Society 18’s Pamela Zapata Reveals What’s Next for Influencer Marketing

When Pamela Zapata talks about influencer marketing, she’s not interested in quick wins or surface-level metrics. The founder of Society 18, a buzzing bicoastal agency, is far more focused on changing who gets seen – and heard – in today’s social world. Her mission? Building a home where multicultural content creators can thrive, negotiate their true worth, and tell stories that actually matter.

The path to launching her own agency wasn’t exactly straightforward. Zapata cut her teeth in the industry’s biggest rooms, orchestrating campaigns for beauty giants like Estée Lauder and MAC, and steering digital strategy for household names like Dove. However, as a first-generation Dominican-American, she saw firsthand how the industry sidelined diverse voices and talent. That experience didn’t just shape her perspective – it lit a fire that would eventually become Society 18.

We had the honor of chatting with Zapata. She shared the real story behind her agency’s rapid rise, broke down how influencer marketing is finally waking up to real representation, and got candid about what it takes to build partnerships that go beyond the buzzwords. At a time when traditional media and digital content are colliding like never before, her perspective on where the industry is headed feels less like prediction and more like a preview of what’s next.

Check out our full interview with Pamela Zapata below.

Pamela Zapata, Founder of Society 18

As a first-generation Dominican-American, how has your cultural background influenced your approach to building and running Society 18, particularly in terms of your focus on multicultural content creators?

Pamela Zapata: As a first-generation Dominican-American, my cultural background has deeply shaped how I lead Society 18. I know firsthand what it means to navigate an industry that wasn’t built with us in mind, and that experience informs everything we do. It’s why we’re committed to working with creators of color, helping them see their worth, take up space, and tell their stories on their own terms.

At Society 18, we don’t treat culture as a trend. As a POC-led agency, we bring lived experience to the table. That perspective allows us to build campaigns that move beyond surface-level representation: campaigns that resonate, feel real, and reflect the communities we come from. We’re intentional about how we tell stories and match creators with brands, making sure the work is rooted in authenticity.

Being Hispanic is not just part of who I am; it’s central to how I show up in this work. It reminds me every day why representation matters—not just who is seen but how they’re portrayed. Our goal is to create a lasting impact: to elevate diverse voices, build equity into every strategy, and open doors for the next generation of women of color.

Having worked with major beauty brands like Estée Lauder and MAC, what changes have you observed in how the beauty industry approaches influencer partnerships and diversity over the past decade?

Pamela Zapata: Over the past decade, I’ve seen a significant shift in how the beauty industry approaches influencer partnerships and diversity. When I first started, diversity was often treated as something to check off rather than something to lead with. Many campaigns lacked true representation, and creators of color were rarely centered or compensated equitably.

That started to change with brands like Fenty Beauty. When Fenty launched in 2017, it completely reframed the conversation around inclusivity. The brand built an entire identity around reflecting and celebrating the full spectrum of beauty. And that commitment showed up in their influencer strategy. They worked with creators across races, cultures, body types, and identities to deliver campaigns that felt real, not performative.

Fenty proved that inclusive marketing isn’t just the right thing to do. It’s also incredibly powerful. It built trust, loyalty, and a global community that felt truly seen. That impact sent a clear message to the rest of the industry that representation is not optional, but essential.

Since then, I’ve seen more brands begin to embrace that mindset, but there’s still work to be done. Authenticity can’t be faked, and as an agency, we push our brand partners to move past performative diversity and toward real, intentional inclusion. We make sure that the creators we work with are not only featured but valued and that their voices are shaping the narrative, not just decorating it.

What inspired you to transition from working with established agencies to founding Society 18, and what gaps in the industry did you aim to address?

Pamela Zapata: After more than a decade working at top agencies and entertainment companies, I had the privilege of leading influencer marketing campaigns for global brands across beauty and consumer goods. Those roles gave me a strong foundation in talent strategy and campaign execution in the evolving influencer landscape.

But over time, I couldn’t ignore the gaps I was seeing, especially when it came to representation. Time and time again, creators of color were either missing from the conversation or not being valued equitably for their contributions. I also saw how many multicultural influencers were unaware of their worth and the disparities in compensation compared to their white counterparts doing the same work.

That discrepancy between the influence these creators had and the opportunities they were given—was what pushed me to build something of my own. I founded Society 18 to close those gaps, to advocate for equity, and to create space for multicultural voices to be seen, heard, and respected on their own terms.

Today, we work with our talent not only to grow their platforms and partnerships but also to help them recognize their power. We also guide brands in building more intentional, authentic campaigns that reflect the real world—not just a curated version of it. That mission drives everything we do.

Can you share a pivotal campaign or partnership from your time working on the Unilever account that shaped your current perspective on influencer marketing?

Pamela Zapata: One pivotal campaign that deeply shaped how I approach influencer marketing today was a Suave textured hair campaign I worked on during my time at United Entertainment Group. What really left a deep impression on me was the negotiation process. All the creators we contacted were women of color, yet their rates were significantly lower than those of their white counterparts on other campaigns. Many times, these creators were representing themselves, often overlooked by management companies. It was a clear reflection of the pay gap and lack of equity that still existed in this space.

That moment was a turning point for me. I realized just how far the industry still had to go when it came to diversity, not just in who is featured, but in how they are valued. It wasn’t enough to have multicultural representation on screen. There needed to be accountability behind the scenes: equitable pay, authentic partnerships, and a deeper understanding of the communities being represented.

That experience played a big role in why I decided to launch Society 18. I saw an urgent need for an agency that could advocate for creators of color, not just to be seen, but to be compensated fairly and empowered to tell their stories authentically. For me, influencer marketing should reflect the world we live in: diverse, dynamic, and deeply human. That vision continues to guide our work every day.

What criteria does Society 18 use when evaluating potential influencer partnerships to ensure authenticity and alignment with brand values?

Pamela Zapata: At Society 18, authenticity is at the core of everything we do. When evaluating potential influencer partnerships, we look beyond surface-level metrics to ensure there’s real alignment between the creator, the brand, and the communities they represent.

• We start by asking: Does this partnership feel true to the creator’s voice, values, and cultural identity? If the answer isn’t a clear yes, it’s not the right fit. We believe that the most successful collaborations come from a place of mutual respect and shared purpose, not performance.

• Cultural representation is another key factor. We ensure the creator’s culture isn’t just included, but genuinely celebrated. Tokenism has no place in our work. Instead, we prioritize creators who have deep connections to their communities and who can bring that perspective into the storytelling in a meaningful way.

• We also look at long-term potential. Is this a brand that sees the creator as a partner, not a placeholder? Are they committed to fair pay, long-term growth, and community impact? If a brand isn’t aligned with our values around equity and inclusion, we walk away—because integrity matters.

At the end of the day, we’re not just matching brands with influencers. We’re building partnerships that spark conversations, shift narratives, and create space for underrepresented voices to lead.

As someone who’s worked both in traditional entertainment (E! Entertainment, Ryan Seacrest Productions) and digital media, how do you see these worlds converging in the future of influencer marketing?

Having started my career in traditional entertainment, I witnessed firsthand how storytelling and star power drove consumer engagement. But over time, I also saw how limited those platforms could be in terms of representation and accessibility. Transitioning into digital media, and eventually launching Society 18, showed me the power of putting that control directly into the hands of creators.

Today, we’re watching these two worlds collide in real time. The lines between traditional entertainment and influencer marketing are becoming increasingly blurred. Creators aren’t just promoting content—they are the content. Many now have audiences that rival or surpass mainstream celebrities. And, they bring with them a level of authenticity and cultural relevance that traditional media often struggles to replicate.

This convergence became especially clear during the pandemic. As traditional productions slowed down, brands shifted their budgets toward digital-first strategies, and influencer marketing proved itself to be not only resilient but essential. At Society 18, we saw that shift firsthand. Our creators became a vital bridge between brands and consumers who were seeking connection and realness.

Looking ahead, I believe the future lies in hybrid storytelling—where creators can move seamlessly between digital platforms and traditional media, and where brands partner with talent not just for reach, but for impact. Social media has democratized influence. And, as long as we continue to elevate diverse voices and prioritize authenticity, influencer marketing will keep shaping the cultural narrative in meaningful, lasting ways.

What advice would you give to brands wanting to authentically connect with diverse audiences through influencer partnerships?

Pamela Zapata: The first thing I’d tell any brand is this: if you’re only thinking about diversity when it’s trending or tied to a cultural moment, you’re already behind. Authentic connection with diverse audiences starts from within. It requires a genuine, ongoing commitment, not just in who you feature, but in who’s at the table making the decisions.

At Society 18, we’ve seen that the most impactful partnerships happen when brands approach multicultural creators with respect, cultural awareness, and a willingness to listen. That means moving beyond check-the-box representation and really investing in relationships—getting to know the creators, their communities, and the values they stand for. Audiences can tell performative efforts a mile away. They’re looking for stories that feel real, not scripted.

Brands also need to examine their internal teams. If the people leading your influencer strategy all look the same or share the same perspectives, it’s going to show. Diverse representation behind the scenes is just as important as in front of the camera. Too many campaigns miss the mark simply because the right voices weren’t in the room when the decisions were being made.

Lastly, don’t underestimate the power of authenticity. The creators we work with aren’t just content machines: they’re storytellers, community leaders, and culture shapers. When you give them the space to be themselves, the impact is deeper and longer-lasting, for both your brand and the audience you’re trying to reach.

How do you measure success in influencer campaigns beyond traditional metrics, particularly when it comes to cultural impact and representation?

Pamela Zapata: At Society 18, we’ve always believed that success goes beyond impressions, likes, and clicks. Professional metrics matter, but they only tell part of the story, especially when you’re working with multicultural talent and aiming to create real cultural impact.

For us, a successful campaign feels authentic. It reflects the creator’s voice, honors their community, and avoids tokenism. We ask: Does this partnership spark conversation? Does it make people feel seen and valued? Those are the moments that signal real connection, not just reach.

We also look at how the campaign resonates within the creator’s community. Are people engaging in meaningful ways? Are they sharing their own experiences, stories, or perspectives in response? That kind of impact can’t always be quantified, but it’s what drives long-term trust and brand loyalty.

Another key factor is representation behind the scenes. Was the creator involved in the creative process? Were they empowered to tell their story on their own terms? We consider it a win when our talent not only shows up in the campaign, but shapes it.

What do you think are the biggest misconceptions brands have about working with influencers?

Pamela Zapata: One of the biggest misconceptions I’ve seen is that influencer partnerships are transactional, that it’s just about securing a post, hitting a KPI, and moving on. But real influence doesn’t work like that. It’s rooted in trust, community, and authenticity—and when brands treat creators like just another marketing channel, they miss the opportunity to build something much more powerful.

Another major misconception is the assumption that all creators are interchangeable, or that diverse influencers can be slotted into a campaign without true cultural understanding. Too often, multicultural talent is brought in as an afterthought, leading to campaigns that feel forced and disconnected. At Society 18, we work hard to shift that mindset. We help brands understand that creators bring more than just reach. They bring lived experience, cultural insight, and the ability to shape narratives in a way that resonates deeply.

We also see brands underestimate the value of long-term relationships. When creators are empowered to stay true to themselves—when their voices are genuinely heard and their contributions respected—the content becomes more impactful, and the brand gains credibility. It’s not about plugging into a trend. It’s about building trust with real people.

The most successful brand-creator partnerships are rooted in alignment, respect, and shared purpose. That’s how we move beyond campaigns and into real cultural impact. And that’s the kind of work we’re committed to at Society 18.

Looking back at your journey before launching Society 18, what advice would you give to your younger self, especially regarding the challenges and opportunities you didn’t anticipate in founding an influencer agency? What do you wish you had known?

Pamela Zapata: Looking back, I would tell my younger self: You don’t have to do it all alone. When I first started Society 18, I didn’t have a roadmap. As a first-generation woman of color navigating entrepreneurship, I had to learn everything from business operations to legal logistics on my own. I wish I had known earlier how powerful and necessary it is to build a strong support system—mentors, advisors, coaches—people who’ve been where you’re going and can help you avoid costly mistakes.

One of the best decisions I made later in the journey was hiring a business coach, not just for strategy, but for mindset. Founding and scaling a company isn’t just about the numbers, it’s about overcoming the mental and emotional barriers that can hold you back. That kind of support would have been invaluable from day one.

I also would’ve told myself to create structure early. When you’re small, it’s tempting to move fast and figure things out as you go. However, having a clear business plan, processes, and systems in place from the start makes it much easier to scale with intention and avoid burnout.

And finally, I’d remind myself that building something meaningful takes time. There will be challenges you didn’t anticipate, like navigating an industry that still struggles with equity and representation. But there will also be incredible opportunities, like helping diverse creators realize their power and creating campaigns that genuinely move culture forward. That’s what makes everything worth it.

Looking ahead, what emerging trends do you see shaping the future of influencer marketing?

Pamela Zapata: The future of influencer marketing is being shaped by a major mindset shift—creators are no longer just content partners, they’re becoming brand builders, founders, and strategic collaborators. We’re entering an era where influence is about ownership, not just reach.

One of the biggest trends we’re seeing is the rise of creator-led businesses. Influencers are launching their own product lines, negotiating equity deals, and stepping into roles as co-founders and investors. They’re realizing their power and moving like entrepreneurs. We’re also seeing a growing emphasis on performance and business acumen. Creators are becoming more data-savvy, learning how to articulate their value in terms of engagement quality, conversions, and impact—not just follower count. They want to be seen as partners, not placements. And they’re building personal brands that are rooted in purpose and scalability.

Lastly, is there a specific mantra, quote, or affirmation that you hold close to your heart

Pamela Zapata: A quote I live by is, “Let go and let God.” Whether you believe in a higher power or not, trust that the journey is unfolding as it should. Stay focused, stay grounded, and keep showing up—because the breakthrough often comes right after the struggle.