Trinity, our incredibly talented creator partnerships intern, captured the platform conference 2025 through her unique lens. dive in. ⬇️
what do content creators @abbieherbert, @jordan_the_stallion8, and @killedbydre have in common? they started creating content with no playbook—and now they’re at the top. oh, and they were at the platform conference.
you’d assume uber-successful influencers began as experts with a clear roadmap and the stamina to sprint to the finish line. but that couldn’t be further from the truth.
take Abbie Herbert (@abbieherbert), boasting 15 million TikTok followers. she started with GRWMs and beauty content that barely gained traction. it wasn’t until she posted a prank on her husband that she took off.
Jordan Howlett (@jordan_the_stallion8), with 12 million TikTok followers, was working fast food jobs after graduating college. he began posting about his work experiences because his older brother, Elijah, had already found some TikTok success.
Dre Familia (@killedbydre) leaned into pranks at first because that’s what worked for others—but eventually found his place in fashion and photography
these stories prove one thing, a message we heard loud and clear at the platform: there’s no one “right” way to create content.
just ask Greg Fass from Liquid Death—a canned water brand that built their empire on bold, sometimes absurd, marketing. he summed it up perfectly: “marketing sucks” (unless you do it your way.)
so, should you break the mold? follow best-practices? listen to thought leaders on LinkedIn or social media mammoths? yes. to all of the above.
the truth is, the influencer space changes fast—and the best creators are always learning.
that’s where the platform comes in.
for creators:
- you’re worth more than you think—don’t undersell yourself like Nick Kosir (aka The Dancing Weatherman) did with his first NFL deal
- brands are watching and listening for their name in your usual content, so tag, tag, tag
- brands like Anthropologie are choosing micro-influencers and die-hard fans—not just huge accounts to represent them online
- get a talent manager when the time is right—not to get you deals, but to manage the ones you’ve already earned
for brands:
- creators don’t want a sales script—they want freedom to tell your story in their voice
- try something new: Liquid Death’s method of creating “SNL-like videos” may be atypical, but wow, does it work
- social listening isn’t optional—if you’re not tapped into trends and sentiment, you’re already behind
for everyone:
- experimentation is key—what works for one creator (or brand) may not work for you, and that’s okay
- legal is a buzzkill—but it matters. get your contracts, rights, and exclusivity clauses in check
- linkedin is on the rise — brands you may not expect are recognizing the power of this platform’s thought leadership opportunities, and consumers are following behind them
some creators may stumble into success, but sustained growth takes intention.
so, whether you’re a creator, a brand, or somewhere in between, ask yourself: are you learning, evolving, and building with purpose?
and on a deeper level – be human. it was a pleasure to speak to the talented individuals that i only ever see on my screen, but even more so when i realized how sweet, generous, down-to-earth, and appreciative so many of them are.
