Zachary Galia

If the collaboration isn't authentic to both the partner and the brand, it's not worth doing. It doesn't matter how many followers a person may have. If they/their following won't authentically care about your brand, you're just creating more noise.

Once you define the reason you think the trend has been successful, it's time to create your own content (and analyze the results). Maybe you were 100% dead-on and knocked it out of the park on the first try. Maybe you're like the rest of us and it didn't go exactly as you hoped. This is where the analytics come into play and can guide you in your decision-making moving forward.

Trends aren't something to simply be copied by your brand. Trends should be used as incredible insight into what type of content is working and popular on the platform. By simply repeating something popular that has already been done, you're not adding anything to your content or brand. By using the knowledge gathered from a trend to your creative advantage is everything. Look at the reasons the trend is working. The editing style, length, topic, etc. and see how you can use that knowledge in developing a piece of content that reflects your brand.

Having a presence is great. Having a valuable presence is everything. You can easily put your skills on display by simply knowing what type of content performs best on each platform, and pushing out that type of content on your personal channels. It's a little thing, but something hiring managers (myself included) are always looking for. Creating amazing content is only half the battle. You need to know how to package it in the right way for optimal performance on each platform.

In this industry, your personal social media accounts can either be a tremendous benefit or detriment to your career goals. By using them as a 'digital business card' or living, breathing portfolio of your creativity and successes, you provide a consistent reminder to hiring managers in the industry of what you're capable of.

Everyone's work needs to be valued properly. If you cannot reach an influencer's price point, keep them in mind for bigger projects down the line where budget may be increased. A discounted rate means discounted effort and discounted content. Paying people what they're worth is the only way.