how long ago it was, but she
did a campaign with I believe it was like Dulcalax
or some sort of because when you're traveling, you know,
people get backed up. What a perfect fit Like we
(25:11):
didn't even think about it, but truly like it is
a thing, and she talked about it in this way
like I travel all the time, like my stomach is off,
like and she actually uses it. It makes sense, right.
I've also seen travel creators talk about brands allergy medication
because of the seasonal changes, and it is true I
suffer from alergies. I'm jumping from place to place, and
it seems like really natural integration. So it doesn't seem
(25:34):
like creators that are only medical background creators. There's a
space for everyone, I think in health care.
Speaker 2 (25:41):
Absolutely, And I think the more interesting part of my
work and opportunities that I have are to bring those
like non traditional fits for a brand because they live frankly,
they live for it, and then also for us, it's
like just more interesting, like I love, Yeah, it's different,
and I think there's a lifestyle girl like like I'm
and I won't mention brand, but I'm like working with
(26:03):
a beauty person who is just like naturally creating content. Again,
like face to Camera, get ready with me all beauty
for an eyehealth brand. And that's super interesting to me.
Like I just like there obviously.
Speaker 1 (26:17):
Fits into natural.
Speaker 2 (26:18):
It fits into there, Yeah, exactly.
Speaker 1 (26:21):
And so especially when these creators are naturally using these brands,
like and they're all like this this yoga girl I'm
thinking of, she's like, I really suffer phromology. She's like,
I'm going to pitch so and so I'm like, go
for it. You know. She's like, because it's authentic to her,
it's true to her, she uses it and she wants to,
you know, integrate this brand into the content. So I
think it's really interesting, Yeah, that you don't just help
(26:43):
out this medical background totally a fashion person like doing
something with like a detergent.
Speaker 3 (26:48):
I'm making it up. It's not like the brains that
I work with.
Speaker 2 (26:50):
But I'm like, that's interesting because like, you know, you
might need to some tips on like safeways to clean
your like very delicate, uh you know garment, keep your
reds red, Like how do you know? Totally like those
kinds of things Like that's where like you know, like
my brain is like I live in strategy a lot,
like in my job as I mentioned it's always a
(27:12):
mixed bag of things, but a lot of the stuff
that I do is like strategic and I'm like always
thinking about like what are we how can we just.
Speaker 1 (27:18):
Like make it interesting?
Speaker 2 (27:20):
Yeah, and we had a tech reviewer. I'll say one
more like actual example would YouTube. All they do is
like tech product reviews, do a thing on like an
eye and like the technology behind the eye.
Speaker 3 (27:33):
I feel like I'm talking about eyes a lot. I
don't know. Do we deal with other things too, but
it's just top of mind.
Speaker 2 (27:38):
And it was so interesting because it's like this is
someone who just who does iPhone reviews or what I
don't know, like other tech products, but like spind it
on its head and make it different.
Speaker 3 (27:48):
Yep, exactly.
Speaker 1 (27:49):
I tell the creators in our community all the time,
just like pitch outside your niche, you know, find an
editorial angle. The pr people are head in the sand,
so busy in client work. Come to them with an
exciting idea, come to them with the pitch, come to
them with something fresh. It's just a great way to
stand out. So in terms of like I guess, how
you've worked with creators, do you find that you like
to stick out to like long term partnerships. Is it
(28:12):
one off campaigns or is it more like, hey, we're
gonna work with you, you know, on a multi channel campaign.
Like I think all creators are looking for like longer
term or they're looking for building out these deeper relationships
than one off. So how does it look like for
the type of creators that you're working with.
Speaker 2 (28:28):
I'm also like interested in just having this conversation with
you about what creators are looking for, because these are
like the most interesting conversations to be We've actually started
this series this year of like fireside chats where we
bring creators into our office in New York to just
like chat with them.
Speaker 1 (28:42):
What's that we can give you all the details.
Speaker 2 (28:46):
Yeah, So honestly, if you ever have anybody that would
be interested in coming to our office in New York,
like just'll.
Speaker 3 (28:50):
Come usher, Well, yeah, come through.
Speaker 2 (28:54):
And it's so casual and it's always really helpful to
gain insights from like what they're up to and what
they see for themselves, because that also helps to inform
our strategies and what we pitch to clients. Because we
were generally interested in making it like a good marriage
or it's not a dysfunctional one.
Speaker 3 (29:11):
We want happy marriages.
Speaker 1 (29:12):
Yeah, to actually make an impact, like for the brand truly,
Like posting one video is very different than a three
month you know, partnership. It's better for the client, it's
better for the creator. But how do you what's more brand?
Speaker 3 (29:25):
What do you see?
Speaker 2 (29:26):
Yeah, from a brand perspective, it's definitely like we love
a long term partnership obviously, like it just when we
think about trust and what it takes to trust a brand,
we know that there's like a little bit of a
leap that we have to do versus like if you're
just following a creator and they're posting on their channels
all the time. So I think the more they see
that person, the more trusted that they are, and the
(29:48):
more trusted the brand is as well. So yeah, I
think when we're thinking about partnerships, we love an opportunity
to bring them in. Also, like once you're in like
network with us, then we're also constantly thinking about opportunities
for other brands within our portfolios. So that's that's just
like a great opportunity as well. But yeah, I mean
to the extent that individual creators are interested in like
(30:11):
working long term, I think brands are also like interested
in the same so long as that relationship is like going.
Speaker 1 (30:18):
Makes the most sense. Well, it's interesting because i know,
for example, like Expedia has really lucrative part ambassadorships or
like these twelve month programs, and you know, they're you're
really at this point because you know, let's just say
a travel creators, you're constantly using Expedia and it's just
built into your brand. You know, those tend to be
the golden ticket for creators in the sense out they're
(30:39):
like locked in for a year and it's it's just
this and and I'm curious to know, like if you're
seeing more of these one offs turn into longer term relationships.
Speaker 3 (30:50):
Yeah, definitely.
Speaker 2 (30:51):
Sometimes they're sometimes by design because sometimes we'll be like, hey,
we're pitching this, you know, or your deliverables include you know,
this IRL of and these many pieces of content over
this period of time, and that's obviously naturally like a
six month partnership or a year whatever ends up being.
And then in other cases we're like, hey, this was
such a great opportunity, let's bring them back for something
(31:13):
bigger or different, or maybe you know, they were able
to do an IRL conference like let's bring them in
for the virtual version to get it out to masses
or whatever. There's a lot of like work that happens
from a communication strategy perspective that includes creator work, but
also like other disciplines like digital earned what have you,
(31:34):
that is thinking long term, always build, that's great.
Speaker 3 (31:38):
What we build out our plans, we're building them out.
Speaker 2 (31:40):
Oftentimes it's not one hundred percent for every brand, but
for the most part, we're building out brands for a
year or two years out. So with that in mind,
we're thinking like, how do we grow what we've done
that's worked well in the past, and then how do
we introduce something new?
Speaker 1 (31:55):
So that's actually really helpful. And in terms of I
guess creators, you're putting budgets together, like are you doing
them yearly budgets? Like do you find And I'm thinking
about this because you're saying, oh, I'm doing a one
year or two year plan for a client. Does that
mean when things are like locked in, they're locked in?
Or is there still opportunity for creators to pitch and
(32:16):
jump in even when the planning has been done.
Speaker 3 (32:19):
There's always opportunities.
Speaker 2 (32:20):
I mean, I think there's some core campaign planning that
happens that could be a year out, but you know,
an awareness moment pops up a new opportunity.
Speaker 3 (32:30):
We're getting new clients throughout the year.
Speaker 2 (32:32):
It's not like we have like a set cycle where
we're like just yeah. But I would say, you know,
like in a perfect world like where we have this
like larger plan, like communications plan, Creator is a part
of that, and so we have a general sense of
what we want to accomplish from a creator perspective, but
there's always like ad hoc opportunities. There's always like incremental
budgets that come through that are like, hey, we have
(32:54):
this money, we want to like do something with a
macro tier talent or something in the next month. Or
we have this event happening and how do we bring
Creator into that, or things like that that are outside
of our you know, original remit or plan happen as well.
Speaker 1 (33:09):
It's awesome. So lastly, before we get into some like
advice for creators who want to pitch, one of the
things that I think when we think of, especially with healthcare,
is regulations compliance, you know, FDA rules and helping creative
people also stay compliant. So I guess the question would
be like balancing creativity, you know, with not being like
(33:32):
an ad where you're like this may have side effects
or balance or help creators with that authentic storytelling, but
also the legal regulatory part of it, because it's very
different I've seen I don't know, I'm just thinking of
the creator Like lead ads that I've seen, you know,
for AstraZeneca or for Floony is like you can tell
that are key speaking parts are you know, because they
(33:54):
had to be there, So like what does that look
like from the creative standpoint?
Speaker 2 (33:59):
Yeah, And this is where we get into like the
branded versus unbranded. Like when you talk about a brand
like flow Dase for example, they might have what the
content you may have been consuming. I don't know exactly
what you're talking about, but it's probably like a branded
campaign if you know that it's like a float like
for the product, and in that case certain language that
has to go into the content, both if it's a
video piece of content verbally there's some visual content, there's
(34:23):
content that has to go into the post, et cetera.
Just from a legal perspective. When it's unbranded, there's less
of that kind of language. But all in all, we
know and as we've established healthcare is a highly regulated industry,
so there are some things that we need to make
sure that our creators are adhering to in terms of
how they convey the brand messages. So oftentimes, like you know,
(34:46):
we start every relationship with a brief. Sometimes even before that,
it's a conversation with the creator about, hey, this is
what we're trying to accomplish. You know, how does your
story fit into this in a general sense, to really
determine that that's a great fit. If we're like kind
of iffy from the content that we're seeing on social media,
or it's not always explicit because it's not one hundred
(35:07):
percent of the content that they're creating on that platform,
so we might dig in a little further. But all
that to say, we create a brief, and within that brief,
we're outlining all of the brand key messages, and a
perfect like execution of that is like, take these brand
key messages, adapt them to your own voice, and make
it feel as natural as possible. We don't love an
opportunity to have a creator read a script verbatim. We're
(35:31):
not scripting oftentimes. Class there's there's some exceptions to that,
so I won't say we're never not scripting, but for
the most part, we aren't. And we love that opportunity
to be like, hey, look, these are the messages that
we want to hit, like how would you bring this
to life?
Speaker 1 (35:45):
Yea, and trusting them to be able to do it
and that in that.
Speaker 2 (35:49):
Yeah, to come up with a concept that's like, hey,
look like this is the kind of stuff that works
for my audience. This is what they're listening to, This
is what the content that resonates the most with them,
Like I want to do it, but I want to
do it this style and.
Speaker 1 (36:02):
Stay trusting the creator to do their job.
Speaker 3 (36:04):
You know.
Speaker 1 (36:04):
It's like you guys know your people like you know.
Speaker 3 (36:07):
I love that. Like that true?
Speaker 2 (36:09):
And then you exactly and then you know, like there's
never there's never a moment where a brand is going
to or a creator is going to post something on
behalf of a brand that's not like fully.
Speaker 3 (36:18):
You know, legally reviewed.
Speaker 2 (36:20):
Though worst case it's like, hey, we run it through
reviews and they have like these tweaks to make to it.
Speaker 3 (36:26):
We make those tweaks and then keep it, keep it moving.
Speaker 1 (36:28):
Yeah, that's also great to hear like that review process too,
and being clear you know that it is going to
go through some sort of post review system to make
sure that things are you know, presented in the way
that the client's going to be happy the creator is
going to be happy. It's always as balanced, you know,
especially as you guys in the middle, like you're handling
expectations from both sides.
Speaker 2 (36:48):
And I think that's an expectation to set for healthcare
creators specifically, like people who are trying to get into
this space, which I know is like we're going to
talk a little bit about advice and stuff, is like
just knowing that one of the things these things take
usually a little longer than your traditional like CpG brands
because there are their longer reviews frankly, so it's just
something to be aware of in terms of like the
(37:10):
timelines are a little more, are a little longer.
Speaker 1 (37:12):
But yeah, and that's a great point. So let's jump
into some advice for creators that want to stand out
to agencies like yours, uttlemen to put their name in
the hat, right, what's some advice that you'd give to
creators that want to get into more healthcare style content
or work with more healthcare brands because it's something that
(37:34):
they already document naturally in their journey.
Speaker 3 (37:36):
Yeah, I would say do more documenting of that.
Speaker 2 (37:39):
So if it's something that is very specific to who
you are and makes you who you are and feels
like is something you're comfortable sharing, because I would also
say some health situations are pretty delicate and you might
not feel comfortable sharing. And so if you're going to
partner with a brand and it's a storytelling campaign, we're
going to want you to get into a little bit.
(38:00):
I would say first step, if you've never done it before,
think about, is this a space I want to like
go deep on, is there anything triggering for me when
it comes to this topic or what have you? And
use that as you're like filtered to decide.
Speaker 3 (38:14):
And then once you're.
Speaker 2 (38:15):
There, it's like, yeah, just kind of share about it
the way that you would naturally on your channel and
test that out without a brand partnership and see if
that like, how that goes for you and how you
feel like the reception is from your audience, et cetera.
Speaker 3 (38:30):
And then yeah, and then the outreach begins.
Speaker 2 (38:32):
And sometimes there's the magical we find you like trust
we're looking.
Speaker 1 (38:37):
So I was gonna ask like, what would you say
is the balance if any of like you reaching out
like oh, this girl is on TikTok you talking about this,
she'd be great and you finding them an outreaching creator
versus inbound creator coming to you. Yeah.
Speaker 2 (38:51):
I mean we get emails daily from agents and that's
typically who does.
Speaker 1 (38:55):
The managers you mean like the talent managers.
Speaker 2 (38:57):
Yeah, talent agents managers same, Yeah, yeah, that reach out
to us and they're like, hey, look we have this
like portfolio or this new person on our team.
Speaker 3 (39:08):
We'd love to introduce you. You know.
Speaker 2 (39:09):
Again, I mentioned like fireside chat, so sometimes there's an
opportunity to bring somebody into our office to get to
know a little bit more about them. But I would
say yeah, from like very frequent inbounds from managers to
us just constantly doing the work to do discovery, Like
discovery is built in literally to our scopes and our process.
Speaker 3 (39:27):
So we're like digging.
Speaker 2 (39:29):
Through third party tools, We're doing manual searches. We know
a fair share of people and sort of healthcare at
large that we like tap and yeah, it's it's kind
of like a combination of all those things.
Speaker 1 (39:41):
There's this joke we had that you know, you could
get two hundred views on a video, but all you
need is one view of someone, like you never know
who's watching your stuff, you know.
Speaker 2 (39:52):
Yeah, And we've also hired people low key that have
like gone viral for like a post, and but they're
not even they're like nano I might have more followers
than they do and I don't.
Speaker 1 (40:01):
Yeah, but you're like, wait, there's something there, or they
storytelling really well or it's like fun or you know.
Speaker 3 (40:06):
So do you know how it is?
Speaker 2 (40:07):
It's like built into the nature of like TikTok and
like these platforms, like there are opportunities for like this,
for like things on your page, whether you're a creator
or not, to go viral, and so we might come
across that story just because it went viral and now
we're like, hey, we want to partner with you for
a brand. So I would say, like, also, the other
bit is like even if you're small and starting off,
(40:30):
there are opportunities in the space. We often like bring
in a network of micro creators or nanos like to
do when you talked about like sort of long term
thing like always on campaigns or things like that. So
I would say that's another piece of advice or.
Speaker 1 (40:47):
Yeah, a little tidbit. It's funny because when you mentioned TikTok, like,
it's so true, Like I always use it as a
search engine personally as a user, but also being on
the brand side, like me doing consulting for my brand
clients and putting campaigns together similarly to like what you do.
I still do that. And one of our processes is
we always search the brand, like on TikTok, Like we'll
(41:10):
put in the client and be like, who's naturally talking
about them already? Or and I'm sure in your space
it's even easier we could go on TikTok right now
and put company name and see who's naturally like sharing
stories about how they have used this to solve that.
We do it a lot on YouTube as well, Like
YouTube kills it for search, especially when there's those keywords
(41:31):
and the content so that the brands that are watching
can come to you. So I love to see that
you guys are also have your eyes on the on
the field. Yeah, not just depending on inbound but also.
Speaker 2 (41:43):
Outbounding it and not just the our brands, like and
who's talking about our brands, but also like what are
our competitor like what are people saying and who are
the voices for our competitor brands is super important too,
because that also allows us to define like our strategy,
whether it's like finding white space or like what angles.
Speaker 3 (42:03):
Do we want for our content? It's so informative. I
love that.
Speaker 1 (42:07):
Well, thank you so much for sharing the brand perspective
to our community of creators and really giving us this
different look into healthcare brands and how they're jumping on
the creator train. We love to see it. Is there
anywhere that the creators in our community can connect with
you or let us know how we can reach you
or find you.
Speaker 3 (42:27):
Or all of that.
Speaker 2 (42:28):
Yeah, look me up on LinkedIn for sure, I'm trying.
Speaker 3 (42:32):
I'll put the link.
Speaker 1 (42:33):
Yes, I'll put your LinkedIn link below in the show
notes so you guys can.
Speaker 3 (42:38):
Yeah.
Speaker 2 (42:38):
But a lot of like my just I've been writing
more and like getting more content out from like a
professional perspective. I won't misguide you and take you to
my Instagram where it's like all pictures of my child
because okay, hear you all that. But on LinkedIn is
like where I put out a lot of this information
about sort of health creator marketing.
Speaker 3 (42:56):
I once a network and like.
Speaker 2 (42:57):
I'm in DMS there all the time, all right, so
definitely reach out to me there.
Speaker 1 (43:03):
All right, so y'all know where to find Ameress. I'll
leave the LinkedIn. Thank you so much for Maris, and
we'll talk to you soon.
Speaker 3 (43:09):
Thank you so much.
Amris and I met in college in two thousand and four,
but little did we know that our paths would continue
to stay so very close. In the creator economy, Emeris
is a senior vice president of Health Creator Marketing, where
she brings digital, health and creative chops to help her
clients as well as shape the future of creator marketing,
specifically in the health industry. She joined Edelman, one of
(00:22):
the world's top PR firms, as vice president and digital strategists,
in May of twenty twenty one. She's working at the
intersection of digital and healthcare. She leads teams through strategy
development of social digital content for multitude of Fortune five
hundred brands, from big name pharmaceuticals to consumer health and wellness.
(00:44):
Her data driven digital first strategies inform content programs that
engage audiences including healthcare providers, patients, caregivers, and policymakers. Prior
to Edelman, Emeris has supported multiple Fortune five hundred content
programs strategy to execution across health, consumer tech, financial services,
and commercial real estate sectors. She's also a multi media
(01:08):
artist who's passionate about social activism and arts education, and
proudly serves as a co facilitator and member at the
Prep for Prep Arts Alliance feather Bees Arts Academy, and
as a founder of the Students Advocating for Young Children. Y'all,
having the senior vice president of Creator Marketing over at
Edelman for all their healthcare clients and being able to
(01:31):
dive in is going to be a really awesome conversation.
I cannot wait for you guys to meet Ameres and
learn from her directly. Let's go ahead and jump into
today's episode. Welcome Ameras to Influencer Confidential. We are so
pumped to have you with us today. I'm so happy
to be here. Well, so, Ameris, you are knee deep
in the creator world and the creator economy influencer marketing,
(01:53):
especially at Edelman. Can you share a little bit about
like your background. How did you get into creator marketing,
especially with that focus in healthcare?
Speaker 2 (02:02):
Aleman take us back, sure, So, first of all, I'm
an all around creative person who loves working with people.
So over the years, I've taken on many roles. I've
worked in casting, I've worked in design, creative direction. I
also helped a friend with like a small store.
Speaker 3 (02:22):
Back in the day.
Speaker 2 (02:23):
But anyway, I've worked with large and small brands, always
in support of a creative bringing a creative vision to life.
Speaker 3 (02:30):
I think that's kind of been my theme.
Speaker 2 (02:32):
So I've worked my way, I would say, the past
decade ish into agency life, mostly wearing a digital hat,
and for the past year and some change I moved
into creator marketing. I have loved that transition because it
means I get to both explore social and trends of
what's happening in the social sphere, which I just generally
(02:54):
love as someone who's like an enthusiast and like on
her phone literally all day as well well as you know,
really getting to employ some of the most talented people
in the industry.
Speaker 3 (03:05):
So bringing in people.
Speaker 2 (03:07):
Who are you know, independently talented, they've built their own brands,
and partner with them with some of the most influential
healthcare brands in the world through Edelman.
Speaker 3 (03:17):
So I just like, love, love that opportunity.
Speaker 2 (03:20):
Every so often I get to bring in people that
I know personally as well, and that just gives me
so much joy and pride.
Speaker 1 (03:27):
I love that. So, what is this a typical day
to day then? Like in your current job, because Edelman
is so well known in our industry for being the top,
and you're at that level that you're probably seeing so
many moving pieces. So what does a typical day to
day look like?
Speaker 2 (03:42):
Well, first I wake up, I try to find the
moment of solitude, which is like actually a feat with
a toddler of a three year old or almost three
year old, And that moment of solitude, honestly is like
in my perfect world. If I was like lying about it,
I'd be like I get on headspace and like a meditation.
Speaker 3 (04:01):
Nine times out of ten, it's like.
Speaker 2 (04:02):
Literally just scrolling through my phone if I'm being honest, like,
and it could be catching up on news, it's like
what you know, the people I follow are up to
et cetera. Then I just like get ready to take
my kid to school. And then once my like day
day starts in the office, which could be a virtual
office or in person, I'm taking calls with my clients,
so my healthcare clients. I'm talking to our account teams,
(04:26):
my team about sort of status and where we're at
across various like work streams and how we're tracking and
then reviewing content that our creators submit to us to
make sure it's all checking out from sort of you
know what our brief was for that project perspective, I'm
developing budgets, I'm planning literally a mixed bag. But every
(04:48):
day has some combination of all of those things, so
it's never a dull moment. Sometimes we're selling in cel mode,
sometimes we're listening, sometimes we're executing, but all in yeah.
Speaker 1 (05:01):
It's all. It's a little bit of everything. When you
mentioned your client, do you find that clients and I'm
not sure if you can share any and if you can't,
that's okay, But if there's any clients that you could
refer to, it be really helpful to visualize it. But
do you find that, especially in healthcare, you know, creator
marketing is now more accepted. Is there more wiggle room
(05:22):
or is there still some convincing that has to happen
to convince a healthcare brand like hey we should invest
in TikTok or hey we should invest on sponsored campaigns.
What's the energy, what's the vibe? Is healthcare into creator marketing?
Speaker 3 (05:34):
Yeah? I mean I would say that healthcare has come
a long way.
Speaker 2 (05:37):
I think it gets sort of a rep of, you know,
kind of being behind the tide as it compares to
CpG tech brands and other you know types of companies
that tend to be more social, digital friendly and first.
Speaker 3 (05:53):
And I think that part of that is true.
Speaker 2 (05:55):
Right, there are sort of more regulations that govern content
that comes out on behalf of a healthcare.
Speaker 3 (06:02):
Brand, So it's for good reason.
Speaker 2 (06:04):
But net net, like, as you well know, right, the
creator industry is huge and it's projected to reach is it,
five hundred billion in two years.
Speaker 3 (06:13):
Which is bananas.
Speaker 2 (06:14):
So I think that there's just naturally what's happening in
the space that can't be ignored. And you know, these
brands are not turning a blind out of that. They're
absorbing that information and sort of taking that and adapting
their communications plans accordingly. So I would say we've come
a long way, and I would say that, yeah, just
kind of like we got to try it, right. The
(06:36):
more we do it for our brands, the more they're
into it, the more they see the value of it.
You know, we're comparing the content that gets put out
on behalf of a brand by that's like more sort
of traditional formats and like stock images, et cetera, from
like an advertising perspective next to what comes out when
(06:56):
it's like a creator that's like promoting for example, like
we powered the launch of Advil's TikTok using all creators
and that was like the full strategy and that was
a huge success. But you know, again, it was very
deliberate that we put people first and at the center
of that. And I think as we do it more
the brands see the results, they want more of it.
Speaker 1 (07:18):
And then when you see brands like Advil, then like,
I'm sure there's this like ripple effect where then other
healthcare brands were like, well, Audville did it, so like
maybe you know they're vetting, They're not going to do
it with a blind eye. And I feel like that
always happens when there's like one or two big brands
to jump ship and start it's okay for all of us.
Like I've seen this happen in multiple industries, and I
(07:38):
think this again, Advil's on TikTok, You're going to see
so many other people now think maybe this is okay.
So like, what would you say to maybe a healthcare
brand that still thinks TikTok is just for gen z
and dancing, especially with your experience, like seeing the results
of the campaigns you're putting.
Speaker 2 (07:55):
Together yeah, I mean hopefully that's happening less and less.
That said, we love a trends like we love a
dance trend. We love a sort of short tail or
a long tail trends. Like a lot of the success
that I've had most recently in selling like creator into
clients is like let's do a get Ready with me
to like you know, visit a doctor, or like get
(08:17):
ready with me to like be in a residency program
if I'm going to be a doctor. Now there's there's
kind of different ways to play like what's already happening.
Speaker 3 (08:26):
Naturally on the platforms. That is interesting.
Speaker 2 (08:30):
So definitely, like I would say, like embrace those opportunities
and find ways to integrate your brand messages into those
like trends and things happening already naturally, because that's like
obviously the best content feels like authentic to the individual
that's creating it, but also like feels native to the platform.
But you know, some of our pushback is budget restraints.
(08:51):
It's allocating you know, budget to things that are tried
and true. So whether it's like you know, more digital
tactics that are non creator lead earned media, like other
things that just you know that they've done before, so
I would say, like that just takes time and being like, hey,
can we do like a pilot program like we've done
a lot of I've had a lot of success selling,
(09:13):
and like, let's do this for six months and just
like a handful of like micro or mid tier folks
and then we can graduate next year into like more
macros or whatever the case may be. You know what
I mean. Obviously it's like what their goals are and stuff.
Speaker 1 (09:27):
Love this energy and I just want to say I
love how you also started off saying you know that
you have this creative spirit and you're in this position,
but it really seems that you're also a creator like advocate,
right you're at the side level and you get it.
So you're like, you know what, let's embrace the trend,
like let's stay with it. And it's really refreshing, I'm
sure from being on the brand side to have like
(09:48):
creator advocates planted within to be like no, like we
need to pay them this or wait this this doesn't fly,
creatives aren't doing it. In this way, you're almost like
able to speak on behalf of that creator as well,
and you know also share with your clients the ROI
that you've seen in terms of the pandemic. I think
that was like a big shift for a lot of
creator marketing and health misinformation particularly spread like wildfire across
(10:14):
social media when it came to all things healthcare. I
think I read somewhere there was as many as fifty
percent of gen z turning to TikTok for medical advice.
There was false claims out there, and you've been quoted
saying that you believe that strategic creator partnerships are actually
key to combating the spread of misinformation, you know, leveraging
(10:36):
the voices of people that creators already trust to help
healthcare brands deliver accurate informations. Are there any sort of
you know, experiences or stories or case studies, or maybe
you could just share a little bit more about how
creator led sponsorships have helped your clients with any sort
(10:57):
of misinformation spread.
Speaker 2 (10:59):
Yeah, I wanted to take it back to the first
part of what you said, which wasn't a question, but
just to underscore, like, I love the part of my
job where I actually get to connect you know again,
like I said in the beginning, like creators to these
brands because it is truly my pride and joy to
be like, yes, this person has value. Creators are CEOs, right,
Like they have so much trust, they so well know
(11:21):
their audience more than anybody else, and their audiences basically
follow them wherever they go and do whatever, you know,
they sort of guide them towards.
Speaker 3 (11:31):
And so those genuine relationships that maybe feel a little
bit parasocial.
Speaker 2 (11:35):
But you know that those things are that's like real
currency right in the space that we work in. And
I just love that, Like, I love the opportunity to
make those connections, to grow them, to grow influencer reach
and sort of following, and to also like you know,
develop you know, brand trust, visa, be creator. So I
(11:55):
just wanted to say that because it's like literally the
best part of what I.
Speaker 3 (11:59):
Get to do.
Speaker 2 (12:00):
But then as far as like misinformation goes absolutely, Like
I mean, we're seeing a trend in health where people
are turning to the Internet before they go to an
irl doctor and that is for a.
Speaker 3 (12:12):
Number of reasons, right.
Speaker 2 (12:13):
One of the reasons is that most people have a smartphone,
and those people are able to access information anytime, anywhere,
whether you're at home in your bed and feeling a
weird symptom. I know, like me, I'm pregnant, I'm like
feeling something. The first place I'm going is to social media, right,
and perhaps like a creator I know, like that's also pregnant,
whatever might have a similar experience. So I know that
(12:35):
that's the case for a lot of it's you know,
for a lot of other folks. The other reason is
that there's low anxiety. I know that, you know, people
experience a lot of anxiety for different reasons, you know,
just the general feeling of like I'm going to a doctor,
I don't know what to ask. I'm nervous to go
there in person and tell them about something uncomfortable that
I'm experiencing. And so doing that on the internet is
(12:59):
obviously just like a safer space to do that. And
then there's obviously like a lot of bias that plagues
our healthcare system, especially when it comes to people of color,
to you know, underrepresented communities in general. And so you know,
again this safe first space that is offered through you know,
(13:19):
a creator who might look like you, experience what you're experiencing,
et cetera. All that said, there's so much risk because
when the pandemic happened and people spend all their time
on the internet. There are paths that you can go
down that lead you in the wrong direction, right, Like
there's you know, pick a day, you can pick a conspiracy,
(13:39):
like you know, drink bleach in the pandemic to sunscreen
is actually more harmful than the sun itself. Like weird
stuff like all running the gamut. You know, there's there's
all kinds of things that you can Like again, you
pick a day and there's something new to misguide you,
and a lot of those conspiracies and like that, a
missin can lead you down very dangerous paths.
Speaker 3 (14:03):
And when it comes to your health.
Speaker 2 (14:04):
There was that special I don't know if you got
to see it, but it was on Netflix called Applesider
Vinegar and it was all about like, you know, this
person that was like, yeah, you know, drink applesider vinegar,
like do all these like pseudo scientific things to help
cure cancer.
Speaker 3 (14:20):
And there was this story, a real story.
Speaker 2 (14:22):
About someone who did follow that advice and almost died.
Like frankly, so, I mean it's it gets really dark
really quick on the Internet, I will say that, and
then creators being.
Speaker 3 (14:34):
Yeah, thank you.
Speaker 2 (14:35):
Yeah, So I think my sort of working thesis of this,
like in what I've been kind of workshopping with and
talking about this is really like health creators partnered with
brands that we know have to go through a crazy
amount of legal and regulatory The creator himself has to
be vetted. Sometimes we work with experts, so whether they're
(14:56):
a healthcare professional or otherwise. But but there's a level
of vetting that happens, and then a level of like
legal and regulatory that reviews that happen on any content
that goes live on behalf of those brands. So the
theory is like, this is content you can actually trust
on the Internet. Let's create more of that. We know
we can't erase all of the misinformation on the Internet.
(15:18):
That would be an arduous task and quite frankly impossible.
But what we can do, what's in our control, is
actually putting out more clean information and keeping social as
healthy as we possibly can.
Speaker 1 (15:31):
And I think that's what you were saying in an
article I read. You were saying something like healthcare brands
have a role to play and cleaning up the Internet.
And I think what I'm understanding is by producing, by creating,
by helping fight that misinformation spread by partnering with experts
or other healthcare professionals or creators that have symptoms that
are ethical and truly authentic to kind of make that work.
Speaker 2 (15:54):
Really and I think, just to jump on that real quick,
I don't think there's one healthcare brand that doesn't have
in mission something about a greater good and like a
higher order.
Speaker 3 (16:05):
Of helping improve patients' lives.
Speaker 2 (16:08):
That's just like you see it in every sort of
mission statement, if you will, And this is a part
of that. So it's like both a challenge and a
call to action for the brands that we work with, like,
do more of this because this is in part our
responsibility if this is what.
Speaker 3 (16:23):
Your mission is.
Speaker 1 (16:24):
Yeah, absolutely. Do you have any examples of a successful
creator partnership in the healthcare space and maybe share what
made it successful, like why did it work?
Speaker 3 (16:34):
Well? Yeah, oh my god, so many.
Speaker 2 (16:37):
I'm trying to think of, like coming back from the pandemic,
because we have like this, we had a really awesome
partnership with an Academy Award winning actor Jeff Bridges and
then a few other creators because I know, obviously he's
at the celebrity level, but actual like mid tier to
micro tier creators around an educational campaign that talked about,
(17:00):
you know, specifically addressed the immunocompromised community around protection against COVID.
So this was a time where people were like, how
do we treat this community? We know this is like
actually there are some sort of some special attention that
needs to be paid to this community. So this campaign
was all about like raising awareness about some of those
like stipulations with the help of those individuals. I will
(17:23):
also say we did this campaign with creator Christy Romano
an emergency that was like all about channeling like pop
rocks nostalgia through content that really promotes their emergency crystals
and their vitamin C boosting power.
Speaker 3 (17:38):
What else.
Speaker 2 (17:39):
There's so many things we do, so many cool projects.
Speaker 1 (17:42):
Yeah, even like the recent I think you mentioned something
about cervical or something about cancer.
Speaker 2 (17:48):
Yeah, so so Cervical Cancer Awareness Month earlier this earlier
this year, we did a campaign that included both healthcare
providers and patients and talked about the importance of getting
screened for cervical cancer.
Speaker 3 (18:02):
And it was it was in part demystifying.
Speaker 2 (18:05):
The process of actually going to get a screening, which,
believe it or not, for a lot of people, it's
a barrier, right people prostate cancer screenings. It's it's a big,
you know, hot topic for that too because the process
men feel like, ah, that's like an uncomfortable space. But
part of the work that we did with our Logic
client for cervical cancer was to help you know, demystify like, actually,
(18:29):
it's not that bad and it's.
Speaker 3 (18:31):
Also necessary by the way. Yeah, so we did that time.
Speaker 2 (18:34):
So we do a lot of like awareness moments, certainly
for brands, because those are obviously times where people are
have all eyes on content around that topic, you know,
mental health awareness. We've done, you know, work with a
brand to bring like mental health creators from all over
the country to an IRL summit that also involved just
(18:56):
like really nice like networking but programming and awareness around
you know, mental health topics.
Speaker 3 (19:02):
Yeah.
Speaker 1 (19:02):
And it's interesting you mentioned awareness almost as potentially a KPI,
So are there other KPIs or is just success markers
when you are looking at a campaign to determine And
the reason I asked this is because our community is
a bunch of creators and they're always wondering like, well,
what makes a campaign successful? Like what is it is?
And I think and I'm assuming, but I'm assuming at
(19:24):
the level of like an advil. Maybe it's not like
actual conversions and tracking of sales, but maybe it's more
you know, maintaining brand dominance or awareness as you mentioned.
So what are some KPIs or key performance indicators success
markers that you look at when measuring the success of
a creator led healthcare campaign.
Speaker 2 (19:43):
Yeah, definitely, I think you know, conversion we sometimes define
as like, yes, driving to a product in the more
CpG like traditional format, but there's also a lot of
value in like converting people in terms of driving people
to a website for more information, a discussion guy, something
to download that that's a resource, a medical resource, something
(20:05):
that they can use. So conversion is important, and especially
like I would say, at the sort of micro level,
we love that as a metric, but also consideration and
awareness are two big ones too. There's oftentimes, like I mentioned,
awareness moments like you know, whether it's breast cancer awareness,
serverble cancer, like all these these moments like those are
(20:27):
all naturally like built into the structure of those moments
is like awareness education. So we do a fair share
of that as well. Sometimes those moments come as like
we call I'm sure, some of the creators that you
work with are familiar, but there's like unbranded versus branded
healthcare work. And from an unbranded perspective, this is where
we're doing work with creators and we're not mentioning a
(20:49):
brand name. Obviously, they're sponsored by a brand and a
brand pays them to do that, but we're not like
actively promoting a product, if you will. And then in
some cases we are actively promoting a product. So all
that to say, there's very different roles when it comes
to doing unbranded versus branded.
Speaker 1 (21:05):
Wow, And I don't think that's something a lot of
creators know about. I think oftentimes you just think I
have to mention the product or I have to you know,
mention the brand in it.
Speaker 3 (21:14):
No, we actually do quite a bit.
Speaker 2 (21:16):
And i'd wager to say, without like looking at it
on like having like done the math on it, like,
I'd wager to say we do probably more unbranded than
we do branded from a healthcare perspective.
Speaker 3 (21:26):
So that's unbranded.
Speaker 1 (21:29):
Just to clarify for those that maybe not know, is
it just creating content without mentioning a specific brand brand?
Speaker 2 (21:37):
Yeah, And I mean that said, like, obviously there's a partnership,
there's usually an umbrella brand, but it's not the product.
We always have to disclose obviously if they were working
with any partner that it's a sponsored partner, but it's
not a promotional product.
Speaker 1 (21:56):
Like by this here type of thing.
Speaker 3 (21:58):
Correct. Yeah, it's more of a awareness play.
Speaker 2 (22:01):
And that's where like when you back to your question
about like the types of KPIs like awareness is big
for us because we do a lot of like unbranded work.
Speaker 1 (22:09):
Yeah, that's that makes total sense.
Speaker 2 (22:10):
It's like with our audience, like you know, like if
we are we do, like I do a lot of
things with like niche disease areas. So if it's something
very specific like spinal muscular atrophy like that might be
a smaller creator, but we know that we're reaching like
the audience that we want to hit with our messaging.
So that's another opportunity for us as well reached.
Speaker 1 (22:31):
And it makes me think for those creators that are
very niche, like lean into it because you may have
a rare disease and you may have that exact audience
is also interested and that seems to probably be a
better fit for you in terms of the right creator.
Then like these big numbers. So actually, let's go into
(22:52):
talking about choosing the right creator. So is it credibility,
is it credentials, is it relatability? Like what critia are
you looking for when choosing that right creator?
Speaker 2 (23:04):
Yeah, I mean all of the aboves, but certainly, you know,
we start with a list of criteria, like literally a
vetting criteria that we co create with our brands, And
the more we work with brands with, the more we
have a sense of like these are the general criteria
that a brand might have, and then these are some
layers that will add specific to any campaign. I mean
(23:25):
it's everything from very tactically, like how much of your
audience is based in a certain location, to what you're like,
you know, different demographics like the age range, you know, gender, ethnicity,
et cetera. So like some of those things play a factor,
and those are like the really tactical things, but as
far as like the sort of broader other opportunities, it's like, yeah,
(23:45):
like if we're working in a specific disease space, like
are you someone who is living with that disease? Are
you someone who takes care of somebody with that disease?
Are you an expert in the space, Are you a
patient advocate, you know, are you a doctor?
Speaker 1 (24:00):
Have you?
Speaker 2 (24:00):
And sometimes those things Nina, Like you could have a
content or you can have someone who, as you know,
like developed content only about travel, and like that's like
you know what you're getting. Like you find that person
easy because that's like it's written into their bio. It's
a part of all of what that they create as
a brand. But oftentimes, like I find, especially like with healthcare,
like it's a little more subtle unless you're like a provider.
(24:23):
You might have said, I had this crazy situation where
I had to like undergo like surgery from my eyes
because like I left my contacts on too long or
something crazy. But like in general, like all your content
is travel, right, we find those people all that to
say because we love those opportunities. Yeah, a brand hasn't
(24:45):
like hopped on it in terms of like a partnership.
Speaker 3 (24:48):
We love that.
Speaker 1 (24:49):
I've seen a lot of creators because I tend to
the travel creators. They just find me, you know. But
I've actually and wellness creators and yoga creators and all
of that. But I've seen creators and the travel space.
I don't remember how long ago it was, but she
did a campaign with I believe it was like Dulcalax
or some sort of because when you're traveling, you know,
people get backed up. What a perfect fit Like we
(25:11):
didn't even think about it, but truly like it is
a thing, and she talked about it in this way
like I travel all the time, like my stomach is off,
like and she actually uses it. It makes sense, right.
I've also seen travel creators talk about brands allergy medication
because of the seasonal changes, and it is true I
suffer from alergies. I'm jumping from place to place, and
it seems like really natural integration. So it doesn't seem
(25:34):
like creators that are only medical background creators. There's a
space for everyone, I think in health care.
Speaker 2 (25:41):
Absolutely, And I think the more interesting part of my
work and opportunities that I have are to bring those
like non traditional fits for a brand because they live frankly,
they live for it, and then also for us, it's
like just more interesting, like I love, Yeah, it's different,
and I think there's a lifestyle girl like like I'm
and I won't mention brand, but I'm like working with
(26:03):
a beauty person who is just like naturally creating content. Again,
like face to Camera, get ready with me all beauty
for an eyehealth brand. And that's super interesting to me.
Like I just like there obviously.
Speaker 1 (26:17):
Fits into natural.
Speaker 2 (26:18):
It fits into there, Yeah, exactly.
Speaker 1 (26:21):
And so especially when these creators are naturally using these brands,
like and they're all like this this yoga girl I'm
thinking of, she's like, I really suffer phromology. She's like,
I'm going to pitch so and so I'm like, go
for it. You know. She's like, because it's authentic to her,
it's true to her, she uses it and she wants to,
you know, integrate this brand into the content. So I
think it's really interesting, Yeah, that you don't just help
(26:43):
out this medical background totally a fashion person like doing
something with like a detergent.
Speaker 3 (26:48):
I'm making it up. It's not like the brains that
I work with.
Speaker 2 (26:50):
But I'm like, that's interesting because like, you know, you
might need to some tips on like safeways to clean
your like very delicate, uh you know garment, keep your
reds red, Like how do you know? Totally like those
kinds of things Like that's where like you know, like
my brain is like I live in strategy a lot,
like in my job as I mentioned it's always a
(27:12):
mixed bag of things, but a lot of the stuff
that I do is like strategic and I'm like always
thinking about like what are we how can we just.
Speaker 1 (27:18):
Like make it interesting?
Speaker 2 (27:20):
Yeah, and we had a tech reviewer. I'll say one
more like actual example would YouTube. All they do is
like tech product reviews, do a thing on like an
eye and like the technology behind the eye.
Speaker 3 (27:33):
I feel like I'm talking about eyes a lot. I
don't know. Do we deal with other things too, but
it's just top of mind.
Speaker 2 (27:38):
And it was so interesting because it's like this is
someone who just who does iPhone reviews or what I
don't know, like other tech products, but like spind it
on its head and make it different.
Speaker 3 (27:48):
Yep, exactly.
Speaker 1 (27:49):
I tell the creators in our community all the time,
just like pitch outside your niche, you know, find an
editorial angle. The pr people are head in the sand,
so busy in client work. Come to them with an
exciting idea, come to them with the pitch, come to
them with something fresh. It's just a great way to
stand out. So in terms of like I guess, how
you've worked with creators, do you find that you like
to stick out to like long term partnerships. Is it
(28:12):
one off campaigns or is it more like, hey, we're
gonna work with you, you know, on a multi channel campaign.
Like I think all creators are looking for like longer
term or they're looking for building out these deeper relationships
than one off. So how does it look like for
the type of creators that you're working with.
Speaker 2 (28:28):
I'm also like interested in just having this conversation with
you about what creators are looking for, because these are
like the most interesting conversations to be We've actually started
this series this year of like fireside chats where we
bring creators into our office in New York to just
like chat with them.
Speaker 1 (28:42):
What's that we can give you all the details.
Speaker 2 (28:46):
Yeah, So honestly, if you ever have anybody that would
be interested in coming to our office in New York,
like just'll.
Speaker 3 (28:50):
Come usher, Well, yeah, come through.
Speaker 2 (28:54):
And it's so casual and it's always really helpful to
gain insights from like what they're up to and what
they see for themselves, because that also helps to inform
our strategies and what we pitch to clients. Because we
were generally interested in making it like a good marriage
or it's not a dysfunctional one.
Speaker 3 (29:11):
We want happy marriages.
Speaker 1 (29:12):
Yeah, to actually make an impact, like for the brand truly,
Like posting one video is very different than a three
month you know, partnership. It's better for the client, it's
better for the creator. But how do you what's more brand?
Speaker 3 (29:25):
What do you see?
Speaker 2 (29:26):
Yeah, from a brand perspective, it's definitely like we love
a long term partnership obviously, like it just when we
think about trust and what it takes to trust a brand,
we know that there's like a little bit of a
leap that we have to do versus like if you're
just following a creator and they're posting on their channels
all the time. So I think the more they see
that person, the more trusted that they are, and the
(29:48):
more trusted the brand is as well. So yeah, I
think when we're thinking about partnerships, we love an opportunity
to bring them in. Also, like once you're in like
network with us, then we're also constantly thinking about opportunities
for other brands within our portfolios. So that's that's just
like a great opportunity as well. But yeah, I mean
to the extent that individual creators are interested in like
(30:11):
working long term, I think brands are also like interested
in the same so long as that relationship is like going.
Speaker 1 (30:18):
Makes the most sense. Well, it's interesting because i know,
for example, like Expedia has really lucrative part ambassadorships or
like these twelve month programs, and you know, they're you're
really at this point because you know, let's just say
a travel creators, you're constantly using Expedia and it's just
built into your brand. You know, those tend to be
the golden ticket for creators in the sense out they're
(30:39):
like locked in for a year and it's it's just
this and and I'm curious to know, like if you're
seeing more of these one offs turn into longer term relationships.
Speaker 3 (30:50):
Yeah, definitely.
Speaker 2 (30:51):
Sometimes they're sometimes by design because sometimes we'll be like, hey,
we're pitching this, you know, or your deliverables include you know,
this IRL of and these many pieces of content over
this period of time, and that's obviously naturally like a
six month partnership or a year whatever ends up being.
And then in other cases we're like, hey, this was
such a great opportunity, let's bring them back for something
(31:13):
bigger or different, or maybe you know, they were able
to do an IRL conference like let's bring them in
for the virtual version to get it out to masses
or whatever. There's a lot of like work that happens
from a communication strategy perspective that includes creator work, but
also like other disciplines like digital earned what have you,
(31:34):
that is thinking long term, always build, that's great.
Speaker 3 (31:38):
What we build out our plans, we're building them out.
Speaker 2 (31:40):
Oftentimes it's not one hundred percent for every brand, but
for the most part, we're building out brands for a
year or two years out. So with that in mind,
we're thinking like, how do we grow what we've done
that's worked well in the past, and then how do
we introduce something new?
Speaker 1 (31:55):
So that's actually really helpful. And in terms of I
guess creators, you're putting budgets together, like are you doing
them yearly budgets? Like do you find And I'm thinking
about this because you're saying, oh, I'm doing a one
year or two year plan for a client. Does that
mean when things are like locked in, they're locked in?
Or is there still opportunity for creators to pitch and
(32:16):
jump in even when the planning has been done.
Speaker 3 (32:19):
There's always opportunities.
Speaker 2 (32:20):
I mean, I think there's some core campaign planning that
happens that could be a year out, but you know,
an awareness moment pops up a new opportunity.
Speaker 3 (32:30):
We're getting new clients throughout the year.
Speaker 2 (32:32):
It's not like we have like a set cycle where
we're like just yeah. But I would say, you know,
like in a perfect world like where we have this
like larger plan, like communications plan, Creator is a part
of that, and so we have a general sense of
what we want to accomplish from a creator perspective, but
there's always like ad hoc opportunities. There's always like incremental
budgets that come through that are like, hey, we have
(32:54):
this money, we want to like do something with a
macro tier talent or something in the next month. Or
we have this event happening and how do we bring
Creator into that, or things like that that are outside
of our you know, original remit or plan happen as well.
Speaker 1 (33:09):
It's awesome. So lastly, before we get into some like
advice for creators who want to pitch, one of the
things that I think when we think of, especially with healthcare,
is regulations compliance, you know, FDA rules and helping creative
people also stay compliant. So I guess the question would
be like balancing creativity, you know, with not being like
(33:32):
an ad where you're like this may have side effects
or balance or help creators with that authentic storytelling, but
also the legal regulatory part of it, because it's very
different I've seen I don't know, I'm just thinking of
the creator Like lead ads that I've seen, you know,
for AstraZeneca or for Floony is like you can tell
that are key speaking parts are you know, because they
(33:54):
had to be there, So like what does that look
like from the creative standpoint?
Speaker 2 (33:59):
Yeah, And this is where we get into like the
branded versus unbranded. Like when you talk about a brand
like flow Dase for example, they might have what the
content you may have been consuming. I don't know exactly
what you're talking about, but it's probably like a branded
campaign if you know that it's like a float like
for the product, and in that case certain language that
has to go into the content, both if it's a
video piece of content verbally there's some visual content, there's
(34:23):
content that has to go into the post, et cetera.
Just from a legal perspective. When it's unbranded, there's less
of that kind of language. But all in all, we
know and as we've established healthcare is a highly regulated industry,
so there are some things that we need to make
sure that our creators are adhering to in terms of
how they convey the brand messages. So oftentimes, like you know,
(34:46):
we start every relationship with a brief. Sometimes even before that,
it's a conversation with the creator about, hey, this is
what we're trying to accomplish. You know, how does your
story fit into this in a general sense, to really
determine that that's a great fit. If we're like kind
of iffy from the content that we're seeing on social media,
or it's not always explicit because it's not one hundred
(35:07):
percent of the content that they're creating on that platform,
so we might dig in a little further. But all
that to say, we create a brief, and within that brief,
we're outlining all of the brand key messages, and a
perfect like execution of that is like, take these brand
key messages, adapt them to your own voice, and make
it feel as natural as possible. We don't love an
opportunity to have a creator read a script verbatim. We're
(35:31):
not scripting oftentimes. Class there's there's some exceptions to that,
so I won't say we're never not scripting, but for
the most part, we aren't. And we love that opportunity
to be like, hey, look, these are the messages that
we want to hit, like how would you bring this
to life?
Speaker 1 (35:45):
Yea, and trusting them to be able to do it
and that in that.
Speaker 2 (35:49):
Yeah, to come up with a concept that's like, hey,
look like this is the kind of stuff that works
for my audience. This is what they're listening to, This
is what the content that resonates the most with them,
Like I want to do it, but I want to
do it this style and.
Speaker 1 (36:02):
Stay trusting the creator to do their job.
Speaker 3 (36:04):
You know.
Speaker 1 (36:04):
It's like you guys know your people like you know.
Speaker 3 (36:07):
I love that. Like that true?
Speaker 2 (36:09):
And then you exactly and then you know, like there's
never there's never a moment where a brand is going
to or a creator is going to post something on
behalf of a brand that's not like fully.
Speaker 3 (36:18):
You know, legally reviewed.
Speaker 2 (36:20):
Though worst case it's like, hey, we run it through
reviews and they have like these tweaks to make to it.
Speaker 3 (36:26):
We make those tweaks and then keep it, keep it moving.
Speaker 1 (36:28):
Yeah, that's also great to hear like that review process too,
and being clear you know that it is going to
go through some sort of post review system to make
sure that things are you know, presented in the way
that the client's going to be happy the creator is
going to be happy. It's always as balanced, you know,
especially as you guys in the middle, like you're handling
expectations from both sides.
Speaker 2 (36:48):
And I think that's an expectation to set for healthcare
creators specifically, like people who are trying to get into
this space, which I know is like we're going to
talk a little bit about advice and stuff, is like
just knowing that one of the things these things take
usually a little longer than your traditional like CpG brands
because there are their longer reviews frankly, so it's just
something to be aware of in terms of like the
(37:10):
timelines are a little more, are a little longer.
Speaker 1 (37:12):
But yeah, and that's a great point. So let's jump
into some advice for creators that want to stand out
to agencies like yours, uttlemen to put their name in
the hat, right, what's some advice that you'd give to
creators that want to get into more healthcare style content
or work with more healthcare brands because it's something that
(37:34):
they already document naturally in their journey.
Speaker 3 (37:36):
Yeah, I would say do more documenting of that.
Speaker 2 (37:39):
So if it's something that is very specific to who
you are and makes you who you are and feels
like is something you're comfortable sharing, because I would also
say some health situations are pretty delicate and you might
not feel comfortable sharing. And so if you're going to
partner with a brand and it's a storytelling campaign, we're
going to want you to get into a little bit.
(38:00):
I would say first step, if you've never done it before,
think about, is this a space I want to like
go deep on, is there anything triggering for me when
it comes to this topic or what have you? And
use that as you're like filtered to decide.
Speaker 3 (38:14):
And then once you're.
Speaker 2 (38:15):
There, it's like, yeah, just kind of share about it
the way that you would naturally on your channel and
test that out without a brand partnership and see if
that like, how that goes for you and how you
feel like the reception is from your audience, et cetera.
Speaker 3 (38:30):
And then yeah, and then the outreach begins.
Speaker 2 (38:32):
And sometimes there's the magical we find you like trust
we're looking.
Speaker 1 (38:37):
So I was gonna ask like, what would you say
is the balance if any of like you reaching out
like oh, this girl is on TikTok you talking about this,
she'd be great and you finding them an outreaching creator
versus inbound creator coming to you. Yeah.
Speaker 2 (38:51):
I mean we get emails daily from agents and that's
typically who does.
Speaker 1 (38:55):
The managers you mean like the talent managers.
Speaker 2 (38:57):
Yeah, talent agents managers same, Yeah, yeah, that reach out
to us and they're like, hey, look we have this
like portfolio or this new person on our team.
Speaker 3 (39:08):
We'd love to introduce you. You know.
Speaker 2 (39:09):
Again, I mentioned like fireside chat, so sometimes there's an
opportunity to bring somebody into our office to get to
know a little bit more about them. But I would
say yeah, from like very frequent inbounds from managers to
us just constantly doing the work to do discovery, Like
discovery is built in literally to our scopes and our process.
Speaker 3 (39:27):
So we're like digging.
Speaker 2 (39:29):
Through third party tools, We're doing manual searches. We know
a fair share of people and sort of healthcare at
large that we like tap and yeah, it's it's kind
of like a combination of all those things.
Speaker 1 (39:41):
There's this joke we had that you know, you could
get two hundred views on a video, but all you
need is one view of someone, like you never know
who's watching your stuff, you know.
Speaker 2 (39:52):
Yeah, And we've also hired people low key that have
like gone viral for like a post, and but they're
not even they're like nano I might have more followers
than they do and I don't.
Speaker 1 (40:01):
Yeah, but you're like, wait, there's something there, or they
storytelling really well or it's like fun or you know.
Speaker 3 (40:06):
So do you know how it is?
Speaker 2 (40:07):
It's like built into the nature of like TikTok and
like these platforms, like there are opportunities for like this,
for like things on your page, whether you're a creator
or not, to go viral, and so we might come
across that story just because it went viral and now
we're like, hey, we want to partner with you for
a brand. So I would say, like, also, the other
bit is like even if you're small and starting off,
(40:30):
there are opportunities in the space. We often like bring
in a network of micro creators or nanos like to
do when you talked about like sort of long term
thing like always on campaigns or things like that. So
I would say that's another piece of advice or.
Speaker 1 (40:47):
Yeah, a little tidbit. It's funny because when you mentioned TikTok, like,
it's so true, Like I always use it as a
search engine personally as a user, but also being on
the brand side, like me doing consulting for my brand
clients and putting campaigns together similarly to like what you do.
I still do that. And one of our processes is
we always search the brand, like on TikTok, Like we'll
(41:10):
put in the client and be like, who's naturally talking
about them already? Or and I'm sure in your space
it's even easier we could go on TikTok right now
and put company name and see who's naturally like sharing
stories about how they have used this to solve that.
We do it a lot on YouTube as well, Like
YouTube kills it for search, especially when there's those keywords
(41:31):
and the content so that the brands that are watching
can come to you. So I love to see that
you guys are also have your eyes on the on
the field. Yeah, not just depending on inbound but also.
Speaker 2 (41:43):
Outbounding it and not just the our brands, like and
who's talking about our brands, but also like what are
our competitor like what are people saying and who are
the voices for our competitor brands is super important too,
because that also allows us to define like our strategy,
whether it's like finding white space or like what angles.
Speaker 3 (42:03):
Do we want for our content? It's so informative. I
love that.
Speaker 1 (42:07):
Well, thank you so much for sharing the brand perspective
to our community of creators and really giving us this
different look into healthcare brands and how they're jumping on
the creator train. We love to see it. Is there
anywhere that the creators in our community can connect with
you or let us know how we can reach you
or find you.
Speaker 3 (42:27):
Or all of that.
Speaker 2 (42:28):
Yeah, look me up on LinkedIn for sure, I'm trying.
Speaker 3 (42:32):
I'll put the link.
Speaker 1 (42:33):
Yes, I'll put your LinkedIn link below in the show
notes so you guys can.
Speaker 3 (42:38):
Yeah.
Speaker 2 (42:38):
But a lot of like my just I've been writing
more and like getting more content out from like a
professional perspective. I won't misguide you and take you to
my Instagram where it's like all pictures of my child
because okay, hear you all that. But on LinkedIn is
like where I put out a lot of this information
about sort of health creator marketing.
Speaker 3 (42:56):
I once a network and like.
Speaker 2 (42:57):
I'm in DMS there all the time, all right, so
definitely reach out to me there.
Speaker 1 (43:03):
All right, so y'all know where to find Ameress. I'll
leave the LinkedIn. Thank you so much for Maris, and
we'll talk to you soon.
Speaker 3 (43:09):
Thank you so much.
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