Ones to Watch: Creators brands love to collab with
Curated by Megan Collins, Cultural Anthropologist, Generational Expert and contributor to the MTD blog
Brands have many strategic goals when working with creators. Some like Emma Chamberlain, offer a curatorial stamp of approval to those within their cohort. Others like Chiara Ferragni have massive reach and the ability to make anything feel aspirational. And some like Zach King are simply amazing technical content creators. Across the board, they’re all amazing storytellers. They have adopted their gifts for the internet age and have an uncanny ability to understand how to authentically connect with audiences in an algorithmically driven landscape. In addition to being best in their class, these creators just get the internet and gracefully build authentic bridges between brands and their audiences.
The GenZ it girl who has transcended YouTube fame
If you have the budget and you want to reach Gen Z, there’s no better get than Emma Chamberlain. Especially for fashion brands, the YouTuber turned fashion icon has made a name for herself as the go-to trend setter for young women. While Emma herself can be found interviewing celebs on the steps of the MET for Vogue or vlogging about Paris Fashion week, she stays true to her authentic YouTube roots mixing in collabs with more attainable brands like Aritzia and Levi’s. This mixture of high & low combined with Emma’s signature stylish flair and uncanny ability to create great content with very little acts as the perfect bridge for GenZ and Fashion.
The global icon who is the Kim Kardashian of Europe
Also in the fashion space is Italian fashion blogger turned mogul Chiara Ferragni. The Blonde Salad blogger’s 2018 wedding to husband Fedez made waves in the digital advertising industry as the event’s reach was estimated to be worth over $36M in ad placement. Since the wedding, she’s starred in her own Amazon Original show “The Ferragnez” alongside her husband, 2 kids, and sisters. Yes, it’s titled after their wedding hashtag because Chiara is a branding genius. So much so that she has her own brand, Chiara Ferragni, which is often ahead of the fashion trends I see in America. From run of the mill #sponcon to more bespoke partnerships with brands like Nespresso, Oreo, and L’oreal, Chiara is a household name in Italy and among lifestyle creators.
The imaginative illusionist who always surprises & delights
Outside of fashion, we see brands continue to partner with family-friendly creators who create high production value video. Longtime creator Zach King got his start on YouTube in 2008 creating highly mesmerizing and awe-worthy illusions. In addition to a storied reputation of making content that’s also imaginative and creative, Zach’s format allows him flexibility to tell brand stories that might otherwise feel boring, clunky, or too inside-baseball. For instance, he recently helped meta announce the launch of threads by creatively jumping in… literally. The ad captures both the excitement and chaos of a new social platform from the creators’ perspective while also letting everyone know that: one, it exists, two, Zach is already on it.