I love Paige Lorenze's content style beause its a mix of more curated/performed content (revolving around DairyBoy, shoots, etc), but also authentic content of her just talking to the camera, which feels realer to the viewer.

Additionally, I love SillySacks, because she's a student-influencer at a school (Umiami) where much of the content being produced is very curated/manufactured/polished. She's a compelling influencer because instead of leaning into that trend and capitalizing off of that, she does the opposite, and creates comedic bits that riff off of what other people are doing. At the same time, however, she still leans into the UMiami aesthetic and posts a ton about outfits and her upper-east side lifestyle.

I think there are two avenues: 1. content that is not directly about the beverage. In other words, GRWM, outfit reveals and other natural content that incorporates the beverage without overtly throwing the advertisement in your face. 2. for brands such as unwell, strong marketing comes from really leaning into its purpose/use case as a brand; for instance, girls using it as a recovery after a night out, festivals, partying etc. - by targeting that exact consumer segment and weaving the "ad" into content that would already be created, it comes off as authentic and a TRUE part of that creator's everyday routine.

when content doesn't come off as an advertisement and instead displays the authentic, raw, and seemingly unedited aspects of someone's everday routine. Yes, viewers want something to aspire to, but they also want something to relate to - engaging lifestyle content balances these two aims