Creator Spotlight Series Introduction
Welcome to Creator Spotlight, where we highlight the inspiring journeys of creators who make The Sociable Society a leader in the creator space. This series dives deep into the paths, processes, and pivotal moments that shape their careers. Whether you’re an emerging influencer or a seasoned creator, join us in celebrating authenticity, creativity, and success.
From Viral Audio to Content Creator Success: Meet Beth Anne Brice
This week, we’re thrilled to feature Beth Anne Brice (@bethanne_brice on Instagram, @bethannebrice on TikTok), a dynamic creator who turned her knack for storytelling and humor into a thriving career. Beth Anne’s journey began in 2020 when she transitioned from Snapchat vlogs for friends to consistently posting on TikTok, thanks to a nudge from her close friends. Her natural wit and relatability quickly resonated, but it was the viral “What’s goin onnn” audio that propelled her to widespread recognition, earning her the affectionate title of the “What’s goin onnn girl.”
Beth Anne’s authenticity has been the foundation of her success. From nannying and navigating college life during the pandemic to signing with The Sociable Society after a life-changing introduction call, her story is one of embracing the unexpected. Guided by her creator manager, Lexi, Beth Anne has transformed her passion for connection into strategic partnerships with major brands like Secret, Bojangles, and her dream collaboration with Dick’s Sporting Goods.
As a content creator, Beth Anne’s spontaneous approach balances heartfelt rants, unfiltered moments, and thoughtful product showcases. Her commitment to maintaining authenticity and protecting her boundaries in a fast-paced industry reflects her deep connection with her audience. Looking ahead, she predicts a shift in social media toward greater transparency and playfulness, values she champions in her work.
Join us as we explore Beth Anne’s journey, from her unexpected start to her biggest wins and heartfelt reflections. Her story is a testament to the power of being unapologetically yourself in a world craving authenticity.
Dive Into Beth Anne’s Journey: Humor, Heart, and Navigating the Creator World
How did you get started with social media? Was it a goal of yours or on a whim, and which platform?
I got started with social media in 2020 and TikTok was the first platform I started posting consistently on. My twin sister, Kaylee, and I used to vlog on our Snapchat stories, but not for anyone other than our close friends and acquaintances.
One night we were sitting in the car after dinner with two of our best friends, Grace & Wilbar, and the two of them finally convinced me to download TikTok. They told me just to take those same videos I was already putting on my Snapchat stories, and repurpose them to TikTok.
I didn’t have any idea what the app was about, but I thought “why not.”
This was also before I ever knew you could monetize content. I did not follow a certain algorithm or any trends because I had no idea what either of those were. I did not do a lot of scrolling either. I basically just posted a video and closed the app until I got back on to post another one.
What were you doing (or where were you in life) before you started on social media?
Before I started on social media, I was 20 years old and a sophomore at the University of Georgia.
Covid had gotten bad enough to send us students home for what was only supposed to be two weeks. Of course as we all know, those two weeks turned into the rest of the semester & then some.
My job during college was a part time nanny position. I kept two hilarious, precious, very special children to me every Monday-Friday after school. Some mornings their parents would have to get to work earlier than normal so I would get them on the bus before my 8am class. They lived about 30 minutes from UGA’s campus in the same neighborhood as my parents so it truly could not have been a better fit!
Who were some of the creators or influencers you looked up to when you first started posting on social media?
Believe it or not, I have never been very knowledgeable in the celebrity space. I never had a favorite creator because I didn’t do much scrolling, so I truly didn’t know anyone well enough to look up to them.
I did have Vine for a brief amount of time & remember absolutely cracking up at Tasia Alexis’s videos! I always felt like our personalities were very similar. I do still love her to this day & appreciate her authenticity sooo so much!!!
Honestly, I normally just got on TikTok to post a video & got right back off. Now, of course, I have a FYP designed for me & my interest so I do a lot more scrolling.
Some creators I love to watch these days are Mama Karls, Sydney King, Kadin & Dayle Kerns, Grayson Cutler, Tasia Alexis, Hunter & Devin Cordle, Jade Amber, Kiana Young, Emilie Kiser and Tianna Robillard. I have hung out with most of them in person and they did not disappoint!!!!
Was there a specific piece of content or instance in which you went viral or was it a slower build up over time? How did you feel and what did you do afterwards?
I can remember the first video that went viral for me. It was just a silly video at a gas pump after I had prepaid in cash. I was freaking out about losing money since it didn’t end up costing as much as I had paid.
Of course I was just joking and being completely sarcastic, but I guess some people took me seriously or just thought it was funny & I remember waking up the following morning seeing it had over 500k views. At this time I think I only had around 20k followers.
The video I am most known for & by far my most viral video is the “What’s goin onnn” audio. I remember feeling so shocked when people started using that sound & then seeing channels like ESPN, Jurassic Park, & Jarred Jermaine posting about it as well. I didn’t necessarily do anything afterward aside from engaging in as much content using that sound as I could.
I’d often type “What’s goin onnn” into my search bar & comment on every video using the sound. My page gained a ton of traction from that audio & I’m just really really grateful for the people who have supported me without even realizing it! Sometimes I get approached & asked if I’m the “What’s goin on girl”, and that always makes me giggle! I loveeee it!!
At what point did you decide to go “all-in” on social media? What were the factors that made you decide to pursue content creation full-time? Did you have a back-up plan?
I decided to go “all-in” after my introduction call with Lexi & Sarah!! Signing with an agency felt sooooo surreal for me! I remember signing my first contract with Truly Beauty for $800 & that was going to be the most amount of money I’d ever had in my bank account at one time.
I remember thinking, “Can I really get paid to be myself?!” There is nothing I can think of that tops THAT!!!
I also started feeling like I was building a lil friend group with my followers! That motivated me to keep posting because I loved interacting and updating them on things going on in my life. I never really feel lonely anymore because I can just chat with my online family!!
I have been so blessed to be supported by people online who really make me feel like they care about me. The overwhelming amount of uplifting comments were definitely one of the major factors that made me pursue content creation full time. The “more of this” & “more of these” comments are so encouraging!
No, I did not have a back-up plan. I changed my major five times in college & finally finished after 4 1/2 years with a degree in Communications. I chose that major because it was going to be the easiest one to get done in the shortest amount of time, not because I was chasing a specific career.
If I was not in a position to make content creating my full time job I probably would’ve ended up becoming an in-house nanny somewhere & boy am I grateful I didn’t have to do that!!!!
Every creator’s creation process is different. Take us through how you typically create content? Do you have a set process or how much of it is on the fly?
I create most of my content on the fly. I don’t do any staged videos or practice what I’m going to say, I just press record & start yapping!
I have recently been trying to write down the type of videos I’m going to create that week, just to try and avoid creative blocks.
The type of video determines how much preparation and planning it takes. If I’m going to film a GRWM or clothing haul I know I have to allot at least a couple hours between filming/editing vs. just filming a rant or story time that only takes a few minutes since those don’t require hardly any editing or piecing together.
If you could go back to when you started your journey as a creator and give yourself two pieces of advice, things to keep in mind, or things you’ve learned — what would you say to yourself?
If I could go back to when I first started my journey as a creator and give myself a piece of advice, it would be not to let my mood change my plans.
There have been so many days I’ve had a plan to film a certain video, but then something happened beforehand that upset me or made me mad & I no longer felt like doing the video anymore.
What I’ve found is that when I stick to the plan I have for myself no matter what, I truly reap the reward & feel much more proud of myself than when I push things off to a different day. The saying, “why do tomorrow what you could do today” is so real.
One extremely important thing I have learned through this unexpected process of becoming an influencer, is to listen to my gut. Sometimes there are consequences to posting some things, and it’s crucial to understand you do NOT have to post EVERYTHING.
Sometimes I find myself feeling pressured to speak on certain topics because I have a platform, but if it doesn’t feel right in my gut I need to listen to that & protect myself. While there are tons of followers of mine that love and support me, there are also plenty of people who are just curious & want my opinion on things that are private information.
It’s extremely necessary to choose your boundaries & stick to them no matter what. The beauty of being a content creator is YOU get to CHOOSE what YOU WANT to post!
What’s the best piece of advice you’ve gotten for being a creator?
The best piece of advice I’ve ever gotten has probably been from reading comments telling me to, “Never stop being you, Beth Anne!”
That sounds like a cliché and basic answer, but since I never planned on content creation becoming my career, I didn’t necessarily know to ask for advice along the way. I started posting on TikTok solely for fun with zero intention of it becoming anything more — mainly because I didn’t realize my potential in the influencer space.
My followers are absolutely my friends and I just LOVE the community I have built and get to grow with even if it is through a screen. So the best advice I have gotten and continue to get are the short sentences I read in my comment section reminding me to be ME because that is why they follow me after all.
Is there a piece of content or story you’ve shared that is most memorable to you? Why is it meaningful?
I would say the most memorable piece of content I’ve shared is the video that included the audio of me saying, “What’s goinnn onnnn.” I thought I was just telling a story as I usually do, but then days after I posted that video, it was a trending sound and has now been used millions of times.
I actually remember debating if I should post the video for whatever reason, and that makes me giggle to think about now because without that sound my page wouldn’t have been exposed to as many people and I wouldn’t be the “What’s goin on” girl!
How did you hear about or get connected with The Sociable Society? In what ways have TSS helped you pursue your goals and aspirations?
Lexi Rubinstein DM’d me on Instagram back in the spring of 2021 and then we got on an intro call shortly after and I knew immediately I wanted to sign with her. It was me, Lexi, Sarah and my dad all on the call together and right when we hung up I called my dad separately and said, “I am still going to pray about it, but my gut is telling me HECK YES!”
We laughed a lot for what was supposed to be a business call! Lexi and I connected so naturally and as we got to know each other better, we found that our own personal values aligned as well! Lexi created such a safe space for me to fully express myself and everything that came with me.
As I’ve stated previously, I was a college student and a part-time nanny, so I always had a story for her. She completely embraced my busy schedule and helped me strategize to be successful in all of my responsibilities.
Time management was SO crucial for me during that time, and Lexi was extremely supportive, and never added to my stress. She definitely held me accountable, but also had a ton of grace for me and ALWAYS asked how I was genuinely doing.
What’s been your biggest “win” with The Sociable Society?
I think my biggest win with The Sociable Society is creating lists of my dream brands/partnerships and watching some of those come to life! I credit sooooo much of that success to my creator manager, Lexi!!
Getting brand deals feels so rewarding in general, but especially when I see those dream collaborations come to life. Each opportunity feels like a PINCH ME moment.
Lexi’s unwavering support and advocacy have been crucial to my growth, both in helping me secure opportunities and in building my confidence with each success. Creating lists of my ideal brands and actually achieving those partnerships means so much to me, I am tearing up as I type this.
The Sociable Society is truly my HOME and I am over the moon to continue growing and building here at TSS! I am forever grateful for the person Lexi is and the confidant she is for me.
What do you value most in a Creator manager?
I value proactiveness and alignment with my brand the most.
For one, Lexi is proactive in the way she negotiates with brands. She goes beyond securing standard terms–she stays engaged with brands long after the initial agreement, following up to keep the relationship strong and positioning me as a preferred partner for future campaigns.
Lexi consistently suggests actions I can take now that will enhance my brand and open up future opportunities. She brings a forward-thinking perspective, and by proactively planning,
Lexi ensures I’m not only staying relevant now but also positioning myself for sustained success in an evolving industry.
I feel like it is imperative to have a creator manager that either aligns with who you and your brand are, or at least fully understands it and knows how to strengthen your reputation among brands.
At the end of the day, your creator manager is your representation to the world. Lexi’s deep understanding of my values, voice, and long-term vision means she can confidently communicate what makes my brand unique, creating authentic partnerships that resonate.
It is important that your creator manager can embody your brand even when you as the creative are not in the room.
To date, what has been your favorite or most memorable brand partnership? Tell us why?
I have worked with so many companies that I am proud of like Secret Deodorant, Bojangles, Burt’s Bees, Neutrogena, Sonic, Celsius, etc. but the one I have been most excited about is Dick’s Sporting Goods (DSG).
I have not yet gone live with the content, but I have always bought DSG & posted about them organically, so when I got the offer for a partnership I seriously freaked out!!!
Most items from my Christmas list growing up were from Dick’s Sporting Goods, and the only place my dad took us Black Friday shopping was Dick’s Sporting Goods. DSG fits me really well, it’s affordable activewear, and it’s a brand I really believe in!
What’s one thing in 2024 that brands should know about working with creators, but don’t?
In 2024, one key thing that brands should know about working with creators, but often overlook, is the growing demand for authentic, long-term partnerships over one-off sponsored posts.
Like I’ve talked about previously I think audiences are more discerning than ever and can easily spot inauthentic or transactional partnerships. Everybody in the space, including myself, value creators who share consistent, long-term relationships with brands, rather than seeing a constant stream of short-term promotions that feel like quick cash grabs.
These long-term collaborations allow us creators to integrate products or services naturally into our content, which provide much more credibility and align better with the audience’s values overall.
Since you started, how has the social media and/or creator space changed?
The biggest changes I’ve noticed in the social media space is the rise of short-form video, algorithm complexity, and monetization opportunities.
I remember when I started posting in 2020, I had absolutely no idea how to edit a video, so a lot of the things I posted to TikTok were several minutes long. It didn’t matter how many pauses there were or how many times I said “um.”
These days, the choppy, punchy content seems to perform better. I have read where people say their attention spans have gotten shorter, and honestly I agree with that!
Supposedly, videos that jump quickly from one visual to the other stimulate dopamine. I still think some videos that are several minutes long have plenty of potential to perform well, but generally speaking, the choppy editing style is “in” right now. In regard to algorithms, I think creators are faced with more of a challenge to reach their audience.
It’s so essential to stay updated on what type of videos and buzzwords are performing the best on each platform. Personally, I do find it difficult to keep up. These changes often come without notice, so the strategies that work one day might not work the next.
I think this has created a dynamic where creators are almost always reacting to, rather than predicting shifts in reach and engagement.
As far as monetization, there are definitely more opportunities to earn money across all platforms these days. TikTok has come out with the Creator Fund where TikTok pays creators based on their video performance, affiliate marketing, subscription based content, TikTok live gifts, YouTube Partner Program, Facebook and Instagram ads, etc.
What are some of the biggest changes that have affected you personally?
Some of the biggest changes that have affected me personally is the increased demand in short-form video content and algorithm complexity.
I would say I built my following on storytelling, rants in the car, and unfiltered lifestyle content. To stay relevant in the space, it’s absolutely necessary to stay updated on trends and what viewers are responding well to.
It’s difficult to appeal to the followers of mine who have been here since the beginning in 2020, and also appeal to first time viewers and newer followers.
While short-form videos might seem easier to produce, they actually require a lot of finesse. I feel more pressure when I know I need to capture attention quickly, deliver a clear message, and maintain high engagement all in a matter of seconds.
The algorithm is tricky too because even if you’ve built a loyal following, your content may not automatically reach them unless it performs well with engagement metrics.
I feel like it’s all a bit of trial and error, but I absolutely love my job and cannot imagine doing anything else. I am definitely living my dream!
What are some trends of shifts you did not expect coming?
I honestly didn’t expect social media to become a direct shopping platform. Features like Instagram and Facebook Shops, TikTok’s shoppable links, and even live-streamed shopping events have turned social platforms into one-stop shopping destinations.
I can’t say I didn’t see this coming, but it definitely happened very quickly!
I also must admit I did not imagine social media to turn into such a hostile environment.
Social media has so much potential for connection and positivity, but it often becomes a space for negativity and judgment. It’s a challenging aspect that wasn’t as visible in the early days of me using social media.
In a perfect world I’d love for social media to be a place where people can bond over shared interests, support causes they care about, and access resources and inspiration from around the world.
What’s one prediction you have for social media and being a creator in 2025?
One prediction I have for social media in 2025 is the push for more authenticity.
I think it is a trend right now for people to create content solely to make a profit.
TikTok shop is an awesome resource that I personally purchase from quite a good bit, but I’m seeing more & more people link things that feel extremely inauthentic, to the point it’s uncomfortably obvious they’re linking the product only in hopes of making commission — not linking the product because they truly believe in it.
Viewers have voiced how tired they are of seeing ads all the time. While ads are necessary, especially because that is how most of us make a living, I do think it’s just as necessary to still have a page that people enjoy scrolling on.
I have seen lots of comments stating, “I miss when TikTok was funny.” I think 2025 will be a big push for creators to be more transparent & fully themselves. I want content in 2025 to feel playful again.
I think recent events in the world have made the space feel more hostile than ever. People are craving a return to authenticity and lightheartedness, where creators focus less on algorithms and more on genuine, relatable content. This shift could help social media feel like a place of community rather than competition!
Any projects, news, or exciting details/sneak peaks you’d want to share?
Yes!! Kaylee and I have been in the works of creating our own faith-based apparel brand!
We have not yet shared the name of it, but we have been getting some fit samples in, so we’re super excited and hopeful about it!
We are continuing to trust that the Lord will use our platforms to shed His light and inspire others to grow in faith, love, and purpose.
Any special shoutouts, mentions, thank you’s or anything else you’d want to share?
I want to give a special shoutout to Jay & Emily for being such hands on CEOs.
I have first hand experience with their grit, loyalty, and honesty which is rare to come by in this industry.
I just feel incredibly honored and proud to be a part of such a high-class agency! It is an absolute privilege to be represented by a team with such cutting-edge knowledge and leadership!
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