With a background in tech PR for industry giants like Amazon Web Services and Facebook’s Security and Privacy division, Sydney Kaplan, known on TikTok as @sydneyrekaps, has carved an unconventional path in the creator economy. Far from the typical influencer trajectory, Kaplan has methodically built her digital presence through reality TV recaps and relatable New York City content, leveraging her PR expertise to navigate the social media landscape.
Her journey underscores the significance of persistence, adaptability, and authenticity in the digital age. “You always have to be willing to reroute, try something new, and not get comfortable,” Kaplan emphasizes, reflecting on the continuous reinvention required in content creation.
From Tech PR to TikTok
While working in tech PR, Kaplan realized her true passion lay beyond the confines of corporate media outreach. “I moved to New York, and people were talking about influencers,” she recalls. A pivotal moment came with the Arielle Charnas and Amanda Seyfried scandal, sparking her curiosity about the influencer world. However, it was the pandemic that catalyzed her full transition into content creation, as her freelance writing, makeup artistry, and food delivery jobs vanished overnight.
“The pandemic hit, TikTok came out, and that’s how I started posting about reality TV,” Kaplan remembers. Her first viral moment arrived unexpectedly with a TikTok about “Real Housewives of Beverly Hills,” which prompted her to refine her approach to content. “You can share your opinion, but you can also just report the pop culture news without being so savage,” she notes.
Strategic Content Creation
Despite early success, Kaplan initially struggled to envision a sustainable career path in pop culture commentary. Her comparison to other creators like Tinx (Christina Najjar) led her to briefly step back from TikTok, taking a full-time copywriting position with Abercrombie. “I thought, ‘I’m going to slow down on TikTok because I don’t see where it’s going,’” she recalls. However, her PR skills soon proved invaluable in securing brand partnerships.
“My first big brand deal was with Kiehl’s. I had made a video complaining that Equinox got rid of Kiehl’s, and it was getting traction. My PR brain thought, ‘I should reach out to Kiehl’s to make this a brand deal.’”
Kaplan’s structured strategy for pitching and communication, honed during her tech PR days, facilitated her growth as an influencer. “I used my PR skills to pitch brand deals,” she explains, highlighting her ability to craft thoughtful pitches and engage with brands effectively.
Building and Engaging an Audience
Fully committing to content creation required Kaplan to post consistently across platforms like Instagram and TikTok. Her strategy centers on providing clear value, whether through entertainment or education. “My advice is to be cringe,” she advises. “Do something super educational so people say, ‘I needed that tip or piece of advice,’ or super cringe and hilarious so they send it to friends.”
Kaplan emphasizes the importance of strong hooks in content strategy. “If I’m doing a vlog, I’ll start with, ‘My #1 tip if you want to move to New York…’ Even if it’s just a joke about doing laundry in my basement, people will be more likely to click it if it relates back to them.”
Engagement and Adaptation
For Kaplan, building audience loyalty goes beyond content; it requires active engagement. “People underestimate replying in the comments,” she says. “Sometimes it feels ‘losery’ to reply and like every comment, but people are engaging. Engage back!”
Adapting to social media algorithms presents ongoing challenges. “You can’t get comfortable,” she admits. “My apartment video did great, and I thought, ‘I’m free from the pop culture jail.’ But now my pop culture videos aren’t doing well!” Kaplan’s resilience and flexibility allow her to navigate these shifts, reusing familiar formats to explore new content avenues.
Leveraging PR Skills for Brand Partnerships
Kaplan’s approach to brand partnerships reflects her PR background, focusing on authenticity and long-term strategy. “Before you get a brand deal, ask yourself, ‘Is my content set up for brand deals?’” she advises, recommending that creators naturally integrate potential branded content into their regular posts.
“Bloom sent me canned cocktails, so I use them in videos. If I ever do a deal, it feels authentic.”
Negotiating brand deals requires a balance of professionalism and instinct. Kaplan shares that her partnership with Kiehl’s was particularly rewarding because it was entirely her idea, demonstrating the power of initiative and authenticity in influencer marketing.
Future Aspirations and Writing Pursuits
Beyond TikTok, Kaplan has pursued her passion for writing, contributing to platforms like Betches and StyleCaster, and developing her Substack for personal essays. “I think my writing and content are similar styles,” she explains. “People say my writing feels like being on FaceTime with me.”
Her literary aspirations include editing a romance novel, drawing from her experiences in Los Angeles. “It’s about a woman who reconnects with her middle school crush in LA. He’s a Beverly Hills hotshot; they fall in love… until he ghosts her. It’s about what happens next and how not everything is what it seems.”
As Kaplan looks to the future, she aims to create content that resonates personally and with her audience. “I’d love to get to a place where people care about my daily life so I can just have fun,” she reflects. Her journey offers valuable insights for aspiring creators: “Things happen when they’re meant to,” she advises. “Be cringe. Focus on content that helps others so you can build community, and over time, people will become interested in you.”
