This publish was created as a part of an ADWEEK Home content material settlement.

Elyse Myers, a content material creator with over 7.1 million followers on TikTok, has labored with main manufacturers like Audible and Geico. Throughout an ADWEEK House: Austin session, Myers sat down with Zoe Ruderman, chief content material officer at ADWEEK, to debate her experiences working with manufacturers, why she values belief in her partnerships, and her ideas on why going viral is overrated.

Authenticity—with boundaries

Like all content material creators, Myers was as soon as nameless. However fairly than curate her persona to a sure viewers, she leaned into her genuine voice. One in all her first movies was her merely telling the story of how she went on a date with a man who made her purchase 100 Taco Bell tacos. It has over 3.3 million views.

“I’m actually captivated with being very trustworthy in my relationships with individuals, and I by no means thought of that that may be bizarre to do on-line,” Myers mentioned. “It was an unconscious choice that I’ve consciously determined to proceed.”

Nevertheless, as a mom, Myers has additionally set strict boundaries round her private life. She has a home that she creates content material in that’s separate from the place she lives, and she or he received’t characteristic her youngsters. This may be difficult for manufacturers that focus on mother and father or mothers. However Myers refuses to budge.

“When you could have a really particular objective and a selected imaginative and prescient of the way you need to present up, and that that’s a powerful worth of yours, it’s very easy to make choices inside that,” she mentioned.

A metric for choosing manufacturers

Myers prioritizes inventive management when partnering with manufacturers and isn’t afraid to say “no” if she doesn’t have that. It’s necessary to her as a result of, on the finish of the day, she needs to be pleased with what she makes, whether or not it’s for herself or with a model. And her metric is solely if she needs to share her work together with her husband, Jonas.

“Jonas is aware of after I’m pleased with what I do,” she mentioned. “I’m all the time going to return house and be like, ‘Can I present you one thing cool?’”

Myers mentioned belief in her inventive voice permits the campaigns to be as profitable as they’re. She talked about Audible as a model that provides her the belief she wants.

“There’s actually nothing I may say that they might be like, ‘no,’” she mentioned. “There’s simply belief. Excessive belief breeds excessive creativity and nice outcomes.”

Virality is overrated

Myers believes in herself as an “limitless properly of creativity” and she or he focuses on that as an alternative of “chasing viral tendencies.” She mentioned that aiming for a viral video is a reactive strategy to be a creator and construct a model.