The Plug Team’s very own Account Manager, Carol Catalano, has the best of both worlds: her inside experience working with creators, brands, and diverse influencer marketing industry professionals has more than equipped her with the tools and techniques to boost her own content creation game! As 1/3rd of an influencer trio with a substantial following across multiple platforms, she’s landed the coveted collabs that the average creator has always dreamed of.
In this first installment for the revival of our Tip Jar series, we’re bringing you inside our conversation with Carol so you can take a peek behind the scenes of The Plug’s collabs and partnerships, and learn what simple tricks to success you might be overlooking – from the professional who knows both sides of the game.
So Carol…our creators may not know that you’re also a creator! You’ve worked with huge brands like Amazon, Disney, Covergirl, Maybelline…How did your creator career begin?
I’m kind of like Hannah Montana, haha. My creator career started out of boredom back in 2014, I know, it’s a lot of time. Back when I was starting college, I lived in a small college town with not many things to do, and one of my favorite things to do was watch YouTube videos with my sisters (I’m a triplet, how cool!?). We enjoyed watching videos so much that one day we thought, we can also do that! And with so much free time after classes, we created a YouTube channel and started uploading weekly videos. We knew nothing about filming or editing, so we had a lot to learn, but it was so much fun!
Sometimes starting out as a creator just means making the content, and learning on the fly! Can you tell us about your social media presence and life as a creator now?
I currently create content for YouTube, TikTok, and Instagram. I feel like each platform is pretty unique, and although you can repurpose content and post it across all three, I believe each one has its own beauty and works best with specific types of content. Life as a creator is pretty fun and constantly evolving. It can be challenging because you are forced to be on top of all trends to be relevant but it is also pretty rewarding.
Carol’s seen firsthand how incredibly fast social media moves —The Plug’s upcoming Social Hub was built to help creators match the pace! With a new feed of our creator network’s sponsored posts, we’re making it easier for members to get referrals for collabs, stay on top of trends, and make the connections that could change the trajectory of your creator career forever. Download The Plug by XOMAD Mobile App on Apple or Android for a brand new way to connect through the Social Hub today!
You didn’t have the Social Hub to boost your creator journey though – you went from being a creator to working directly in the influencer marketing industry! What have you learned as a creator that’s been helpful to your role as an Account Manager?
As a creator, I’ve definitely learned the value of content creation and the immense effort that goes into it. From brainstorming ideas to shooting, editing, and engaging with the community, there’s so much behind the scenes. This has helped me understand how important it is to ensure content feels authentic and resonates with the target audience.
Authenticity has definitely been the name of the game on social media, especially since TikTok took off. What have you learned as an Account Manager that’s been helpful to your life and work as a creator?
I’ve definitely learned the importance of understanding the entire process behind managing a campaign, including the many moving parts involved. From client expectations and timelines to coordinating teams and tracking performance, I’ve gained an appreciation for the planning and structure that go into executing successful campaigns. I have also learned to better manage my time and expectations, both as a creator and in my professional role. Deadlines are important people! And meeting deadlines shows your professionalism in both roles.
We love when creators meet their deadlines; it makes things so much easier for the brand, the Account Manager, everyone involved pretty much. What do you wish more creators knew about the collab process?
I wish more creators knew how much goes on behind the scenes during the collaboration process. It’s not just about posting content, it’s understanding the goals of the campaign, staying on top of timelines, and often working with different teams to bring everything together. I must say that communication is key, and it’s important to be open to feedback while also staying true to your own creative voice.
Authenticity, professionalism, communication, and flexibility are some star-making qualities in a creator to a brand or industry professional. Besides those, what’s your favorite thing that creators do while working with them?
I love seeing how creative they are! There’s no limit to creativity, and when the campaign guidelines allow for it, we always encourage them to express their unique ideas. It’s amazing to see how they bring their personal touch to the content to make it resonate even more with their audience.
Personality and imagination go such a long way, just look at some of everyone’s favorite creators right now! But creativity and individuality alone may not prepare creators to work with brands though – what are some common mistakes creators make when working with brands and organizations? How can they avoid them?
I would say maybe not taking the time to thoroughly review the creative brief and then submitting content that does not align with anything the campaign stands for. My honest suggestion is to carefully read and review all the materials the account manager shares, and if you have any questions, please ask! I’m always happy to help and answer as many questions as you may have. Open communication is key to ensuring the campaign is successful for everyone involved.
There’s that word – Communication. It can be make or break in deciding who brands, organizations, and agencies like us want to work with again. What’s something a creator can do instantly to get in your good graces?
This is a good one! I’d say sticking to deadlines after committing to them is huge! And please, please, please respond to my emails. I totally understand that life can get busy, and sometimes you may need more time to work on content. That’s completely fine, and most of the time we can squish in some deadline extensions, but it’s important to keep us in the loop. As long as we’re all on the same page, we can always work things out smoothly.
I have a question that I think may be on everyone’s minds – can you talk to us about how brands, organizations, and collab organizers choose which creators to work with? What are some key things they look for?
This is a bit complex because every brand, organization, and specific campaign has its own requirements that we must follow before finding the right fit for each project. But overall, I’d say that brands and organizations typically look for creators who align with their values and target audience. Things like engagement rate, content style, authenticity, and overall audience demographics play a big role. It’s not just about follower count, it’s about finding creators who can connect with their audience in a genuine way and effectively communicate the campaign’s message.
What about a creator catches your eye and makes you pay attention to them?
I think what catches my eye is a creator’s authenticity and how they engage with their audience. When creators share content that feels genuine and relatable, it really stands out. I also look for creativity. Consistency is also important! Creators who consistently post and maintain an active presence tend to catch my attention because it shows they are dedicated to their work.
There’s an ever-present question – consistency vs. trends? I feel like you can use one to incorporate the other. What trends do you think creators need to be keeping up with right now?
I think short-form video content continues to dominate not only Instagram and TikTok but also YouTube. It’s all about engaging, quick, and creative videos that capture attention in the first few seconds. We at XOMAD believe in purpose-driven content, where brands and creators highlight social issues, sustainability, and community-driven causes, and I think we all should get into it.
Do you want to shout out any of your favorite Pluggers you’ve worked with right now?
Of course! The list is big!! But I’ll shout out just three to keep it short. First, Christina from @teawithteenie, I love her creative approach and how much effort she puts into her content. Then there’s Luca Huff from @1716digital, the level of production he puts into every piece of content is awesome! He shoots content with a cinematographic approach which I love. And lastly, Michael Matthew from @michaelmatthew_ shares recipes to die for and easy to replicate at home in a fun and aesthetic way that is both engaging and entertaining. 😊