So, if I appear in your inbox from an unexpected direction this month, just know I am navigating the currents as best I can. And to the friends and family whose texts have gone unanswered for two weeks: I promise I am still trying to find my way home.

Do you agree?

Val

Founding Partner & VP, Influencer

creators.peoplefirst.cc

Industry News

Your Influencer Campaign Got People to Click. So Why Didn’t Anyone Convert?

A client came to us recently with a problem that probably sounds familiar to a lot of you.

They’ve been working with influencers for the last several weeks and were pleased to see that the content was getting attention and garnering good engagements.

Everything seemed to be going pretty well until an email came in shortly after content started to go live.

The questions soon became: “Why aren’t the influencers converting? “And, “Should we consider replacing them with someone else?”

But before we let anyone make a hasty decision, our team took a step back and looked at the entire campaign to see where we had gone wrong.

Here’s what we found:

Start With the Right Influencer

Before touching the creative or landing page, we started by looking closely at the influencers already in the program.

Some creators produced content that looked and sounded strong on paper, but once it went live, the results weren’t exactly what we expected. Engagements were solid, yet the comments lacked energy and did not suggest a deeper connection with the audience.

We did not immediately rule anyone out for future work. Instead, we examined which creators were driving clicks and inspiring the most passionate responses. Then, we looked specifically at the creative on those where performance dipped to see if we could find any patterns.

The strongest messengers often have a genuine connection to the issue they are discussing. A great example is a recent collaboration between creator Tanaka (@nakatmydoor) and the American Cancer Society. In the video, she shares her experience undergoing chemotherapy and radiation during Christmas while raising a two-year-old daughter. Her experience and connection to the issue gives the message credibility and allows her to explain the organization’s work through a story that feels natural rather than scripted.

The visual storytelling supported that connection too. As Tanka speaks, she decorates a Christmas tree with pink ribbons, bringing together the symbols of Christmas and cancer awareness. Every part of the content reinforces the same emotional idea.

Put the CTA Upfront

I noticed the same problem happening across multiple videos that did below average: the creator would tell an emotional personal story, introducing an issue. Then, they would present the organization and why their work matters. At the very end, the influencer would conclude with something vague like: “Check out the link in my bio” or “Go support {name’s} work.”

None of the videos could answer a simple question: What is this mysterious link you’re driving me to and how am I being expected to help?

After all, “supporting someone’s work” could mean a plethora of things. But for a conversion campaign, we want to be exact.

The CTA needs to be clear and the name of the organization shouldn’t have been reserved until the end of the video. You only have a few seconds to hook someone in and get your ask on the table. One of my favorite examples included:

“I just joined this organization’s mailing list because they are sharing resources about something almost no one talks about.”

That line does a lot of work! It tells me, the audience, what exactly the action is that they took and gives me a reason to keep watching. I know exactly where this story is going, which is what you want.

Quick side note: for campaigns seeking donations, people want to know where their money is going. We ask that question about our taxes, subscription fees, and almost every other expense. Donations are no different, people! So, whenever possible, translate the donation ask into a real outcome over being vague or abstract.

Send People to the Action

Next, our team took a look at the website we were driving folks to. For this particular campaign, our client was directing viewers to its homepage.

At first our minds went to “Well, yeah. That makes sense!” But once we took a closer look, we saw the problem: there were too many places to click. Visitors could easily get distracted before completing the one action the campaign was built around.

Your destination should match your goal. If you want people to join a mailing list, send them directly to the signup form. If you are asking for a donation, take them straight to the donation page.

And one last thing: do not make people hunt for the next step. They should not have to scroll, open a menu, or search for the action you want them to take. Every extra step creates another opportunity for someone to leave!

Give People Time to Come Around

Last but not least, conversion requires repetition. Take my boyfriend for example.

If I want him to come with me to HomeGoods on Saturday, I can’t just spring this on him Saturday morning. No, I have to start laying the groundwork on Monday in order to warm him up to the idea.

First, I casually show him a picture of a lamp that I really like.

A few days later, I point out how dark our living room is looking.

By Friday, I let him know that I’ve been dying to get out of the house this weekend. So that way by the time Saturday rolls around my trip to HomeGoods suddenly sounds like the perfect solution to the problems I’ve been pointing out all week.

Social media works the same way! Most people will not see one post about an unfamiliar organization and immediately hand over their email address or credit card. They need time to become familiar with the organization and understand why taking the next action matters.

One video can’t manage to do all these things, no matter how much you invested in it.

As always, influencers can open the door to a successful conversion campaign, but they cannot carry the entire weight of it on their backs. Make sure your creative brief, redirection links, and messengers are all equally equipped to drive users to the right place.

Campaign Spotlight

Browse our current campaign listings and apply to the ones that feel like a fit for you.

Heads up: Some campaigns may only be available to users in certain regions.

Breast Cancer Action Month: This October, we’re partnering with the American Cancer Society to share the real stories behind breast cancer and the hope that keeps us moving forward. Help create a month that feels less like a pink ribbon and more like a powerful show of support. Preference given to patients and survivors.

Science Powers our Future: Maybe you grew up building things, asking endless questions, or wondering how the world works. Share the story behind your love of science and show audiences why protecting STEM means protecting the discoveries and careers of tomorrow.

Part of the Community: In Arkansas, your next best friend may be waiting just around the corner, possibly with four paws and a wagging tail. Visit a Best Friends center and encourage someone else to find the companion they have been missing.

Peanuts Snoopy Event: Snoopy is heading to New York City, and naturally, he is making an event out of it. Come celebrate Snoopy Fest, capture your favorite moments, and give fellow Peanuts fans a peek at all the fun.

Let’s Talk about Pleasure: Our bodies change, our desires evolve, and somehow we are still expected to whisper about it all. This campaign is opening the door to honest conversations about pleasure, reproductive health, and the questions people are usually told to keep to themselves.

Subscribe now

Voter Dollars: Influence for Everyone: Politicians should spend more time listening to voters than chasing checks from wealthy donors. Voter Dollars offers a new way to fund campaigns, giving everyday people a bigger voice in who runs and whose priorities get heard.

Move Massuchettes Forward: Massachusetts voters have an important choice to make in the Democratic primary. Help audiences understand Senator Ed Markey’s record and what his vision for the state could mean for the issues shaping their everyday lives.

Cleaner Air for the Bay Area When an old furnace or water heater gives out, Bay Area families should be able to replace it without choosing between clean air in their homes and an affordable bill. Share why electric appliances can make our homes healthier and why every household deserves the city’s support in making the switch. Contact ryan.long@peoplefirst.cc to learn more.

Protect the Players: College sports are changing fast, but athletes should not be asked to give up their rights along the way. Break down how the Protect College Sports Act could affect the players, schools, and fans who make game day worth watching. Contact jesical@peoplefirst.cc to learn more.

Powered Up with NPower: A tech career does not have to begin with four years on a college campus. Share how NPower’s free Tech Fundamentals program can help people build real skills and start exploring a new future in the industry.

Fos Feminista: Abortion should not be a word people are afraid to say. For International Safe Abortion Day, help challenge the silence surrounding abortion and spotlight an international organization that supports in the fight for access around the world. Contact tierras@peoplefirst.cc

Welcome: US Becoming a U.S. citizen is much more than passing a test or filing a few forms. Explore the time and determination behind the journey, then help your audience see the human story hidden inside a process many Americans rarely think about. Contact amy@peoplefirst.cc

Welcome: North Carolina: Election Day is coming, and North Carolina’s AAPI communities deserve to feel ready for it. Help your friends, relatives, and neighbors make sense of the process so they can head to the polls with confidence this November. Contact dawn@peoplefirst.cc more information.

Susie Lee for Nevada 03: The best case for Susie Lee may come from the people who have seen her show up for Nevada. Join a creator ambassador cohort and tell personal, issue-driven stories about what her leadership has meant to you and your community. Contact jesical@peoplefirst.cc to learn more.

Need More People First?

• Influencer Impact: Strategist Edition: outlines how campaigns and organizations can work with People First to turn long-form content into high-performing short-form clips through thoughtful production, testing and distribution.

• The Month in Digital: offers a roundup of the biggest digital media trends from July 2026, from creators breaking into Hollywood to shifts across social media, influencer marketing, and AI.

Ciao for now!

People First

It’s June! To me, this last month has been all about disclosure. Ever since Spielberg released Disclosure Day, I can’t help but feel like everyone is walking around with the same question: what are you hiding from me?

Data centers are a perfect example of this. Erin Brockovich recently pointed out that residents’ biggest concern around new data center development isn’t just the noise, the water usage, or the rising utility costs, it’s the lack of transparency.

According to Brockovich, residents have described feeling “silenced,” “ignored,” and shut out of a decision-making process that directly affects their rural communities.

Meanwhile, Trump has also been on a mission to find answers this month. Specifically, which bastard is putting fertilizer in the Reflecting Pool?

But when it comes to disclosing paid partnerships with influencers, the answer should be a lot less mysterious. Contrary to popular belief, clear and conspicuous partnership callouts don’t erode trust, they help build it! Attempts to hide relationships with creators usually draw the exact kind of attention you were hoping to avoid, leaving everyone to wonder what, exactly, you’re trying to conceal.

Anyway, curious what you all think should be next for the Reflecting Pool:

Val Cheney

Partner & VP; Influencer

People First

Industry News

The Creator Economy Is Maturing. Are You?

The creator economy isn’t a kid anymore. We’ve watched it grow up in real time, and as its “parents,” brands need to grow with it.

Looking back just four or five years, most “brand partnerships” weren’t really partnerships at all. They were closer to what I imagine casual dating was like in the 90s.

A brand would send a creator a product, hope they liked it, and maybe, if there was enough interest, they’d score a first date: a post.

Then over time as creators started to find their footing, the dynamic shifted so that barter deals, or one-off sponsored posts, replaced product seeding. Creators weren’t just being seen for their reach, but for the relationships and trust they’ve built with their followers.

That was a sign of growth within the creator economy, whereas now we are watching it mature.

Because who really wants to keep casually dating around forever? Brands don’t wanna start from scratch every month: finding new creators, testing new messages, negotiating new terms, and hoping a one-off post delivers. And nor do creators want to build their livelihood by turning their feeds into a revolving door of unrelated sponsors.

So, if you my recommendation on how to start building long term relationships with creators, here it is:

Start with a Creator Briefing

Too often, orgs find themselves already in bed with a creator before the first official date. What starts as a simple email exchange can become a contractual relationship within two or three days.

That speed can be helpful when you’re in a pinch, but it’s not the best way to build a real foundation.

Instead, use the early planning phase to identify and “date” a wider pool of creators before making the official ask. The goal should be to understand them beyond their profile: What is their personality like? What issues does their audience care about? What are their long-term goals? What kind of work actually excites them?

Having led plenty of creator briefing sessions myself, I’ve found that the most rewarding part is identifying someone I’d never imagined to be a fit, so my advice is to build rapport with everyone you meet and cast a wider net than you think you need. These conversations don’t just help you narrow the pool down to the creators you really like, it helps make the negotiation process easier too.

Because when I follow up the next day with the official ask, the creator isn’t reading it like a cold email. They remember the good conversation we had, the fact that we somehow spent ten minutes talking about Love Island, and they’re much more likely to see the opportunity as a natural next step.

Make it a mini-series

One-off relationships dominate the brand-partnership landscape, but why should they? Stop contracting creators for one post and making sweeping assumptions based on one piece of content. Instead, partner with a creator for four weeks to three months and contract them for a series of posts.

Sequence the content intentionally.

• The first post can introduce the partnership or build early awareness.

• A later post can explore the campaign or issue more deeply.

• Additional posts can respond to audience questions, share use cases, or drive action.

This gives the creator more room to develop a story, and it gives the brand better performance insights. One post rarely tells you enough, but a series allows you to evaluate whether the partnership is actually worth continuing.

Move partners into affiliate models

Even if the first flight did not go as planned, the relationship does not have to come to a complete halt.

Brands can move select creators into affiliate partnerships, where they earn a percentage for each conversion, sign-up, or purchase they help drive. This can be especially useful when a creator cares deeply about maintaining control over their personal brand and a more traditional sponsored post starts to feel like a sticking point.

And if, over time, that creator proves they can drive real return, the relationship can evolve again into a retainer-style agreement, where they are compensated regularly for an ongoing scope of work.

That is the point: creator partnerships do not have to be one-and-done. The smartest brands are building flexible relationships that can grow, shift, and deepen over time.

Build retainer-style creator relationships

Creators who pass the first milestone should be considered for longer-term, retainer style agreement. Start by giving them a menu of accepted deliverables each month:

• Short-form videos

• Story posts

• Link-in-bio mentions

• Newsletter mentions

• Collab posts

• Livestreams

• Event appearances (in-person, virtual, etc.)

Then, agree on a point system for each activity. Define a minimum and maximum output desired for each month, and assign a monetary value to the points.

This creates stability for the creator so they’re not having to spend their time shopping around, and predictability for the brand when it comes to deliverables every month.

Pro Tip: If you’re working with multiple creators, consider bringing them into a channel like WhatsApp. Stay in touch between meetings, help facilitate and build community with other creators, and be there to respond quickly to their needs and branch off their ideas to help keep momentum going between touchpoint.

Consider equity for top-tier partners

Depending on the level of the talent and the stage of the brand, you’ll see deals that include not just a fee for the deliverables, paid usage rights, or exclusivity, but also equity within the company or a royalty per unit sold.

This can be especially valuable for startups and companies where they’re more serious about their exit - and you don’t need to be a mega celebrity for it to happen.

See Caitlyn share more about how she landed an equity deal:

That is just a glimpse of where the creator economy is headed. So before you go back to square one, ask yourself whether the relationship really needs to end, or whether it simply needs to ~mature✨

Campaign Spotlight

Browse our current campaign listings and apply to the ones that feel like a fit for you.

Heads up: Some campaigns may only be available to users in certain regions.

Powered Up with NPower: A four-year degree is not the only path into tech. This campaign is recruiting creators who can speak to alternative career pathways and help promote NPower’s free Tech Fundamentals program.

Hidden Heroes: Help us show how America’s story is one of ordinary people, of all backgrounds, doing extraordinary things. The figures everyone already knows, Washington, Lincoln, and Martin Luther King Jr., will be everywhere in the 250th celebration. We’re asking you to take a deeper dive into American history and shine a light on someone whose story deserves more recognition.

Science Powers our Future: Do you have a passion for STEM? Join our campaign to share more about what made you decide this career path, who supported you along the way, and why should STEM programs be protected for future generations?

Voter Dollars: Influence for Everyone: Frustrated that politicians listen more to wealthy donors than to voters? Join our Voter Dollars campaign - a plan to get Dark Money out of politics and make voters the donors who fund campaigns.

Prostate Cancer Awareness Month: The American Cancer Society is looking for prostate cancer patients in treatment, survivors, caregivers, loved ones, and advocates to share stories about how prostate cancer has impacted their lives this September. Your contribution will share your experience navigation Prostate Cancer with the support of ACS.

Let’s Talk about Pleasure: Pleasure. Desire. Orgasm. Body autonomy. Fertility. Menopause. Sex after major life changes. The way our bodies shift over time. These are all things every human experiences and has questions about, yet open conversations about our bodies are typically frowned upon. Apply to our campaign with International Planned Parenthood Federation to join the conversation about pleasure and end the stigma against our bodies.

Stop Sportswashing in our Backyard: The World Cup is here in cities like Boston, Atlanta, and Seattle. This moment of unity is being undermined by FIFA’s partnership with Saudi Aramco, a state-owned oil company using the event for ‘sportswashing’. Join our campaign to tell FIFA to stop sportswashing and hold polluters accountable.

Celebrate Hospital Workers: Hospitals and health care workers play a vital role in every community—showing up for patients and families during some of the most important and challenging moments in their lives. Join our campaign and share your appreciation for hospital workers.

Your Personal, Private Health Companion: Are you someone who’s passionate about taking charge of your health, but often find it hard to get clear, trusted guidance? If so, we’d love for you to join our campaign and be among the first to experience Verily Me, a free app that provides personalized health recommendations from licensed providers.

Need More People First?

That’s it for this month, but here’s how you can stay in touch with our team at People First:

• Influencer Impact: Strategist Edition: shares five digital strategy lessons from the last year that campaigns should be carrying with them on the road to Election Day.

  Influencer Impact: Strategist Edition by People First

  Why Do All These Influencers Keep Losing Elections?

  By Ryan Davis…

  Read more

  2 months ago · 2 likes · People First and Ryan Davis

• Influencer Impact: The Podcast: sat down with Tiffany Rivers, VP of Emerging Media + Influencer Marketing at Media Cause, to talk about where the influencer industry is headed next.

We’ll have free drinks, stimulating conversation, and a chance to hang with me and my colleague somewhere that’s not Google Meets.

If you can’t make it, I won’t hold it against you. Instead, you can keep up with People First by checking out this month’s Industry News, Campaign Spotlight, and a Creator Event featuring a small, unknown indie artist named Alicia Keys.

But before we get into it, I’m curious - how likely are you to become a clipper? Clipper (def.): Taking moments from events and interviews and spreading them far and wide on platforms like TikTok and Instagram. You get paid based on the number of views you generate per clip (e.g., earn $1.25 per 1,000 views).

Val Cheney

VP, Influencer & Partner

creators.peoplefirst.cc

Industry News

Instagram Plus is Here!

This month, Meta rolled out Instagram Plus, a paid subscription that gives users access to a bundle of extra cool features, most of them focused on Stories.

Finally, for only $3.99 a month, creators can do the things they’ve always dreamed of: send a super heart, extend a Story’s shelf life, search the viewer list, and pay for the privilege of reaching their existing audience.

The current feature set includes:

I must admit, most of these features made me laugh. I cannot think of a less interesting feature than a super heart.

But according to Meta’s Head of Product, Naomi Gleit, these features are meant to offer users richer ways to express themselves and connect. But as usual, I’m not convinced.

No, Meta must have some sort of ulterior motive when it comes to this release because who was actually asking for any of this? If there’s one thing we know its that creators are constantly reporting that their content isn’t reaching their followers. So, is the goal here to see if creators will pay to access the audience that Meta helped them grow?

I won’t deny that some of the features are genuinely useful. Viewer search, for example, lets me confirm in seconds whether the person who was supposed to watch my story actually did, instead of forcing me to scroll through hundreds of names.

But that is also exactly why it feels annoying to put it behind a paywall. It is not a luxury feature by any means.

Same with Story previews. Fine, I guess, but let’s not pretend we’ve invented electricity here. People have been half-swiping for free since the beginning of time. Not for nothing, this feature is also just plain weird. No one is trying to “preview” a story so much as they are deciding if they want to be included on your viewer list, which kinda defeats the whole purpose.

The most interesting feature is probably Story rewatch count. But even then, what good is it if I cannot identify my secret admirers by name? And how different is it from existing Story navigation insights, which already show forwards, backs, exits, and next Story taps? Because I’ll admit, nothing humbles you quite like learning that your Story inspired someone to exit completely, or went back to see the picture that I posted of my friend.

The problem for people like me who still use Instagram to keep up with friends is that the app is already flooded with ads, boosted posts, recommended Reels, sponsored Stories, and algorithmic reshuffling. The people I actually know and want to keep up with are buried under 6 feet of content that someone paid to put in front of me. Instagram Plus could exacerbate that, especially if more users and brands start paying to jump the line.

For creators and brands, though, Instagram Plus could create more ways to monetize. I can already imagine the contracting language: one rate for a 24-hour Story, another for a 48-hour Story. An added fee for Spotlight placement. Finding new ways to monetize attention is the spice of life. And lately, I’ve been noticing a few other tactics worth considering.

• Instants. Instagram recently introduced Instants, a more casual photo-sharing feature designed for quick, close-friends-style updates. It feels a lot like BeReal (RIP).

• Rent my Instagram Bio. If “Link in bio” is out then “Handle in bio” might be in. I creators renting out their bio space with phrases like “powered by @gatorade” or “brought to you by @brand.” It’s cute and way more organic than having that long as UTM link in your bio. You know who you are!

• Clipped Content. Live viewership has changed. It’s all about clips now as we enter the new age of the internet. Taken Hasan Piker for instance, he averages 33k live viewers ,but collects about 706k views from his clips.

Finally, if Meta is going to charge people for premium Instagram features, I have a few requests of my own.

• First, give us clean paid vs. organic metrics. Why can I still not easily see how many engagements a post earned organically versus after it was boosted?

• More Instagram desktop metrics! Please stop making us marketers toggle between desktop and mobile to get the metrics, date of publication, view count, etc.

• Improve the Lookalikes feature. Why have it if you’re just going to do a bad job at it? Seems like a pretty simple solve,

Until then, I will be taking full advantage of my free month of Instagram plus account and cancelling shortly thereafter.

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Industry News

The Five Person Game of Chicken

For my friends who represent brands and creators: have you ever played the weird five-person game of chicken? The one where everyone tries to enforce a process that sets expectations, protects our clients, and makes collaboration across teams easier, yet somehow everyone involved still ends up frustrated and confused? I’m talking about profile pitching.

This usually starts when a brand (1) hires a larger partner, like a media company (2), which then brings in an influencer marketing agency (3). From there, the influencer agency works with talent agents (4) who represent creators (5). 5 different organizations are looped in to become the architects behind any given campaign. Everyone is essential, but undoubtedly there’s a lot of cooks in the kitchen.

As the marketing agency, our job at People First is to show the client creators we recommend for the campaign. Not just people who look like a fit, but people who are within budget, eligible, available, and theoretically interested if selected.

To do that, agencies like People First work with talent agents to preview their rosters. We share the timeline, budget, eligibility criteria, deliverables, and nice-to-haves. In return, we get a list of creators who appear to check every box except one: whether they actually want to participate.

The solution here is pretty simple, confirm that the creator is interested before pitching them to the client. But during the pitching stage, you often are not allowed access to that information.

Why? Because why would an agent contact their talent about a possible campaign? What good is it to bring the opportunity to the creator when a firm offer hasn’t been presented, or the details haven’t been confirmed?

Surely creators are being pitched a number of deals on any given day. The whole reason many of them hire agents is to have someone filter opportunities for them, so that they’re prioritizing the ones that are serious.

So naturally the marketing agency presents profiles to the client. Some creators may be ready and willing to participate. Others may have no idea they are even being considered. Regardless, the client is told to select from the list of available options, despite the fact that these are not all technically “options” per se.

This ultimately leads to a standoff. Most clients won’t accept accept reviewing a list of creators who simply “fit the bill”? And why would they? They’re bankrolling the entire campaign, the least they can ask for is to preview folks who actually would participate if given the go ahead.

Here lies the official problem: Everyone wants answers about each other’s commitment to the project, but no one is willing to give it.

The client finally makes a decision, runs it through the approval chain, and weeks later, a creator is finally selected. The offer gets sent to the talent agent, who brings it to the creator, who then proceeds to let you know that they will think about it. This is normally when I start to have a meltdown, because sometimes the answer is yes, and everyone celebrates. More often, the creator passes, and suddenly we’re back at square one. Except now the timeline that was already tight has been pushed to the point of no return. The work you did do, you can’t show for, so your client requests a refund for the campaign, and meanwhile you’ve spent your entire Valentine’s day not with your honey, but alone, sitting at your desk, on the phone with Ashley who is apologetic that her talent backed out.

Campaign teams often do not have time to go back out, vet new creators, confirm interest, pitch them to stakeholders, and wait for approvals all over again. The campaign dies before it even begins, all because the process designed to make things smoother became the one that totally got in the way.

So, if you have experienced this, please tell me how we mitigate this? Is the solution really just setting “clearer expectations” or communicating more frequently. Sure, I guess. But really, I’d much rather we all just stuck to the same playbook.

I love when agents send me a thoughtful roster. That is genuinely helpful. At the early stage. I understand that not every creator has been contacted yet, and I do not expect talent to weigh in on every possible campaign before there is a real path forward.

But once we shortlist our favorites and tell you, “These are the creators we want to submit for client approval,” that should be the call to action.

At that point, you have ~48 hours to confirm whether the creator actually wants to be considered. Not whether they are guaranteed to say yes. Not whether every term is final. Just whether they are aware of the opportunity, open to it, and comfortable being put in front of the client for approval.

That one step would save everyone time. It protects the creator from being looped into something too late. It protects the client from spending weeks approving someone who was never interested. And it protects the agency from building a campaign around a maybe.

That’s my recommendation, but what’s yours?

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Campaign Spotlight

Your Personal, Private Health Companion: Are you someone who’s passionate about taking charge of your health, but often find it hard to get clear, trusted guidance? If so, we’d love for you to join our campaign and be among the first to experience Verily Me, a free app that provides personalized health recommendations from licensed providers.

Americans Holding Utility Companies Accountable: Utility bills are increasing, and most of us have no idea why. We’re inviting local community advocates – issue-driven parents, educators, local and regional activists, local business owners – based in Pennsylvania, New Jersey, Illinois, and Maryland, to educate their neighbors on what utility companies are trying to do that would make utility bills rise even more.

Voter Dollars: Influence for Everyone: Frustrated that politicians listen more to wealthy donors than to voters? Join our Voter Dollars campaign - a plan to get Dark Money out of politics and make voters the donors who fund campaigns.

Fair Elections: Americans across the political spectrum believe in protecting the democratic process. Yet every year, concerns about election integrity rise, causing participation in elections to fall. That’s why we’re calling on The People; creators who understand the importance of civic engagement and can effectively educate others around election processes.

Prostate Cancer Awareness Month: The American Cancer Society (ACS) is looking for prostate cancer patients in treatment, survivors, caregivers, loved ones, and advocates to share stories about how prostate cancer has impacted their lives this September.

Make Your Move, Build What Lasts: June is National Homeownership Month, and we’re inviting you to share your story! We’re looking for individuals who are currently navigating the home-buying process or have recently purchased a home and are open to sharing their real-life challenges. We seek stories that inspire those waiting for the “right” time or market to begin their homeownership journey.

Let’s Talk about Pleasure: Pleasure. Desire. Orgasm. Body autonomy. Fertility. Menopause. Sex after major life changes. The way our bodies shift over time. These are all things every human experiences and has questions about. Yet open conversations about our bodies are typically frowned upon. Apply to our campaign to join the conversation.

Clean Transportation for a more Prosperous California: This campaign highlights the economic side of clean transportation. Electric vehicle investment supports jobs, strengthens manufacturing, fuels innovation, and helps reduce everyday transportation costs for individuals, families, and businesses. If you have an electric vehicle that you’d like to brag about, this campaign is for you.

Stop Sportswashing in our Backyard: The World Cup is coming to cities like Boston, Atlanta, and Seattle this summer. This moment of unity is being undermined by FIFA’s partnership with Saudi Aramco, a state-owned oil company using the event for ‘sportswashing’. Join our campaign to tell FIFA to stop sportswashing and hold polluters accountable.

Parents for Health Education: What if the everyday things your family relies on—air, water, and food—carried more risk than you realized? Common Source is a public awareness initiative focused on the growing pollution and public health challenges facing American families. Contact ryan.long@peoplefirst.cc to learn more & apply.

Celebrate Hospital Workers: Hospitals and health care workers play a vital role in every community—showing up for patients and families during some of the most important and challenging moments in their lives. Join our campaign and share your appreciation for hospital workers.

The People’s Bill of Rights 250 Webinar Event

The Constitution was designed to evolve with the needs of the people. But today, politicians, billionaires, and foreign interests have too much say in our democracy.

The People’s Bill of Rights 250 has partnered with People First to organize around our one core belief: the people should run the show.

Join People First and the leaders behind the People’s Bill of Rights 250 on June 10th, 2026 for a conversation about how this initiative offers a real path forward. One that is entirely shaped by the people closest to the problems.

Speakers include members from our very own People First creator community, like Melissa (@thepoliticalmommy,) Chris Mowrey (@chrisdmowrey) and Alex Beightol (@abaetol), as well as activists, attorneys, and artists like Alicia Keys and John Legend.

I promise, you won’t want to miss it. 👉 RSVP now to claim your spot.

Even More Influencer Insights

That’s all I have for now, but if you’re hankering for more insights from our team, check out our sister-stacks:

• Influencer Impact: Strategist Edition: “Campaigns need to catch up. Great creator content takes time, skill, judgment, emotional intelligence, and years of audience building. Real work that has value. Creators deserve to be paid fairly for it, just like everyone else involved in a campaign. And campaigns should be honest about those partnerships from the start. That is good politics, good policy, and basic respect for the people doing the work and the voters.”

• The Month in Digital: “Google is turning search into AI Slop. Platforms are filling with fake fans, fake engagement, and fake content. LinkedIn wants more “human” posts, whatever that means. TikTok is getting more useful for search. YouTube is trying to label AI junk. And creator rates keep rising because people still trust actual people more than the feed itself. May’s Month in Digital has the links, updates, and weird little internet moments worth knowing.

Ciao for now,

People First

I hope everyone had a lovely tax day, Earth day, and feels more confident about the direction of the planet. Certainly no concerns there!

Now that it’s spring, we’re interested in the theme of new beginnings and re-birth. That’s why we’re headed back to the basics this month. Plus, we’ve got lots of partnerships that we’re ready to share, as well as insights into where our creator people are getting hung up. Keep going for all our updates and places to get involved. But first, let’s grab your take on the real issues: were creators wronged at Coachella this year?

Val

VP, Influencer & Partner

creators.peoplefirst.cc

Industry News

Things No One Tells Creators About Why Brands Are Rejecting You

Getting rejected from a campaign almost never comes with an honest answer. “We’ve decided to move in a different direction.” Cool. Which direction? And why not me?

I hear you, but the reasons usually boil down to the same deciding factors. So this month, I asked the team to pull the curtain back and share the most common reasons we’ve passed on creators.

It’s your Bio. If your bio says “influencer,” “content creator,” or “UGC creator”… please delete it. Immediately. It tells us very little about you and leads us to assume you don’t have a strong community under your belt. If you have a profession, a particular interest or niche, lead with that instead. “Nurse,” “teacher,” “runner,” “new mom,” “city planner” - these are the keywords you need to be prioritizing in your bio. It also makes it easier for us to find you when we come across a campaign that needs your kind of expertise.

It’s your Feed. Brands and agencies are making snap decisions about your feed. At a glance, we should understand what content you make and why you’re good at it. Simple things go a long way here: clean, intentional thumbnails on your Reels or Shorts, the occasional text overlay so I know what I’m clicking into, or really just some sense of organization on your profile.

But don’t swing too far the other way, either. Hyper-curated feeds with heavy filters or color palettes tend to give us the ick.

It’s the Amount of Products. If I land on your page and it’s all just sponsored content, I’m out✌️. Even if everything isn’t technically an ad, a caption full of @tags signals the same thing. It feels too transactional and I can’t wrap my head around what person in their right mind would follow a creator that ONLY posts branded content. Be sure that your feed is primarily organic content, with thoughtful partnerships sprinkled in.

It’s ChatGPT. It’s not you, it’s ChatGPT. I hate to flag this one to creators because we chose you out of love and admiration for your style. When you come to us with a piece of content that ChatGPT co-authored, it’s disappointing. We aren’t looking for a perfect concept or script, you just need to sound like a human, or better yet, yourself.

Also, you should expect the same in return. If a brand or agency comes to you with a creative direction or brief that feels totally AI written, you should push back (more on this later). If you want to pinpoint AI in writing, check out this video from @willfrancis24

It’s Your Ratio. Not a dealbreaker, but it matters. If you’re applying for Instagram work and your page is 100% video (or 100% static), it feels incomplete. Show your versatility, or take advantage of all the things a platform has to offer.

Also: if your IG grid looks like a modeling or photography portfolio, that can work against you. Brands want to see a real person or personality on the page.

It’s your Posting Frequency. Again, this one is pretty straightforward, but requires you to really plan your feed and get into the habit of making a posting schedule.

• Posting 3 + times a day on any given platform → this feels spammy!

• Posting once a month → this feels like you’re inactive!

Brands don’t want their post buried immediately after it gets published, and they don’t want to be the post that signals your return to the internet after a long hiatus.

It’s your Comment Section. Last piece on your profile, but we know what real engagement looks like folks. And we 100% know that if it’s all emojis or generic comments, it’s clear to us an engagement pod is at work.

Please note this is not just a red flag to our team, it’s an immediate disqualification from future opportunities.

Now let’s talk about profile’s analytics because this is where a lot of rejections tend to stem from, even if you may not realize it. Here’s what could be holding you back:

Location: Your audience is primarily based in the “wrong” place. We look to see your top cities to ensure that a decent percentage of your audience is based in the region (city or state) where the product, service, or event is available. Oftentimes if your audience is largely based outside of their target region, it’s clear to the brand that your audience isn’t going to benefit from the message.

Gender: Your audience is the wrong gender skew. Unfortunately for the ladies there’s a heavy bias against those with followings that are primarily men. After all, women account for 85% of all consumer purchases, and a strong male audience may make us think that your audience is a bit too lustful for their taste.

Age Range: Your audience is the wrong age range. Again, it ultimately depends on what your sponsor is promoting, but some campaigns have very strategic preferences for who they broadcast their message to. A Get Out the Vote campaign may look for creators with a younger audience (18-24 years old), for example, since research shows that younger people tend to be low propensity voters. However, they may not advertise that as a requirement.

Major mismatches in your audience analytics are tough to combat as a creator because it’s ultimately outside of your control. Nevertheless, who’s actually following you may be different from who the brand is trying to reach, and even if they think you’re great, they still might pass.

In short, most campaign rejections aren’t about you “not being good enough.” They’re about prioritizing creators who are creative, consistent, and have an audience that the brand or agency is looking to tap into.

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Things No One Tells Brands About Why Creators Don’t Like Your Brief

Let’s flip it around for a second. Brands too are often scratching their heads to determine why creators’ submissions aren’t quite hitting the mark when their drafts are turned in, or performing the way they would have hoped when they make their way to the internet.

At People First, we see it all the time. A strong creator under delivers, or a campaign doesn’t land the way we thought it up in the boardroom. The instinct is to blame timing, the algorithm, or say the creator’s audience wasn’t the right fit.

But when you trace it back, the brief we gave to the creator never actually set the participants up to succeed. What I find is that the brief was built from a marketer’s perspective, not a creator’s.

The Information is Hard to Access: What do I mean by this? Well, for context, at People First, we know that 75% of our users are accessing the Creative Brief on their mobile device. So when they go to access our materials, we ensure that the briefs have hierarchy, breathing room, and visual cues along the way.

We should understand that creators are skimming for information, so be sure to adapt your briefs in a way that’s tailored to how creators are actually accessing the information. Pro Tip: If your brief is 10+ pages long, it’s time to trim it down.

Throw Away Words and Phrases: Then there’s the way brands struggle to describe what they’re actually looking for. Words like “authentic,” “relatable,” and “personable” get thrown around constantly as ways to help guide creators in the right direction, but they’re pretty meaningless if that’s all you have to say. What does “authentic” actually look like in practice? And how do you expect creators to balance that “authenticity” when you provide a list of talking points that’s the length of Chile.

The Brief Lacks a Voice: So many briefs are painfully bland, like they were produced by a piece of melba toast. They’re flat, overly formal, and pretty dull. Ironically, the same brands will turn around and ask for content that feels more human, unscripted, and full of personality. You can’t expect that energy in return if your brief reads like the back of a cleaning product.

The Brief isn’t Very Inviting: What I tend to struggle with is when a brief lacks any sense of collaboration. Briefs are meant to be a starting point. They intentionally maintain gaps throughout them so that creators can think, adapt, or bring their own perspective. They ask questions, they offer prompts, they guide without over-explaining. You’re hiring them to translate your goal into something that actually works well for their audience. So, be sure your brief has prompts: questions for the creator to respond to in their own way and frame their thinking.

It’s All About YOU! A lot of briefs also spend way too much time talking about the brand. I know we love to talk about ourselves, buttttt long sections about the company, the mission, the product features….😴 Yeah, sadly, most of it isn’t useful when creators go to sit down and film and they’re asked to give the video a personal touch. Give creators just enough context to understand what matters, what absolutely needs to be incorporated, a link to resources that they can have on hand. Then let them do their job. The brief should not read like an About Me page!

You Forgot Something: Whoops! Then on the other hand, you also see briefs that are missing vital pieces of information, or even wrong or outdated information! Again, this may be a result of assumptions being made, or bias that everyone thinks the same way you do. Other times it’s because the campaign is built around something that’s happening in real time, e.g., a piece of legislation that could pass (i.e., gutting the CLCPA), and information that was true yesterday is no longer relevant today. My advice is to say the obvious things first: show the product, film vertically, and conclude by directing people to visit XYZ. If your campaign is changing in real time, share a link to view the document (so that no one who sees it can edit it), rather than PDFs, which need to be resent every time new information becomes available.

The brief is the one-stop-shop for all the necessary information. If you forget to add something to your brief, you got your facts wrong, or simply didn’t provide the preferred answer, well that’s too damn bad! If the creator successfully delivered using the materials that were given, you’re going to find yourself in a pickle when you ask for that reshoot! You also shouldn’t expect to meet that “tentpole” moment on time if you’re stuck requesting a mountain of revisions.

Campaign Spotlight

Browse our current campaign listings and apply to the ones that feel like a fit for you. Heads up: Some campaigns may only be available to users in certain regions.

California Can’t Afford More of the Same: The California primaries are coming up, and as we approach the June 2, 2026 primary, we’re inviting supporters in California to join our coalition to amplify one candidate’s vision for the state.

Voter Dollars: Influence for Everyone: Frustrated that politicians listen more to wealthy donors than to voters? Join our Voter Dollars campaign - a plan to get Dark Money out of politics and make voters the donors who fund campaigns.

People For Affordable Energy: Utility bills are increasing, and most of us have no idea why. We’re inviting local community advocates – issue-driven parents, educators, local and regional activists, local business owners – based in Pennsylvania, New Jersey, Illinois, and Maryland, to educate their neighbors on what utility companies are trying to do that would make utility bills rise even more.

Made for Us: Americans across the political spectrum believe in protecting the democratic process. Yet every year, concerns about election integrity rise, causing participation in elections to fall. That’s why we’re calling on The People; creators who understand the importance of civic engagement and can effectively educate others around election processes.

April is Earth Month: If you’re based in New England, partner with the Conservation Law Foundation to help support the work they’re doing to not only protect the environment, but protect the very legislation that ensures our federal government respects the rights of our planet. Apply to make UGC content or in-feed content!

Moms for Moms: This Mother’s Day, we’re partnering with moms, parents, and caregivers who can articulate how access to safe water helps moms care for their families, keep their children healthy, and build more stable futures for moms across the globe. Please contact Kendall@peoplefirst.cc for more information on our partnership with Water.org.

Your Personal Health Companion: Are you someone who’s passionate about taking charge of your health, but often find it hard to get clear, trusted guidance? If so, we’d love for you to join our campaign and be among the first to experience Verily Me, a free app that provides personalized health recommendations from licensed providers.

Every Vote In! If you’re based in California, join our campaign to help ensure your community gets registered to vote in time for the June primary election.

Central Valley Voices. Creators across the Central Valley play a key role in shaping how local stories are told and shared. We’re partnering with Central Valley Journalism Collaborative to bring together creators based in Modesto and across the broader Central Valley to join a virtual convening. Participants will connect with other creators and newsroom partners to share perspectives, learn new approaches, and explore how to grow their impact beyond in-feed content. Please contact Dawn for more information.

Build for Community: We’re looking for Californians to share their perspective on Solano County’s housing and union job initiatives. Email us to tell your story and help shape California’s economic future. Please contact Liat Salem for more information.

Podcast Alert!

This month I got to sit down with my friend on our community’s latest podcast: Oops! I’m an Influencer. Together, we chatted about what it’s like going from someone that identified with being “news-avoidant” to becoming deeply ingrained with issue advocacy. Further, Scott delves into messaging that’s winning digital strategists over, as well as actually persuading voters in a meaningful way ahead of the upcoming primaries.

Need More from People First?

That’s all I have for now, but if you’re hankering for more insights from our team, check out our sister-stacks:

• Influencer Impact: Strategist Edition where Ryan Davis and Nicole Dunger break down why follower counts don’t matter anymore.

• The Month in Digital where Ryan Davis breaks down all the digital updates you missed last month.

Until next month,

People First

It’s been an eventful month, with a new war that escalated quickly: Timothée Chalamet against the world. OK, maybe not the exact war in question this month, but regardless, we’re here to keep you posted on updates you may have missed and campaigns that you should be checking out.

My honorable mention this month goes to Apple Maps, which just announced it’s rolling out ads soon. I can’t believe after all these years I’m going to have to join the rest of the world over on Google Maps. Tell me, what updates surprised you the most this month?

Val

VP, Influencer & Partner

join.peoplefirst.cc

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Industry News

Welcome Back, Facebook!

By:

If I told you Facebook was making a comeback, would you laugh at me? It’s a tough sell. If you’re like me, Facebook is less about social media and more about utility. For example, listing a vacuum cleaner on Marketplace, occasionally responding to “Hey Val, is this still available?,” and checking in on your Uncle Ted, who’s retired and living the better half of his days reposting offensive memes.

Facebook is not exactly where internet trends are born, and it’s certainly not where most creators are prioritizing their energy. Well, Meta isn’t exactly green to this, either. Hence why they’re making a very deliberate push to change that: by guaranteeing payment if you return to Facebook.

That’s right, just a few days ago, Meta launched the Creator Fast Track Program. It’s a new initiative designed to attract creators with established followings. But what makes this exciting is that it’s not just any another monetization program. This is a direct, guaranteed payment that’s not based on your content’s performance, but how often you post to Facebook. That’s a pretty big distinction, with implications for both creators and brands.

With over 3 billion globally, Meta isn’t struggling with demand. Their issue stems from a supply issue: there’s a lack of relevant, engaging content because until now, creators have struggled to find their footing. Videos weren’t reaching the right audience or their content was performing better elsewhere.

Take my recent conversation with Lindy Li, for example. A well-versed political strategist, content creator, and writer, she spoke with me and my team about the unusual growth she’s been witnessing over on Facebook recently. Previous videos suddenly started taking off, or performing better than on other platforms. She’s pretty pleased with the results, and like many of us, are witnessing Facebook deliver real results.

How it Works: The structure of the Fast Track program is relatively simple.

• Creators with 100,000+ followers on platforms like Instagram, TikTok, or YouTube can earn $1,000 per month

• Creators with 1 million+ followers can receive up to $3,000 per month.

LTO: The offer is only on the table for a three-month period, provided creators meet basic activity requirements

• Posting 15 Reels within 30 days, spread across at least 10 different days.

What’s interesting is the content doesn’t need to be exclusive to Facebook, which effectively means creators are being paid to cross-post content they’re already producing for other platforms. This program is also in addition to their existing Monetization Program, which launched back in 2024.

From an influencer marketing agency perspective, I can’t help but think we should all be a bit more opportunistic when it comes to this program. After all, campaigns are constantly looking to target older adults, especially as mid-terms loom, but a lack of creators in this space makes it difficult.

By lowering the barrier to entry and guaranteeing results, Facebook is creating a temporary window where more creators are going to be more active. Likewise, the likelihood that your content will be distributed to more audiences is something that benefits those on the brand side.

My question of course is if this test will stand the test of time. Will creators continue posting on FB without the guaranteed income? Will audiences meaningfully engage with the content? Will the uptick in supply allow me to finally unmute my FB notifications? Because if the answer to those questions is no, then this isn’t a true revival and it doesn’t mean we should be changing our long-term strategy.

That said, this moment does mean something much bigger is happening across the social landscape. We are entering an era where platforms are no longer just competing on features or user experience, they are competing on creator payouts. This change in dynamic is exciting, as creators can be more selective about where they spend their time, or how often they experiment with their messaging.

For agencies, it’s no longer just about identifying where audiences are today. It’s about identifying where platforms are investing and determining if there is an opportunity to capitalize on it. In other words, updates like this aren’t necessarily about throwing away your existing learnings, they’re about adapting your programs quickly and strategically.

So, consider this your sign to pay attention to Facebook and see if it PAYS you back. Ha!

Timothée Against the World

By:

This month, Timothée Chalamet challenged the world to a contentious argument about whether traditional art forms like ballet and opera still matter. I’m not here to defend either side because, honestly, I don’t have any skin in the game. However, I do have something to say when it comes to partnering with the creator you’d least expect to champion a message.

Because when Timothée Chalamet says anything even slightly opinionated, people suddenly become deeply invested in a topic they likely didn’t care about five minutes ago. And to me, that reaction reveals something about how we as progressive organizations should engage people in politics and advocacy campaigns.

While it might be hard to believe, most people in this country don’t open up TikTok to learn about policy or the issues shaping their state. They scroll for mindless entertainment (the AI fruit love island thing??) and occasionally to pick up a new skill, keep up with news, or learn a new recipe. But the moment your favorite lifestyle influencer says something slightly opinionated, or even a little bit political, audiences tend to respond like it’s the next Great Debate.

Why? Well #1 it’s because we love to correct one another and #2 perhaps it’s because when your favorite creator is deviating and sharing something vulnerable, audiences respond in the same manner: with their own thoughts, feelings, and concerns related to the matter. It’s organic, it’s honest, and for a lot of folks, it’s surprising.

There’s a lesson here for democrats constantly asking agencies like mine:

• Who is the “right” influencer for this campaign?

• What makes them credible enough to speak on this topic?

• Does their profile already reflect the issue(s) we want them to discuss?

• Does their content reflect themes from our existing messaging strategy?

Sure, those are fair questions. But sometimes the most impactful partnerships come from unexpected places. They come from messengers you would’ve never considered or deemed to be the right fit.

explains this perfectly in her Substack, The Influencer Economy Is Political Infrastructure where she says,

The power of creator-driven political media comes from something much more subtle and much more powerful: the accumulated trust that develops when an audience feels like they actually know the person delivering the message. When someone has followed you for years they rely on you in a way that feels less like media consumption and more like conversation.

That doesn’t mean throwing caution to the wind. When creators step outside their expertise or “niche”, there are real risks like misinformation, oversimplification, or speaking over more informed voices. But when done thoughtfully, our job is to present the information that is true, and then invite your creators to share their perspective. Ask them for help connecting the dots to how this relates to your brand’s broader issue or mission. In return, you get something far more powerful than a PSA: content that feels conversational, engaging, and human.

So the next time you’re debating whether to join a conversation—or who should lead it—ask yourself: what would Timmy do?

Browse our current campaign listings and apply to the ones that feel like a fit for you.

Heads up: Some campaigns may only be available to users in certain regions.

• People for Affordable Energy: Are your energy bills climbing? If you live in PA, NJ, IL, or MD, you may be feeling it already. Join our campaign to break down why rates are rising, what’s driving costs behind the scenes, and how utility monopolies may be impacting what you pay.

• Move Maryland Forward: If you’re in Maryland’s 6th District, join our campaign to spotlight a congressional candidate who’s backing up his words with action—and real investment in the community.

• Energy That Works for Virginia: We’re inviting Virginians to share what energy affordability looks like in real life. How do energy costs shape your daily routine, your budget, or decisions at home, work, or on the farm? What feels fair when demand rises and what helps you keep costs manageable?

• Fair Housing Expands What’s Possible: The Fair Housing Act has opened doors for generations. Join us in celebrating the progress made in homeownership, the information that others should know when it comes time to buy a home, and why you think more people, especially those that are underrepresented, should care.

• Made for Us: Many Americans grew up believing in free, fair, and accessible elections. Overtime, trust and engagement in our elections have shifted. We’re looking for creators who can help re-engage their communities and remind audiences why staying involved in civic life still matters.

• Choose the Choices: We’re inviting university students in GA and OH to remind their student body why voting in the primaries is an important and necessary step to ensuring we get to choose the choices in the upcoming general election. Contact valerie@peoplefirst.cc if you’re interested!

People First Creator Studio:

Interest in UGC is growing fast, and brands, agencies, and organizations are prioritizing creators who can deliver high-quality UGC at speed. But they’re also looking for more than just content—they want partners who can help shape messaging, provide feedback on briefs, and collaborate closely with teams and stakeholders.

If you’re looking for flexible, fast-moving UGC and extended opportunities, apply to join the People First Creator Studio and get connected to our projects in real time.

Need more People First?

Stay close to People First by checking out Influencer Impact: Strategist Edition, where Ryan and Nicole break down why democrats need to be sustaining relationships with influencers all year round.

Otherwise, stay tuned to watch my upcoming podcast interview with & check in on the Creator Portal to browse our latest campaign.

Ciao for Now,

People First

My other favorite moments from the month included, but were not limited to:

• Kash Patel attempting to look cool in front of the US Men’s Ice Hockey team

• Tyra Banks releasing “Reality Check” documentary on Netflix

• That one Staple’s Employee reviving the entire company

Anyway, I’m so excited to finally introduce something I’ve been working on behind the scenes for a while: the Creator Studio. Read on to learn what it’s all about.

Val

VP, Influencer & Partner

creators.peoplefirst.cc

Industry News

The Benito Bowl

By:

This February, Bad Bunny delivered the most-watched Super Bowl halftime show of all time and if we know one thing for sure, it wasn’t because people were glued to that snoozefest of a football game. No, hundreds of millions of people from around the world tuned in to see him. What would he do, wear, say, promote, and defend? Well, Bad Bunny delivered a show that had a lot to say, so here’s my fav moments:

Bad Bunny Told us A Story

At People First, we talk about effective storytelling constantly. Having a big production budget and a celebrity cast is nice, but telling people a story is something they will remember.

From the sugarcane fields to the towering electrical poles, every corner throughout the performance revealed another layer of his upbringing and Puerto Rican heritage. For a lot of Americans, the references they saw on screen weren’t instantly familiar. But that’s exactly the point. Bad Bunny doesn’t water-down his performances to appeal to more people. He does the opposite because he trusts that if performance is his own, people will understand it for what it was, and not what it could be.

The same principle applies to you: when you’re growing your audience or shaping content for a brand, never dilute what makes you distinct.

He Leveraged Real People

Another thing that I loved was who he chose to share the stage with. And no, I’m not talking about Alix Earle. I’m referring to the real people that were central to the show.

A live marriage ceremony. Maria Antonia Cay of Toñita’s Caribbean Social Club. Elders playing dominoes like they were on a neighborhood sidewalk. Including these messengers throughout his performance is what made it clear that this story was more than just about him, it’s about all of the people it represents.

But that raises another question, one I immediately sent to my group chat: Why the hell was Lady Gaga there? Sure, they admire one another. But in a performance so intentionally rooted in Puerto Rican culture…how exactly did she fit in?

I think Martha Maria Lopez captured it really well: “Lady Gaga showed an American global superstar, stepping into Bad Bunny’s world, adapting to his culture, his rhythm, his sound, not the other way around.”

Latin artists have long felt the pressure to adapt their sound to appeal to English markets, whereas now he is flipping the script, and letting other cultures gravitate toward his style.

He Promoted Unity

The song choices were strong. The story was well done. But let’s be honest: didn’t he leave a lot on the table?

The backlash was already brewing long before he even got there. His haters were ready to dunk on him, while organizations like Turning Point staged their own weird performance – for members that didn’t even watch. The division was already there, so why not just capitalize on it?

Because he doesn’t need to. As Mariana Castro pointed out during our most recent creator webinar, Bad Bunny didn’t show up to become the spokesperson for every political grievance in the United States. He didn’t center ICE. He didn’t even mention Trump. Instead, he delivered a story about unity from start to finish.

What’s more, Bad Bunny didn’t give critics much to latch onto. It’s hard to clap back when the message he’s sending is about pride, inclusion, joy, and celebration. It’s hard to claim “this is the liberal agenda” when the banner at the top promotes love over hate.

And perhaps that’s the blueprint for success: It’s not always about what you, your friends, your family, your government, or your brands have to say, but rather how you show up.

Campaign Spotlight

Browse our current campaign listings and apply to the ones that feel like a fit for you.

Heads up: Some campaigns may only be available to users in certain regions.

Your Personal Health Companion: If you’re someone navigating T2 diabetes, join our campaign to learn more about an app that’s designed to deliver personalized health recommendations from licensed providers.

Protect What’s Human: AI is here to stay, which is why this campaign invites you to speak out about the need for clear safeguards that protect the people, jobs, and communities most impacted by its rapid growth.

Energy that Works for Virginia: As utility bills continue to climb across Virginia in nearby states, this campaign explores how clean energy can actually help drive down costs and keep families healthier than ever before.

People for Affordable Energy: This campaign invites you to examine how energy monopolies and reduced competition may be driving up costs and worsening the affordability crisis in your home state.

Creators to Watch

Meet Brooklyn!

By: Jiovanni

Born and raised in King George, Virginia, and a graduate of Hampton University, Brooklyn Olumba didn’t plan on becoming an advocate. But at just 28 years old, a breast cancer diagnosis changed everything — including the reason she began posting online.

What started as a way for Brooklyn to process her experience quickly became something much bigger. After completing chemotherapy and radiation, she searched for other young women — especially women of color — who looked like her and were openly sharing their breast cancer journeys. She could barely find any. That’s when it clicked: she needed to become the person she had been searching for.

She began sharing her story at the end of her diagnosis year, using her platform as a form of patient advocacy. Like many creators, Brooklyn has faced criticism and doubt. She understands why so many people hesitate to post at all — the fear of judgment and the vulnerability that comes with sharing your story. “Geez, I still feel cringy! If I waited until I felt perfectly polished, I’d never post anything meaningful. Vulnerability feels uncomfortable at first for sure, especially as a young Black woman talking about breasts, cancer, scars, hormones, grief. However, someone once told me that someone is always watching quietly. Someone who hasn’t told their family yet. Someone who feels alone after a new diagnosis of breast cancer. Someone Googling at 2 a.m. If my discomfort creates a connection for them, it’s worth it and I’ll take all the cringe.”

As part of the People First Creator Community, Brooklyn values working with brands that align with her values and allow her to make a meaningful difference. For her, partnerships are opportunities to extend her impact. Especially to young POC women.

Brooklyn has become a powerful voice for young women navigating one of the most life-altering diagnoses imaginable. Sometimes, it’s about helping one person decide to make an appointment that could save their life.

People First News

Introducing the Creator Studio

The People First team is excited to finally share something we’ve had cooking for a while now….

Since kicking off 2026, we’ve been building a space for creators who want more than just another campaign notification. We’re giving you more access, more collaboration, and more to say in the creative process in the campaigns that you know and love.

Meet the Creator Studio. The Creator Studio is our private Slack community where standout creators get early access to paid opportunities — and a closer connection to the People First team.

Inside, you can:

⚡ Jump on fast-turn paid UGC projects ($25–$250+ per opportunity)
🧠 Give input on creative briefs before they go live
💬 Collaborate directly with our team and other sharp creators
🚀 Move quickly when the right opportunity drops

This isn’t just about getting projects first (though that part’s nice). It’s about being in the room earlier to help shape our campaigns, pressure-test ideas, and build stronger campaigns from the start.

We’d love to see you inside. Apply to join the Creator Studio {here}.

Need more People First?

That’s all for this month. Stay up to date with People First throughout March by checking us out:

• The Month in Digital: Where Ryan breaks down everything you might’ve missed in February.

• Podcast Alert! Check out our latest podcast episode with Gabriella Zutrau, where she breaks down her Letter from the Internet People.

• Influencer Impact: Strategist Edition: Ryan & Nicole discuss Building Campaigns and How Platforms Actually Work.

• Creator Portal: All of our campaigns are shared directly to the Creator Portal. Browse our latest opportunities and apply to those that fit your vibe.

Ciao for now!

If none of these mean anything to you, just keep scrolling!

Val

VP, Influencer & Partner

creators.peoplefirst.cc

Industry News

2026 is the new 2016

By:

This month brought a full-blown blast from the past: 2016. Across platforms, Gen Z creators resurfaced their favorite Snapchat memories, throwback outfits, hairstyles, makeup looks, and yes, the unmistakable eyebrows that changed everything.

If you’re anything like me, you might’ve even opted to sit this trend out—because the photos sitting on my phone from 2016 aren’t exactly ones I love revisiting.

Nostalgia for 2016 has been bubbling up for years, but its upcoming 10-year anniversary has turned it into a trend that’s got literally everyone involved.

So what is it about 2016 that makes us all feel so….homesick?

For many, 2016 represents a more carefree chapter of social media. Creators and everyday users alike were openly experimenting with their style and content. Feeds became curated, cool, and aspirational as social media shifted from something you shared mainly with close friends and family into a space for forming new connections with people across the country.

But the nostalgia with 2016 is probably due in part because it represented the end of an era. With Trump taking office in January 2017, the infamous Brexit, and the return of Pauline Hanson, it became clear that populism was on the rise. Feeds increasingly became battlegrounds, and platforms shifted from spaces of shared inspiration to arenas of debate and division.

In hindsight, 2016 feels like the last moment before the storm—the final chapter of a more optimistic, less hostile internet. Will we get to return to that side of the internet? Only time will tell.

Alex Pretti

This week, the country has been forced to reckon with another incident in which federal immigration agents killed a US citizen.

On Saturday January 24th, video footage shows Alex Pretti, an ICU nurse, filming agents and responding to an altercation before he was pepper sprayed, pinned to the ground, and shot multiple times.

His death marks the second fatal shooting to take place in Minneapolis between immigration agents and U.S. protestors.

To understand how we got here, we have to zoom out and remind ourselves of the absurdity of what’s going on in this country: border patrol agents are coming into American cities, masked or in unmarked vehicles, and detaining people with little to no explanation.

But why isn’t border patrol at the border? And why are they suddenly policing American cities?

Well, in the case of Minnesota, a viral Youtube video claimed the largest fraud scandal in U.S. history was taking place. But rather than sending in the FBI or even the IRS to investigate these matters, the Department of Homeland Security sent in ICE to manage a daycare licensing dispute.

TikToker and comedian, Dan Harumi, helps make sense of this by comparing this situation to a park ranger busting you for tax evasion, or a TSA agent pulling you over for expired tags. Sure, you are a federal agent, but that doesn’t mean I have to listen to you.

A lot of the response from the left has been to call out Trump supporters for the violence: “Well, this is what you voted for, right?.” But on the other hand, I’m not fully convinced that this is what conservatives really had in mind when they attempted to slow immigration.

After all, Renee Good’s murder forced a lot of conservatives to argue in favor of big government. This is coming from the party that has fought tooth and nail to ensure that power stays with local and state authorities.

Now, the killing of Alex Pretti has forced their hand once again. The only way to spin this is to blame Pretti for carrying a gun that he was legally permitted to hold. As @tiktok.maddiee puts it, “you guys have compromised so much on the principles you claimed to stand on, that you are now in opposition to the second amendment.”

So, how much more is MAGA willing to give? Will there be a breaking point? Or will Trump supporters continue going along with this absurdity because it’s easier than admitting that has gone too far.

If you’re interested in showing support for Minnesota, there are several meaningful ways to take action.

• Contact your local representatives and urge them to call for Kristi Noem to step down and to abolish ICE — resources like 5calls.org offer scripts to help guide those conversations.

• You can also write a Letter to the Editor for your local newspaper; the ACLU has a helpful guide on how to draft one.

• Consider sending words of encouragement or solidarity to those in Minneapolis pushing back against ICE, whether through messages, social posts, or community channels.

For more ways to get involved, visit standwithminnesota.com/actions-to-take.

Campaign Spotlight

Browse our current campaign listings and apply to the ones that feel like a fit for you.

Heads up: Some campaigns may only be available to users in certain regions.

Your Personal Health Companion - Do you have cardiometabolic health concerns? Join our campaign to help those managing chronic conditions to check out Verily Me: a free, groundbreaking app designed to make managing your health easier than ever.

Power in the Journey - Every cancer journey is unique, but no one has to face it alone. Share your story of strength during treatment and show how American Cancer Society programs support patients and caregivers.

Strong Hospitals, Strong Communities - Join the American Hospital Association to raise awareness about how funding lapses impact hospitals, care access, and the health of local communities.

Protect What’s Human - Celebrate progress while keeping AI under human control. Share your story and show what it truly means to be human in a world increasingly shaped by AI built to replace us.

The Future of America’s Energy - Southern Company is powering the future of America’s energy by meeting rising demand and keeping costs low. We’re seeking individuals to highlight the strength of the Southern Company’s reliable, affordable energy market.

Voter Dollars: Influence for Everyone - Join the movement to put voters above corporate donors and special interests! We’re calling on YOU to learn more about Voter Dollars proposal and share this common sense plan with your followers for support.

Spark Good in the Heart of Texas- We’re inviting Texans in Austin, Dallas, Houston, and San Antonio to share real stories about food, community, and how Walmart supports families and local food access across Texas.

Arizona for Clean Energy- Arizona energy costs are climbing and we need your help to share how clean energy can lower bills and protect families. Speak up and help push for a more affordable Arizona.

A Gentler Menopause - If you’re currently navigating menopause, we want to hear your lived experience during this chapter of your life. Help bring awareness to Utiva Menopause Relief as a supportive addition to your journey.

Creators to Watch

By @Jiovanni

Meet Brian Baez

Brian Baez (@mentallydivineofficial) is a political content creator and independent media voice from Newark, New Jersey. His passion for politics began early, sparked by a sixth-grade debate class that sharpened his critical thinking and set the foundation for a lifelong commitment to civic engagement.

During the COVID-19 pandemic, Brian found his platform through Twitter Spaces, where his clear, direct political takes quickly built a large following. Inspired by fellow creators, he transitioned to video content, going viral and catching the attention of major political campaigns, including Stacey Abrams’ run for governor in Georgia.

Brian’s work goes beyond commentary and into real-world impact. His coverage of a low-profile Georgia Public Service Commission election helped spotlight corporate influence over rising utility costs—contributing to a historic outcome where two Republican-held seats flipped to Democrats for the first time in 20 years.

As a member of the People First Creator Community, Brian uses independent media to challenge misinformation, expose hypocrisy, and advocate for equity and justice—unbought, uncensored, and people-centered. Despite facing harassment and backlash, he remains grounded in history, committed to responsible storytelling, and focused on creating change that puts people first.

Need more People First?

That’s all for this month, but if you’re interested in keeping up with People First throughout February, keep an eye on your inbox to join us for our upcoming creator webinar, where we’re discussing how to activate and engage with Latino communities in time for the mid-term elections.

Otherwise, be sure to follow us on our socials, and check out our sister-stacks:

• The Month in Digital

• Influencer Impact: Strategist Edition

Val

VP, Influencer & Partner
creators.peoplefirst.cc

Industry News

Influencer Pricing Explained

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It’s almost 2026, and anyone working in influencer marketing knows that one of the most hotly contested topics is still influencer rates. Somehow, after all these years, we’re still arguing about the same exact thing.

When people talk to me about pricing, they usually fall into one of two camps: paying a fixed rate upfront or tying compensation directly to performance.

I’ve worked with both models at People First, and while neither approach is inherently right or wrong, I’ll leave you with my own suggestion that you can use in your own negotiations with brands. But first what actually matters for creators is understanding how each payment model works, who assumes the risk, and when it makes sense to use each approach.

Fixed Cost Pricing

Ah yes, the fixed cost model. This approach means payment is agreed upon upfront during negotiations, and is usually grounded in a CPM-style framework. CPM stands for cost per mille, or the cost per 1,000 impressions, and it’s borrowed directly from paid media. While that borrowing is convenient, it’s important to recognize that influencer marketing is pretty different from running ads.

• With paid media, marketers get to choose their audience, control frequency, optimize creative in real time, and scale what’s working. Influencer marketing doesn’t offer that same level of control. Most of the time, you’re working with a human you barely know, an audience you didn’t build, and an algorithm you definitely don’t own.

Regardless, CPM is the closest approximation the industry has, so we’ll go with it. It essentially looks at an influencer’s follower count, applies a market-based CPM benchmark (I like to refer to Aspire’s CPMs by channel), and then adjusts that base rate based on factors like engagement rate, content format, usage rights, niche demand, blah blah blah. You get the point.

Here’s what that looks like in practice:

• Let’s say an influencer has 23,000 followers and a 4% engagement rate on Instagram. If that creator is posting an Instagram Reel (and we use Aspire’s commonly cited CPM of $15), the base pricing math is simple: 23 (thousand followers) multiplied by $15 puts the base rate at $345 for the Reel.

• Now let’s say you want three months of usage rights. Add 20% per month for paid usage ($69/month) and suddenly you’re at $552 total. Ta-dah!

Paying ~$500 to a mid-tier influencer (with a decent ER) for 1x IG Reel is very reasonable, so the math definitely checks out.

When does fixed pricing make sense? In my opinion, brands should go with this model when the goal of the campaign isn’t something you can easily quantify. Driving awareness is a top-of-funnel objective that is notoriously hard to measure directly. In those cases, a fixed price model works because you’re paying for that visibility. Regardless of whether or not that visibility is achieved is the risk the brand must be willing to pay.

Performance-Based Pay

Which brings me to the next payment model. Campaigns focused on conversions often move toward performance-based pay. Instead of compensating creators simply for creating & publishing content, performance models tie payment to what actually happens next — the number of sales, sign-ups, donations, installs, or other measurable actions the creator helps generate.

In these setups, creators are rewarded for how many “actions” they inspire. And yes, you’ll want to use UTMs or some tracking system so that you can measure (and take credit) for all of this.

At People First, we often see performance-based models work best when creators genuinely believe in the mission or cause. Working in the social impact space is unique because there’s often a “well, I was going to share that anyway” mentality that doesn’t exist with most products and services. A petition to stop AI data centers from destroying the environment? Chances are creators who care about that issue were already planning to share it. Getting paid per sign-up just becomes a bonus layered on top of something they authentically support.

Some creators also love this approach because it gives them more creative control. With performance based pay, you decide how to talk about the topic, how often to post, and which formats make sense for you. Brands usually step back and let creators do their thing, whereas with fixed-cost agreements… full creative control is highly unlikely!

Of course, not everyone loves it. In performance-based models, creators take on more risk. You can pour real time and energy into a post, and if it flops or the algorithm decides to misbehave, you simply don’t get paid.

What do we recommend at People First? If your goal is conversions, opt for a hybrid payment approach. Pay creators a base rate that respects the time, expertise, labor, and creative energy required to produce content, adjusting for format and production effort. Then layer in a meaningful performance incentive for every sign-up, purchase, or action they drive. Creators are supported upfront, brands only scale spend when something real happens, and incentives stay aligned. Everyone wins — or at least, everyone’s sharing the risk together. When it comes to the top of funnel marketing objectives, go with fixed pricing. Pay something relatively low, with a guarantee to up the rate significantly should the post perform well. This lays out the foundation for a long term deal between brands and creators. Who doesn’t love that?

The Best (and worst) Trends of 2025

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If there’s one thing we can all agree on, it’s that 2025 has already cemented itself as one of the most chaotic, entertaining, and conversation-starting years of the decade. From viral sounds to internet behaviors we wish we could mute forever, the culture cycle has been spinning fast. So, let’s break it down—starting with my Top 5 Best Trends of 2025, and ending with the ones we’re more than ready to leave behind.

The Best Trends of 2025

5. “Gnarly” by KATSEYE When KATSEYE first dropped “Gnarly,” the response was…mixed, to say the least. Critics called it jarring, overproduced, and flat-out strange. Social feeds filled with memes, skepticism, and hot takes predicting its downfall. But then something shifted. Clips began circulating, the hook got stuck in everyone’s head, and what once felt chaotic suddenly felt fearless. “Gnarly” evolved from a polarizing experiment into a global earworm—proof that pop culture always rewards risk, and today’s most hated song can easily become tomorrow’s obsession.

4. “What’s Going On…” This playful storytelling trend perfectly captured contrast. Creators started by lip-syncing to “What’s Up?” by 4 Non Blondes, then abruptly switched into a Nicki Minaj verse. The format became the ultimate Expectation vs. Reality or This vs. That moment—used to highlight relationships, brands, or personal glow-ups. Simple, funny, and endlessly adaptable

@4nonblondesTikTok, you’ve given us a very wild welcome 🤯

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3. “Oops, I Forgot Something.” A quick-switch transition that leaned into duality. Creators appeared in full glam or luxury mode before cutting to a more natural version of themselves, paired with the text: “oops i forgot something” → “me.” The trend resonated because it mirrored something audiences deeply relate to: the contrast between curated online personas and real life.

2. “I Know Ball.” This one was for the experts. Whether it was music, sports, TV, comics, or niche internet lore, the trend was a declaration of confidence. If someone doubted you, all it took was three words on screen—I know ball—followed by undeniable proof. Straightforward, satisfying, and just the right amount of smug.

1. Labubu & Blind Boxes Unless you’ve been living under a rock, you’ve seen this one. Blind boxes—especially characters like Labubu—originated in East Asia’s designer toy scene, where collecting is driven by surprise, scarcity, and storytelling. Created by artist Kasing Lung, Labubu’s eerie-yet-cute charm set it apart. The trend exploded globally thanks to celebrity influence—most notably BLACKPINK’s Lisa—turning blind boxes into a mainstream obsession. Unboxings, resale culture, and fashion-adjacent collectibles made this less of a hobby and more of a cultural movement.

The Worst Trends of 2025 (We’re Ready to Let Go)

Alright, enough with the sparkle. Let’s get into the Top 3 Worst Trends the internet gave us this year.

3. Aura Farming Aura farming is all about projecting confidence, coolness, or social dominance—often repeatedly and performatively—to build clout. While the concept of having “aura” sounds harmless, the trend quickly became exhausting. It leaned heavily into pretty privilege, manufactured confidence, and unrealistic standards, leaving many viewers feeling more insecure than inspired.

2. Katy Perry She went to space. Enough said.

@apnewsentertainmentKaty Perry can't wait to see the stars twinkle up close as she gears up for space. Joining her on the Blue Origin spaceflight are aerospace engineer Aisha Bowe, journalist Gayle King, pilot Lauren Sanchez, and other influential women. #katyperry #space #spaceflight

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1. “6–7” And for the grand finale—the most irritating trend since Trump tweeted Covefefe.

“6–7” is slang rooted in internet and drill culture, often used online to imply someone has been embarrassed, outdone, or completely lost. Think: “got cooked.” Its overuse across TikTok, Twitter, music lyrics, and even a dedicated Fortnite emote pushed it from funny to unbearable at record speed. You say this out on the town and everyone under the age of 25 will be in uproar over this slang.

People First News

This month, People First announced major updates! Val, and are the official owners of People First and we’re sharing our guiding principles for 2026. If you’re a People First creator, this is a preview of what’s ahead:

Growing Our Community In 2026, we’re focused on building stronger relationships with our creator community, not just expanding our roster. Get ready to see more opportunities to connect: whether it’s at a quarterly webinar, reading our monthly newsletter on Substack, or checking out Val and Jiovanni’s latest podcast: Oops! I’m an Influencer. People First is pumping out new ways to connect with our creator network, and we can’t wait to show you more of what’s in store.

Adapting Our Model Creators and brands are looking for partnerships that last. That’s why People First is moving beyond one-off posts and instead investing in long-term, creative collaborations. Through our Creator Studio (my tight knit community of 20 or so creators), we’re supporting faster, more flexible UGC-style campaigns that work for both sides.

Shaping the Future We’re building technology that makes digital organizing faster and more effective. From smarter creator discovery tools to AI-powered outreach (check out meetval.ai), we’re committed to making sure campaigns yield great impact, without compromising speed.

Campaign Spotlight

Browse our current campaign listings and apply to the ones that feel like a fit for you.

Heads up: Some campaigns may only be available to users in certain regions.

Protect What’s Human - is a call for creators who believe technology should serve people—not replace them—and that progress must protect dignity, freedom, and real human work. If you value faith, family, community, and keeping people in charge of the future, we invite you to share your voice and help build a pro-human movement.

Evan Glass for Growth - This campaign invites Montgomery County residents to share how fair pay, affordable housing, and local opportunity shape their lives and communities. By lifting up real voices, we’ll show why Evan Glass’s people-first leadership and vision for an economy that works for everyone deserve support.

Power that Pays Off - This campaign invites Pennsylvania creators to share how rising energy costs are affecting their families and communities, and why practical, local clean energy solutions matter. Together with Clean Jobs for Pennsylvania, we’ll show how affordable, homegrown energy can lower bills, keep money local, and bring more stability to everyday life.

The Future of America’s Energy- This campaign is for those based in Washington, DC and the Southeast to speak out on rising electricity costs and the growing energy demands of data centers and AI. Creators will highlight how innovation, infrastructure investment, and affordability can coexist—and why smart energy leadership matters for families, businesses, and policymakers alike.

Trusted Talks for Healthy Kids - This campaign invites parents of young children to share authentic, personal messages that reassure other parents they can trust their pediatrician as their most reliable source for vaccine and child health guidance. We’re looking for creators with 20K+ followers to help cut through the noise and bring clarity, confidence, and calm to conversations about keeping kids healthy.

Goodbye to 2025!

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As we close this year with a bang, our People First team would like to reflect on some of our favorite campaigns that moved us. We asked our team a few questions about what moments stood out the most, which creators really pulled at their heartstrings.

Which campaign has made you feel fulfilled this year?

Dawn (Campaign Associate) : I’ve really enjoyed working with the American Cancer Society Team! Not only have they been an amazing client to work with but it feels really great to be a part of something that spreads awareness on important resources that are free and beneficial to cancer patients around the country. I’ve even got to work closely with creators who are currently fighting cancer which has been a really impactful and inspiring experience!

Which creator stood out the most to you this year, and why?

Liat (Campaign Associate): Raven Kramer! The collaboration with @ravenkramer was fairly recent, but it really stayed with me. The entire process was fast, easy, pleasant, and professional - which is honestly rare and incredibly appreciated. https://www.instagram.com/ravennkramer

Which campaign felt especially impactful or fun to work on?

Liat: The Peanuts campaign was a lot of fun to work on. The TikTok Small Business campaign as well. More generally, the process of sourcing creators, onboarding them into the Creator Portal, and then seeing them produce strong content — that full journey is incredibly satisfying. Finding a creator organically, bringing them into our ecosystem, and watching them succeed feels like a real win.

As we say goodbye to 2025, we’re filled with gratitude for the meaningful work, inspiring creators, and passionate partners that made this year so special. Each campaign taught us something new, pushed us to grow, and reminded us why we do what we do at People First. We’re beyond excited to continue learning, evolving, and building impactful stories together and we truly can’t wait to see what’s in store for us in the year ahead.

Need more People First?

Well you’re in luck. and myself have launched a creator podcast! Oops! I’m an Influencer is a monthly touch base where you’ll be able to sit down with us as we get to know members of our creator network.

Don’t miss People First’s 2026 Election Guide. Get clear on the do’s and don’ts of influencer marketing and learn how to leverage it strategically to power your campaign for the 2026 midterms. Below, the People First team breaks down the guide:

The Month In Digital by Ryan Davis

Live With Team People First

People First’s Ryan Davis, Nicole Dunger, & Ryan Long talk about their 2026 influencer election guide and 9 trends shaping digital strategy…

Listen now

9 months ago · 3 likes · Ryan Davis, People First, and Nicole Dunger

That’s all for this year folks. We’ll see you in Jan!

Ciao for now!

People First

But before we get into it, I wanna know:

Alrighty then, let’s go.

Val Cheney

VP; Influencer & Partner

join.peoplefirst.cc

Industry News

The Results are in – Democrats are so Back!

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Democrats racked up some big wins this month. From Virginia to New Jersey to NYC, there were also smaller victories in California that open the door to redrawing congressional districts, whereas in PA voters kept three Democratic Supreme Court justices on the bench (Go Birds 🔥). With the dust finally settling, here’s what I think worked, what fell flat, and what these results mean for political influencers and advocacy-minded creators.

1. Prices and Affordability are Motivating Voters

No surprise here: Democrats are zeroing in on affordability, and voters are responding. Despite Republican claims of entering a “Golden Age,” people still feel squeezed. Future social media campaigns will reflect that, with partnerships that highlight real pressures of everyday Americans. Whether it’s parents discussing their childcare costs, or college grads sharing their rent challenges, the tough trade-offs families and Gen Z are making to get by will likely be front and center. Local community leaders will also be an integral to these efforts, since they have their finger on the pulse of the issues facing your community. And yes, People First is happy to facilitate these campaigns.

2. Candidates Who Can Win on Their Own Terms

Take Mamdani — he energized the country not so much by attacking his opponents but by offering a full, positive vision for the future of NYC. People were excited for something, not scared of someone else. Knowing this, my guess is that for creators and campaign briefs with “drag the incumbent” messaging are going to go away. Clearly voters respond better to content that is centered around hope, solutions, and what their community could look like – rather than harping on the past.

3. “Communist” Labels Don’t Hit Like They Used To

I fear the old “they’re a communist” line doesn’t hit the way it used it. In case you haven’t heard, Gen Z wasn’t really around for the Cold War era, so those labels feel more old school than anything. What does stand out to them is capitalism — the system they grew up in and, for many, feel has failed them.

A new Gallup poll shows support for capitalism among Democrats is at its lowest point in 15 years. So if you’re banking on a word most people don’t even fully understand (or care about) anymore to fire up your base… it’s time to find a new strategy.

The Cracker Barrel Saga Continues

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OK I know what you’re thinking, “are they really talking about Cracker Barrel again?” Stay with me now folks, we’re revisiting a previous topic that seemingly interested a lot of people on the internet. However, as it turns out, the Cracker Barrel logo outrage was totally manufactured, and we called it!

Think back to August 2025 when Cracker Barrel unveiled a new, minimalist logo. The internet responded in all of the normal ways: with anger and rage, and even a cool new hashtag: #BoycottCrackerBarrel. Meanwhile I’m sitting here asking myself, “who the f*** even cares.”

Turns out, no one cared! Researchers found that nearly 45% of posts about the logo in the first 24 hours came from bots or likely bots, and almost half of the boycott chatter was driven by automated or fake accounts.

In other words, a wave of manufactured outrage made it seem like the nation was furious — when in reality, most of the noise came from bots.

But why? Why would anyone go to the trouble of launching a bot attack over something as insignificant as Cracker Barrel’s rebrand? Was someone really trying to sabotage the company and force a costly failure? I doubt it.

More plausibly, it was a test, or a way to see whether bots could sway shareholder decisions quickly and convincingly. If that was the goal, then… mission accomplished.

The company paused parts of its rebrand as its stock dipped. Bummer, but what happens when this kind of manipulation meets politics?

At the individual level, bot-driven amplification changes how people interpret the world online:

• False Consensus: When one viewpoint dominates a feed, people assume it reflects the majority — even if it’s artificially boosted.

• Emotional Manipulation: Bots spread outrage because it drives engagement. Real users absorb that emotion, becoming more polarized and reactive. Yes, folks feel like they need to weigh in on something they probably wouldn’t feel very strongly about otherwise.

• Cynical Fatigue: Overexposure to inauthentic noise leads to confusion and distrust. Many people disengage or feel outnumbered, deciding it’s not worth participating at all.

These subtle shifts in perception are the building blocks of larger political outcomes. When fake engagement becomes the norm and the consequences scale up fast, what are we to do about it?

Afterall if bots can make fringe issues trend, they force campaigns and journalists to react to false narratives or spend less time on things that actually matter. Worse, candidates might pivot or panic based on fake sentiment analysis, convinced they’re losing support or facing backlash from a group of people that don’t actually exist.

But perhaps the most interesting is once more people realize how much of the online debate is artificial, will they spiral into cynicism and distrust everything around them? Or, finally, will we start giving less weight to what the internet thinks and rely more on our instincts to guide their reaction?

Campaign Spotlight

Browse our current campaign listings and apply to the ones that feel like a fit for you. Heads up: Some campaigns may only be available to users in certain regions.

The Power of Direct, Virtual Care - American companies are under increasing pressure from their employees to deliver better, more accessible benefits while managing rising costs and limited provider access—making virtual care an essential solution. By sharing real stories of how whole-person virtual care supports employees and improves outcomes, benefits leaders can help others understand its growing role in modern healthcare.

Give the Gift of Home - The American Cancer Society is helping more families facing cancer spend the holidays where they belong—together at home—by funding research, free lodging, rides to treatment, and round-the-clock support. This Giving Season, we’re inviting survivors, caregivers, and supporters to share their stories to inspire donations that bring hope and home closer for every family.

Protect What’s Human - As AI reshapes everything from jobs to relationships, Protect What’s Human calls for ensuring technology supports people rather than replaces them. By sharing personal stories about the values that matter most, individuals can help build a movement that demands common-sense rules and keeps humanity at the center of our future.

America’s Energy Future - Millions of Americans are feeling higher electricity costs as data centers drive up demand. We’re working with political creators to highlight how one company is proving that growth and affordability can coexist and to help policymakers understand real solutions to rising energy costs.

Power that Pays Off - As rising prices strain families across Pennsylvania, this campaign highlights how affordable, local clean energy can reduce monthly costs and keep money in our communities. By sharing real stories from parents, small business owners, and residents, creators can help show that clean energy is a practical, reliable path to greater stability and affordability for everyone.

Protect What Flows - As the EPA considers a new rule that could weaken Clean Water Act protections for streams and wetlands, communities face real risks—from higher water bills to increased flooding and loss of natural spaces. By sharing personal, relatable stories about why clean water matters, creators can help people see what’s at stake and inspire the “I didn’t realize that!” moments that lead to action.

Creators to Watch

Meet Krista Barbour!

By

This month’s Creator Spotlight shines on middle school teacher Krista Barbour, an Ohio-born educator who radiates the kind of energy we all wish we had growing up.

Her journey from a small liberal arts college in Florida to Portland State University shaped her into the kind of teacher who builds classrooms full of joy, safety, and acceptance—spaces where every student feels seen and free to be themselves mom moments, and the real conversations she believes education needs, all rooted in joy even when the world feels overwhelming.

With more than 17 years of teaching experience, Krista’s path began long before she realized it—chalkboard lessons to stuffed animals, homemade worksheets, and an early instinct to teach. The true spark came in her mid-twenties during a volunteer tutoring session, when she watched a fourth grader light up while learning to read. From there, special education work and incredible mentors confirmed she was exactly where she was meant to be. Today, her stories continue to reflect her impact—like the sixth grader who insisted he hated reading, only to return the next day “mad” because he stayed up late finishing a book she recommended.

Krista is candid about the challenges teachers face in today’s political climate—from diminished trust in educators to restrictions on books, curriculum, and the real-world topics students need. She worries about agendas imposed on schools and the growing push to replace genuine learning with shortcuts like AI. Still, her commitment never wavers.

Her mission is to help students see themselves as real writers and remind them that their weird, messy middle school years are survivable and meaningful. For fellow educators, she hopes to model that you can be joyful, whimsical, deeply connected, and still hold high expectations.

Follow Krista at @whimsyandrigo on Instagram—and we’ll see you next time!

Need more People First?

That’s all for this month, but if you need more People First, check out our sister stacks:

The Month in Digital: This month, Nicole and Ryan break down the election results from November and the things they noticed across digital that helped Democrats secure their wins.

Influencer Impact: Strategist Edition: Check out Nicole’s conversation with Randi Weingarten, president of the American Federation of Teachers, to learn more about her new book Why Fascists Fear Teachers.

October’s Influencer Impact: Creator Edition is finally here. We’ve rounded up industry news from the past month, campaigns in need of your personal touch, and a few rising creators you’ll definitely want to stalk (in the professional sense, of course).

Subscribe now

Val
VP, Influencer & Partner
creators.peoplefirst.cc

Industry News

Creating an Engaged Community

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Let’s be real — follower count doesn’t have the same weight that it used to. There was a time when brands chased celebrity influencers, but it’s 2025, and that era’s over.

I know what you’re thinking: If it’s not about followers, what is it about now? You’ve worked hard to grow your audience, and now the goalpost has shifted. I get it.

Here’s what I’m seeing: when brands reach out to People First, one theme comes up again and again — Community Leaders.

Even brands aren’t always sure what that means (they just know they want one). So, let’s break it down.

What is a community leader?

No, we’re not talking about someone running for office or campaigning for a seat on the local school board (though shoutout to those who are). A community leader is someone who brings people together — both online and offline — around shared passions and values.

Think of it like this:

• Someone who helps organize sober events for millennials and Gen Z.

• A person who hosts pilates-in-the-park sessions or neighborhood book clubs.

• Or a creator who’s active in their city’s running club and shares local highlights with their followers.

These people build influence by fostering real-world connection.

And don’t worry, being active IRL doesn’t exclude online community builders. Maybe you run a Discord for small creators, host a weekly livestream on TikTok, or send a newsletter that sparks conversations in the comments. That’s community too.

Don’t just take my word for it. HubSpot data makes it clear: brands care less about reach and more about creators who actually engage, with “nine out of ten social media marketers say[ing] building an active online community is key to success.”

In other words: it’s less about how many follow you, and more about how many care.

How to Build Community with Your Audience.

Not sure where to start? Here are a few ways to begin cultivating your own engaged community:

1. Be a Great Explainer

To position yourself as a thought leader, you need a clear point of view and a knack for breaking things down. Whether you’re simplifying political news, explaining what makes natural wine superior, or teaching others how to make lasagna, people love creators who can teach.

2. Bring the “Facetime” Energy

Yes, the direct-to-camera storytime still works. In fact, it’s thriving. Viewers love feeling like they’re catching up with a friend — even when the story is about your chaotic afternoon or a minor inconvenience that spiraled into something absurd.

3. Try an Event (Even a Tiny One)

You don’t have to do it alone. Gather a few friends, post about a meetup or casual hangout, and see what happens. The response might surprise you — people are craving connection in their own communities and capturing footage from your events will help motivate others seeking community to get involved.

4. Use Civic Shout

If you’re interested in scaling your audience, consider becoming a proper resource center for your community. Civic Shout is one of the most effective tools out there for creators in the social impact, politics, or advocacy space. It helps you connect with people who actually care about the same issues you do, not just people scrolling by.

How it works:

Civic Shout is hosting an exclusive pilot with People First that provides petitions on progressive causes. You select the ones that align with your content or community’s values, and Civic Shout creates a custom version for members of the People First community. The petition comes with a clear disclaimer letting signers know they’ll also join your newsletter (if you have one).

Once you promote it (through a post, video, or your existing email list), Civic Shout shares the petition signers’ info (name, email, zip) with you twice a week via Dropbox. For every person you bring in, Civic Shout matches or exceeds that number with additional sign-ups, effectively doubling your subscriber growth or traffic to your social media — and every new subscriber or follower already shares your values.

If you’re interested in growing your social media or newsletter subscriptions, email valerie@peoplefirst.cc

The Bottom Line

In 2025, demonstrating community within your followers is going to be huge. Whether that happens at your local park or on a live stream, what matters most is that you’re creating something people can get involved with.

Not Every Trainer Fights Fair

By:

In a move that feels more like dystopian fan fiction than real-life governance, the Department of Homeland Security (DHS) decided it was a good idea to incorporate Pokémon to hype up ICE raids.

Yes, you read that right. The same franchise that’s about friendship, teamwork, and catching magical creatures is now being used as a tool to assist with deportation.

On Monday September 22nd, DHS posted a video to X featuring clips of real-life immigration raids, including one led by Homeland Security Secretary Kristi Noem. The video was edited to mimic the opening sequence of the Pokémon anime, complete with the original theme song blaring in the background.

To make it even more absurd and disturbing DHS created fake Pokémon-style trading cards of men they’ve deported, labeled “the worst of the worst.” Each card listed their alleged crimes (some extremely serious), with “weakness” listed as the “ice” emoji and “retreat” as an airplane. The caption? “Gotta Catch ‘Em All.”

No, this is not satire. This is what your tax dollars are paying for.

Let’s be clear about what this is: state-sponsored content designed to dehumanize immigrants and normalize the use of force as entertainment. Turning ICE raids, events that often traumatize families and sometimes break the law, into meme content for social media is not just tasteless, it’s authoritarian in tone and intent.

And let’s not ignore the potential IP theft. Nintendo and The Pokémon Company, who had no known involvement or approval, are being dragged into a political spectacle that undermines the values their brand represents.

Nintendo fans have already flooded social media asking whether the company is okay with their creations being weaponized for ICE propaganda. (Spoiler: probably not.) One Twitter user summed it up best: “Please tell me my tax dollars aren’t going to graphic designers to make Pokémon-themed ICE propaganda.”

Progressive Money is Funding the MAGA Influencer Machine

But this isn’t an isolated case of propaganda — it’s part of a broader strategy to manipulate public perception. In fact, several progressive organizations are unknowingly paying MAGA-aligned firms to source content for them, effectively helping build the right’s influencer machine ahead of 2026.

Two of the main players are Urban Legend and Legendary Campaigns, agencies led by former Trump White House officials Ory Rinat and Sondra Clark. According to Axios, Trump’s campaign paid nearly $1.8 million to Legendary Campaigns in 2020, and The Associated Press found Urban Legend funded influencers pushing anti-Zelensky propaganda.

Wired reports the firm even boasts clients that include a major labor union and LGBTQ+ group — so if you get approached by these firms beware! While they may propose campaigns for progressive groups they are ultimately building a pipeline of progressive creators to help fuel the rights messages.

Every dollar spent with these firms helps build a disinformation network designed to undermine democracy. To read the full article on How Progressive Money is Powering MAGA’s Influencer Machine, read it here on Influencer Impact: Strategist Edition.

When Propaganda Becomes Entertainment

What DHS did with Pokémon isn’t an isolated misstep — it’s a symptom of a much larger problem. The same administration that turns deportation into meme content is the one quietly shaping our political landscape through influencer networks and marketing firms with hidden agendas. When progressive organizations unknowingly funnel money into MAGA-aligned agencies, they’re helping to fund the content that ultimately dehumanizes immigrants, manipulates voters, and erodes trust in democracy.

If we want to see an end to this anytime soon, we have to follow the money, call out propaganda wherever it hides, and refuse to let cruelty be rebranded as entertainment. Because when state power and marketing power merge under the guise of entertainment, the result isn’t just bad taste. It’s a blueprint for authoritarianism.

Campaign Spotlight

Browse our current campaign listings and apply to the ones that feel like a fit for you. Heads up: Some campaigns may only be available to users in certain regions.

The Peanuts Creator Fest - Celebrate 75 years of Peanuts with My Snoopy Story! Share your personal connection, favorite moments, and Halloween creativity in warm, funny, and nostalgic ways.

My Journey to Fertility - If you’re in Dallas and have gone through or are considering fertility treatments, we want to hear your story. Help raise awareness about the risks of waiting and the difference the right specialist can make.

Shop Smart with Lulo - Shopping with WIC can be tough. Lulo helps by showing what you can buy — fast. Join our campaign to share how this free app is making grocery trips easier for families.

Your Personal Health Companion - Do you have cardiometabolic health concerns? Join our campaign to help those managing chronic conditions to check out a free, groundbreaking app designed to make managing your health easier than ever.

With Walmart, We Thrive - Celebrate how Walmart is part of everyday life in Houston and Dallas. Share your story of family, work, and community pride, and show how Walmart helps our Latino communities grow and stay connected.

Make Voters the Donors - Tired of Big Money having influence in our elections? Join our paid panel discussion and become a part of a movement to reclaim our government from the grip of Big Money.

Wrapped in Care - This holiday season, use your voice to uplift others. Help shine a light on the impact Balm Box care packages bring to those facing cancer. Calling all healthcare workers and cancer survivors. Join us now!

Creators to Watch

Meet Derek Xavier

By:

A Los Angeles native, toy collector, and creator with a passion for joy, community, and a hint of spooky fun! @derrycake brings a unique blend of cozy and creative energy to everything he does.

Derek’s journey began simply: a toy collector with a phone. No editing skills, just passion. “You don’t need to start with expertise, you just need to start,” he says. His goal? To inspire others to chase what they love. Whether that’s collecting, creating, or both.

We asked him, if he could have a blind box what would it be? Cake slices! “Imagine fuzzy red velvet, glittery lemon chiffon, or a rainbow slice with a surprise inside,” he laughs. It’s a concept as fun and unique as Derek himself.

Derek’s page is a judgment-free zone where everyone’s passions are welcome. “I love connecting with my followers and hearing their stories,” he shares.

That same spirit is why he’s excited to be part of the People First Creator Community, where connection matters more than metrics. One standout moment in Derek’s journey was his collaboration with PFLAG.

“If even one follower felt more seen, it was a success,” he says. His brand is built on the belief that joy is for everyone — no exceptions. Derek’s final words of wisdom for us were “Passion is everything.

Start small, follow what excites you, and the rest will come.”

Need more People First?

Up next: our webinar, The Creator Bill of Rights, exploring how election season impacts creators engaging in social advocacy. Keep an eye on your inbox for your invitation.

Ciao for now!

People First

The Month In Digital by Ryan Davis

A monthly newsletter by Ryan Davis that unpacks the latest trends in digital marketing and influencer strategies.

September’s edition of Influencer Impact: Creator Edition is here. People First is ready to discuss the latest and greatest from this last month, as well as to highlight the campaigns and creators that need your undivided attention.

But first — Q3 is almost over and People First wants to know:

Alright, let’s get into it!

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Val
VP, Influencer & Partner
creators.peoplefirst.cc

Industry News

Charlie Kirk & The Rise of Subtraction Politics

By

On September 10th, Charlie Kirk was pronounced dead following a shooting at Utah Valley University.

Kirk was a prominent conservative activist well-known for his live debates against students. He was visiting the university in an effort to push back against left-wing values in higher education when Kirk was fatally shot in front of a live audience.

Naturally, Trump took to Truth Social to post a four minute long response. Online he condemned the left for their hateful rhetoric that not only spawned the violence against Kirk, but was responsible for his own assassination attempt just last year.

You might be asking yourself: where was all this outrage when Minnesota representative Melissa Hortman was murdered in her own home? Or when Paul Pelosi was brutally attacked with a hammer in the middle of the night? If right-wing figureheads truly cared about political violence, why didn’t they speak up then?

No matter how you feel about Charlie Kirk, Democratic leaders have been clear: gun violence should never be celebrated. Figures like Bernie Sanders and Pete Buttigieg have stressed that freedom and democracy must always come before partisan point-scoring.

Creators online have also been dissecting what’s known as subtraction politics. As @danharumi puts it:

“It’s the idea that if we just remove the right people from society, then everything will go back to normal. It’s the belief that beneath all the chaos and disorder, there’s a functional system waiting to emerge.”

But here’s the reality: if the system actually worked, we wouldn’t be in this mess. Erasing individuals—whether it’s Trump, Kirk, or someone else—doesn’t solve the problem. Behind them are others, like JD Vance, whose politics are arguably worse.

Preaching to the Choir: The Chorus Controversy

By

On August 27, WIRED revealed an interesting tell-all.

The Sixteen Thirty Fund, an independent 501(c)(4), has spent the last several months recruiting top Democratic influencers. Their mission? Partner with some of the biggest names in politics to help bolster the party’s message.

But the report revealed that their contracts came with a number of stipulations. Members of the Incubator Program couldn’t disclose their affiliation with the group, independent partnerships had to go through Chorus, and Chorus reserved the right to take down or terminate content it didn’t approve of.

Regardless of whether you agree with Chorus on their strategy, the move to partner with influencers signals forward progress for the Democrats. For years, Republicans have invested far more into influencers than Dems. Now, it not only appears that Democrats have come around, but are ready to get serious about it too.

But perhaps the most important critique of Chorus and their influencer strategy is the one that didn’t get mentioned at all.

The Chorus roster—Olivia Julianna, Loren Piretra, Barrett Adair, Suzanne Lambert, Arielle Fodor, Sander Jennings, David Pakman, Leigh McGowan—is stacked with some of the most talented voices in politics today.

The problem is if you’re following them, chances are you’re already a Democrat. If you’re paying them to make content that bolsters the party, chances are you didn’t have to — they were going to do it anyway.

That said, this isn’t to dismiss the value of supporting them financially. For many, this is their full-time work — and one of the most meaningful ways to show appreciation is to invest directly in their ability to keep creating.

But if you have the means to spend $8,000/month on one influencer, the investment also needs to be divided elsewhere.

The time is now to take the influencer strategy to the next level. The time is now to bring together a growing army of microinfluencers.

Why the emphasis on microinfluencers?

Robin Guo explains it best:

“Social media has shifted from follower-based graphs (the old Facebook news feed, Instagram follower feed) to algorithmic ones (TikTok’s For You Page). In today’s feeds, anyone can go viral.

A microinfluencer with a few thousand followers can hit 1 million, 2 million—even 10 million—with one great post. That kind of reach doesn’t require paying top influencers top dollar.”

The takeaway here is pretty simple: Democratic influencers are effective at energizing the base, driving petition sign ups, or getting folks to attend a rally or a city council meeting. But too often, the content stays preaching to the choir.

The party needs more, diverse influencers to join the pack. Microinfluencers can make the same kind of impact, all while providing Democratic organizations with space to test different messaging, figure out what’s working, and identify messaging that won’t just bolster the party, but invite new Democrats in.

Campaign Spotlight

Browse our current campaign listings and apply to the ones that feel like a fit for you. Heads up: Some campaigns may only be available to users in certain regions.

The Peanuts Creator Fest - Celebrate 75 years of Peanuts with My Snoopy Story! Share your personal connection, favorite moments, and Halloween creativity in warm, funny, and nostalgic ways.

Texas, It’s Time to Speak Up - Join us to speak out about what’s not working in Texas. We are calling on Texas men to call out the people in power for the chaos they are causing and the rise in cost of living.

RX Under Attack - Changes in LA and TN could raise prescription costs, shut down local pharmacies, and make healthcare more confusing. Veterans, military families, and everyday voices should speak up before things get worse.

Let’s End DV - Are you ready to rethink how domestic violence is covered? Join us this October for Domestic Violence Awareness Month. Show how to report on DV with empathy and accuracy, uplift resilience, and encourage peers to explore the Journalist Playbook.

My Journey to Fertility - If you're in Dallas and have gone through or are considering fertility treatments, we want to hear your story. Help raise awareness about the risks of waiting and the difference the right specialist can make.

The Power of Direct, Virtual Care - Help decision-makers see the value of virtual healthcare. Share your story or perspective on why whole-person, zero-dollar care works, and inspire others to make it part of their benefits offering.

Shop Smart with Lulo - Shopping with WIC can be tough. Lulo helps by showing what you can buy — fast. Join our campaign to share how this free app is making grocery trips easier for families.

Your Personal Health Companion - Do you have cardiometabolic health concerns? Join our campaign to help those managing one or more chronic conditions to learn more aboutVerily Me: a free, groundbreaking app designed to make managing your health easier than ever.

Glass Backs Education - Montgomery County deserves schools where every kid feels safe, seen, and celebrated. Join us in backing Evan Glass’s vision for classrooms that reflect the heart of our community.

Creators to Watch

By

Meet Ryan Basham

Political analyst, LGBTQ+ advocate, and creative communicator, Ryan Basham is using storytelling to inspire change and connection. From viral YouTube clips to career coaching on Substack, Ryan’s work is rooted in one mission: make the world better and help others do the same.

Raised in Kingsport, Tennessee, Ryan grew up surrounded by storytellers, a heritage that now fuels his work at the intersection of politics, civics, LGBTQ+ issues, and comedy. “Narratives help put facts into context. That’s how our brains are wired,” he says.

His ability to stay calm in tough conversations has earned him respect across the political spectrum. But don't let that fool you. He may be calm but he is very firm when speaking on important topics. In one viral moment on Jubilee Media, he challenged a conservative guest’s views on gender-affirming care, offering support to trans and non-binary viewers who rarely feel seen. “We can disagree and still treat each other with credibility,” Ryan explains.

When asked about the biggest issue facing the LGBTQ+ community, Ryan doesn’t hesitate: “We mistook silence for support.” He points to a lack of familiarity especially with trans and non-binary people as a root cause of backlash. For Ryan, visibility comes first. “That’s the power of showing up and being seen,” he says, echoing Harvey Milk.

Beyond his public-facing work, Ryan has spent over 15 years coaching people through job loss and career changes, especially fired federal workers, via his Substack. His message is consistent: rebuild with purpose, move forward with power.

Whether he’s analyzing politics or mentoring others, Ryan Basham isn’t just a voice online, he’s a builder of bridges, an advocate for progress, and a champion of authenticity. Make sure to give him a follow:

See you next month!

That’s all for this month. Want more People First? Stay up to date with us by checking out our sister Substacks.

• The Month in Digital by Ryan Davis

• Influencer Impact: Strategist Edition

Ciao for now!

People First

We’re back with our August edition of Influencer Impact: Creator Edition, where the People First influencer team breaks down what’s hot, what’s not, and what’s next in influencer marketing.

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Val Cheney
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People First | creators.peoplefirst.cc

Industry News

Sydney Sweeney, “Great Jeans” and the Art of Intentional Outrage

If there’s two things Sydney Sweeney is good at, it’s acting — and stirring up internet drama.

Last month, her new American Eagle Outfitters ad campaign went viral for all the wrong reasons.

What’s the controversy?

In the ad, Sweeney zips up a pair of American Eagle Jeans while explaining that “genes are passed down from parents to offspring.”

Her jeans are blue — but it was her wordplay, not the denim, that ignited the backlash.

Critics argued that the “great genes” pun flirted with eugenics rhetoric and reinforced the Western beauty standard.

Adding fuel to the fire, some pointed out that the timing of this campaign couldn’t have been worse. After all, the Trump administration has worked tirelessly to slash diversity efforts in the federal government, as well as crackdown on immigration. Whether intentional or not, the ad appears to be a subtle nod toward conservative values.

Others online weren’t buying the outrage at all. In their view, the ad campaign had some cheeky wordplay that got way overblown. Was it actually racism, or just another way for the left to find racism where it doesn’t exist?

Could this have been prevented?

100%. If American Eagle Outfitters were actually serious about inclusivity — beyond just its size range — they would have taken two minutes in the creative process to realize this concept could spark some *mild* backlash.

Although, the real question isn’t whether this could have been prevented. The question is whether the outrage was all part of the plan.

In today’s marketing landscape, outrage is just another marketing tactic.

And if things got too hot? The brand could always pull the surprised Pikachu card and retreat behind the “it’s just a jeans ad!” defense while quietly pocketing the publicity.

Was this manufactured outrage?

100%. This feels far too on-the-nose to be accidental.

Hiring Sweeney wasn’t some random casting decision—it’s a play she’s run before, and it’s worked.

American Eagle Outfitters (AEO) and its sister brands, like Aerie, have long traded on messages of togetherness, inclusivity, and diversity. I should know—I worked there for four years!

For a while these messages helped to sell their jeans, but after a while, it stopped.

Fast forward a few years and you get this campaign — which isn’t about selling jeans anymore. It’s about selling stock. With the company’s market value scraping historic lows, a high-profile controversy can spike visibility and stir investor confidence. And it worked—AEO’s share price has jumped.

The problem? Scandal isn’t a business strategy. AEO’s gonna need to keep turning up the heat on these campaigns in order to stay relevant.

The $1.8 Billion Marketing Strategy for Ugly Dolls

I never thought I’d be saying this about a keychain brand, but Labubu’s marketing strategy is pure genius.

According to the latest reports, the brand behind the dolls — Pop Mart — expects profits to soar by at least 350% as revenue more than tripled in the first six months of 2025.

The Origin Story

Not familiar with these ugly-cute little creatures yet? Look them up. Their rise began when Lisa from Blackpink started featuring them on her travel bags — earning her the nickname “Mother of Labubus.”

From there, the dolls became a paparazzi regular: dangling off backpacks, purses, and suitcases in perfectly visible spots.

The Celebrity Effect

That initial celebrity endorsement gave Labubu priceless free promotion, but the brand didn’t stop there. They kept the buzz alive through:

• Blind box reveals — You don’t know which Labubu you’re getting until you open it.

• Customization culture — Fans share hacks for decorating, styling, and even tattooing their Labubus.

• Not your typical retailers — Labubus aren’t just sold online. Many now flock to vending machines throughout the country to gather their own, before they sell out.

Scarcity as a Selling Point

Labubus sells out in literal seconds. Fans wait in line for hours for vending machine restocks. Social media is flooded with unboxing videos, collection displays, trading meetups, and strategies for identifying Lafufus (fake Labubus!).

It’s not just a product anymore — it’s a full blown community, a fashion statement, and a perfect conversation starter.

What’s more is that other brands are taking a look and taking a stab at this newest approach. Don’t think I didn’t notice James Charles using blind box reveals for his beauty blenders!! At least give credit where credit is due, James.

The Takeaway

Mystery. Scarcity. Virality.

When you combine all three marketing tactics, you get the perfect recipe for overnight success.

People First News

Meet Jiovanni — Our New Head of Social Media!

We’re excited to welcome Jiovanni… okay, technically he’s not new, but he’s new to this role — and we’re here for it.

Brooklyn-based (by way of Tennessee), Jiovanni isn’t just a content creator — he’s a social media strategist with a style inspired by Quenlin Blackwell’s razor-sharp edits and flawless comedic timing.

He’s got a gift for turning ideas into scroll-stopping, high-performing content that actually connects. Case in point? In his first month, he’s already gone viral. No big deal.

@peoplefirstcommunityIt’s just really hard sometimes ya know? #socialmediamanager #marketingdigital #influencermarketing #fyp #wfh

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When he’s off the clock, you’ll find Jiovanni performing his original pop music around NYC, scaling rock walls, chasing thrills at theme parks, dominating in sports, or hitting the open road just because.

Nicole takes New Orleans

Nicole Dunger, our VP of Growth, made her way down to New Orleans to help kick off this year's Netroots Nation conference.

Netroots Nation is a non-profit organization that provides training, resources and opportunities for progressive organizations to learn from one another.

Didn’t get a chance to see Nicole? Don’t worry, she’s always around NYC and DC for a coffee (or in this political environment, a beer)

Campaign Spotlight

Browse our current campaign listings and apply to the ones that feel like a fit for you.

Heads up: Some campaigns may only be available to users in certain regions.

Texas, It's Time to Speak Up: Frustrated with what’s happening in Texas? If you’ve got something to say about the cost of living, local services, or out-of-touch laws, now’s your chance to be heard.

People Over Pavement: Love New York city and want to see it thrive? Residents can join us in supporting Freedom Plaza—a bold plan to bring new housing, parks, and opportunity to Manhattan’s East Side.

School That Fits: Help families discover Virtual Prep Academy: a free, flexible online K–12 public school in Washington and Oregon designed for today’s students and parents.

RX Under Attack: In Louisiana and Tennessee, new legislation could seriously disrupt how people access and manage their healthcare. Veterans and Military Families are invited to join our campaign to explain why these changes matter.

Creators to Watch

Meet Joy Malonza

Meet Joy Malonza—a civic educator, storyteller, and founder of thedownballot and Savali Travels. Through bold, accessible content, Joy is changing how people engage with politics, travel, and justice.

After the 2020 BLM protests, Joy launched thedownballot to bridge the gap between protest and policy. The platform demystifies local elections and highlights how “small” races—like those for Attorney General or city council—shape everyday life, from housing to reproductive rights. What started as a self-funded project has evolved into a powerful civic storytelling platform.

Her approach? Meet people where they are. Joy breaks down complex issues using memes, trends, and humor—without shame. Her goal is to make political education feel personal, not preachy.

Joy’s second project, Savali Travels, goes beyond typical conversations about ethical tourism. In one viral video, she unpacked how African-owned hotels often sit on colonially seized land—prompting thousands to rethink what true “ownership” means in post-colonial spaces.

At the core of all her work is a powerful mission:

“To weave justice and equity into the fabric of everyday life—including and especially our leisure—as a vehicle for resistance and world-building.”

Joy reminds us that civic engagement and liberation aren’t abstract—they show up in how we vote, how we travel, and how we tell our stories.

See you next month!

That’s all for this month. Want more People First? Stay up to date with People First by checking out our sister Substacks:

The Month In Digital by Ryan Davis

A monthly newsletter by Ryan Davis that unpacks the latest trends in digital marketing and influencer strategies.

Influencer Impact: Strategist Edition by People First

Influencer Impact breaks down online discourse and audience behavior to help changemakers harness social media for meaningful advocacy and political influence.

Ciao for now!

Welcome to the first issue of People First’s Influencer Impact: Creator Edition on our brand-new Substack—we’re glad you’re here.

You’ll see us in your inbox at the start of every month with the latest tips and tricks for creators, news and insights from the pros, opportunities to connect with fellow creators, and upcoming campaigns.

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Since this is our first newsletter, please help us grow by forwarding it to a friend or sharing it in a group chat. Help us reach more people who want to do good on the internet.

Thanks for reading.

Creator News

The Best and Worst of 2025’s Pride Campaigns🏳️‍🌈

This year, brands are treading more carefully with their Pride campaigns. After a wave of anti-DEI initiatives and organized backlash, many companies like Target have opted to scale back while others are doubling down on genuine commitments. The result? A Pride that feels more polarized, and more revealing, than ever about which brands are ready to stand by their values when it counts.

A Campaign That Got It Right

While some brands retreated into the safety of watered-down slogans, Levi’s stepped forward this year with a Pride campaign that actually meant something. In a climate where corporate support for LGBTQIA+ communities has become performative, Levi’s 2025 effort was a rare example of what it looks like to combine bold design, financial investment, and unwavering solidarity.

Their campaign, “Meet You In The Park,” paid homage to public spaces as sites of queer connection, protest, and celebration. The collection featured apparel with reclaimed symbols like the inverted pink triangle, once used to persecute gay men in Nazi Germany and now a mark of resistance.

Levi’s also collaborated with San Francisco-based queer tattoo artist José Luis Sanabria, who created limited-edition patches blending classic linework with playful motifs that encouraged people to express their identities proudly.

Beyond just words and symbols, Levi’s backed up its campaign with action, pledging $100,000 to Outright International to support LGBTQIA+ rights worldwide as part of a multi-year partnership. This year, Levi’s showed what it means to meet the movement instead of shrinking from it.

A Campaign That Fell Flat

On the other hand, Target rolled out a Pride Month collection that feels less like a celebration and more like damage control. The company’s stated mission is “inclusivity for everyone,” but their actions suggest otherwise. Compared to past years, the 2025 Pride collection is drastically scaled back: rainbow sandals and sweatshirts with slogans like “Glowing with Pride” are about as bold as it gets.

Among the most talked-about items are the “Gal & Pal” felt birds in rainbow outfits, which have become the face of the collection mostly because there’s very little else to showcase.

While they are cute, they are a measly distraction from Target’s retreat from more meaningful affirmations and community partnerships. After all, this is the first Pride since Target announced it would sunset its DEI programs and drop minority hiring benchmarks, demonstrating that corporate values now take a back seat to appeasing conservative outrage.

Zohran Mamdani: The Newest Bombshell to Enter the Villa

Have you heard of the new bombshell who in just 6 months won hearts across the nation? If you’re on social media, which we know you are, chances are you’ve scrolled past posts from Zohran Mamdani: the viral assemblyman who just recently won in NYC’s Democratic mayoral primary, dumping ex-governor and scandal-stained Andrew Cuomo.

Naturally, we did a bit of digging (and a lot of scrolling!!) to uncover Mamdani’s secret sauce and how he outcompeted his fellow islanders.

Celebrities Pulled Us for a Chat

Big names across all industries and backgrounds like Laverne Cox, Bowen Yang, Anania Wiliams, Bernie Sanders, and Emily Ratajkowski weren’t just minding their business when it came to the NYC Mayoral Election. They teamed up with Mamdani, flooding our feeds with support. The outcome? A full-blown “follow the leader” effect. Followers didn’t just double-tap, they headed to the polls in a sweltering heat wave and locked in with their new favorite Islander: Mamdani.

The Unseen Bits

Mamdani’s campaign team leaned into interview style videos where he pulled folks for quick chats, leading to some unfiltered, engaging convos often ending with some sometimes dramatic, unhinged moments that made viewers stop scrolling.

And it’s not just about what was said, but where it was said. From outside Madison Square Garden after the Knicks won, to the subway, and food trucks , Mamdani hit every borough. Whether it was with fifth generation Coble hill residents or New Yorkers in the Dominican rich Washington Heights, Mamdani made every demographic feel seen.

Turning Heads

Assemblyman Mamdani turned heads across New York City.

He gave political content a serious glow-up, turning boring political ads into something fresh, fun, and actually watchable. His short, light-hearted clips delivered checked every box you want in a mayor: solutions to NYC problems served with charm and main character energy.

Mamdani taught us a thing or two in a number of different ways like in a non-English language, while keeping his hands in his pockets, at your local bodega, or with balloons on Valentines Day.

Winner Winner Winner

@thekaranmenon is right. This social media campaign has been so damn good. But let’s be clear: Zohran Mamdani didn’t do it alone. His success is thanks to a savvy team of social media strategists who knew exactly who they were speaking to and how to turn engagements into real votes.

Zohran’s viral moment delivered everything a brand dreams of: content that gives back. What we’ve witnessed isn’t just a great campaign. It’s a moment where local politics finally feels personal and within reach. It’s a blueprint for what’s possible.

Getting In Bed with Brands

Are creator marketplaces starting to feel a bit too much like dating apps? One minute you’re flirting with a brand, getting to know their values and interests. A couple of weeks later you’re finally in bed with the brand, things are going great. Then…one day you find yourself 6 months into the partnership and you’re deeply unhappy, wondering if this organization even cares about you anymore.

After years of working at People First, I’ve realized something: brand partnerships and modern hookup culture? More alike than we care to admit. So keep the following dating advice in mind as you navigate your next partnership.

Be Yourself, Baby

In dating and in deals, nothing is sexier than confidence. And confidence comes from being unapologetically you. Stop chasing the “ideal” partner or bending over backward to be noticed. The best matches—whether you find them at the bar or in your inbox—come to you when you’re just doing your thing. Don’t chase. Attract!

Post content that reflects who you are. The right brands won’t just notice you — they’ll slide into your inbox saying, “Hey, can we be exclusive for this campaign?”

Don't Look Too Available

Listen, I get it. That dopamine rush from receiving 10 partnership deals is real. But just like triple-texting your Hinge, throwing yourself at every campaign can come off as… desperate.

Be selective. You don’t need to respond to every suitor that comes your way. Choose the brands and partnerships that add value to your audience and aligns with your vibe.

With that, be sure to give your brand a chance. Strong feelings don’t always happen after the first date. You might need to do 2 to 3x more before you start to see an audience really engage. Leave the ‘hump and dump’ culture behind and make sure that your brand partnerships are serious about having a long term relationship.

There’s Give, There’s Take—and Then There’s Ghosting

Let’s talk about negotiations. In love and in life, compromise is key. Want to tweak the deliverables, or need the deadline moved? That’s fair—but communicate. Remember: if you’re not communicating your needs, the brand may just start swiping left on you.

At the same time, don’t contort yourself into an unrecognizable version of your creative self. If the edit requests are coming in like jealous texts—“Can you remove this?” “Change that?”. It’s a red flag. The right brand relationship respects your boundaries and your creative process.

Red Flags, Ghosting, and the Power of "No"

There’s nothing worse than the brand that wants all your time and none of your voice.

Just like in dating, it’s okay to say no. No to endless edits. No to exclusivity that doesn’t benefit you. No to brands that don’t know your worth. The right deal won’t require you to lose yourself to close it.

Every partnership should be a step toward building your brand, not just padding your bank account.

People First News

June has been a season of transformation at People First. We’re excited to announce the promotion of Ryan Davis to CEO, joined by Val Cheney, our new VP of Influencer, and Nicole Dunger, VP of Growth. Together, this leadership team brings deep expertise in influencer marketing and a shared commitment to building purpose-driven partnerships.

Whether we’re amplifying a social cause or elevating a political campaign, our mission remains the same: to meet influencers where they are and empower them to make an impact. Because at the end of the day, the most powerful collaborations are the ones that drive real change.

Together, the team at People First is gearing up to launch the biggest upgrade yet to our Creator Portal. This next phase of development will take our platform—and our community—to the next level. Stay tuned for exciting updates.

Don’t miss Ryan’s monthly newsletter on digital strategy:

The Month In Digital

A monthly newsletter by Ryan Davis that unpacks the latest trends in digital marketing and influencer strategies.

By Ryan Davis

Campaign Spotlight

Summer’s been packed with heat, and so are our latest campaigns. Check out what’s live now and apply to the ones that speak to you:

Test, Detect, Protect with ClearStrand-ASD invites parents to help raise awareness about a new tool that uses a single strand of hair to assess autism likelihood in infants as young as one month. If you're a parent, caregiver, healthcare professional, or advocate passionate about early childhood development, sign up to support early screening and share your voice.

It's Crispy Chicken Summer at White Castle: This campaign is all about showing off your unexpected obsession with White Castle’s chicken game. We want creators to confess their cravings, swoon over their first bite, or share their summer love affair with this craveable new Slider.

Amplifying Voices of Love: This campaign is more than just a message—it’s a call to action. We invite parents, families, allies, advocates, and LGBTQ+ people to share their stories in solidarity, and help build a stronger network of love and affirmation.

Rethinking Pain Relief: Join us in advocating for non-opioid pain management options to be covered by major insurance companies so that patients and healthcare professionals have more options to avoid unnecessary opioid exposure and the potential long-term associated risks.

My Snoopy Story: We’re kicking off the Peanuts 75th Anniversary with My Snoopy Story—a campaign rooted in nostalgia, personal storytelling, and connection. Whether it’s a cherished comic strip, a vintage VHS, or a childhood drawing of Woodstock, we want to hear your Peanuts story.

Campaigning 101: Annie’s List is hosting a free virtual training session designed for Texas-based community members who want to better understand how political decisions are made - and how to effectively step into a leadership role themselves.

*Check out our most recent webinar with Annie’s List and Run for Something. Together, we discuss the transition from being an Influencer to running for Office.

Creators to Watch

People First wouldn’t be what it is without amazing creators. Check out our recommendations of creators to follow.

SC Nealy: In honor of Pride Month, meet SC Nealy, a gender-fluid queer therapist, activist, bestselling author, and founder of LGBT+ Counseling Collaborative in DC. SC shares their journey of embracing authenticity, advocating for LGBTQ+ rights, and championing queer visibility. Follow them for bold insights, real talk, and unwavering pride!

Kat Abughazaleh: A 26-year-old progressive activist and social media creator, Kat built a huge following with sharp, viral videos taking down right-wing media. Now she is running for Congress in Illinois’s Ninth District, placing LGBTQIA+ rights at the center of her platform. Abughazaleh proves that Pride can still be loud, unapologetic, and deeply political.

Kyla Wright: In an emotional post with the American Cancer Society, Kyla shares her story of being diagnosed with cancer at age 21. She says that she didn’t let cancer take away her resilience, as she went on to graduate from college and become Miss North America.

That’s all for now. We’ll touch base again in August with our latest updates.

Want more? We’ve got a newsletter for brand and organizational marketers:

Influencer Impact

Influencer Impact breaks down online discourse and audience behavior to help changemakers harness social media for meaningful advocacy and political influence.

By People First

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