Millennial creators are officially stuck. I see it daily… they’re cracking at the seams and it’s not because they lost their talent or edge, but bc the game moved on while they keep playing by rules that used to work in 2017.

Meanwhile Gen-Z took notes, skipped our mistakes, and built with cleaner systems from day freakin’ one. They speak short form as if it’s their first language, and don’t get me started with the heart hand gestures, tongue between teeth-smily photos.

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Meanwhile I see and hear my fellow millennials obsessing over the perfect shade of beige for their “IG rebrand.” So here is the part I need you to hear before Q4 hits.

It’s wild that we’re already in September and that means you have AMPLE time to understand that this holiday season budgets are gonna be tighter, approvals are gonna be slower, and even the brands that like you are being told to prove ROI (up to 5x) before they spend.

This article is a bit longer than my usuals bc I’m not here in scaring you for sport, I’m here to wake you up before the calendar does it for you. And I wanna get one thing straight, you didn’t necessarily fail, you outgrew the version of the creator economy you started in! Hello! And worse, you keep trying to make it fit out of loyalty, pride, lack of strategy, or simple exhaustion.

So no baby boo, you do NOT need a new personality, suede bag, or a new color palette for your IG highlights. What you need is an engine around your talent that catches attention, holds it, and turns it into money in more than one way. You need to own your audience and build a content on purpose.

Let me show you how.

Big thing to keep in mind is R.A.I.L.S… meaning your:

READER

ADVANTAGE

IMPACT

LIMITS

SCHEDULE

Here is how it works out:

Read more

TOLD YOU IT WAS RANDOM!

And you may be scratching your head thinking, “Idalia, what do you mean? How does that even come about?” Well, the answer is fairly simple… I love food. I love going out to eat. I love writing about my experiences. Funny enough, during the recession when I was contemplating what the next step of my life should be I was hired by FORD Models and accepted into Le Cordon Bleu the same freakin’ day.

We obviously know how that turned out.

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So while I was in Copenhagen for Fashion Week, I actually played hookie, kindly declined three invites and went out for a date night with my husband.

Yes, my team was shooketh I would miss out on the hottest runways of the city, but honestly, I had spent the last two days in back to back meetings, shows, and work events. What I needed was something to feed my soul. I had followed Chef Matt Orlando’s career for a while (former chef at NOMA), and I was really interested on his newest project/restaurant Esse and how in just a couple of month’s from opening it had already received its first Michelin star.

True to Chef Matt’s ethos, the entire meal journey was build around sustainability, accountability, and quality. This is what a true chef does, and this is how a true restaurant operates: with soul and thought.

The menu changes as quickly as the weather in Copenhagen, meaning, you’re expected to find something new, fresh, seasonal, and simply out-of-this-world everytime you walk past the front door.

Because I’m not a big drinker I opted for the non-alcoholic pairing and it. was. actually. GOOD! They also brainstorm their bottle of alcoholic wines and really really really really really push the boundaries on taste. One of my servings was made from mussels (yes, the shellfish). Did I mention they REALLY push the boundaries on taste?

Because I’m such a nerd, I was invited to the kitchen where I got to see where the magic happens (“YES CHEF!”) and I also got to talk through with Chef Matt on what makes Esse the next best progression for his career.

He not only gave me insight on what the restaurant was particularly doing with the whole sustainability movement, which is A LOT, but he also gave me a telescopic view of what’s happening in the food industry and the harm of green-washing.

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One thing I will say about this restaurant and its staff is that it’s not pretentious at all. So this is one for the extreme food connaisseurs, as well as a first time Michelin star visitor who wants to understand fine dining. This restaurant is for everyone and anyone who wants to close their eyes and really taste a dish.

So if you find yourself ever in Copenhagen, or heck, if you want to jump on a plane for a meal… do Esse. Tell Chef I sent you! Tell Chef to talk to you about his non-chocolate chocolate.

xx

Idalia

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This is why affiliate strategy has become the mecca to almost every creator I speak to, and I actually spend quite a bit of time with creators in my Private Strategy Room with affiliates because truly, with a little bit of elbow grease, you can hit six figures.

So last week, I sat down with Caley-Rae Pavillard, VP of Partnerships at ShopMy ,to unpack how affiliate marketing is reshaping the creator economy, why data is becoming one of the most powerful tools a creator can have, and how brands are moving away from vanity metrics and toward something far more meaningful: actual influence, conversion, and sales.

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We talk about why a creator with 5,000 highly engaged followers can sometimes be more valuable than one with 50,000, how ShopMy is giving creators access to the data they need to understand and articulate their value, and why affiliate performance is increasingly becoming the entry point to gifting, paid partnerships, bonuses, and long-term brand relationships.

One of my FAV takeaways from our convo was that having a niche doesn’t mean putting yourself in a box. Your audience isn’t necessarily following you because you ONLY talk about fashion, beauty, travel, or interiors. They’re following because they trust your taste. And when that trust is strong enough, it can translate across categories.

This is definitely one to watch! CLICK HERE

xx

Idalia

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And it’s funny because the second I finished the workshop, I sat down with my husband for dinner and I told him about some of the participants feeling like they didn’t have “enough followers” or they were “too new” to do strategy. My gut was telling me that perhaps the underbelly belief system is that they felt they weren’t good enough… yet.

And that’s the most dangerous word in the dictionary: yet. Because it connotes you have to actually wait for something good to happen instead of taking action and making it happen yourself.

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So to all of you reading this and watching the replay, let me share one piece of advice… and let’s take it as general life advice. Please do not succumb to “yet”…

I’m not ready yet.

I don’t have enough followers yet.

I don’t have the time yet.

“Yet” places you in the future, but here’s the thing. The future never really comes. Hear me out, because I’ve spoken with enough talent throughout the past two decades to verify my analysis….

When you get to 10k followers, you’re going to say you need 50k to really “make it”.. then you get to 50k and now you need 100k. Even creators that have one million followers come to me saying “I don’t have 5 million…. (wait for it…)….. YET!”

Same with finances… I don’t have $4k yet… I dont have $10k yet… I don’t have $100k yet…

It’s the snake that’s constantly devouring its own tail.

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Alrighty, and with that preface, please enjoy the live replay.

And for those who are taking control of their lives and dominating their inner “yet”, come join me in my Private Advisory Room which starts on Monday. This is where you and I will work together on your social media strategy to build your business no matter what it is. I really don’t care if you’re selling me a JCrew sweater, a $3million condo in Miami Beach, a yoga retreat, your design services, and everything in between. What I teach is the business of social media so you can grow and scale and not feel bogged down by all the CRAP that’s in your feed right now.

And for those who join by EOD tomorrow/Friday August 21st 11:59pm EST, I’ll fast track your experience with a FREE social media audit and diagnosis (normally a $1,999 value)

Looking forward to seeing you Monday xo

ENROLL HERE

Idalia

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After spending more than two decades working closely with brands, agencies, and creators/talent across every tier, I can say with upmost confidence that the industry’s priorities are changing. For years I’ve seen brands pouring the majority of their marketing budgets into creators with the largest possible followings, operating under the blind assumption that “following” alone = sales.

Time and again, I watched campaigns deliver impressive impression numbers while failing to generate meaningful ROIs. The gap between visibility and impact has become too wide to ignore. This is why so many brands have come to me for consulting and/or influencer casting such as Sezane, Estee Lauder, and Chopard to name a few.

I tell these brands until I’m blue in the face that influence isn’t measured by audience size, but by audience trust. Enter smaller creators who tend to cultivate deeper relationships with their communities because they are closer to them, more responsive, and more aligned with the values and interests of the people who follow them. Their recommendations are thoughtful rather than transactional, and their content feels human rather than overly polished. In a market where consumers are increasingly skeptical of anything that feels forced or performative, this kind of credibility carries real weight.

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This is exactly why creators like Sam Hirschmann (a client of mine) has been able to build meaningful momentum (hello 40% increase in following in just weeks since working with me) without relying on going viral. She’s learned invest in clarity over scale, consistency over virality, and alignment over volume. Her audience trusts her because she knows who she is, what she stands for, and why she shows up up the way she does. She also went from making $0 off social media when starting with me, to now on track to a six figure year.

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This shift is also the reason both Sam and I are hosting a FREE live workshop this Wednesday for creators who are also ready to scale. We’ll be diving into the techniques that helped her skyrocket, we’ll be answering your personal questions, and I’m also going to giving you the exact tools you need to:

• Build a magnetic personal brand people trust

• Create content that converts, not just gets views

• Position yourself as the go-to voice in your space

• Turn your expertise and influence into real revenue

• Grow your business without chasing trends or burning out

It really doesnt matter your following, your niche, or where in the world you are. If you are dead set in making social media your THANG, or if you’re just dead set on your curiosity, I’m here.

ENROLL HERE

xx

Idalia

BTW: If you haven’t subscribed yet, why not give it a go? I’ll update you all things in the creator economy while always prioritizing mental health.

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Him, having everything to do with a business and hospitality background, wanted to see if there was a red thread that connected the influencer-creator industry with every other.

“30%,” I answered.

30% of brand partnerships are lost during the negotiation phase.

“That’s A LOT, Idalia” he said.

And although I had always known it, I took it for common practice. The simple answer of “yeah, well that’s the industry for ya.” or “that’s what happens when a manager/creator doesn’t know how to negotiate” or even worse “that’s what happens when the person representing/negotiating for the brand doesn’t understand how creators charge.”

This is what prompted me to post this on Instagram and give some sort of insight into the problem and how to take the easiest steps to starting bringing this 30% down as a collective. Doesn’t matter if you’re 19yrs old just starting your creator career, or a talent manager still scratching your head.

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The most common denominator when it comes to understanding how brand partnerships work is understanding the SOW (Scope of Work), meaning what is it exactly the creator needs to create and post, ie: 3 IG Story Frames + One IG Reel, and Usage, meaning how will the brand actually USE what the creator creates, ie: reposting organically, adding whitelisting, using images for an e-mailer, etc.

When negotiates die, I’ve found almost to an alarming degree, that it dies because of the usage. Because the brand demands too much of the creator for too little.

This is the industry standard. Feel free to screenshot this to add to your contracts:

Anything more than organic usage has to be compensated for.

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But when I took the microscopic view of his statement and altered it into a telescopic view, what I really had noticed working so many years with creators and brands is that both parties want to die by the sword. And yeah, that’s very sweet and noble on paper, but from a business perspective it’s fiscal suicide.

Ego can not play a part in a negotiation. No matter the party.

There’s one thing being taken advantage of and kindly declining a job, there’s another thing when a creator declines a $25k job because they’re not getting $30k. Yes, I’ve experience this, and at a far grander scale.

I remember doing influencer casting for a prestigious luxury maison, and they wanted a specific influencer. We had $25k in budget for them, and that’s what I offered their manager. The manager seems APPALLED at me. Mind you, it was for ONE POST and standard usage.

“Idalia, you’re in the business, how would you think my client would ever accept that?”

“Well”, I said, “because I ran her numbers, engagement, and likelihood of ROI and that’s what she costs. Actually, in any other business she would be literally worth $5k, so I think $25k is generous. And before you say a single word more, call her. ASK HER.”

The manager stayed quiet, and after a long pause told me she was going to call the creator and call me back.

The offer was accepted in less than 5 minutes. And during the event, the creator told me that this brand had been on her dream list for years. She thanked me profusely for casting her. I didn’t mention a darn thing about her manager, but it did leave me very uneasy on how managers (and creators themselves) are turning down deals because of ego.

As a clincher, I do also want to point out that in the prior convo with the manager, she had told me the creator was charging $30k for that SOW and Usage. So all of that because I came in 16.67% lower. Ridiculous.

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Something that I do with my private clients, no matter if they have management or not, is teach them how to best negotiate. What the industry standards are. And how to mentally decide if a deal is “good” or “bad.”

If this is something you’re interested learning more about, come join me next week in my free live creator workshop. You can enroll here.

and we’ll also dive deeper into your business by showing you how to:

• Build a magnetic personal brand people trust

• Create content that converts, not just gets views

• Position yourself as the go-to voice in your space

• Turn your expertise and influence into real revenue

• Grow your business without chasing trends or burning out

Looking forward to seeing you all there xo

Idalia

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Listening to Clear talk about habits as systems rather than goals made me think about how often I see founders and creators trying to force their way into consistency and then feel frustrated when they dont get the results they think they deserve. They rely on bursts of energy (“motivation”) and long work sprints (“work-aholic”) and then feel confused when those don’t translate into sustained progress over weeks or months.

Follower count plateaus. No significant new business comes in. And a vicious cycle begins where you think you have to DO MORE in order to SEE MORE results.

This is such a dangerously false narrative.

That’s where the idea of 1% improvements becomes less of a cliché and more of a practical filter because it forces a different question… one I ask my clients every time I talk to them:

“What can you repeat even when you’re tired, distracted or overwhelmed?”

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Because I’m not interested in what you can do or how much you can post when life is peachy keen and the gods are on your side. I want to know your baseline and from there we BUILD.

Another idea that stopped me in my tracks was Clear’s work with the relationship between habits and identity, which I is sooooo often misconstrued in the online world. It’s easy to say that every action is a vote for the type of person you want to become, but in practice, most people are still negotiating with themselves on a daily basis. I see it all the time.

I hear founders and creators saying they want to be consistent, but they haven’t built anything into their environment or schedule that makes consistency the default. They say they want to focus, but they continue to operate in contexts that reward distraction and vanity metrics. There’s a disconnect between the identity they claim and the systems they actually live inside.

And over time, that disconnect compounds just as much as good habits do.

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This is exactly why I built my Private Advisory Room because I understand that creators and founders need someone who can see the blind spots they can’t, challenge the assumptions holding them back, and help them build systems that continue working long after motivation disappears.

For 10 weeks, I sit down with a very small and select group of ambitious creators and founders to pressure test decisions, identify what’s actually moving the needle, eliminate what isn’t, and build businesses that don’t rely on hustle, luck, or chasing whatever the algorithm decides to reward that week.

Because here’s what I’ve learned after more than two decades advising some of the most influential creators and entrepreneurs in the industry:

Success is rarely the result of one brilliant decision.

It’s almost always the result of hundreds of small strategic decisions made consistently over time. If you’re ready to stop consuming advice on ChatGPT and start building a business with intention, I’d love to learn more about you. My room opens August 24th and I only have 5 more seats available. Click here to learn more and schedule a pressure-free exploratory call.

Idalia

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“Idalia... how did you get invited to Copenhagen Fashion Week?”

“Do I need a certain number of followers?”

“Who do I email?”

“Can anyone go?”

Since 2021, I’ve been Copenhagen Fashion Week and every single season I leave asking myself why more creators aren’t paying attention to what’s happening here.

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Don’t get me wrong, Paris will always be Paris. Milan delivers glamour. New York moves at a relentless pace. But Copenhagen has become my favorite Fashion Week in the world because of its relaxed pace, it’s mission on sustainability, and because it simply FUN!

It’s relaxed without feeling careless. Luxurious without trying to prove it. Creative without becoming theatrical. That’s probably why I’ve always gravitated toward Scandinavian designers.

And perhaps that’s what I love most about Copenhagen, that the city itself never feels like it’s trying to convince you it’s fashionable. It simply is.

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Oh, did I mention that people bike to runway shows?! Editors sit outside cafés between appointments. Buyers, founders, creators, and designers all seem to occupy the same spaces without the invisible hierarchy that can sometimes define other Fashion Weeks. Conversations happen naturally because everyone is moving at a human pace instead of sprinting from venue to venue.

Ironically, that’s exactly why so many important relationships are built here.

Which brings me back to all of those DMs, because I think the question should shift from “How do I get invited to Copenhagen Fashion Week?” to “Why should anyone invite me in the first place?”

So here’s what you need to know here: Brands don’t wake up hoping to fill seats, they invest in relationships.

When PR teams are building guest lists, they’re evaluating whether inviting you advances the designer’s objectives. Will you understand the collection? Will you introduce the brand to the right audience? Do you create thoughtful content? Do editors respect you? Will buyers, founders, stylists, and other industry leaders enjoy sitting next to you at dinner? Will this relationship continue creating value six months from now?

Notice what isn’t on that list: follower count.

Of course your audience matters because visibility always matters, but visibility alone has become one of the least interesting metrics luxury brands evaluate. Every season I see creators with enormous followings wondering why they weren’t invited, while creators with significantly smaller audiences continue receiving invitations year after year because they’ve become trusted partners.

That’s positioning! And positioning is what opens doors long after Fashion Week ends.

My team and I have spent more than a decade representing creators during Fashion Weeks across New York, Paris, Milan, London, and Copenhagen and we know a thing or two about building brand equity

Every introduction either strengthens your reputation or weakens it. Every conversation either expands your network or confirms why someone shouldn’t call you again. Every city offers an opportunity to build a business that extends well beyond creating beautiful content. That’s the part most people never see.

So if you’re sitting at home wondering how you can attend Copenhagen Fashion Week one day, stop obsessing over the guest list and start becoming the kind of creator, founder, or industry professional that brands genuinely want in the room.

The invitations will eventually follow.

And when they do, you’ll understand that getting into Fashion Week was never the achievement.

Building a career that keeps bringing you back is.

xx,

Idalia

** If you’re interested more in our public relations and events services, click here to learn more and connect.

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1. “If I’m already posting consistently, why isn’t my business growing?”

I feel, know, understand this frustration because there’s simply not a a client that I work with that doesn’t come to me with this problem. And it’s actually something I’m able to solve in less than 4 weeks. The answer is simple to understand and harder to execute (ahem, that’s why you have me): Consistency is an execution strategy. It is NOT a business strategy.

I’ve met creators who post twice a week and generate seven figures, and I’ve met creators posting three times a day who can’t figure out why nobody buys.

It all boils down to two things: clarity in your positioning and your marketing strategy. If you’re not being crystal clear on who you are, what you offer, and where your viewers can execute on that offer, you’re not going to grow.

On the same token, if you’re not correctly tracking your data, optimizing what’s working, and adding paid marketing behind that, then of course you’re not growing.

Valeriia is a great example of being consistent but not knowing why her business had plateaud. In only took less then 8 weeks for her to begin to DOUBLE what she was making and build a system that was sustainable to continue growing her business.

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2. “How do I know whether my biggest problem is content, positioning, or my offer?”

Okay, big thing here is that when I audit a business, I don’t start by critiquing the content. I think that’s crude and shows poor faith. I ask questions.

Can you tell exactly who you help?

Can your audience immediately understand why you’re different?

Can I “see” what you sell within thirty seconds of being on your IG page?

Do I know where to go next? (ie, your website, LTK)

If those questions aren’t answered, the issue usually isn’t your content. It’s the business sitting underneath it, and this becomes an actionable framework my clients can use immediately when they start working with me.

3. “I’ve invested in courses before and it was a waste of money! How is the Private Advisory Room different?”

If I had a penny everytime I was asked this question, I’d be sipping margaritas nonstop in my mansion in Bali. And I’m being painfully honest, it’s usually the same creator “course” that has served people so wrongly that they’re afraid to start working with me. Here’s the thing. You don’t need another PDF. You don’t need someone else telling you “No. Ignore that. Here’s what actually matters for YOUR business.” And you definitely don’t need advice from someone who’s just teaching you how THEY got famous. That’s a one trick pony. My strategy comes from 23 years of experience working with top talent, brands, creators, and founders.

I’m not opening my doors to you to give you an online course. This is about creating a journey together where you get personalized strategy. You get the diagnosis. The value isn’t that I know marketing. The value is that I’ve spent 23 years seeing the same business patterns across creators, founders, luxury brands, talent agencies, Fortune 500 companies, and startups. Pattern recognition dramatically shortens the distance between where you are today and where you want to be.

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4. “What if I don’t have a large following yet?”

One of my favorite clients joined before anyone knew who they were, and the reason she became successful wasn’t because she waited until she thought she had “sufficient followers”, it was because she built the business correctly while they were still small.

Sam Hirschmann came to me with 19k followers and within a span of 12 weeks, we were able to get her to 40k. But what good is doubling your following if you’re not making money? Well, she went from making $0 a month (LITERALLY!) to now on tracking to making more than six figures this year.

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5. “How do I know if I’m actually ready for the Private Advisory Room?”

I’ll lay it thick here bc you know there’s no other way I lay it: You’re ready if you’ve reached the point where you no longer believe another Reel is going to change your business. POINT BLANK.

You’re ready if you’ve realized your bottleneck isn’t motivation, it’s strategy.

You’re ready if you’re tired of second-guessing every decision and want a framework that makes the next three years simpler than the last five.

You’re ready if you’re willing to hear what you need to hear instead of what makes you feel comfortable.

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So here’s what we’re going to do. I’m going to extend the the fast-track access and $1,000 discount until Tuesday 5pm ET if you enroll here.

If you’d like to schedule a no-pressure exploratory call with my team and I to see if you’d be the right fit, you can schedule right here. Please note that the investment will be at our regular $5k price and not benefit from the special discount in the link above.

xx

Idalia

As you know, I work with creators across a wide range of industries, from fashion and wellness to real estate and beyond. And I see the same frustrations surface again and again and again and again over summer. It’s the “feeling stuck” feeling… or the “Idalia, I bet if I were in St. Tropez right now my engagement would skyrocket” convos. I hear say that everything they’re doing is still not enough.

So before we can evennnn start talking about strategy, positioning, or growth, I almost always ask a simpler question:

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Who are you following, and how do they make you feel after you watch their content?

When I ask this, most creators have never paused long enough to really consider this. They tell me that they think of their feed as inspiration, entertainment, or background noise. And that’s where I boldly introduce them to the red flag in that train of thought.

Your feed is shaping your sense of what is “normal” and necessary.

Across niches and platforms, I consistently see 4 types of accounts that I encourage my clients to consider unfollowing. And this summer, be on the lookout for:

The haul-creator

This creator shows up in her villa in Capri and unapologetically does an unboxing weekly of her latest Chanel purchases, or what she got on sale on Net-A-Porter… all 22 items. It’s always A LOT and it’s always happening. BARF. When your feed is dominated by this mindset, success begins to look like accumulation rather than creation. It pulls attention away from what you want to build and redirects it toward what you might be missing, hence the comparison game. And no, no one needs to be buying the entire Zara store weekly. I don’t care if your last name is Bezos.

The confidence creator vs. The clarity creator

I know I’m gonna ruffle some feathers with this one, but you KNOW I’m right. These creators often speak with certainty about topics that deserve more nuance and consideration. Their tone is decisive and super authoritative (sure we can agree that they’re compelling) but the thinking underneath is often underdeveloped. They jump on any trend (cultural, political) and make their audiences begin to feel that they should sound more certain, more opinionated, or more definitive, even when they are still learning and forming their views. It’s like following Charlie Sheen’s world view in 2011 when he was obviouslllllyyyyy “winning” at life. (Note the sarcasm) Clarity takes time, and constant exposure to premature certainty can distort that process.

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The creator who makes you feel less-than

These creators are probably the most dangerous because they’re really not objectively harmful accounts. These are creators that post content that are beautifully produced, aspirational, and well intentioned. After watching them though, there is a subtle contraction…. a comparison you didn’t ask for. Your nervous system often registers misalignment before your rational mind catches up, and ignoring that signal repeatedly can drain creative energy in ways that are difficult to trace back to their source. Wait, I’m NOT in Mallorca right sun bathing with the team at LVMH???? I dont have the finances to spend my summers in Italy posting about all my Aperol Spritz???? I didn’t buy the new Row slip-ons that look like uglier UGGS???? AHHHHHHH!!!!!!

If these accounts are not INSPIRING you, bid them adieu. They’re not worth it to your mental health.

Try this exercise:

If you want to reset your relationship with your feed, I often suggest a simple audit. Set aside ten minutes & scroll with intention rather than distraction. As you move through your feed, pay attention to how your body responds to what you are seeing. Notice whether you feel more grounded or more agitated. Then, begin to mentally sort accounts into categories such as nourishing, neutral, or draining. Oh, and don’t overthink it.

Unfollow freely and without justification.

You don’t owe anyone continued access to your attention. If you take nothing else from this, take this: what your feed is feeding you is not neutral. The algorithm will continue to show you what you come back to. This year, it may be worth taking the time to decide whether what you are consuming is actually supporting the person and the work you are trying to become.

PS: If you’re not following me yet, I welcome you to join the over 5k community we’re building here. We talk all things creator economy and mental health. We also just reached top 100 in SubStack in Fashion and Beauty. Woohoo!

xx

Idalia

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I’ve been working with creators since the dawn of creator-time (no seriously) and everytime I speak to someone new I realize that no matter what “struggle” they come to my team and I with, I can narrow down the reason they’re struggling due to a lack of a clear framework guiding their decisions.

When your positioning is unclear, your content becomes reactive. When your strategy is undefined, growth feels inconsistent. And when monetization is an afterthought, income feels unpredictable. Over time, this creates frustration, self-doubt, and burnout.

What changes everything is structure.

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The Creator Workshop is the foundation I use with creators who are ready to move from scattered effort to focused momentum. It walks you through the core pillars that determine long-term success: clarity of essence, expansion through intentional content, aligned monetization, and meaningful audience engagement.

Clarity of essence is about knowing exactly who you are in the market and how you want to be perceived. It allows you to stand out with both style and substance, even in a saturated niche.

Expansion is about creating and distributing content strategically so that visibility grows without draining your energy. It replaces random posting with intentional planning.

Aligned monetization ensures that income becomes a natural extension of your positioning and audience trust, rather than something you scramble to add later.

And engagement shifts from surface interaction to real connection, building a community that supports your work and invests in what you create.

The Creator Workshop is designed to give you a structured starting point. It’s a focused experience that helps you evaluate where you are, clarify where you want to go, and identify the strategic adjustments that will move you forward.

If you are serious about building as a creator, ya owe it to yourself to approach your growth with intention. So let’s start process here… and did I mention it’s FREE?

xx

Idalia

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As I listened to her talk about building her wellness brand, Arrae, I found myself nodding because so much of what she shared reflects what I’ve seen after spending more than two decades working behind the scenes with creators, founders, executives, and public figures. The businesses that survive aren’t always started by the smartest person in the room. They’re built by the people who are willing to stay steady when everything around them feels uncertain.

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That’s a very different skill.

One of my favorite moments in the interview was when we talked about resilience because I don’t think we discuss it enough. Entrepreneurship has a way of convincing people that if you work hard enough, everything will go according to plan. The reality is that almost nothinggggg goes according to plan. Case in point:

Products get delayed.

Campaigns underperform.

Partnerships fall apart.

Algorithms change.

Investors say no.

The founders who continue growing have simply learned not to let those setbacks become their identity.

That’s a lesson every creator needs to hear.

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Another part of our conversation that I hope you’ll pay close attention to is how we discuss content. For years, I’ve been telling my clients that content is no longer simply about getting views. It’s one of the most powerful business assets you own because every podcast interview, every thoughtful video, every newsletter, and every point of view you publish becomes part of your digital footprint. Today your audience is finding you through Google, AI search, YouTube, newsletters, podcasts, TikTok, Instagram, and places that didn’t even exist a few years ago. If you’re only creating content to satisfy an algorithm, you’re already behind. Like way behind.

That’s why I wanted to have this conversation with Siff.

We also spoke about leadership, hiring, protecting company culture, and the reality that founders eventually have to build brands that are bigger than themselves. I particularly appreciated her perspective on creating a company that could stand on its own while still allowing her personality and values to shape its direction. It’s a balance I think many founders struggle with, especially creators who have spent years being the face of everything they build.

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If you’re a creator, I want you to watch this interview because it will challenge you to think beyond your next piece of content.

If you’re building a company, I want you to watch because you’ll hear what it actually sounds like when two founders stop talking about growth for the sake of growth and start talking about longevity.

And if you’re somewhere in between, trying to figure out how to transform your expertise into a business that still feels authentic to you, I genuinely believe this conversation will shift the way you think about what’s possible.

WATCH HERE.

xx

Idalia

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Post every day.
Go viral.
Follow every trend.
Your content should appeal to everyone.

And every few months, I find myself BEGGING my private clients to do the EXACT F*CKING opposite. And it’s not for the shock factor but rather because I’ve actually seen what actually grows businesses online for over a decade.

This year alone, the strategies below have helped my clients generate over $3.7 million through social media and NONE of them rely on hacks or chasing algorithms. They rely on building a business that can grow consistently.

Here are a few hills I’ll happily die on:

1. Cater your social media to your business, not your friends and family.

One of the biggest mistakes I see founders and creators make is creating content they’re hoping their friends won’t judge.

You hesitate to post because your old coworkers might see it.
You water down your message because your cousin follows you.
You avoid talking about your offer because someone from high school might think you’re “selling.”

Here’s the unpopular yet brutal truth: Your friends and family aren’t your target audience.

The people who already know you aren’t the people you’re trying to convince. Your content should speak directly to the person who’s actively looking for the solution you provide. So the more you create for your ideal client instead of Suzy your funny coworker, the faster your business grows.

2. Going viral is one of the slowest ways to build a business.

This one usually surprises people… A LOT! Because yeah sure, going viral can grow your business, but building your entire strategy around virality is like building a company around winning the lottery. It ain’t gonna work bub.

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Viral moments are unpredictable. Your revenue shouldn’t be.

I’ve seen accounts with millions of views struggle to make consistent sales because they attracted the wrong audience. I’ve also seen founders and creators with relatively small audiences consistently generate six and seven figures because every piece of content attracts qualified buyers.

I’d rather help you create content that reaches 5,000 potential clients than 500,000 people who will never purchase.

Revenue is built through relevance, not reach.

3. You do NOT need to post every day.

Some people feel like they’re thriving when they post daily, but unless you have an entire content creation team at your beckon call, all you’re doing is buying an express pass to BURN OUT.

Also please note that more content doesn’t automatically create more revenue… better content does.

Three strategic posts that position you as an authority and move people toward your offer will outperform seven posts created simply to “stay consistent.”Consistency matters.

But consistency without strategy is just being busy.

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Want to learn how to build content that actually converts?

I’m hosting a free Creator Workshop where I’ll show you exactly how to:

• Build undeniable authority in your niche

• Turn your content into consistent customers

• Position yourself as the obvious choice in your industry

Click here to enroll, and even if you can’t make it, make sure you’re subscribed bc all my SubStack subscribers will get a free replay as well.

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xx

Idalia

Like LOVE LOVE.

I began going in 2021 right when the world was beginning to open up after CoVid. It has always been insider knowledge that no one does Fashion Week quite like Copenhagen and I wanted to see it for myself. And one of the first show’s I was invited to was none other than their most beloved brand, MUNTHE. It’s thoughtful without trying too hard. It’s feminine without feeling precious. It’s modern, wearable, and unmistakably Scandinavian… but never predictable.

This past week I was able to sit down and chat with Naja Munthe, the founder and creative director of the brand. In an industry that’s constantly chasing the next trend, Naja has stayed remarkably true to her vision. She has built a global business while remaining deeply committed to craftsmanship, responsible production, and creating collections that women actually want to wear, not just photograph.

That kind of consistency is something I respect immensely.

We talked about how she started MUNTHE from the ground up, what it takes to lead an international fashion house, and why sustainability isn’t just a marketing buzzword, it’s a responsibility. We also spoke about something I think isn’t discussed enough: balancing motherhood with the demands of being a founder and creative director.

It’s an honest conversation about leadership, creativity, and building something with longevity.

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We also discussed why Copenhagen Fashion Week has become one of the most exciting events on the global fashion calendar. While other fashion capitals often dominate the headlines, Copenhagen continues to quietly set the standard for what the future of fashion can look like. I’ve seen firsthand that this is 100% where creativity, community, and sustainability aren’t competing priorities but work hand in hand.

If you’ve ever been curious about the business behind an independent luxury fashion brand, the evolution of Copenhagen Fashion Week, or simply want to hear from one of the industry’s most thoughtful creative leaders, I think you’ll really enjoy this interview.

🎥 Watch my full conversation with Naja Munthe now on YouTube.

I’d love to hear what resonates with you most after you’ve watched it.

xx

Idalia

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That wasn’t an accident.

One of the biggest shifts I help creators make inside my Private Strategy Room is moving away from thinking in individual posts and starting to think in content series. It sounds absurdly simple, but it completely changes the way your audience experiences your content and, more importantly, how they remember you.

I notice that the majority creators I work with approach social media with the mindset of, “What should I post today?” The unfortunately the result is often a visual vomit content that feels disconnected. Every post starts from zero, every hook has to work overtime, and every piece has to earn attention from scratch.

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A series solve that problem.

When your audience knows there’s a Part 2, Part 3, or another chapter coming, you’re creating anticipation instead of relying on the algorithm alone. You’re giving people a reason to come back, to follow along, and to engage because they don’t want to miss what’s next.

The best part is that you don’t need to create more content.

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You simply need to organize the content you’re already making.

So here is how it works:

1. Start by identifying one question your audience asks you repeatedly. If the same topic keeps showing up in your DMs, comments, THAT’S your series! I see creators trying to answer every freakin’ DM… or do 2349823094832095345345 Stories answering questions. Although this is helpful to the person you’re reaching, it’s not conducive to your time AND it’s not allowing you to reach a new audience. So instead, create a series where you break the answer down to three to five individual posts, each one covering a single piece of the larger conversation.

2. Create consistency around it. Use the same design language, recurring phrases, or a recognizable title so your audience immediately understands they’re looking at the next chapter of something they’ve already invested in. You can do it once a week and voila, now you have content that can literally stretch you 2 months.

3. Never ever ever ever end a post without giving people a reason to come back or a CTA. A simple preview of what’s next creates momentum that one-off posts rarely achieve because you’re building a narrative instead of publishing isolated tips. Then add a CTA… don’t just answer them and ghost. Tell them to follow you for part 2. Tell them to click the link in your bio.

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It’s one of those strategies that feels almost too obvious once you see it, but it’s also one of the most overlooked. This is a framework I teach inside my private Strategy Room bc it consistently helps creators increase engagement, strengthen audience loyalty, and build content that compounds over time instead of disappearing after 24 hours. Best part is it really alleviates decision fatigue. You actually KNOW what you’re going to post, and you know it’s going to add value to your audiences’ lives.

If you’re ready to stop chasing every trend and start creating content that people actually return for, I’d love to show you exactly how I build these systems.

Join my free Creator Workshop where I’ll walk you through the content framework that’s helping creators build stronger brands, increase engagement, and create with far more intention.

Save your seat here.

xx

Idalia

“Idalia, how do I get invited to New York Fashion Week?”

“Do you I have enough followers?”

“I just got to town! Is it too late to get into shows?”

After spending more than a decade representing creators and public figures at Fashion Weeks around the world, I can flat out tell you that you should be asking me something COMPLETELY different.

Yes, I can get you into Fashion Week, but what makes my team and I exceptionally well at what we do is that we position creators and founders to become valuable to the brands, designers, and PR teams responsible for curating these experiences.

We know how to leverage one week in New York to create relationships that will continue opening doors long after the last runway show has ended.

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We use FW as a business development opp rather than simply another content moment which is vastly fleeting.

That shift in thinking changes everything.

One of the biggest misconceptions I see every season is the belief that New York Fashion Week is simply a collection of runway shows. While the shows themselves are absolutely the highlight(s) of the week, they only represent only a small portion of what’s actually happening throughout the city. Behind the scenes are breakfasts with editors, intimate dinners hosted by luxury brands, showroom appointments, collection previews, private cocktail receptions, networking events, beauty launches, and countless conversations that never make it onto the ‘gram but often become the most valuable part of the week.

That’s why I’ve always encouraged my clients to think beyond the invitation itself.

Getting invited is not the end-game. It’s simply the beginning.

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Today, thousandsssss of creators are pursuing the exact same invitations, pitching the exact same brands, and crossing their fingers that somehow they’ll stand out among an increasingly crowded marketplace. And since CoVid, brands have become significantly more sophisticated in how they evaluate who they are going to invite to their shows. They ain’t that concerned about the follower-count, thank goodness. They’re asking if this creator actually aligns with the brand, whether they understand luxury, whether they create thoughtful content, whether they conduct themselves professionally, whether they are respected within the industry, and whether investing in that relationship will continue delivering value long after FW comes to an end.

I keep telling my clients that yes visibility certainly matters, but visibility without positioning rarely does not create longevity. It’s like Andy Warhol once said… in the future everyone will have their 15minutes of fame. And I see PR agencies all the time rolling in the dough because they squeeze creators their 15minutes of fame. Collect the cash, and then leave them high and dry.

This is also why getting the right representation has become dramatically more valuable over the past several years. My team and I have spent more than a decade cultivating relationships throughout this industry because relationships remain the foundation of everything we do. We understand how brands think because we have worked alongside them for years. We understand how PR agencies evaluate talent because we have collaborated with them season after season. We understand that timing matters, positioning matters, professionalism matters, and that every conversation contributes to your long-term reputation within an industry that is remarkably interconnected.

Perhaps most importantly, we understand that saying yes to every opportunity is rarely the smartest strategy.

We simply aren’t interested in collecting invitations simply to say someone attended NYFW… to add another random notch to the built. No. We’re interested in ensuring that every event, every meeting, every introduction, and every experience serves a larger purpose within our client’s business and personal brand. We’re constantly asking ourselves whether an opportunity strengthens their positioning, introduces them to the right people, aligns with the direction they are headed, and creates meaningful momentum beyond a single week in September.

That being said, we currently have two representation spots remaining for September.

If you’re looking for someone to send a few emails on your behalf or promising you your 15 minutes of glory, we’re probably not the right fit.

However, if you’re looking for a team with more than a decade of experience navigating Fashion Weeks around the world, representing talent at the highest level, understanding the nuances of luxury brand relationships, and strategically positioning clients for long-term success rather than short-term visibility, then we’d love to hear from you. Click here to connect.

xx

Idalia

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When I started writing here, I wasn’t thinking about rankings. I didn’t even know that SubStack even had it. I thought SubStack was about conversations and that’s the sole reason I joined.

I wanted a place to slow down, make sense of what was happening in the creator economy, AI and culture, and write the kinds of pieces that don’t fit neatly into a social media post or a soundbite.

And to think we made SubStack’s Top 100 in Fashion & Beauty is justtttt WOWWWW!

And I keep saying we because this isn’t something you do alone. Every person who subscribed, opened an email, shared an essay, replied with a thoughtful note, challenged an idea, or recommended this publication helped make it possible.

Thank you.

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What excites me most isn’t the number itself, but rather what the number represents. It tells me there’s a growing community of people who are curious, optimistic, (skeptical when it matters,) and eager beaver to understand how social media is reshaping our lives… why it matters and what comes next.

It’s funny because when I started Idalia INC, information was currency. The people who knew how to build brands, negotiate partnerships, pitch the press, or navigate the creator economy guarded that knowledge like their lives DEPENDED ON IT.

There wasn’t a playbook. There weren’t newsletters breaking down every trend or podcasts explaining every strategy. You learned by doing, by making mistakes, and by finding mentors generous enough to share what they knew. That’s how I took all my agency experience and disrupted the industry. By SHARING.

Today however, we’ve sadly swung to the other extreme where information is everywhere. Every freakin’ headline on social media claims to know the future of AI, media, branding, or business. Everyone calls themselves a strategist or a coach. Even if they’ve never represented anyone, stepped foot in an agency, or even had real-world experience.

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Abundance doesn’t always create clarity.

Sometimes it creates noise. That’s one of the biggest reasons I started writing. I wanted to create a place where founders, creators, marketers, executives, and anyone curious about where social media and culture are headed could come to find thoughtful analysis, not hot takes. Context, not CLICKBAIT!

If you’ve been here since the beginning, thank you for believing in this work.

If you’re new, welcome. I’m so glad you’re here.

Here’s to the next chapter and beyond.

xx

Idalia

PS: If ya haven’t subscribed yet, why not?

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Every so often, I sit down with a creator whose story unmistakingly reminds me that success is rarely linear (mine certainly wasn’t), especially in a world where social media makes it appear so.

That’s exactly what happened when I interviewed Dileiny Baron, content creator, and founder of The Creators Loft.

I think today it’s easy to look at someone with a thriving business, multiple revenue streams, a beautiful studio, and a talented team and assume they always knew what they were doing. And being in the industry as long as I have, I know that most actually don’t. AT ALL.

One of my favorite moments from my conversation with Dileiny centered on something almost laughably small:

A $100 brand deal.

That single $100 brand partnership in 2013 changed everything for her, and it had nothing to do with the money and had everything to do with her identity shift. She stopped seeing herself as someone playing creator and started behaving like someone building a business.

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That distinction matters more than it gets credit for. When I work with creators who are starting out, they tend to wait for confidence before taking action. And I always drive the point home that :

Confidence does NOT come first… ACTION DOES.

And when actions are done, results are bound to follow. And before you know it, confidence catches up. It’s backwards from what most people believe, and that’s exactly why it’s so powerful.

And perhaps my favorite part of our discussion was watching Dileiny completely dismantle the narrative around age. There’s still this strange belief online that creativity belongs to people in their twenties. BUT NOOOOOOOOO. I see it first hand working with creators in their 30s, 40s, 50s, and 60s.

The industry spends so much time talking about “the next generation ”when it should be talking more about longevity like I do.

Because experience isn’t a disadvantage. It’s leverage.

If you’re nodding your head like yeahhhh, check out the full interview here.

Please don’t forget to like and subscribe.

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xx

Idalia

So what was the frenzy about? Well, it’s because I flat out predicted that the next generation of creators leading the creator economy will NOT be the ones with the largest following. DUN DUN DUNNNNNNNNNN (plot twist music).

When I called this out, some people pushed back…. HARD. Others assumed I was making a prediction about some far away future.

Uh….I wasn’t.

I literally was describing what I’m already seeing happen in real time. After spending more than two decades working across PR, influencer marketing, talent management, brand partnerships, and personal branding, I’ve had a front-row seat to the evolution of this industry. I’ve worked with global brands, emerging startups, celebrities, founders, creators, executives, and talent at virtually every stage of growth, which has given me a unique perspective on how influence is actually measured behind closed doors.

And what I’m seeing right now is a massive shift in how brands evaluate creator partnerships.

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For years, the formula seemed scaringly simple.

BIGGER AUDIENCE = BIGGER OPPORTUNITIES

Amiright?

I saw marketing teams allocated ridiculous budgets to creators with the largest followings bc back then visibility was viewed as the ultimate goal. If a creator had millions of followers, they were often viewed as the safest investment in the room.

Here’s the catch though. Visibility and influence have never been the same thing.

As years passed, brands have started asking tougher questions and rightfully so. I encouraged them to ask tougher questions when they hired me to do their influencer casting. I told them PLEASE DO NOT BE IMPRESSED BY JUST THE FOLLOWING. Because if there’s something I can tell you that hasn’t changed about this industry is that brands always have and always will want conversions. They also want meaningful relationships between creators and their audiences. Most importantly, they want trust. And in a world where ChatGPT is dominating people’s personalities online and AI is more present than Neil Patrick Harris at the Tony’s, trust has become increasingly difficult to manufacture.

To crunch some numbers for you, it’s estimated that the creator economy is expected to surpass $250 billion globally this year and some projections estimate it could exceed $1 trillion over the next decade. If you’re not saying F*CKKKKKKKKKK to yourself right now, take a moment to do so because at the damn same time, influencer marketing spend continues to climb at an extraordinary pace, with brands expected to invest more than $37 billion into creator partnerships. And yet many brands are finding themselves frustrated by campaigns that generate millions of impressions while delivering underwhelming business results.

I’ve had countless conversations with marketing executives who come to me after investing heavily in creator campaigns only to discover that impressive audience numbers don’t always translate into meaningful action. Duh, Karen. I told you.

Enter: The Niche Creator.

Smaller creators still know their audience intimately. They respond to comments, and participate in conversations, anddddd they understand their community’s interests because they’re actively engaging with them every day. Their content feels personal rather than performative, thoughtful rather than transactional, and that level of trust carries tremendous value in today’s marketplace.

So while some mega influencers struggle to maintain engagement rates below one percent, creators with smaller audiences frequently see engagement rates that are multiple times higher… and BRANDS NOTICE.

Which is why I believe we’re entering an era where influence will be measured less by audience size and more by audience trust.

If you’re a smaller creator wondering how and when you can take advantage of this incredible shift in the industry, and would like to know more on how I work with niche creator and help them scale their business, click here. I’d love to connect with you and share with you what I’m working on and how you can benefit from it.

xx,

Idalia

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P.S. If you haven’t subscribed yet, I’d love to have you here. I’ll continue sharing what I’m seeing behind the scenes across public relations, influencer marketing, personal branding, and the creator economy while always keeping mental health part of the conversation because success should never come at the expense of your well-being.

Let me guessssss… you’ve seen your favorite creators sitting front row at Fashion Week and thought:

“How did they get there?”

Maybe you’ve assumed they have a gazillion followers and that brands magically discovered them. Errrrr, the reality is a lot less glamorous and a whole lot more strategic.

After spending years helping creators, entrepreneurs, executives, and public figures secure invitations to the most exclusive shows during New York Fashion Week and beyond, I can tell you with complete confidence that getting into these rooms rarely happens by accident. Paris, Milan, London, Copenhagen, New York... I’ve worked behind the scenes of these events long enough to know exactly how the process works, and more importantly, how it has evolved.

Because the truth is, the creator industry has changed dramatically when it comes to Fashion Week.

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Years ago, creators could get away with doing everything themselves. I was the champion of teaching creators how to manage themselves. It was pretty straight forward: they could send a few emails, pitch themselves directly to brands, build relationships organically, and occasionally land opportunities through persistence alone.

The industry was smaller, less competitive, and significantly less saturated.

Today, it seems that every creator under the sun is competing for the attention of the same brands and the same opportunities when it comes to Fashion Week. Which unfortunately means showing up with great content is no longer enough.

And that’s where public relations becomes one of the most valuable investments a creator can make.

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WHO ACTUALLY CONTROLS THE GUEST LISTS?

Fashion Week invitations are typically managed by two groups:

• PR agencies

• The brands themselves

These are the gatekeepers responsible for deciding who gets access and who doesn’t. Every season, hundreds of creators reach out asking for invitations, and every season, PR teams receive an overwhelming number of requests from people who want a seat at the show. So how can they possibly choose?

The answer is obvious : the brands trust, speak, and secure talent via their PR representative. A great PR team builds relationships long before opportunities arise. They’re the ones that create visibility with decision-makers for fashion week, all while helping you shape your positioning within the industry.

They communicate your value in a way that resonates with brands.

Most importantly, they give brands confidence.

Because when a brand works with represented talent, they know there is a professional managing communication, timelines, expectations, deliverables, and partnerships.That level of professionalism matters….a lot.

So it really boils down to that the creators who consistently earn invitations are the ones that are being strategically positioned by their team.

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WHAT MAKES MY TEAM DIFFERENT

Over the years, I’ve built relationships across fashion, beauty, lifestyle, entertainment, hospitality, and luxury industries that cannot be replicated through a cold email or a DM.

My team and I have worked with some of the biggest names in the creator economy, helping talent elevate their visibility, strengthen their positioning, secure meaningful opportunities, and build long-term credibility with brands.

What separates us is not access alone.

It’s execution.

It’s communication.

It’s responsiveness.

It’s understanding exactly how brands, publicists, and decision-makers think.

It’s knowing how to position talent in a way that creates demand rather than simply asking for opportunities.

If you’re interesting in learning more about our Fashion Week Services (Copenhagen, NYC, London, Milan, Paris), click here and let’s connect.

xx

Idalia

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