Keeping It Currant, a newsletter by Social Currant & Girl and the Gov

Welcome to Keeping It Currant, a newsletter by Social Currant & Girl and the Gov®. This little slice of the digital sphere drops into inboxes once monthly and shares the latest need-to-know info about the ever-evolving creator economy and its intersection with the political and social impact space. Think a little bit of this – tips and tricks, and a little bit of that – best practices, made complete with campaign opportunities, exclusive creator Q&A’s, the latest on social media trends and platform updates, and so much more. It’s a one-stop-shop for keeping Currant.

Now, if you’re thinking, wait hold the Iphone, how did I get here, on this very newsletter list? Well, we added you because we’ve emailed you from Social Currant HQ to either work with you on a campaign or gauge your interest in working with us on a campaign. In other words, we’ve been social about social [media], and think this resource might be up your alley.

And if you’re then asking, wait, okay sounds about right, but who’s putting the words to ‘paper’ with this newsletter? The answer: The newsletter is a collaborative production between Social Currant, the innovative platform connecting creators with social impact campaigns, and Girl and the Gov®, the digital media company that’s rebranding politics for young people. With this newsletter, we’re putting our heads together to share the need-to-know details on the unique intersection of the creator economy and the political space.

Housekeeping: Check. The newsletter: See below.

CAMPAIGN CORNER

Upcoming and current paid campaigns, available now. See one that’s of interest? Simply reply to this email and we’ll get in touch with the details.

Americans For Contraception:

Date Available Through: October 15th

Campaign Type: Short-Form Video

Platforms: IG, TT, YT

Campaign Goal: Drive narrative change around the importance of codifying the right to contraception.

Behind the Campaign [the who or what]: Americans For Contraception

Ohio Reproductive Justice:

Date Available Through: November 1st

Campaign Type: Short-Form Video

Platforms: IG, TT, YT

Campaign Goal: Drive narrative change to take away the negative taboo from abortions and abortion-related care

Behind the Campaign [the who or what]: Pro-Choice Ohio

Climate Realities & The Inflation Reduction Act:

Date Available Through: November 1st

Campaign Type: Short-Form Video

Platforms: IG, TT, YT

Campaign Goal: To talk about the impact of climate change NOW and spread awareness about the Inflation Reduction Act

Behind the Campaign [the who or what]: Community Change

Stop Book Bans in TX:

Date Available Through: October 10th

Campaign Type: Short-Form Video

Campaign Goal: Raise awareness and drive action around stopping the books bans in Texas

Behind the Campaign [the who or what]: ACLU TX

RULES & REGS

Guidance to keep you coloring and creating within the FTC-approved lines

THE BASICS – What is the FTC? The federal agency’s full government name is The Federal Trade Commission. And this agency works overtime to ensure that consumers are protected from deceptive and suss practices. It also works to enforce antitrust laws [stopping monopolies – think, preventing situations like the Ticketmaster x Swifties saga]. The agency has been around since 1914, and has a passion for investigating fraud, false advertising, scams, mergers and acquisitions, and long walks on the beach.

THE CREATOR CONNECTION – As a creator, why is the FTC relevant to me? One of the best parts of being a creator is getting to share your favorite things, from the sweater that has become a wardrobe staple to the social justice org that you can’t stop chatting about. That said, in sharing these recs, specifically those made and highlighted as a result of payment from a brand, org, or campaign, YOU, the creator are categorized as an advertiser. Thus, to protect the consumer [your audience], how you share those favorite things and why you do so, comes under the eyeballs of the FTC. They want to make sure what you’re telling your audience to do or buy checks out. Think of the FTC as the boss you’ve never met and avoid at company happy hours.

THE DOIN’ IT RIGHT – So, how do you do paid content right according to the FTC? Let’s hit some of the top line recs for making sure you’re good as gold:

• If you’re being paid to post something, your audience should know that you’re being paid to it. The disclosure should be visible and obvious to the audience.

• Disclosures are not just limited to when cash transfers accounts. Free products, like merch or PR drops, also count as compensation. If these are being sent your way to post, you guessed, it – disclose it.

• Don’t assume consumers already know about your brand relationships. You need to DTR, define the relationship, time and time again.

• If you don’t have a relationship with the brand that you’re speaking about, then you don’t have to disclose a partnership. There has to be a direct and acknowledged relationship between both parties for it to be considered a partnership.

THE BOOKMARK IT – This guide on what to do and what not to do as a creator from the FTC, is worth saving to your bookmarks for easy access.

CURRANT CONTENT TRENDS & STYLES

When content trends meet political topics – a look at the latest concepts to take for a test drive

THE AUDIO HEARD ‘ROUND THE WORLD:

About: This audio features an interview with Trisha Paytas where she poses the question “Do you want to know why I voted for Joe Biden” and her answer is because “he quoted Hamilton.” Amazingly, it’s not satire – but it certainly is viral gold. The audio can be used to highlight Biden administration wins – the Inflation Reduction Act and related campaigns, would be a seamless fit.

The Audio: Find it here.

What this can be used for: It can be used for campaigns and content related to the Biden Administration, successes of the Democrats under the Biden Administration, or the 2024 elections.

Try it out: First take a look at this example [yep, Girl and the Gov® gave it a test run]. Then…

• Get into character and film yourself miming Trisha’s portion of the audio.

• Add wins, positives, accomplishments, etc to the screen with the text tool. Talking points from an Inflation Reduction Act campaign would work great here.

• Finish it with a caption that points viewers to a CTA.

THE THING MOST PEOPLE DON’T PAY ATTENTION TO:

About: The “I pay attention to things most people ignore” trend, where people are truly dropping some of their most intrusive thoughts-turned-actions on the internet is interestingly perfect for political content. This audio meets content trend is amazing for showcasing something that you pay attention to and/or zero-in on, that isn’t something a generalized ‘most people’ don’t pay attention to – which can really cover the gamut of political topics and issue areas.

The Audio: Find it here.

What this can be used for: It can be used to highlight an issue area the creator (that’s you) pays attention to and wants to draw more eyes to – for example, registering to vote. Campaigns that are focusing on a specific fact or stat are a great match for this concept.

Try it out: Creator hat on – and follow this format. Add the source of information and/or call to action from the campaign.

BESTIE, I GOT A PLAN

About: Every friend group has that friend that’s running the plans. They’re ten steps ahead and can figure out every path to forge. With this trend, the creator takes on the role of that friend, positioning themselves as not just the friend with a plan, but with a plan around something political – ex: making a voter plan.

The Audio: Find it here.

What this can be used for: This trend or content idea, rather, can be used to share an issue-specific plan or CTA that the audience can partake in. It should introduce the issue, the fact that there is a plan, and where/how the audience can be a part of the plan.

Try it out: Grab your inspo here with this vid. Then activate your best copy+paste skills and create a video similar to this – yes, your lip syncing to audio skills are going to have a moment with this one. Next, pending the specific issue you’re creating the content for, integrate it into the copy added to the video and caption. A quick example: “Me explaining to my bestie that we have a plan to protect repro freedom in Ohio this November.”

TEMPERATURE CONTROL

Everyone has an opinion – here's advice on how to manage them

Managing followers that take the “I’m unfollowing” approach: Let them. As a creator it’s always hard to let go of followers because ultimately so many partnerships (and the income that comes with it) are negotiated around numbers, following included. However, a healthy, consistent audience that yields the best results, is one where the audience respects the creators and feels as though they are on the receiving end of an authentic interaction. The audience wants to feel like they know the ‘real you.’ If posting about an issue area that you as a creator care about doesn’t sit well with them, then it’s likely that at some other point, they will find a different grievance to hang their unfollow hat on. Don’t sweat it, and keep moving.

QUICK TIPS:

• Before signing onto a campaign, thoroughly read the brief. Confirm that you’re on board with each element of the messaging and its goal.

• Similarly, take the time to research the issue area you’re going to be posting about. Get to know the issue, so that you are educated on it and also are aware of various POVs on the topic in advance.

• Approach topics with an open and “still learning” attitude. You can be passionate about a topic/issue and not know every detail that’s ever existed about it. And, you can still post about it.

• Understand that not every comment requires a response.

• Be aware that bot build-up in the comment section is common on political posts, especially on Instagram Reels.

THE SMELL TEST

How do you know if an opp is fishy or the gold standard? Let’s get into it

FISHY: If an opportunity arrives in your inbox that doesn’t address you by your first name, the red flags should start to rise. In the same vein, if the outreach refers to you by your handle, red flag city. The email was sent wide, meaning they took a massive pool of creator contacts and hit send to see if they would get any bites. They went fishing – which is fishy, because campaigns, especially those in the social impact space should be targeting creators that fit specific goal niches.

GOLD STANDARD: If the organizer behind a campaign shares links and resources for you to learn more about the topic area they’d like you to share with your audience – huge win. This signals that they want you to have a full grasp of what the campaign is about and why it’s important. They not only don’t want you going in blind, but they want the campaign to be valuable for all involved – including you.

HOW THEY CREATED IT

The behind the scenes with creators and creatives that have knocked it out of the park

Cue, the coming soon sign. In the next issue and beyond this section will be dedicated to showcasing the success stories of creators crafting content in the social impact and political realm. From details on how they created the content, to their inspiration points, and what they wished they knew earlier on – and even how they got into this area of content – this segment will tell all.

Interested in being featured or interviewed for this section? Let’s chat – reply to this email and we’ll get the ball rolling.

TALENT TIP

Tips n’ tricks for talent managers navigating political deals and campaign oversight

And a moment for the talent managers – you all are the unsung heroes of making so much of the magic happen. A few of our favorite things that you do that make you the apple of our campaign coordinating eyes:

• GORGEOUS: When you recommend similar creators from your roster for campaigns and upcoming opportunities that are great fits for what’s in the hopper.

• STUNNING: When you take it a step further and recommend creators that aren’t just on your roster, but are at your agency or in your network to help us get the best campaign outcomes.

• ICONIC: When you provide us detailed location breakdowns for the creators you represent so that we craft the most effective geo-targeted campaigns. And an A++ for sharing creators from the jump that are in the location we requested for a state or locally-focused campaign.

• AMAZING: When you regularly check in, even when a creator of yours isn’t booked for a campaign ATM, but roll through with introductions to creators and what issue areas they care about most.

TIP #1 – TOPIC VETTING: As important as it is to know what your talent is passionate about, it’s just as critical to know what issue areas are ‘no-go’s. In a more traditional consumer sense, you might be familiar with having a no-go list for either brands, product and services types, or both. These act as an effective baseline to consider campaigns or partnerships off of – in other words it provides a quick litmus test of “is this opportunity worth presenting to my client.” Having a keen understanding of what isn’t of interest to a creator saves all involved time – we don’t pitch campaigns that aren’t a fit and you don’t spend time trying to convince them a campaign is a good idea when they don’t have an interest in it. We recommend creating an onboarding checklist for new clients focused solely on political topic areas with three available answers:

• Not interested

• Could be Interested but would need all of the details

• Yes, would be interested

For topic areas to include:

• Abortion & Reproductive Rights

• Childcare Access

• Affirmative Action

• Affordable Housing

• Anti-hate Initiatives

• Education

• Student Debt Relief

• Voting & Elections

• Voting Rights

• Gun Violence Prevention & Reform

• LGBTQIA+ Rights

• Climate Change & Climate Justice

• Healthcare Access and Affordability

• Racial and Criminal Justice

• Racial Equity

• Equal Pay

• Infrastructure & Economic Investments

• Food Insecurity

• Veterans Issues

• Government Transparency & Democratic Reforms

• Unions

• DACA

Thanks for tuning in – we’ll see you next month! Enjoy the scroll? Send this newsletter to a creator in your contact list.

BEFORE YOU GO, GET SOCIAL WITH US