Cyrus Veyssi Shares How Agencies can Partner with Creators to Build Authentic Brands
If you have an interest in beauty, skincare, or fashion, you may have discovered Cyrus Veyssi on the internet. During the pandemic, Cyrus started posting videos to TikTok to create authentic and inclusive content for people who looked like them. Today, with over 400K Instagram followers and 546K TikTok followers, Cyrus is a full-time content creator, brand consultant, and the face of the newest Caudalie campaign, to boot. In other words, they’re iconic.
This month, we sat down with Cyrus to learn how they translated seven years of creative consulting experience in media into a career in content creation. Here are our favorite words of wisdom — told through their signature intersectional, inclusive, and comedic lens.
Cyrus shares how they became a content creator
“I wanted to figure out ways to create representation beyond what I was seeing on social platforms. I was so grateful to have seven years of creative strategy experience from opportunities at PAPER Magazine to PR agencies , because I knew what my clients were looking for from my content, and how to act appropriately in brand meetings. I know what it’s like when a creator submits content late or uses a competitor product. That context has helped me build strong relationships with brands.”
“Client-facing communication is a skill set you have to mold, shape, and work on. Now a full-time content creator, I can use language, read brand guidelines and digest briefs in ways I wouldn’t have been able to if I didn’t work on the agency side first.”
Cyrus answers: is traditional media dead?
“No! It’s very much still alive. There’s so much potential to pair earned media with social media to create an interesting story and make a social impact. It starts with identifying the really strong wordsmiths, writers, and editors who have years of experience. Then, bring in creators who know how to shape and tell a story. We’re seeing into each others' worlds. Reporters ask me about making TikToks, and I ask them about the pitches they’re accepting.
“I still follow beauty publications that I used to pitch. At the same time, I get news from TikTok and Instagram. When it comes to organic media, there must be a marriage. You can’t live in a silo.”
“There’s so much potential to pair earned media with social media to create an interesting story and make a social impact.”
Cyrus explains how to choose clients as a creator
“I think every brand’s goal should be to build long-term partnerships with creators. I want to become an asset to a brand, not just a vendor they work with.
“That starts with determining if and how I can supplement an earned media strategy. If the brand is hosting a launch event, how can I tailor my content to the brand strategy? Do they want brand awareness? Actual conversion? ROI through purchases? These are the things I think about when tailoring my content. I understand how to strategically use my platform and hit different benchmarks. If I know if I can’t sell a certain product, I won’t take on that project because it won’t be a successful partnership.”
Cyrus partners with brands that align with their values
“Here's the thing. I check a lot of boxes: first generation, nonbinary, queer person of color. I’m a PRIDE campaign’s dream come true. I know when a brand is tokenizing me based on the time commitment and level of outreach. If I get an email in the middle of June for a PRIDE campaign, that’s not a great sign.
“When considering a brand partnership, the first thing I ask is: do I use the product? Do I like the product? Next, I look for personalization. Is the offer tailored to me? If the brand wants to hop on the phone, I’m elated. I know that the brand really wants to work with me and get to know me. Building that trust is important. People follow me because they trust me and my recommendations. I’m also privileged enough now to say no to brands I don’t want to work with. I want to maintain my organic voice.”
Cyrus believes in the power of data analytics
“Creators, always remember: the proof is in the pudding. Never underestimate the power of your numbers, especially when it comes to engagement. I’ve seen many smaller creators have phenomenal engagement, which proves they will actually move product to purchase more than some bigger creators. I like to show measurement, analytics, and the breakdown of demographics. When you have clients that are risk averse, the measurement and the analytics speak for themselves.”
Be sure to check out Cyrus on Instagram and TikTok. It was a pleasure to have them!