Elyse Myers: Authenticity, Creative Control, and the Pursuit of ‘Cool’ in the Creator Economy

TikTok creator Elyse Myers, known for her relatable storytelling and honest approach to content creation, has built a following of over 7.1 million. Her success isn’t driven by chasing viral trends, but by prioritizing authenticity, maintaining creative control in brand partnerships, and focusing on consistently creating content she’s proud of.

The Power of Authentic Storytelling

Myers rose to prominence on TikTok with a viral video recounting a particularly memorable, and frustrating, first date involving an unexpected order of 100 Taco Bell tacos. This story, shared in October 2021, resonated with audiences and launched her career as a content creator. She attributes her initial success to simply being herself online, sharing personal anecdotes with honesty and vulnerability. “I’m really passionate about being remarkably honest in my relationships with people, and I never considered that that would be weird to do online,” Myers stated in an Adweek interview.

Setting Boundaries and Maintaining Control

Despite her openness, Myers maintains firm boundaries regarding her personal life. As a mother, she has intentionally separated her content creation space from her home and chooses not to feature her children in her videos. This decision, while potentially limiting opportunities with brands targeting parents, reflects her commitment to a clear vision for her online presence. “When you have a very specific goal and a specific vision of how you want to present up, and you know that that’s a strong value of yours, it’s really easy to make decisions within that,” she explained.

Prioritizing Creative Control in Brand Partnerships

Myers is selective about the brands she collaborates with, prioritizing those who trust her creative judgment. She isn’t afraid to decline partnerships if she doesn’t have sufficient creative control. Her metric for evaluating potential collaborations is simple: would she be proud to share the resulting content with her husband, Jonas? Brands like Audible have earned her trust by granting her significant creative freedom. “There’s really nothing I could say that they would be like, ‘no,’” she said. “There’s just trust. High trust breeds high creativity and great results.” She has also partnered with brands like Geico.

Why Virality Isn’t the Goal

Myers actively avoids chasing viral trends, viewing them as a reactive rather than proactive approach to content creation. She believes that focusing on consistently producing high-quality content is more valuable than striving for a single viral hit. “If you’re waiting for all your content to go viral, you’re actually missing so much because that’s one video,” she argued. “In the grand scheme of things, 3 million people on one video is nothing compared to 10 videos that perform consistently very well because they’re good.” She emphasizes the importance of consistency, noting that she initially built her audience by posting videos at the same time each morning.

Recent Social Media Activity

In March 2024, Myers temporarily removed all content from her TikTok account, citing a need to take a break from the platform. She also removed content from her Instagram page, posting a message indicating her intention to return when she was ready. She remains active on other platforms.

Elyse Myers’s approach to content creation offers valuable lessons for both aspiring influencers and brands seeking authentic partnerships. By prioritizing creative control, consistency, and genuine connection with her audience, she has cultivated a thriving online presence built on trust and quality.