Welcome to The Bobbie Beat
Welcome to The Bobbie Beat — your monthly check-in on what’s next in the creator economy. From trend sparks to industry shifts, we’re spotlighting three things on the rise...and a couple ready for retirement. Quick, candid, and straight from the front lines.
Community Over Clout
Influencer marketing is finally making room at the table for more than just top-tier talent. One theme that kept surfacing this month? Inclusion through experience.
Brands are moving away from celebrity-only moments and leaning into bringing real consumers into the fold — think influencer trips that invite superfans, gifting campaigns that include IRL communities, and activations where audiences don’t just watch…they participate.
It’s not just about reach anymore — it’s about resonance.
Nano Creators, Big Energy
Forget follower counts — relatability is currency.
This month, we saw brands spotlighting everyday creators, especially at major cultural moments. From Coachella to brand pop-ups, micro and mid-tier creators were treated like headliners. Why? Because they convert. And their content? It often outperforms the polished posts — with stronger impact and a friendlier price tag.
Treat your niche creators like your stars — because to their communities, they already are.
Creativity is Making a Comeback
From hand-drawn animations to 2000s-era visual flair (shoutout to Lizzie McGuire), creators are saying goodbye to sterile “safe” content and hello to bold design, playful edits, and narrative voiceovers with mixed media creativity.
We’re here for this shift. Creativity is the differentiator — and feeds are finally getting fun again.
What’s Ready for Retirement
The End-of-Event Sizzle ReelLet’s be honest — the one-and-done recap reel? They’re starting to feel…late.
Today’s creators (and brands) are embracing real-time storytelling. Every outfit, every behind-the-scenes moment, every snack break — it’s all part of the story. The best-performing content isn’t a tidy highlight reel at the end — it’s messy, in-the-moment, and ongoing.
We’re phasing out the “save it all for one post later” mentality.
The new mindset? Post as you go. Let people in. Keep the scroll alive.
The “Wild West” of Influencer PricingYes, we said it. It’s time to move past inconsistent, unclear, and often opaque pricing practices.
When creators, agents, and brands all lack transparency, it slows down deals, breeds distrust, and ultimately holds the industry back. It’s 2025 — we need shared expectations, honest conversations, and yes, better rate cards.
Let’s stop guessing and start collaborating.
That’s a wrap on Volume 1 of The Bobbie Beat. We’ll be back next month with more insights, shifts, and scroll-stopping trends shaping the creator economy. Until then, keep experimenting, keep creating — and don’t forget: resonance > reach.
Oh, and if interested in collaborating, drop us a note at hi@thebobbieagency.com!