From influencers to meme page ‘owners’ and news-obsessed journalists, this Screen Time column has featured an array of people who are #extremelyonline in their own unique way. But what of those whose jobs it is to work with such digitally savvy people, and channel that online energy into a lucrative brand and business?
Courtney Rupe is one such expert, as the head of social & digital at talent agency Outspoken; a role she’s held for almost five years. She works closely with owner and agency director Liz Delaney-Klinac, managing the careers of content creators and more. Agents have existed for years, but this is a relatively recent niche of the celebrity industry; today she works with some of Aotearoa’s biggest creators and influencers including Albert Cho, Anna and Jay Reeve, Sharyn Casey, Stacey Morrison, Viarni Bright, Megan Mansell, Johnny Tuivasa-Sheck and Simone Anderson.
“It’s all about building successful partnerships and maximising opportunities for our talent portfolio,” says Rupe. “Primary I’m responsible for strategising and developing content creator/talent ideas and effectively pitching these ideas to brands and agencies.”
Does working with the terminally online influence her own digital habits? We asked her to share her digital diet…
From your perspective as an agent, what makes a good content creator?
Essentially this comes down to having a strong personal brand. I think anyone can be a content creator, but a “great” content creator takes time and effort. They must be authentic and passionate about their craft, engaging, entertaining (whether this is through comedy, dance, storytelling) and produce well-executed and visually appealing content. It’s important to stay true to yourself, keep learning and adapt to the evolving digital landscape. But most importantly, have fun doing it!
And what makes a successful one?
I’ll say it again, but authenticity and transparency are key to success. Followers are wanting to connect with relatable and genuine content creators, who recognise the importance of building and engaging their communities. Someone like Johnny Tuivasa-Sheck, Sharyn Casey and Rebecca Keil are all perfect examples of talent who prioritise interacting with their followers, enhancing the overall experience for their audiences.
Have you seen any shifts in how people interact with influencers and content creators in the past year or so?
Since the Covid-19 pandemic, there has been a growing demand for meaningful and purpose-driven content. People are seeking influencers and content creators who not only entertain but also provide valuable insights, educate on important topics, or address social issues.
Short-form video platforms like TikTok and Instagram continue to rise in popularity and have influenced the way people interact with content creators. The quick and immersive nature of these platforms has led to shorter attention spans and a preference for concise, engaging, and easily digestible content.
What’s your earliest internet memory?
MySpace – or even AOL (that’s really showing my age).
What sites do you visit regularly/daily? Do you visit directly or via other means?
Monday.com. Dropbox. Social Media Today. LinkedIn. To Do List. Instagram, TikTok, Twitter. NewsHub.
The last story/link/meme/post you shared?
I love sharing random memes with my friends… daily. I generally share on Whatsapp or IG group chats and each meme is specific to them or me.
How many group chats are you in? What’s the name of the most active / funniest?
Lol – a lot. It’s the easiest way to stay in touch/ connected with everyone. Top 5 active group chat names:
Burgers 🍔
Book Club
🍆
The EBB (The Electronic Burn Book *** mean girls’ reference)
Camp Shred
What’s your approach to Instagram? Your account is private - on purpose?
About a year ago, my Instagram account was hacked and subsequently deactivated by the platform, leaving me unable to recover it. This experience was incredibly frustrating. At the time, my Instagram account held significant value for me as it served as a vital means of connecting with others and sharing special memories.
Inevitably, I created a new account, but this setback significantly altered my perspective on how I wanted to utilise the app. It provided an opportunity to re-evaluate the accounts I followed, and by setting my account to private, I regained a sense of control over who could access and view my content. Consequently, I have become more conscientious about what I choose to share with my followers, valuing quality over quantity.
Are you on TikTok? What’s on your FYP like?
Yes, I’m on TikTok, but I admit most of my videos are of my cat Tovie or random videos of myself testing out trending filters or sounds. FYP is anything recipe/food related. I love cooking so TikTok is my go-to for recipe inspiration.
What was the last TikTok video you liked or shared?
I’m obsessed with Millie Ford:
Do you use Twitter?
I’ve recently set up my Twitter account. It’s now my go-to for political news and affairs.
What’s your relationship with Facebook?
I’d like to say dead, but after my Instagram account was deactivated, I was grateful to have Facebook as a backup.
Are you on other platforms, new or old?
TikTok, Facebook, Twitter, Instagram, Pinterest, BeReal, SnapChat.
Who is the person that follows you that you’re most excited about?
Margot Robbie – but her private account.
How do you feel about AI and ChatGPT?
Thank goodness for ChatGPT! I’m all encouraging of tech that allows me to save time and streamline processes.
What is your phone?
iPhone – with mega storage space! Thanks to Dropbox, I’m able to save and access talent’s content, share these with clients and agencies direct with one click on the phone.
The last screenshot you took?
Your most used emojis?
🙏❤🔥🍾😂👌😘💀💃
Your favourite or most-played Spotify playlist?
Anything Fred Again or Fisher… House music is my vibe for 2023.
Newsletters are the future, apparently. How many do you subscribe to? And how many do you pay for?
Yes, in an ever changing, constantly evolving social media landscape where TikTok could be gone tomorrow, newsletters like websites (blog) and Substack are something that can be relied upon – plus you own your IP!
Something like Substack offers a long-format look into any and every topic whilst encouraging a more thoughtful approach to building a community.
How do you shop online? Do you have favourite sites and/or apps?
Almost all of my online shopping is done through Instagram. I’m all about as little click throughs as possible. I’m a sucker for targeted ads with a “shop now” CTA.
How many emails do you typically receive in a day?
On average, 50+ emails a day. I try to respond to every email within the hour.
What’s your email sign off?
If I’m responding to agency/brands, I keep it professional: “Kindest, Courtney”.
If I’m emailing talent/ content creators, it’s more like, “Is this of interest to you? If so, please respond within 24 hours”.
What was your screen time last week?
Average screen time was 2 hours and 50 minutes. I’m actually on Instagram and TikTok all day Monday – Friday but restrict this to work hours on the desktop only.
