Welcome back to Team Sociable Sessions, our series celebrating the remarkable individuals driving The Sociable Society’s success. Each week, we spotlight the expertise and insights of the professionals who empower creators and elevate brands through innovative influencer strategies.

This week, we’re thrilled to feature Kaitlyn Rice, our Head of Brand Partnerships. Kaitlyn brings an impressive depth of knowledge, combining strategic vision with a deep understanding of authentic influencer marketing.

With a passion for building lasting brand-creator collaborations, Kaitlyn has consistently delivered impactful results, including successfully navigating new industry verticals and winning over challenging categories. Her commitment to authenticity, data-driven decisions, and adaptability is a perfect reflection of TSS’s mission.

From Kaitlyn’s take on the shift toward micro and nano-influencers to her advice for thriving in the dynamic creator economy, this interview is packed with invaluable insights for brands and creators alike.

Let’s dive into the expertise and innovative strategies that define Kaitlyn’s approach to successful brand partnerships.

Meet Kaitlyn Rice — Crafting Authentic & High-Performing Brand Partnerships at TSS

What skills do you believe are most essential for thriving in the creator economy today?

The creator economy demands adaptability, data-driven decision-making, and the ability to build authentic influencer relationships.

Successful creator economy professionals must be agile, leverage granular performance insights, and act as true collaborative partners with talent to deliver impactful, long-lasting results.

These core competencies allow you to navigate the constantly evolving creator landscape and consistently maximize the impact of influencer marketing strategies.

If you could give one piece of advice to someone entering the creator economy, what would it be?  

Remain flexible! This is The Wild West — things are ever-changing. 

What has been the most rewarding challenge you’ve overcome while working here? 

Winning a brand partner in a “new-to-us” category and crushing it for them! 

What’s a productivity hack you rely on during a busy campaign season? 

Getting my workout done early in the day so my mind and body are energized and ready to tackle whatever comes my way.

Take breaks and walk outside between meetings/tasks — this has been so, so helpful in keeping my mind fresh. 

What advice would you give brands looking to make their first creator partnerships?

• Start with clear objectives and a well-defined strategy.
• Focus on creators who align with your brand, not just those with high follower counts.
• Prioritize authenticity and genuine connections over broad exposure.
• Be flexible and collaborative in your approach.
• Measure success holistically, considering both quantitative and qualitative metrics.

How do you assess the authenticity of a creator’s personal brand before partnering?

When evaluating creator authenticity for potential partnerships, we assess:

• Audience engagement metrics beyond just follower count
• Consistency and cohesiveness of the creator’s content and personal brand
• Selectivity and alignment of the creator’s existing brand partnerships
• Demographic fit between the creator’s audience and the target consumers

Ultimately, assessing creator authenticity requires a balanced approach, considering both quantitative data points and qualitative factors like passion, knowledge, and genuine communication style. 

What’s one emerging trend in influencer marketing that brands should watch?

• The growing influence and commercial power of micro and nano-creators.
• Shift from macro and mega-influencers to smaller, niche creator communities.
• Factors driving this shift:
  • Authenticity & Engagement: Micro/nano-creators (10K–100K and under 10K followers) have loyal, engaged audiences with authentic and relatable content.
  • Affordability & Scalability: Partnering with multiple micro/nano-creators is more cost-effective and extends reach.
  • Platform Algorithm Changes: Social media algorithms favor authentic engagement, increasing the appeal of smaller influencers.
  • Creator Entrepreneurship: Micro/nano-creators are launching their own products and revenue streams, enhancing their value as brand partners.
• Brands are building “influencer villages” of micro-creators to boost authenticity, engagement, and long-term loyalty.
• The rise of micro-influencers is a significant and enduring trend that brands should capitalize on for future rewards.

What is your favorite part of your job? 

The variety — I’m ADHD so getting to jump between clients and verticals is good for my brain…most days. Haha.

What’s the secret to a successful brand and creator collaboration? 

Authenticity and alignment — finding creators who genuinely resonate with the brand’s values and can naturally integrate the product into their unique storytelling, creating content that feels organic, engaging, and true to both the creator’s voice and the brand’s identity.

How do you approach a brand with a new creator idea or campaign? 

We develop a strategic, tailored concept that directly addresses their marketing objectives, offering a unique, low-risk pilot program that demonstrates potential for authentic, engaging content.

We craft and present solutions that are customized, innovative/strategic, and aligned with the brand’s specific goals/KPIs.

What’s a recent campaign you’re proud of and why? 

I couldn’t choose if I tried.

We get to work with so many incredible brands and the scope/goals vary greatly.

For me, it’s always exciting to dive into a new vertical and show our capabilities there. I thrive on challenges and love to learn and adapt so those are always exciting. 

What’s one myth about influencer marketing you’d love to debunk? 

It’s not just about follower count.

Engagement, authenticity, and audience alignment are far more critical to driving meaningful brand results than simply having a large number of followers.

What’s one app or software tool you can’t live without at work? 

Google Sheets/Slides, LinkedIn, Apollo.io.

Coffee order (or beverage) that gets you through the workday? 

If I’m at home, coffee with Ripple plant-based milk. If I’m on the road, usually a Matcha Latte with oat milk or Celsius!

Stay tuned for the next installment of Team Sociable Sessions, where we’ll continue showcasing the exceptional experts behind TSS’s success.

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