Keeping It Currant: October 2023 Edition

Welcome back to the second issue of Keeping It Currant, a newsletter by Social Currant & Girl and the Gov®. As a refresher, this monthly newsletter is designed to share the latest info about the creator economy and its intersection with the political and social impact space. This month’s edition features:

• Upcoming creator events with Social Currant

• TikTok’s new AI rule and what it means for creators

• Content trends to apply to political content

• Media literacy tools and managing ‘what about me-ism’

• Tips on how to vet opportunities and organizations, managing media

• An interview with political creator, Haley Lickstein

• Post [campaign] post PR strategies

• New paid campaign opportunities

ADD TO THE CAL

Upcoming creator events to add to your cal

Bay Area Creators Happy Hour at SHACK15

About This Event: Collective Impact and Social Currant have teamed up to bring together the best of Bay Area Creators, aligning social media influencers with policy, impact, and advocacy leaders for an evening of connection and change. How can we come together and solve big issues to create the next beautiful version of the Bay? This invitation-only event does just that. Full deats on what to expect can be found here.

When: Friday, October 27, 2023; 5 - 8pm PDT

Where: Shack15, San Francisco, CA, USA #Suite 201 San Francisco, CA 94111

Tickets: Free and available here.

Social Currant Creator Briefing #1 → Yep, that’s listed as #1 because it’s the start of a series you’re going to want to RSVP yes to. The Creator Briefings are set to be a monthly series where we talk about all the intersections between the creator space and the impact space. Briefings will focus on upcoming campaigns, best practices around working with mission driven organizations, and how you can be a part of the Social Currant ecosystem.

About This Event:​ Join the us for a conversation with experts on the different types of organizations in the advocacy space and the requirements for working with each. Learn to differentiate between entities like c3’s, c4's, PACs, and a lot more. Also, meet the Social Currant crew and some other creator friends!

When: Thursday, November 2, 2023; 4:00-4:30pm EDT.

Where: Virtual; Zoom.

Tickets: None, register here.

Bonus → Attendees will receive a mini digital dictionary with all of these terms, and more, sharing not just what they’re about, but how their operations impact creators.

RULES & REGS

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

BOOKMARK IT: This guide from the FTC on what goes and what’s a no, is an ever-helpful source of info. Putting a post together and not sure what needs to be disclosed? Check it against this.

TIKTOK X AI DISCLOSURES: The use of AI in social media is becoming more and more prominent, despite the many dangers that it presents, including creating and spreading false information. TikTok has taken steps on the platform to reduce the potential harms of AI – specifically viewers not knowing, understanding, or being able to decipher that a piece of content was created with AI, and may not be in fact real. It has done so while still enabling creators to use AI responsibly and for creative purposes by making an AI label, that’s required to be toggled on by creators for any content that was generated with AI or edited significantly using AI tools. The full community guidelines on the AI generated content label in its current form can be found here. As noted by TikTok, the platform is working on an internal tool or tool set that will be able to detect AI usage in content – ironically, most likely, one that uses AI. Regardless of commentary on that end, creators can toggle on the label when finalizing a video or a post’s details in the pre-post editing bay by:

• Scrolling down to ‘More options’ and clicking on it.

• Toggling on the label ‘AI-generated content’ [cute little robot icon is next to it].

• Done!

CURRANT CONTENT TRENDS & STYLES

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

CUE THE APPLAUSE

About: Instagram Reels aficionados, this audio is one to save and use for political moments that are worth celebrating – and getting other people to celebrate them as well. Cue, the applause, literally, with the audio.

The Audio: Find it here.

What this can be used for: The audio is neutral in that it can be used for a variety of celebratory purposes, and it can be used time and time again.

Try it out: For political content, the audio could be used with a Reel that….

• Depicts a win happening directly in the video - ex: the end of a successful meeting on an advocacy day. The audio would be used on top of the video.

• Shares an event celebrating a win directly in the video - ex: a ribbon cutting for a community center or a new park. The audio would be used on top of the video.

• Highlights a policy win or happening via an article/press coverage – ex: a bill gets passed and signed into law. The audio would be used with a green screen video featuring press clips of the win and the creator demonstrating excited applause in the video.

THE CRAZIEST PESTO OF ALL TIME

About: Susi stitches are some of the most wild we’ve ever seen, but they are pure gold. A Susi stitch if you don’t know, is a stitch to this creator’s TikTok [Susi] where she begins with “call me crazy if you want, but I’ve never liked store bought pesto” and other creators/voices on the app have responded by light heartedly ‘trolling her’ via stitch sharing actually mind boggling, wild, fully crazy stories. In again, a joking way, they create a contrast between actually crazy and store bought pesto crazy. Since there are an unlimited amount of crazy things in politics to highlight, stitching this video, which continues to get viral attention, and sharing a wild statistic, action item, or historical moment, is a great way to integrate civic engagement into this TikTok thread. We gave it a whirl here.

The Audio: N/A – stitch this video.

What this can be used for: This can be used to share a statistic that makes you go “wow.” Perhaps it’s voter turnout numbers or it’s childcare funding numbers or the wage gap – it really should and can be whatever you want more people to know about.

Try it out: Stitch the video directly at the close of “call me crazy if you want, but I’ve never liked store bought pesto.” Begin the video with a silly sarcastic acknowledgement of how crazy store bought pesto is, and then dive into the topic you’d like to shine a light on. 60-second videos work best here.

TYPING THAT BREAKS WORLD SPEED RECORDS

About: Something in the political space annoying you to no end? Use this audio and content concept to express it. It’s a ‘furious typing from the creator’ meets ‘text added to the video that explains their grievance and who/what it’s aimed at’.

The Audio: Find it here.

What this can be used for: It can be used to highlight actions like ‘sending a strongly worded letter’ to your representative about a specific issue area or a piece of legislation. It can be used to highlight how a particular political figure engages with another [ex: Boebert v. MTG].

Try it out: Use this audio and film yourself typing away at the speed of light – like so. Add text to the video framed like: POV: You’re writing a letter to [NAME OF A PERSON] about [THE SITUATION YOU WANT TO HIGHLIGHT].

TEMPERATURE CONTROL

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

MEDIA LITERACY 101 - A SKILL THAT NEVER GOES OUT OF STYLE: The vast amount of ways to receive and absorb media is truly astounding. Whether it’s the old school print paper variation on a theme, or via a new social media app, the avenues for both receiving and then sharing back into the world, info on every topic under the sun comes with risk and responsibility. It more specifically comes with a need to be media literate – understanding the differences between an opine, propaganda, unbiased reporting, and more. Media literacy is an ability to understand and interpret correctly the purposes of and the factuality of shared information. This sometimes is something taught in school (shoutout to that random but amazing high school journalism class that this writer took), and other times it hasn’t fallen across one’s desks until now. Regardless of the timing, it’s critical, especially as a creator that shares information of import to a large audience, to be able to decipher various media types, intents, sourcing, and applications. It sounds serious because it kinda is. You as a creator have a responsibility to yourself and your audience to share responsibly – and to understand the consequences or domino effect that may occur when you don’t. So, where does that leave us? With these super fun media literacy tools, courses, trainings, videos, and resources from Newseum that provide a free and an incredibly helpful way to become more media literate. Take a course with a fellow creator, watch a five minute backgrounder video between calls, or engage with an interactive tool.

Media literacy is important for all. It’s important in the fight against misinformation, disinformation, and propaganda. Take the time to learn it, and take it further by getting your audience involved with media literacy initiatives as well. Find all recommended resources here.

WHAT-ABOUT-ME-ISM / “the what about me effect”: This creator put a name on a scenario many many creators have experienced – a comment section filled with “what about me” style comments. And, as she references, they’re not just annoying comments, they’re ones that actually do more harm than good. They’re comments that fail to recognize that not everything is going to apply to or be made for every single person on earth. It’s not possible. The math does not math. This situation looks a little something like this. These comments happen whether the content is distinctly political or social impact related or are oriented toward something in another vertical entirely [ex: lifestyle, cooking, entertainment, sports]. So, what do you do about it? Sometimes, nothing is the best response. Responding, while often the advice that’s led with the goal of achieving more account engagement, isn’t always the right advice. Adding oxygen to out of pocket ‘what about me’ comments only gives validation and life to them in most cases. That’s counterproductive. The exception clause of this is… if the comment is so outlandish to the point of humor, that you could use the comment to create more content around the original topic, than bingo, engage. For example, you could respond to a comment on a TikTok making a video, first generating some form of a humorous commentary, and then moving along to reframing or furthering the conversation on the prior video’s original topic. It’s their L in that case and your W for having an opportunity to create more content on a specific topic.

This section does come with an asterisk, which can be understood with this:

If the commenter does point out a miss on inclusivity… own it and respond to it. When a piece of content is “close but no cigar” on a topic or is missing needed context, these comments make sense – they’re worth noting and diving into. Take the comment as an opportunity to do more research on whatever topic you’re speaking on and build trust with the community member by opening a conversation to learn more about what they’re pointing out. Do preliminary research before responding.

Some thoughts to think, some guidelines to guide:

• Don’t pick fights for the sake of picking fights. Account engagement is great, but not in the form of dramatic verbal jousting.

• Know when to walk away or not engage. Some commenters are looking to pick a fight, not have a thoughtful discussion on a topic. Think about what their aim is before responding.

• People will make it about them. It’s par for the course. Don’t let it distract from the actual purpose and point of your content.

• Know that there is a difference between a comment that is pushing you to think more critically about an issue, is adding perspectives, or is highlighting a blind spot you might’ve had in the content versus someone that is either deep in their ‘what about me-ism’ era or just wants to pick a fight like they’re the next WWE star.

THE SMELL TEST

How do you know if an opp is fishy or the gold standard? Let’s get into it, starting with this cheat sheet

Q’s to ask yourself when vetting an organization – ask these as you run through an org’s website and/or a campaign brief:

• Who funds the organization? Take a look on opensecrets.org.

• Is the mission of the organization clearly stated or defined on their website?

• Is it clear who is funding or endorsing the organization?

• Who is endorsing the organization / who is the organization endorsing? What are their stances? [check out their websites too].

• Is there a way to contact the organization for more information? If not, red flag city.

• Who is on their team? Do they share that information? What can you glean about their POV’s from their bios?

• Have they been in the press or discussed in articles or on social media? Do a search.

• Are they working with an agency? How forthcoming is the agency with information about the organization?

• Are they open to a phone call to share more information? If not, also red flag city.

• Do you feel like you walked away with more intel or more questions after reading through their website? And, are those questions answered by a Google search or are you hitting a dead end?

HOW THEY CREATED IT

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

Meet Haley Lickstein: She’s the founder of Action for Access, a campaign focused on mobilizing young people to take action around political issues today. Action for Access works to bridge the disconnect between civic engagement and civic participation, utilizing social media as a tool for grassroots advocacy. The campaign has partnered with many national organizations from EMILY's List, HeadCount Planned Parenthood, and more to promote their action items, and averages over 7,500 completed actions a month from members of their community.

Follow her on TikTok, Instagram and Snapchat.

How do you stay up to date with everything going on in the news? “It’s impossible to stay up on everything, but I find that blocking out a bit of time every day to read the news helps me stay informed and learning. I’m subscribed to a handful of daily newsletters like Politico Playbook and TheSkimm, and start each morning reading these before beginning my day. I also make sure to follow news accounts, reporters, and organizations I enjoy, like the ACLU and the Human Rights Campaign, so that I can get their updates in real time.

Another tool that I’ve found really helpful to keep me up to date in real time are Google News Alerts. You can set them for specific keywords such as “voting rights” or “election deadlines,” which prompts Google to send an email of articles that have featured those keywords each day. I have these set for different issues areas that I like to follow closely.”

How do you balance rapid response content versus content you already have planned? “I think in the political space you always have to account for the need for rapid response style content. I honestly try not to over plan content, but rather I make sure that I’m keenly aware of upcoming legislative moments and dates that I would want to create content around or that will likely create news. I try about six weeks in advance and map out where there are elections, debates happening, etc. I do some background research on those moments so that I can put together content quickly in the moment.” 

What are some tips you have for a successful brand collaboration? “The biggest tip I have for collaborations is that it’s okay to say no to things that don’t feel authentic. In the long run, that will only help you. When I first started, and I think a lot of fellow creators I know feel this way when they start out, it’s so easy to get excited about any brand that reaches out to you. You feel compelled to always say yes. Building and curating your brand to authentically reflect you and your values will only help grow your community, and in turn get brand collaborations that truly fit who you are. When both the brand and the creator are passionate about the topics, it’s the best.”

What are some things that excited you about the creator space? “I’m so excited to see more creators starting to enter the civic space, and/or civic influencing. With the youth vote accounting for a huge percentage of the vote, I’m so excited to see how advocacy organizations begin to lean into the creator space. I truly believe social media is the future of grassroots advocacy, and I’m looking forward to seeing people be empowered to lean in more.”

What’s been your favorite collab so far? “I got to partner with HeadCount to go see Noah Kahan for free this summer. It was so fun and so inspiring to talk to so many young people about their voting plans!”

For your fellow creators, is there a way to get involved with what you’re doing? Yes! I founded Action for Access, which is a campaign that’s focused on mobilizing young people to take action on political issues today and using social media as a tool for grassroots advocacy. Through it, I’m launching a campaign to highlight the key issue areas. The campaign will highlight ten influencers and the issues they want their community to know matters to them. If anyone reading is interested in being featured, please reach out for more information at [email protected].

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

POST POST PR – A TIP AND TRICK FOR ENHANCING CONTENT REACH: Securing the deal is a huge W. Crafting the content perfectly is another feat. And then there’s the task of getting the content out to as many people within a campaign’s target niche as possible. In part the algorithm of whatever platform the content has been posted on takes the lead on dispersing the content. But leaving it all up to the algorithm [which let’s be real, has its faults], is short-sighted. Using a twist on classic PR outreach, the possibilities of where the content is shared and can go expands. Specifically, talent managers or communications managers should pitch like-minded creators to their client, asking them to engage with or share the content. To elaborate, the to-do list would look like:

The Tip, Part 1: Draft a pitch email that will be sent to like-minded creators, encouraging them to share and/or interact with your client’s content. The ‘ask ‘should be specific and include a link to the piece of content that you want them to engage with. The note should also flag that participating is completely voluntary.

The ask can vary per platform or content type, but a few examples to consider:

• TikTok: Stitch or Duet the video

• Instagram: Share the content to a Story

• YouTube: Link out to the video in a newsletter

The Tip, Part 2: Gather the emails of the creators you will be sending the note to. Proceed with sending the note. Each note should address the creator by name – no weird wonky by their handle type of business. If you can personalize the notes, even better.

Long term tip: build out a contact database [can be done via excel] with creators sorted by category, handle, location, and contact information. This will make outreach easier in the long run and ensure it’s done with tact. A sample of what should be included:

The Tip, Part 3: Answer any questions or responses that creators send back. For any creators that do decide to generously share or engage with the content, make sure to reciprocate and re-share.

CAMPAIGN CORNER

Upcoming and current paid campaigns, available now. See one that’s of interest? Fill out this form and we’ll get in touch with details. Please note, if you’re a talent agent we’ll be in touch with a talent agency specific form – just respond to this email!

CAMPAIGN NAME: Ohio Economic Messaging

Date Available Through: December 15th 2023

Platforms: IG, TT, YT

Campaign Goal: Spread awareness around impacts of the economy on everyday people in Ohio.

More context: We’re looking for Ohio based creators / creators from Ohio.

CAMPAIGN NAME: Mississippi GOTV

Date Available Through: November 15th 2023

Platforms: IG, TT, YT

Campaign Goal: Get more people voting in Mississippi.

More context: We’re looking for Mississippi based creators / creators from Mississippi.

CAMPAIGN NAME: Labor / Union Stories

Date Available Through: December 15th 2023

Platforms: IG, TT, YT

Campaign Goal: Get more stories around the economy on a national level.

More context: We’re looking for creators who have a background / connection to labor movements or unions through their own job or family to share their stories.

CAMPAIGN NAME: IRS Focused

Date Available Through: December 15th 2023

Platforms: IG, TT, YT

Campaign Goal: Spread more awareness about IRS funding and how it will help more people through actions like the Free File program.

More context: We’re looking for creators who have fun stories around the IRS and want to talk about why we need to modernize it and fund the IRS.

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

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