You may have spotted fiancé’s, Caitlin and Leah, on your TikTok For You page sharing feel-good content surrounding their relationship, passions, and interests. The pair didn’t expect to rise to fame on social media, but now, a year in, Caitlin and Leah have over five million TikTok followers, 367,000 Instagram followers, and 142,000 YouTube subscribers who are invested in the couple’s journey. Growing a large following on these social platforms has allowed Caitlin and Leah to make a full-time job out of sharing content.
According to their management agency, Outreach, Caitlin and Leah are leading advocates for LGBTQ+ and mental health. The conversations they share online are raw and important, particularly surrounding their mental health journeys, yet their infectious personalities have helped build an audience of loyal followers who find entertainment and comfort in their content.
Now spending their day-to-day life working together in order to produce fresh, unique, and engaging content for their social channels, Caitlin and Leah have provided Talking Influence with some insight into what a day in their life looks like.
Caitlin and Leah start their day at 7 am, waking up, eating breakfast, and getting themselves ready. Many content creators have the freedom to work on the schedule they decide to choose, some may even decide that being nocturnal suits them, but having this structure to the day allows the pair to successfully reach the milestones they need to each day.
Once they’re up and ready, Caitlin and Leah prioritise their branded work. They have previously worked with huge global brands such as Disney, Spotify, and Subway. Towards the end of this year, Caitlin and Leah have worked on some particularly prestigious projects which have really solidified their reputation as content creators.
A recent campaign that Caitlin and Leah worked on for body hair and self-care brand, Estrid, reached one million views on TikTok in just 12 hours – a view count that the pair successfully meet very regularly. Another ‘pinch me’ moment for the girls which they achieved in late October was a collaboration with YouTube and Ed Sheeran for the #sheeranshorts campaign.
With all pending brand work covered, Caitlin and Leah have the opportunity to create their own organic content for their TikTok and YouTube channels. With most of their followers based on TikTok, Caitlin and Leah’s short form, humourous content is what they’re best known for, and they ensure to take time each day to share multiple videos on the platform.
Caitlin and Leah also like to spend the afternoon shaping different content for their YouTube channel, on which they create longer videos diving deeper into important topics surrounding mental health and the LGBTQ+ community, as well as collaborating on projects with brands such as PrettyLittleThing and LOOKFANTASTIC.
Between 5.30 pm until around 8 pm is when Caitlin and Leah post their videos online and reply to their viewers’ comments. During this time, most people have finished work for the day and take the time to scroll through their social feeds – prime time for content creators’ engagement.
This is what a typical day looks like for Caitlin and Leah, although 2021 saw the content creators attend live, in-person events such as Social and the City and Tok Fest, giving them the chance to interact with those who watch them online each day.
Emilio Arciniega, Co-founder of Outreach Agency, which manages Caitlin and Leah, says: “To be honest, Caitlin and Leah make our lives easy as they are so committed to their careers. Nothing is too big of an ask for them and they are incredibly responsive.
“As a team and an agency, we do try to keep our rosters small so we can provide a high level of care to our creators. This allows us to closely consider all aspects of their day-to-day lives, whether that’s brand partnerships, social media optimisation, commercial opportunities, or even just in their personal lives. I think the key for us is to help our creators find a way to create sustainable careers and I think that Caitlin and Leah are creating a great example of that.”
The work that Caitlin and Leah do gives you an idea of what a typical day for a social media content creator can look like. Now entering a new year, we expect to see further opportunities for content creators to expand their rosters even further on emerging platforms such as TikTok Live Shopping, and of course, the Metaverse. Watch this space!