A New Cast of Creators: Influencers

Influencers trying to offer the usual glossy perfection don’t capture our attention quite like before, and brands have taken notice. The codes of social media marketing are changing. In this moment of reorientation, a new cast of creators have become prominent voices for our time, defined not just by their follower count but by bustling, active engagement from their audience. This multigenerational crop of figures is shaking up the social media landscape, marked by their passion-driven content and captivating personalities. We’ve rounded up some key figures making their mark on culture to show how the role of the influencers has shifted.

Ryan Heffington | Escapist Productivity

Particularly masterful in the art of the IG live, Ryan Heffington hosts Sweatfest, a weekly dance-workout class that makes you crack a smile as much as it makes you sweat. Heffington struck a chord with audiences looking to do something that is both productive and entertaining.

With thousands of regular participants and cameos from celebrity fans like Emma Stone, Sweatfest hits the sweet spot between the digital and physical experience.

Boman Martinez-Reid | Absurdist Humor

TikTok has been especially popping during isolation, with users like @bomanizer shooting to viral superstardom. Boman Martinez-Reid creates hilarious skits, especially his reality TV scenes, but what makes him so relevant is his propensity towards the absurd. Mundane situations turn into high-camp drama accented with superpowers. In such an unbelievable time as right now, what else can make us laugh?

Arca | Creativity in Quarantine

One of the most influential underground musicians of the last decade, Arca has been an exemplary model for using isolation to foster art. Back in March, she set up Twitch and Discord pages as a digital space for her fans to connect, as well as to keep up with her regular livestreams and spontaneous music sessions. With the release of a music video for her new single, “Nonbinary,” Arca is putting in real, meaningful work as an artist to keep her audience inspired and connected.

Sumaiyah | Enchanting Self-Care

Sumaiyah, or @pixiepaints on TikTok, is a rising star of the #cottagecore trend, a visual movement that fuses the digital sphere with forest imagery, prairie dresses, and a romanticism for all things rustic. Sumaiyah’s account stands out for her embrace of this popular aesthetic while also bringing her brand of meditative self-care. The result is a fantasyland of otherworldly beauty with practical tips to brighten up our own lives.

Zack Bia | Innovative Excitement

Alongside Pedro Cavaliere, Zack Bia hosted a live DJ set over IG Live that Highsnobiety deemed “the digital equivalent of a fashion week afterparty.” What made their virtual club night such a standout success was the close-knit feel of the audience, as people chatted with their friends while Kendall Jenner asked for people’s Nintendo Switch codes. With minimal notice, their Instagram Live DJ set primarily hosted their creative circles, perhaps creating the first genuine sense of FOMO on IG Live.

Leslie Jordan | Unscripted Celebrity

Leslie Jordan has truly become the celebrity to follow on social media. His stream-of-consciousness Instagram videos in his iconic Tennessee accent have taken over the Internet as the latest must-binge content. Jordan’s social media presence has captivated us all, not just because he’s an adorable and beloved figure in our culture but also because it feels so intimate and unproduced. He’s just being goofy and letting us enjoy his charisma.

John Krasinski | Providing Positivity

When it seemed the world of news had become a baron wasteland of negativity, John Krasinski came to save us from our own despair. His Youtube channel, “SomeGoodNews,” was an instant success, not only for the content but also for his much-beloved sense of humor. Krasinski used his public platform well, filling a glaring gap in our media landscape to help change our collective outlook for the better.

Tabitha Brown | Reassuring Joy

And the last but not least of our list of Influencers – Tabitha Brown. It’s safe to say that Tabitha Brown inspired this entire piece. Her TikTok videos of joyful, comforting pep talks and easy-to-follow vegan recipes have captured millions of fans. Watching her videos makes you feel like you’re being wrapped in a warm hug. Whether it’s her uplifting personality or her soothing voice, she makes you genuinely believe that everything is going to be OK. It’s no wonder that Tabitha Brown has become the world’s latest obsession–and ours.

While these social media influencers are producing exciting content, what really hooks us in are their unique personas. As we yearn for our social lives, their passion and joy online take us out of our own lives to invite us into their imaginative worlds. They’ve captured the culture’s attention by showcasing their authentic selves and interests online, offering us greater access to the personality behind the image…and we’re here for it.

Lots of love,

the projects*