The new influencer? It might be you. 🤔
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Hi Reader! For a long time, the word “influencer” didn’t feel like it belonged to people like us. It belonged to the people with the ring lights and the millions of followers and the sponsored everything. The ones who seemed to have cracked some code that the rest of us, the credentialed, the experienced, the actually-trained-in-this professionals, were somehow excluded from. Well. Something has shifted. Brands are waking up to what many of us already knew: a smaller, more engaged, more trusted audience is worth more than a massive one that barely notices you’re there. The data is backing it up. The spending is following. And the opportunity that’s opening up right now -- for dietitians, for health professionals, for people who have spent years building real expertise and real relationships -- is bigger than it’s ever been. This issue is a rally cry. Not because you need permission ... you never did. But because sometimes it helps to hear someone say out loud: the moment is yours. The door is open. And you have more to offer than you might have let yourself believe. I also have a quick but important note about where to find me on Instagram — more on that below. Grab a snack and read on. With warmest regards, Bon P.S. If this issue speaks to someone you know, forward it their way — or send them to bonnietaubdix.kit.com/d4132ece48 to join this community. 😊 A Quick but Important Note: If you follow me on Instagram — and I hope you do — here’s something worth knowing. My main account, @bonnietaubdix, is still very much home to everything you’ve come to expect: food facts, nutrition tips, label-reading guidance, travel, recipes, and the occasional debunking of whatever myth is making the rounds that week. That’s not going anywhere. But my media tips, professional development content, and everything related to building your visibility as a health professional have moved over to @BTDmedia. If you’ve been waiting for a sign to follow that account — this is it. Come on over. I’d love to see you there. Bonnie’s Bites: You Don’t Have to Have Thousands of Followers to Make Thousands of Dollars Here’s something worth sitting with: around 45% of brand spending on influencer marketing is now going to creators with fewer than 20,000 followers. Nearly 20% is going to “nanoinfluencers” with fewer than 5,000. Companies like Target, American Eagle, and SoulCycle are working with creators who have as few as 500 followers. Why? Because the algorithm changed everything. Since most of what people see in their feeds no longer comes from accounts they follow, a massive following no longer guarantees reach. What it does guarantee is a massive price tag. Brands are doing the math, and smaller creators, with their tighter communities and higher engagement rates, are winning. What does this mean for you? It means the question has changed. It’s no longer “do I have enough followers to matter?” It’s “do I have a community that trusts me?” If the answer is yes (and for most of you reading this, it is), you have something brands are actively looking for right now. A word of caution: brand partnerships with smaller creators often start modestly (think product gifting, discount codes, or small fees rather than six-figure contracts). I'm not saying do something for nothing...but these connections also build relationships, add credibility, and open doors. And unlike influencers with no credentials, you bring something to the table that can’t be faked: real expertise. That matters, and the brands worth working with know it. Want to go deeper on brand partnerships and how to evaluate them? Louder Than Likes: How to Amplify Your Expertise and Make Media Work for You has a chapter for that. You Asked: "HELP! I don’t usually get in front of the camera but a brand I just started working with wants me to be IN a video. What do I wear?" I Answered: Whether you’re newer to media or you’ve been creating digital content for years and are now stepping into TV or brand work for the first time, this question comes up more than you’d think, and the good news is that the answer is simpler than you might expect. First, always check with the brand before you assume anything. They may have specific guidelines about colors, logos, or overall aesthetic that reflect their identity. Your personal style matters, but when you’re representing someone else’s brand, a quick conversation in advance can save you from showing up in the wrong outfit. Over the years I’ve actually built a small collection of pieces I keep specifically for TV and video work: jewel-toned blouses and dresses, simple classic jewelry, nothing distracting. It takes the guesswork out of getting dressed on shoot day. Here’s what I’ve learned: Jewel tones are your best friend. Rich blues, emerald greens, deep purples, warm burgundies -- these colors come alive on camera in a way that neutrals simply don’t. Skip the busy patterns, bold stripes, and anything visually noisy. The camera can do strange things with certain prints, and the last thing you want is your outfit becoming the story. Keep jewelry simple. Dangling earrings and clanging bracelets aren’t just distracting, they can interfere with your microphone and pull focus from everything you’re saying. Notice how much attention you pay to a commentator’s message when you’re too busy looking at what they’re wearing. Exactly. You don’t need designer labels or a whole new wardrobe. A few well-fitting pieces in the right colors will take you further than a closet full of trendy patterns. And remember: confidence comes from what you know, how you say it and how you feel on camera, too. RDs’ Favorite High-Protein Ready-to-Eat Foods Protein-packed pancakes for breakfast? I’m in. I shared why starting your day with protein, helps stabilize blood sugar, keeps you full until lunch, and sets the tone for smarter choices all day. Grocery Shopping Tips to Help You Spend Less Without Sacrificing Nutrition Healthy eating doesn’t have to be expensive. This piece breaks down smart dos and don’ts for your next supermarket trip, because stretching your budget and eating well are not mutually exclusive. Tasty Low-Calorie Snacks to Help Lower Blood Pressure Trail mix gets a bad reputation for being calorie-dense, but built the right way (as in almonds, walnuts, pistachios, and unsweetened dried fruit like apricots or prunes) can support cardiovascular health and keep you feeling energized and satisfied. I share exactly how to build yours. A Recent Episode of the Media Savvy Podcast: Someone said it on stage, matter-of-factly, like a settled fact: there’s no such thing as a Media Dietitian. I couldn’t respond in the moment. So this episode is my answer. I actually agree with part of it. It’s not an official credential, meaning no exam, no board, no certificate. But neither is “content creator” or “blogger,” and those titles get claimed without hesitation. My concern is that dietitians hear a comment like that and quietly decide they’re not there yet ... waiting for some invisible milestone before they let media count as part of their work. But not all media dietitians have the training and experience to bring the confidence they need to help them claim the title. Eight minutes. That’s all this episode asks. And I think it might change how you think about the work you’re already doing. 👉 Listen on Apple Podcasts or Watch on YouTube What I’m Reading: 'Facts Aren't Enough': IFT Warns of Food Misinformation Crisis 5 Functional Snack Trends for an Ageing World One More Thing: I just finished My Friends by Fredrik Backman ... loved it. If you’ve read A Man Called Ove or Anxious People, you already know that Backman has a gift for making you laugh and cry in the same paragraph. This one is no different. Friendship, trust, the messy reality of the people we choose to keep in our lives ... he gets it. Now I’m in the middle of Yesteryear by Caro Claire Burke and wow, what a ride. It’s a sharp, funny, completely unhinged (in the best way) satire about a tradwife influencer with millions of followers who wakes up one day actually living in the 19th century. Anne Hathaway is already attached to the film. Enough said. Have you read it yet? So here’s my ask: I’m heading on vacation soon and I need my next book. Hit reply and send me your suggestions — I trust your taste completely. 📚 💥 If we haven’t personally connected -- let’s change that! Send me a DM at @bonnietaubdix or @BTDmedia on Instagram, or just hit reply to this email. I read everything. Are you enjoying this newsletter? Please forward it to a friend! 🙏 Podcast Links: www.mediasavvybtd.com Apple: https://podcasts.apple.com/us/podcast/media-savvy-with-bonnie-taub-dix/id1741232979 Spotify: https://open.spotify.com/show/3LzVBmZXY29Cd0Y1xU66jh YouTube: https://www.youtube.com/@BonnieTaub-Dix Amazon Music: https://music.amazon.com/podcasts/c70ddb7d-fb38-4d7b-a10a-2bffe9048a19/media-savvy-with-bonnie-taub-dix ____________________________________________ |