Love it or hate it, influencer marketing is still a strategy brands use to drive awareness. Lizzy Capri, cofounder of Team RAR and social influencer, is thriving despite reports that sponsored posts on Instagram decreased from 35% of influencer content to 4% from February to April. She is leveraging her brand’s likeness to assist the non-profit, The Thirst Project, an organization that provides clean drinking water to impoverished communities and countries across the globe.
“I’ve been working with them for a while now,” Capri comments. “I’ve loved being able to use my platform to shine a light on the incredible work they do every day to better the lives of people around the world.” Team RAR also supports Wags and Walks, an organization that rescues dogs from high kill shelters and places them in forever homes.
Capri has managed to use her skills, ingenuity and intellect to amass nearly seven million followers on social media and over one billion views across her social media platforms in two years. In January 2020, the Team RAR YouTube channel received its silver play button. Her success has attracted and created partnerships with brands such as LEGO and Elmer’s where they tapped into her ability to create viral content.
Before becoming a full-time YouTuber, Capri studied at Carnegie Mellon University and worked as a technical writer at LinkedIn. To remain creative, she began assisting another creator on a YouTube channel. As the popularity of that channel increased, Capri decided to work on original content with Carter Sharer. She attracts viewers by creating unthinkable scenarios such as riding in a real-life tank.
“We were known as the Dream Team,” she explains, “but even before those days, I helped develop two well known YouTube channels, which was sort of the genesis for what would eventually become Team RAR.” As their brand grew, they decided to rebrand. They focused on being authentic creators. Team RAR stands for rare and ridiculous and is a collective of friends, including Ryan Prunty and Stove’s Kitchen, that create, develop and share adventures, challenges and experiments with their followers.
In the beginning, she experimented with the videos learning how the YouTube algorithm worked and how videos went viral. She made a promise that once they reached 100,000 followers, she would quit her day job and focus on building a brand.
“We’re creating this business,” she shares, “so we have to treat it like a business. We didn’t want to take away the fun aspects of it because a lot of it is super unstructured, but building the infrastructure for the back end and figuring out where my efforts are best spent was difficult.” She credits outsourcing tasks like video editing to allowing her and the team to remain focused on the brand’s vision.
As with any brand, Capri had to define what success meant to her and the team. “There are two aspects of it,” she states. “The external, which is your metrics, your data and your views. Then the other side which a lot of people don’t really consider but I internalized it myself a lot is how happy I am with the content I’m producing. Do I want to make it better? Most of the time, I do. It’s an internal satisfaction.”
Although social media algorithms are constantly changing and new platforms such as TikTok are emerging, Capri shares her top three pieces of advice for growing a social presence:
- Be consistent with posting content. Consistency shows reliability and increases impressions. Team RAR produces two-to-three videos a week.
- Work smarter, not harder. Even with the social media saturation, you can use the saturation data points to help you stand out by conducting trial and error posts.
- Build your brand off what works. As you begin to analyze the data and figure out what types and kinds of posts are garnering the most engagement, begin to build the brand voice around the successful posts.
“Everyone has a voice,” Capri concludes. “I want to inspire my young followers to use theirs whenever they see an issue in the world because it’s our generation that will hopefully solve some of these issues.”