I went from Wall Street to content creation: Here's my journey At 23, I walked into BlackRock‘s New York office fresh out of Wesleyan University, ready to conquer Wall Street. By 28, I had traded my corporate badge for a ring light and a mission to empower women through content creation. Along the way, I learned that the biggest impact doesn’t always come from the biggest institutions. The journey began in 2018, when I joined BlackRock's Financial Markets Advisory team. In my role, I advised governments and banks on complex financial issues. At 23, I was analyzing balance sheets and sitting in rooms where billion-dollar decisions were made. After two years, I moved to an investment bank as a corporate bond trader. Fast-paced, high-pressure, complex work. But even as I was building this impressive Wall Street resume, I kept thinking: What am I really building toward? I had access to financial knowledge that most women would never get. But, because of the limitations some Wall Street institutions impose on their employees, I wasn’t permitted to share basic financial knowledge with the world. Table of Contents The Moment That Changed Everything The Pivot: From Trading Floor to TikTok Building a Multi-Dimensional Brand The Moment That Changed Everything After leaving BlackRock, I went on to work at an investment bank, and that’s where everything shifted. It was there that I uncovered systemic pay inequity. Hundreds of Black employees, including myself, were doing the same work...

How to Harness B2B Influencer Marketing to Grow Your Brand One of my favorite examples of influence is in the 2004 film Mean Girls. When the girls at North Shore High School see “queen bee” Regina George wearing army pants and flip-flops, they decide to do the same. It’s absurd but also entirely realistic. Whether we admit it or not, no one is immune to the power of influence. We all have those we look up to and listen to, even if subconsciously. That’s why B2B influencer marketing is nothing to scoff at. When you hear the word “influencer,” it’s not uncommon to think beauty bloggers and Instagram models, but the professional space is also ripe with impactful voices that can help B2B brands build brand awareness, boost engagement, earn trust, and ultimately close more business. But where do you find them and get them on board? Let’s unpack everything you need to know to harness the power of B2B influencer marketing in 2025. Table of Contents What is B2B influencer marketing? How to Build a B2B Influencer Strategy Examples of Great B2B Influencer Marketing Tips for B2B Influencer Marketing Success What is B2B influencer marketing? B2B influencer marketing is when businesses that sell to other businesses collaborate with thought leaders and respected figures in their space to promote their products or services. It can take many different...

My Comprehensive Guide to Micro-Influencer Marketing I recently purchased an adorable cable-knit sweater on TikTok Shop merely because I saw an influencer post about it. The pull influencers of all followings have on social media users today is strong. After all, 63% of consumers will likely buy products promoted by an influencer they trust. In my role at Nickelodeon, I work in international influencer marketing, so I know how crucial an influencer strategy is to brands of all sizes. However, we don’t always have the budget to hire the biggest influencers in the game. Enter micro-influencers. In this guide, I’ll tell you everything you need to know about micro-influencers, including brands that are using them successfully and how you can connect with these individuals to promote your brand. Table of Contents What is a micro-influencer? What is influencer marketing? The Value of Micro-Influencers How to Find Micro-Influencers How to Work With Micro-Influencers 4 Brands Using Micro-Influencers Successfully Micro-influencers are social media users, unlike typical celebrities, experts, or public figures. They're individuals who work or specialize in a particular vertical and frequently share social media content about their interests. Unlike traditional “influencers,” micro-influencers have a more modest number of followers, but they boast of hyper-engaged audiences. What is influencer marketing? Influencer marketing occurs when organizations partner with content creators — users with thousands or even millions...

Influencers vs. Creators: What's the Difference & Which Should Marketers Invest In? When I started my content creation journey, one of my friends said over brunch, "Erica is officially in her influencer era." I love it when my friends inflate my ego, so I let the comment slide and raised a glass to celebrate my first YouTube video. However, the reality is that though I am a content creator, I'm not an influencer. While the terms influencer and content creator are often used interchangeably, they’re not always the same. My friend didn't need to know that, but marketers definitely should since both serve different purposes in the marketing world. So, let's dive into the differences between creators and influencers and which you should invest in. Influencers vs. Creators When to Use Influencers in Your Marketing Strategy When to Use Creators in Your Marketing Strategy When to Use Both in Your Strategy Influencers vs. Creators Comparing influencers and creators is like comparing squares and rectangles. Not every creator is an influencer, but all influencers are creators. Let me explain. Content creators are individuals who craft media to entertain or educate viewers. The term especially pertains to digital content, such as YouTube videos, TikToks, Reels, blogs, or social media posts. Some content creators create it as a hobby, while others do it to earn income. Modern Millie is a content creator who occasionally features products and services in her YouTube videos, but her content is always sponsored by the...

Influencer-Founded Food and Beverage Brands: Are They Good Business? I'm writing this while sipping coffee made by Emma Chamberlain's French press. The 22-year-old YouTuber is not only Gen Z’s favorite influencer, but also a big-time entrepreneur. Her coffee brand, launched in 2020, took off among young coffee lovers (and even tempted me, a not-so-young coffee lover). It got me thinking: Has food and beverage become the new playground for creators and influencers? So I looked into a few players: Source: Company websites Turns out they’re doing pretty well – some even minting billions. Prime, Logan Paul’s energy drink, is primed to exceed $1.2B in annual sales Feastables raked in $10m in chocolate bar sales within a few months Chamberlain Coffee makes ~$6m annually, and recently raised $7m  The D’Amelio family raised $5m to foray into snacks Why Influencers Flock to the Food and Beverage Industry For starters, it’s lucrative. Food and beverage accounts for over 30% of the $2T consumer packaged goods industry. Plus, the entry barrier is relatively low. And creators and influencers are well positioned to take a slice of the pie: 💰They’re already the winning formula for CPG brand marketing. These brands spend ~$40B per year in ads, a big chunk of which goes to creator partnerships. ❤️ Their content often fits well with daily refreshments like snacks and coffee, and their relatable nature inspires trust among young consumers. 📉 Loyalty for legacy brands is waning, and there’s space for influencers to get in. With a...

How to Identify & Work With the Best Brand Influencers for Your Business I commented on a friend‘s vacation post, scrolled past a Comforter advertisement, and double-tapped an influencer’s skincare post this morning. That‘s the thing about brand influencer marketing — you follow them for a reason, so you don’t mind interacting with their sponsored content. I follow this influencer because she‘s an editor of a major magazine that I enjoy reading, and her content interests me. Since I trust her opinion, I’ll check out any skincare brands she endorses. Even though influencer marketing is a well-known marketing channel by now, it's always important to reiterate that your customers trust the opinions of others — and that majorly impacts buying decisions. Nearly 90% of all marketers find ROI from influencer marketing comparable to, or better than, other marketing channels. Now that we understand the potential benefits of leveraging influencers, let's consider strategies for identifying the most suitable ones for your industry. What is an influencer? An influencer is someone who‘s amassed a substantial social media audience and can sway their followers’ actions. So odds are you've seen them on many social media platforms, including Instagram, YouTube, TikTok, and Twitter. Businesses can benefit from influencers by increasing brand awareness, reaching new audiences, and converting customers. Collaborating with an influencer enables a business to use its credibility and influence its followers, resulting in higher sales and stronger customer loyalty. Influencers can also create genuine content that resonates with their followers, helping...

How Performance Marketing Works Many companies have employee referral programs where referring someone who gets hired comes with a reward (typically a cash bonus). This is the same principle of performance marketing: marketers set a performance goal (like driving conversions) and reward the partners/people who help them get those conversions. Let’s dive deeper into how performance marketing works, how to create a performance marketing strategy, and the tools you can use to implement one. Table of Contents What is performance marketing? How Performance Marketing Works How To Create a Performance Marketing Strategy How do you measure performance marketing? Top Performance Marketing Software Top Performance Marketing Verticals What is performance marketing? Performance marketing is a digital marketing strategy driven by results, where advertisers (like a brand or business) only pay once a goal is met, which can be anything from making a purchase to filling out a form on a landing page. With a traditional ad campaign approach, there's no guarantee you will get a return on your investment, and you can only monitor performance and make adjustments after it launches. Even seasoned media buyers can have unsuccessful campaigns if there's a misalignment between the campaign and the target audience. Since you’ll only pay when your goals are met, you accomplish three things: Your campaign is less risky There's a guaranteed return on investment (ROI) You have better control over your ad spend Is...

The Top Channels for Influencer Marketing in 2023 Finding the right influencer for a brand campaign can feel like dating. You want someone who shares your values, aligns with your goals, and will make a great impression on your friends and family — or followers, in your brand's case. The same can be said if you're an influencer looking for a brand that will take your career to the next level. Whether you're a brand or an influencer, this article will help you find the perfect match by showing you the top channels for influencer marketing. Discover the best social media channels for your next influencer marketing campaign and what platforms to use to find a brand or creator to collaborate with. Best Channels for Influencers Influencer Platforms for Creators 10 Best Influencer Platforms Best Channels for Influencers Below are the channels marketers leverage the most in influencer marketing and where influencers achieve the highest ROI for the companies they work with. 1. Instagram According to our survey, 72% of marketers listed Instagram among the social media platforms on which they work with influencers and creators. Most marketers surveyed (30%) also said Instagram is the platform they get the biggest ROI when working with influencers and creators. Furthermore, most marketers (32%) said Instagram is the easiest platform to work with influencers. 2. YouTube 58% of our survey's marketers listed YouTube as a platform they leverage when working with creators and influencers. 20% of marketers said YouTube yields the...

How to Dramatically Increase Your Revenue with Nano and Micro-influencers Nano-influencers and micro-influencers — which are content creators and key opinion leaders (KOLs) with smaller audiences ranging from 10,000 to 75,000 followers — often slip under the radar. However, despite a smaller following, their conversion rates stack up against celebrities and those with bigger audiences. In fact, according to Forbes, micro-influencers drive 60% higher campaign engagement rates than their macro-influencer counterparts. You can dramatically increase revenue with the right strategy behind your micro and nano-influencer marketing plan. Here’s what you need to know. What is influencer marketing? Influencer marketing is the practice of brands collaborating with influencers. Influencers are social media superstars, trendsetters, tastemakers, and knowledge leaders with sizable and highly engaged networks of followers on social media. Accessing influencers is a powerful marketing tool to boost brand awareness, send qualified traffic to your website, and impact purchasing decisions through product placements and endorsements on social media. Influencers can be anything from a famous fashion photographer on Instagram, a well-read cybersecurity blogger who tweets, or a dance instructor on TikTok. What are micro- and nano-influencers?  Micro- and nano-influencers are individuals or accounts with small but loyal audiences. Nano-influencers have less than 10k followers, and those in the micro category have an audience size between 10k-75k. The most significant benefit of working with an influencer with a smaller following is their close, trusted relationships with their audiences. Consumers are more likely to follow advice or recommendations because, with a smaller audience, these influencers are...

What Will Influencer Marketing Look Like in 2020? Have you ever purchased something because a well-known person you admire used the product or service? I’m guilty of this — in fact, I recently bought myself a new waterski because a professional water skier and micro-influencer, Whitney McClintock, shared a video on Instagram of herself using the ski. I was in the market for a new ski and followed Whitney for quite some time. I figured since she used this particular ski, I should too — if Whitney promotes it, why wouldn’t I love it? You might be thinking, "Slightly questionable logic, Kristen." Maybe. But, did Whitney’s post get me to buy the ski? Oh, yeah. (And I do love my new ski for those of you wondering.) This is just one example of a tactic used by businesses across virtually every industry called influencer marketing. Examples of these channels include social media, blogs, columns, digital and print ads, and television. Influencer marketing is increasingly more popular among businesses these days because traditional advertising has become less effective in attracting leads and customers. Influencer marketing works because it uses tactics like word-of-mouth marketing and social proof, which are now critical aspects of any successful marketing strategy. Customers trust their peers, friends, and people they admire more than the companies selling the products and services they buy and use. Before we dive into the different types of influencers, let’s review the difference between a brand influencer and a...