This Industry Runs on Ghostwriters, Group Chats, and Guts

Want to know how influencer marketing really works behind the scenes? It’s not just strategies and spreadsheets.

Hi there! I’m Johanna Voss, an Influencer Talent Manager who has helped my clients land over $6M in brand deals. I also guide other talent managers in building successful, long-term brand relationships for their clients. This week, we’re talking about what fuels us all, day in and day out. And no, I’m not talking about caffeine.

Let’s skip the Pinterest productivity tips and cut straight to it, shall we? You want to know the real secret to success in the creator economy?

It’s not just strategy. Or spreadsheets. Or “optimizing your workflow” with a pastel planner, an AI assistant and a daily affirmation.

The truth? This whole industry runs on ghostwriters, group chats, and a hell of a lot of guts.

GHOSTWRITERS

Let’s start with the most whispered-about truth in the biz:

Not every caption was lovingly typed out by the perfectly lit creator who posted it. Shocking, I know. But also? Who cares.

Some of the most “authentic” content you double-tap is crafted with the help of brand voice guides, Google Docs, and ghostwriters who are fluent in emojis and emotional relatability.

Some creators just aren’t great at writing captions. They’re leaning into their zone of excellence and letting their team do the same. No shame in that game.

Have you ever tried to synthesize your brilliant, creative thoughts into 100 characters? If not, try it and then report back. Spoiler alert - it’s tricky. Some people are really good at it. Others, ahem yours truly 🙋🏻‍♀️, aren’t.

Hiring help doesn’t make you less authentic—it makes you organized. It means you’re treating your content like a business (because it is). You’re not less real. You’re just busy. And wise. And probably booked and blessed.

Is AI prominent in our industry? Yes, yes it is. Personally I’ve found AI to be a game changer to help me tighten up what I want to say, organize my thoughts and figure out what the heck the point was of what I was trying to say.

GROUP CHATS

You think success is a solo sport? No ma’am. Behind every viral moment and five-figure content collaboration is a group chat that goes off daily.

This is where the real work happens:

• Rates get reality-checked.

• Contracts get dissected like it’s Law & Order: Creator Victims Unit.

• “Hey, anyone worked with [sketchy brand name]?” gets dropped, and you better believe receipts follow.

• Someone lands a dream collab and suddenly 12 women are screaming via text and sending fireworks emojis like it’s New Year’s Eve.

These chats are our lifelines. They’re support groups. They’re mini-masterminds full of people who get it—who know that today’s win came after six ghosted emails and one rejection that almost broke you.

I’ve got a group text thread with my talent where we celebrate our wins, ask questions and get great feedback. I’ve also got a thriving group chat with 11 other amazing, badass talent managers.

Molly Tracy

& I co-hosted The Talent Manager Summit in Austin last month and this group chat is those women. Goodness, that chat is 🔥

GUTS

Let’s be honest: none of this works without guts.

It takes serious nerve to quote your worth. To pitch yourself before you feel “ready.” And to walk away from a campaign when the scope starts creeping like a horror movie villain.

Nothing feels quite as intimidating as the first time you turn down

The creator economy rewards the brave. The ones who hit send even when their palms are sweaty. The ones who show up after a flop. The ones who advocate—for their value, their time, their peace.

This business is not for the faint of heart. But if you’re here? You’re already braver than you think.

So if you’re out here thinking,
“Why does this feel chaotic sometimes?”
“Why am I low-key exhausted even when things are going well?”
“Why do I have 27 tabs open and 14 versions of a pitch deck?”

Welcome. You’re part of the creator economy. And yes—this sh*t is supposed to be bananas.

We’re all out here winging it with confidence, community and just enough caffeine to survive the algorithm changes.

Real talk time: Which one of these three keeps you going most days?
👻 Ghostwriting?
💬 Group chats?
🔥 Guts?

Drop it in the comments, send it to your group chat (obviously), or whisper it to your ghostwriter. I’ll see you there.

Until next time,