Learning from lifestyle influencers with "big sister energy"
+how to get conversions with your social content and the cultural moments | news that caught our attention this week
quick summary ⚡️
Highlighting the tactics of 3 creators who provide judgement free guidance
Breaking down the three things that motivate the majority of audiences
The trends that dominated TikTok this year, the rise of celebrity memoirs and more in the cultural moments and news that caught our attention this week
What Melissa’s most proud of this year
ones to watch: like a “big sis”
Curated by Megan Collins, Cultural Anthropologist, Generational Expert and contributor to the MTD blog
Post-quarantine, we have seen a marked shift in how people wanted to hear from influencers. As people re-evaluate what they consider “aspirational” they are looking to creators who can strike the delicate balance between unattainable and relatable. They’re gravitating towards creators like Tinx who present a glamorous life (spa weekends with the girls, Fashion Week, red carpets, etc.) while also showcasing the day-to-day (“hot girl walks,” food obsessions, watching TV with her pets.)
What’s putting creators of this ilk over the edge right now is an ephemeral quality called “big sister energy.” Lifestyle influencers who embody "big sister energy" are those who create content that is relatable, supportive, and empowering. They often share personal experiences, provide judgment-free guidance, inspire us, and have good advice, much like a big sister might. As Gen Z navigates life's challenges and their shift into adulthood, we expect them to continue to seek out creators who take this approach to building their relationship with their audience.
Mackenzie & Malia
Two sisters serving sibling goals, lewks, and now advice!
The 20 and 21-year-olds from Sioux City Iowa are lifestyle vloggers on-the-rise and, now, podcast hosts. On their video-podcast, Big Sis Energy, the duo discuss relatable topics like mental health, social media, and relationships. Full of positive messages about self-love, acceptance, and sisterhood, Mackenzie and Malia’s content is a safe space for them to connect with and uplift their fans.
Kendra Austin
A multi-hyphenate Eldest Daughter on a mission
A triple threat (at the very least) Kendra is a model, creator, oracle deck author, community curator and host of the podcast Eldest Daughter. There, she explores the experiences and perspectives of oldest siblings, the unique challenges and rewards, the importance of family and relationships, and the journey towards self-acceptance and personal growth. True to the title, she seems to be doing it all!
Hello Hayes (Alexandra Hayes Robinson)
Dear Abby for the Zillennial FYP
If you're looking for a weekly dose of relational wisdom, be sure to subscribe to
. Drawing inspiration from her popular TikTok series, (Tough) Conversations with Hayes, Alexandra Hayes Robinson’s weekly newsletter aims to provide readers with the tools and insights they need to navigate the complexities of relationships, from navigating tricky conversations to fostering deeper connections. Because after all, big sisters have the best advice.
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more on the MTD blog
converting audiences with your content
Blindly posting to social media without having a clear understanding of what’s driving your audience is like running on a treadmill - it gets you nowhere.
Your audience is out there. You just need to get their attention.
In order to convert your social media audiences to either drive engagement, followers, sales or even clients, you need to understand what motivates them.
While obviously everyone is different, research shows that the majority of people are motivated by three things ⬆️
Once you know what motivates your audience, find a way to connect your products or services back to at least one of their motivators.
If you’re not sure where to start, here are some resources…
💎cultural gems💎
The cultural moments and news that caught our attention this week:
Every celebrity is a writer now. How to navigate this year’s glut of memoirs (Vulture). “The year kicked off with the release of Prince Harry’s explosive Spare, then everyone whom you could conceivably call a legend for one reason or another, from Paris Hilton to Werner Herzog, Barbra Streisand to Julia Fox, got their last autobiographical word in — for now.”
How an unfiltered tween became a social media sensation (Washington Post). 12-year-old Evelyn has wracked up millions of views across platforms with her cutting GRWM videos breaking down things she “hates” and finds “annoying.”
In the creator economy, there is money to be made (NY Times). “What we tend to see is the bigger the following the less the connection they have with their followers,” Derek Goode said [senior vice president of creator marketing at 160over90]. “When you have a smaller following, you’re building it yourself. It’s manageable. Micro creators with 25,000 to 125,000 followers are more impactful to some companies.”
Despite trend fatigue, these TikTok aesthetics ruled 2023 (Mashable). From mermaidcore to tomato girl makeup, Mashable is breaking down the trends that dominated TikTok this year.
inspo
✍️ notes from Melissa Blum, M.T. Deco Founder & CEO
tis the season for gratitude (biz edition)… and in a year of many ups and downs, shouting out what I’m most proud of:
-our client roster (iykyk)
-our contributors
-our content
-our
-our upcoming courses (2024 baby)
-our evolution 🌎
and ofc thank you for everyone who continues to support
, even by simply reading our substack. grateful to all of you 🥹
connect with Melissa here