The content creators and founders discuss best practices in the digital space, the rise of TikTok and what's next.
“TikTok has been so mind-blowing with the impact it has had,” Yarbro said. “A lot of people connect with TikTok, particularly Gen Z, because they’re like, ‘I want to see funny content. I want to see personalities. I want to laugh.’”
“It’s important for them to trust the authentic voices and connection that the creator has with their audience. I’ve seen brands operate with influencers in a way where it’s advertisement, commercial focused, and I really don’t believe that works well in comparison to trusting the creator to use their own creative style. Their connection with their audience is what’s going to help promote the message of the product best.
Instagram is still most suited for showcasing lifestyle content, while YouTube offers long-term educational content, Yarbro said.
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