Social media has become an integral part of our daily lives, and content creators with the help of top influencer agencies play a crucial role in shaping online conversation. These creators, also known as influencers, use social media platforms such as Instagram and TikTok to share their thoughts, ideas, and experiences with their followers.
In recent years, the number of content creators on social media has grown exponentially, and many of them have amassed huge followings. Although, it’s not always about the follower count. Our top influencers produce successful branded campaigns because of a few elements: professionalism, content, performance, and results.
The ten influencers selected hold more than just influence; they are creative and talented storytellers that produce captivating content for the world. It’s no wonder why brands want to work with them.
In 2022, influencer marketing was valued at $16.4 billion. This is an 18.8% annual growth from the $13.8 billion at which the industry was valued in 2021.
Our survey results showed that 64% of brand marketing leaders expect their influencer marketing budget to increase in 2023.
To celebrate the winners, we want to shine the spotlight on their stories. Hear from these top TikTok and Instagram influencers and learn about how they started their creator marketing journey, what inspires them, their favorite part of the job, opportunities they’ve been given, and even advice for brands that want to collaborate creatively.
Our Top 10 Content Creators in 2022
Ross Pomerantz
Handle: corporate.bro
Brand Campaign: Michelob Ultra Pure Gold
Platform: Instagram
View this post on Instagram
What inspired you to start creating content?
I was struggling in my sales job. Dealing with rejection after rejection after rejection. But of course, scattered between those painful rejections were massive wins. Closing million dollar deals! Hitting my numbers. It was quite a rollercoaster. So naturally, to deal with the pain of my job, I started making jokes about it. For me, it was really cathartic for myself. As it turned out, Sales is a massive profession (biggest on earth), and others resonated with what I was saying.
What is your favorite part about being a creator?
Definitely all the doors it opens. You become a 1-person business and brand. You’re the CEO of yourself! Most importantly, you get to do it all as creatively as possible.
What piece of advice would you give to those creating content?
This one is really hard but… don’t give in to the algorithm. Chances are, your creative taste is better than your execution. And that’s a good thing. You KNOW when something is good. Don’t let the views/likes influence you to start making something to “appease” the algorithm. Make what YOU WANT.
What creative opportunities has social media given you?
Ive launched brands. Started an investment firm. Shot a TV show. I’ve gotten to meet incredible creators, consult with major brands. Creative can be applied to anything and everything… except math maybe…
How much freedom do you have when creating with brands? (Any advice for brands that want to collaborate creatively?)
It depends on the brand. I tend to work with brands who aren’t looking for a typical ad, but more an integration of their product or service within my typical sketch/comedic videos. Naturally there are some guidelines. But when brands are upfront about what they want, it allows me to also be upfront about whether or not I can deliver. I never enter a partnership I don’t believe in. When we see eye to eye creatively, we all win.
Why do you love working with Open Influence?
They are super responsive and very clear in working with me. They streamline the process and make working with my brand partners a true joy!
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Sharron Clear
Handle: arrayoffaces
Brand Campaign: Stella Rosa Cans
Platform: Instagram
What inspired you to start creating content?
I started posting on social media as an outlet after my divorce and my love of fashion. However, I started my Instagram in 2012, didn’t post much about fashion because at the time I was focused on fitness. I would tell myself every year, “Do it Sharron. Do it Sharron.” Show them what you love. Then one thing led to another, and I didn’t. This went on for years until one day a light bulb went off in my head. Hence, I turned my journey into a testimony. Testimony that fear will kill dreams; but it doesn’t have too. In such a short time, I’ve had the opportunity to reach the most amazing audience.
What is your favorite part about being a creator?
The freedom, creativity and inspiring others.
What piece of advice would you give to those creating content?
Be yourself and do what you love to the best of your ability.
What creative opportunities has social media given you?
Wow, so many. First of all, I’ve met some amazing people. Some I’ve never met in person and we are the best of friends. I’ve been able to travel the world and now as a full time influencer the opportunity to make my own schedule and create the life I’ve always dreamed.
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Tram Tran
Handle: babydumplingg
Brand Campaign: IHOP Minions
Platform: TikTok
@babydumplingg Couldn’t stop smiling🥞😊Go check out the New Minions Inspired Menu only at @ihop and see Minions: The Rise of Gru only in theaters!! #IHOP #Minions #TheRiseofGru #Ad ♬ mario sound – mandycap
What inspired you to start creating content?
What inspired me to start creating content is my love for food and being able to create unique life opportunities I would not have been able to be presented with if I had not created content. Being able to make a livelihood out of simply doing what I love also inspired me to start creating content.
How much freedom do you have when creating with brands? (Any advice for brands that want to collaborate creatively?)
Most brands I work with give me a lot of creative freedom when it comes to collaborations, although the level of creative freedom I get varies from brand to brand. The best advice I have for brands that want to collaborate creatively is to let the creator have most, if not all creative control. Most of the time content creators know what works best for them and their audience and know how to hone in their audience to receive the most engagement and interaction from their audience.
Why do you love working with Open Influence?
I love working with Open influence because of how awesome their team is! Every time I work with Open influence I can tell the team truly cares about the creator and wants the best possible outcome for the brand and creator. I can tell their team is passionate about what they do and working with them is always an enjoyable experience!
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Jacob Emile
Handle: jacobemile
Brand Campaign: Abercrombie & Fitch
Platform: TikTok
@jacobemile #Ad day out with Abercrom-bae @abercrombie #abercrombiepartner ♬ Funny Thing About Love – Aves & Bel-Ami
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Sarah K. Hammer
Handle: skhammer
Brand Campaign: Chicken Salad Chick
Platform: Instagram
View this post on Instagram
What is your favorite part about being a creator?
What creative opportunities has social media given you?
Theresa Leung
Handle: theresa.leung
Brand Campaign: Applebee’s Always On
Platform: TikTok
@theresa.leung All-You-Can-Eat Boneless Wings are back for just $12.99!😋 And for a limited time only! @Applebee’s Grill + Bar #fyp #ad ♬ mario sound – mandycap
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Marrica Evans
Handle: Marrica Evans
Brand Campaign: Pampers x YouTube Greenlight
Platform: YouTube
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Leslie Lawson
Handle: Lslielawson
Brand Campaign: Hollister
Platform: Instagram
View this post on Instagram
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Francesca Tamburini
Handle: francescatamburini
Brand Campaign: discovery+
Platform: Instagram
View this post on Instagram
What inspired you to start creating content?
Since I was a child, I’ve always been a really creative person. I loved to write funny sketches and act them out, but I was also really shy and introverted. When I discovered Youtube (at the time, Instagram and Tiktok didn’t exist), I thought making videos could be a great way to let my creativity out without having to interact directly with other people. It took me years to gather the courage to publish my first video, but it was the best choice of my life.
What is your favorite part about being a creator?
My favorite part about being a creator is definitely interacting with my community and creating bonds with them. I think of my followers as friends, or even better, as a family.
What piece of advice would you give to those creating content?
To those creating content I would say to just be themselves, to follow what they’re really passionate about and don’t fixate too much on numbers. Of course, having a large community is important, but having a strong and active one is what really matters. Also, ignore the haters! People are often frustrated and quick to judge, and it’s easy to say mean things from behind a screen. Don’t mind painful comments (unless it’s constructive criticism) and keep doing what you love!
What creative opportunities has social media given you?
Social media has given me a lot of opportunities. For instance, this year I will be publishing my fantasy novel with a big publishing house and I really have to thank my awesome and supportive community for this. I’ve always loved to write, I’ve written lots of short and long stories and I’ve been working on this project for years, but I don’t think I would have been able to get to where I am now if it weren’t for social media and my amazing community.
How much freedom do you have when creating with brands? (Any advice for brands that want to collaborate creatively?)
As for now, I think I have enough freedom when I’m creating content with brands. When I began working in this field, six years ago, things were a little bit different and brands were really strict with their ideas and demands. I think they learned, overtime, that it’s better to give the creator some space and freedom to do what they do best: communicating. So this is my advice for brands: it’s important to give guidelines so that the creator can convey your message and sponsor your product at their best, but let the creative work to them!
Why do you love working with Open Influence?
I love working with Open Influence because they always give me my creative freedom, and they’re always kind, helpful and precise. We did a lot of projects together and it’s always a pleasure to work with them.
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Stella Vizzino
Handle: stellavizzino
Brand Campaign: Disney
Platform: TikTok
@stellavizzino Siamo tutti degli eroi. Guarda la nuovaserie Marvel dall’8 giugno solo suDisney+ #MsMarvel #DisneyPlus #adv@Disney Italia ♬ suono originale – Stella
What inspired you to start creating content?
I always made videos, I started with Facebook in 2014/2015 making video comedy and vlog. But after a short time I stopped because people did not understand me and I was ashamed because there were not many famous black creators who made videos. I’ve always had this passion and desire to share parts of myself, from the most “stupid” one to the most present in social media. During the pandemic I started posting videos again, and it all happened naturally. Another reason why I started again was when I realized that if I couldn’t have a creator as reference, I could be it for someone.
What is your favorite part about being a creator?
What I appreciate most is definitely human contact with people. Many talents, unfortunately, get lost in the numbers forgetting that that follower is not just a +1 in the profile but a real person. Of being a creator I love to know and meet, not the followers, but the people behind that profile! When they recognize me around, I chat with them. I feel like I’m humanizing my social audience and creating empathy with these people.
What piece of advice would you give to those creating content?
I don’t have one but three: NAT:
N – Never listen to someone who tries to stop you. I’ve learned this in my experience as a creator.
A – also accepts no moments. You can’t please everyone. The bad thing about social media is that it’s easier to see a negative comment, a video response or even a threatening message. Always remember that it’s part of the game and that for an hater there are 99 people who love you and appreciate what you do
T – finds time. For yourself, for your commitments, for your loved ones and then for social networks. First of all, social media must be fun, if you do not manage time well and priorities will get to create content in a forced way and things will not go well, but above all, you will not have fun doing it and sooner or later you will stop.
What creative opportunities has social media given you?
Social media has given me several opportunities including definitely working with brands with which I never thought I would be able and to know many people
How much freedom do you have when creating with brands? (Any advice for brands that want to collaborate creatively?)
It depends on the brand, there are those more set up and those that leave you too much freedom. My advice for brands is not to focus on what creators do in videos, but to be more present in the creation and creation of the video. I would recommend briefs and more detailed details on what they would like to receive. Creating a video, sending it to approval and then having to redo it is a waste of time that can be avoided if you provide the right information
Why do you love working with Open Influence?
It was great to work with Open Influence because it gave me the opportunity to collaborate with several important brands. Otherwise, being always interfaced with the talent manager of my agency, I did not have the opportunity to speak directly with Open Influence, but for the results I am satisfied.
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