Cheena Pazzo: Why local creators are your brand’s most valuable marketing partner
Tulsa’s creator community is thriving and more accessible than ever.
From foodies and travel enthusiasts to local thought leaders and cultural curators, Tulsa is home to a growing network of digital influencers and content creators who are shaping conversations, setting trends and connecting with their communities.
For brands and organizations looking to make a meaningful impact, tapping into this creative talent has become a powerful tool in modern marketing.
Here are a few reasons why:
Authenticity and trust. Creators have built loyal audiences who trust their opinions. Because their reputation is on the line, creators are selective about the brands they align with, making their endorsements more authentic and impactful. Seeing real people use and enjoy a product or service encourages others to do the same.
Niche targeting. At ONE80, we’ve collaborated with macro and micro-influencers to deliver highly targeted messaging to reach niche audiences with a level of precision traditional advertising can’t match.
Higher engagement. Creator-driven content often outperforms branded content in likes, shares and comments. Their followers are more likely to engage with and respond to promotions, and creator links drive traffic to your website.
Cost-effective and versatile. Micro- and nano-influencers can offer strong return-on-investment for smaller budgets, and campaigns can be scaled based on reach and budget needs. Additionally, creators excel at producing high-quality content that can be repurposed by the brand.
Now, let’s talk strategy. Here’s how to launch your first creator campaign.
Start by answering a few simple questions. What do I want to achieve — social media growth, sales, brand awareness — and who do I want to reach?
Identify your platform(s). Choose channels where your audience spends time:
Instagram & TikTok: Visual, short-form content, great for lifestyle, tourism, fashion, food and beauty.
YouTube: Long-form content, perfect for tutorials and product reviews.
LinkedIn: Thought leadership, B2B or professional audiences.
X, BlueSky: Real-time conversations, community-building, hot takes and thought leadership.
Pinterest: Ideal for design, home, fashion, recipes and DIY.
Blogs: SEO-friendly, great for detailed reviews and evergreen content.
In a crowded market, finding the right influencers can be intimidating. While many marketing and communications firms have established relationships, you can also start your own search by exploring relevant hashtags, reviewing your current followers and analyzing who your competitors are working with. There are paid tools like Brandwatch, SocialRank and Upfluence that can help identify and prioritize potential partnerships and provide end-to-end influencer marketing support.
I’m continually impressed by the depth and diversity of Tulsa’s influencer community. Our firm recently collaborated with Tulsa Bite (@tulsabite) on behalf of a client, resulting in a remarkable 531% increase in their Instagram following.
The partnership ignited a surge of organic engagement, generating over 1.6 million views across social platforms and capturing the attention of both local creators and media outlets.
We’re currently collaborating with lifestyle influencer Molly Buchanan (@mollybuchanan918) on a travel-focused campaign, and we’re big fans of the work from Luke Leifeste (@lukeleif), whose Best of Tulsa series for Experience Tulsa has become an iconic way to showcase local hotspots.
In today’s attention economy, trust and authenticity matter more than ever, and Tulsa’s creator community delivers both in spades. Whether you’re launching a new product, amplifying your brand, or simply looking to connect with the city in a meaningful way, there’s never been a better time to engage with local influencers.
Their creativity, credibility and community ties make them powerful partners in telling your story, and driving meaningful results.
Read the full piece in the Tulsa World.