TikTok’s new class of influencers have established themselves by breaking the mold and owning their uniqueness to create content in their own, niche-specific lanes. From fashion to food and product reviews, these individuals are redefining the digital landscape, captivating audiences, and influencing consumer behavior.
Rian Phin recently interviewed Steve Madden, prompting the shoe mogul to name the brands that have inspired his iconic designs. At the same time, Nara Smith aka Snayl Food has found a pocket of focus producing videos that highlight her culinary expertise. Smith’s videos all show her making creations from scratch, the twist being she does it all in designer looks. Her outfits don’t just cost a little more, they sometimes exceed other people’s monthly rent. This new reality has led to discussions about the divide between high end and artisanal products.
Recho Omondi, the host of The Cutting Room Floor, has created a platform where she talks about fashion in a fresh, smart, and seriously captivating way. Ms. Omondi’s style is so infectious that her content will have you looking to turn that next page and read even more. Unlike Jenee Naylor, who is all about the product reviews, Ms. Such is the force of her influence that her personal endorsements have blatantly caused a measurable uptick in spending at Sephora.
Naomi Parris is assistant shopping editor at Popsugar, with previous experience at brands including MTV and Rosen Skincare. Parris told us that this authenticity is a huge part of what makes content creators desirable to brands.
"You’re aware of what the brand will be expecting from you." - Angelica Martinez-Tejada, Senior Influencer Manager for Urban Skin Rx
Angelica Martinez-Tejada, Senior Influencer Manager for Urban Skin Rx, emphasizes the necessity of knowing what your brand wants. Having this insight enables creators to create content that’s true to the brand’s messaging and values, while still keeping in line with their own voice.
These creators are living proof that winning on the digital battlefield is more than just chasing trends, it’s about being a trendsetter. They’re developing genuine relationships with their audiences by being themselves, following their passions, sharing their expertise, and showing the world what makes them special.
