Top Of The Feed
When most brands think about influencer activations, the map starts and ends with New York and Los Angeles. And of course there’s strong reason for that — the Coasts are hubs of influence, media, and access. But we have to remember: influence doesn’t only live in two cities.
At our last Social Setting in Atlanta, I was reminded how impactful it is to nourish community in other markets. The excitement, the energy, and the sense of pride was proof that geography shapes the experience as much as the guest list. And in these cities, influencers are often even more eager for localized opportunities to connect.
For brands, this is an opportunity in plain sight. As a NYC-based marketer, I can attend industry events any night of the week if I choose. But most markets don’t have that option. Therefore, when you create intentional spaces across multiple cities, engagement rises and resonance runs deeper.
So yes, keep showing up on the Coasts. But don’t stop there. The beauty of this work is realizing that influence is everywhere. Some of the strongest connections are waiting to be made where brands show up the least.
Spotlight
Black Influencer To Follow: Kenneth Kyrell
A cultural curator and lifestyle influencer whose reach spans music, fashion, and media. With proven impact both online and in-person as a DJ, moderator, and brand partner, he leverages his extensive network in entertainment to help brands gain visibility with the right audiences.
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Food For Thought
Activating in secondary markets can unlock big opportunities, but it also requires a sharper strategy. A few things to keep in mind:
Creator discovery takes more effort. The pool may not be as visible as NY or LA (but trust it’s there), so it’s about knowing how to surface the right voices. You’re going to have to go beyond your influencer tech tool and deep dive on some people’s pages and following.
Venue options can feel limited. Finding spaces that align with a brand’s aesthetic may take more digging, creative reimagining, and negotiation. With fewer influencer events happening locally, there aren’t always obvious “go-to” venues. So success often comes from looking at unexpected spaces in new ways (+ a really good search on TikTok).
Commuter habits matter. In cities where people drive long distances or leave downtown early, timing and accessibility should be a strong consideration. In addition to day of the week!
So ask yourself: If influence is everywhere, how can your brand design experiences that travel everywhere too?
Worth The Click
I grew up in Ohio, so I’ve always acknowledged influence doesn’t just live on the coasts. What’s exciting now is seeing that more broadly recognized with the help of social media:
Billy Penn spoke with Philadelphia creators about why they’ve chosen to build their platforms locally. Their reasons highlight the strength of Philly’s culture, community, and opportunity
AfroFuture Detroit made its U.S. debut this summer, transforming the city into a vibrant hub of Afrobeats, art, and diaspora culture. Through immersive music, local expression, and culturally rooted programming, it confirmed Detroit as a thriving center of creative influence
A TikTok debate about NYC influencers being a “carbon-copy” unpacked conversation to a bigger truth: there are countless diverse creators in every city, including New York, who bring fresh perspectives and voices waiting to be discovered.
Behind The Feed
Every time I take Social Setting into a new market, I get nervous.
Will the right people show up? Will the energy feel as strong as the other cities? Those questions are always ones I quite literally lose sleep over…
But what I’ve learned is that expansion is well received when you really and truly know your audience — your people. So all I can do is stay grounded in that, faith and keep it pushing!
The year is flying by and there’s still more new cities for 2025: Los Angeles, London & Seattle. So this next week, I’ll be busy continuing work on those!
Before You Log Off
Location isn’t just a backdrop, it’s part of the story.
