No matter where in the world you are from or what you do, everyone has a story to tell.
Caroline “Kit” Pilosof, a well known Canadian/British creative director and digital content creator, has for years been telling people’s stories and has become a leading figure in the influencer and brand world because of it.
Whether it is here in Los Angeles or other places around the world, Pilosof’s clients have included model Charlotte D’Alessio, singer Arlo Parks, and major brands like Apple, Tommy Hilfiger and Walmart.
With the pandemic still if full force, we caught up with Pilosof to talk more about what she does, the status of social media and how others here in LA can benefit from telling their own stories through various platforms.
1. How has the social media industry changed since the beginning of the pandemic. Where do you see the current status of it today?
The pandemic allowed the world to slow down and for people to reconnect with those they were closest to – there was no need to be seen out and as a result social media was no longer inundated with curated lives. Instead, there was an activist mentality that took over and people were using their feeds to give marginalized groups a voice. Although I hope ‘cancel culture’ gets cancelled, I do feel that there is now a focus on connectivity, collaboration and using social media to empower communities. I also think we’re going to see a shift in the way people engage in platforms – as more people spend time online, we’re going to see more forms of participatory entertainment.
2. What platforms are you seeing become most important these days for people to have?
TikTok is the most downloaded and used social platform. We’ve seen a major shift from aesthetically-driven Instagram to TikTok stars who are using the platform to engage their audience in meaningful ways.
3. What tips can you give those in Los Angeles/Hollywood and in the entertainment field to running successful social campaigns?
The most successful brands and influencers essentially operate as their own media conglomerate – they produce content around the clock to keep their audience engaged. Gucci is a key example of this. My advice is don’t recycle content on a platform or other brands content – be authentic and native to the brand voice. Find out what the specific brand audience likes to engage with and then post consistently.
4. How do you select what type of people/projects you are going to take on?
I’ve always liked working with females – there’s something especially badass and empowering about an all-female crew creating together. I’m lucky to have gotten to a place where I can choose who I want to work with, so it’s always important to me to have common values with the client and to be working towards a shared goal whilst still learning and challenging one another.
5. What are your own goals going forward in 2021?
I’d aiming to work on some longer film projects and am hoping to collaborate with unexpected creatives and tech platforms that are out of my realm of comfort. I’m really enjoying how the industries are intersecting in such surprising ways as I’m getting to speak with experts in fields that 5 or 10 years ago wouldn’t come near the fashion and influencer industry.
6. Why do you love working and creating with people, brands and artists and not only telling their story, but helping them find that story?
I’ve always been a storyteller. I am fascinated by what gives individuals their energy. I find vulnerability to be the most endearing quality and try to ask questions that can reveal something new about a person and get a meaningful conversation started. This is what I love so much about helping creatives and brands tell their story – uncovering an unexpected side to someone and figuring out a way to show this to their audience. It can be scary to be vulnerable, but knowing that someone relates and understands you makes it all worth it. It’s exciting that social media is getting back to its roots in terms of connecting people and sharing authentic experiences and I’m so thankful to be a part of it.