Elizabeth Weber reached an audience of over 200,000 virtually overnight after winning “Love Island USA’s” first season—then built a business teaching others to replicate her success without reality TV.  She turned her advertising background and social media expertise into Content Club, a membership-based education platform that now serves over 200 students learning to succeed in the creator economy.

“Everyone is saying the creator space is too saturated, but I think there’s room for everybody,” Elizabeth explains. “There is more space now, more than ever, because brands almost don’t want to work with huge creators anymore. They want the smaller creators who have that good engagement and dedicated audience.”

Elizabeth’s strategic approach to content creation began years before her reality TV appearance. “Instagram came out as an app and I was already super into posting those huge Facebook photo albums. I had a couple of friends say, ‘Hey, you should lean into Instagram.'”

After college, she moved to New York and secured a job in custom content, which provided insider knowledge of how brands select creators. “I was helping pick influencers for big brands like Wendy’s, Citibank, Audible, Revlon,” she explains. “I learned what these brands were looking for in an influencer and how to start mimicking my Instagram to attract those brands.”

Platform-Specific Content Strategy

Elizabeth’s content approach varies by platform, with each requiring a different balance of polish and personality. “Instagram’s a bit more refined than TikTok. TikTok, I’ll just throw up whatever,” she explains. “TikTok is a more unserious app versus Instagram’s a bit more put together and thought out. It almost feels like a page of art.”

This platform-specific strategy has yielded results—her TikTok following now doubles her Instagram audience. “Maybe that’s why, because I take it a lot more unserious,” she speculates.

When creating content, Elizabeth balances spontaneity with strategy. “I would say 90% of it is just off the cuff, thought of it, want to make a video about it, and I’ll film it and throw it up there,” she shares. Brand partnerships, however, demand more structure. “If it’s a brand deal, you obviously need to brainstorm creative ideas and submit a concept and make sure you hit points the brand wants mentioned.”

Despite differences in polish, being genuine remains central across platforms. “I like to present myself in a nice way, but I also like to keep it very real,” she explains. “If you go and watch my TikToks, you’re going to feel like I’m just a friend or someone giving you advice.”

Elizabeth approaches her content with a clear brand identity: “I love posting lifestyle, beauty, fashion, all with a very sophisticated edge to it. I like everything very clean, refined.” Yet she emphasizes that overthinking can undermine genuineness. “The minute you overthink something too much, it takes the realness out of it and you have to just share it and not overthink it and just put out there what you love.”

Landing Brand Partnerships

Over time, Elizabeth has become selective about brand partnerships. “When I was first starting out in New York, I worked with a lot of fast fashion brands,” she explains. “I would take anything to break into the industry. Now that I’m more established, it’s very easy for me to say no to something that doesn’t align with what I love or what I wouldn’t normally do.”

Elizabeth considers her work with Bentley particularly transformative. “I first got contacted by Bentley like a year ago, and I was able to borrow a car, shot content for them, and then they brought me to Switzerland,” she shares. “For me, that was moving up a tier in terms of other brands that were able to approach.”

The experience sparked a realization. “The minute I was with them in the Swiss Alps at a luxury hotel with a fireplace in my bedroom, driving their cars around, I was like, ‘This is just so surreal,'” Elizabeth recalls. “I thought I should definitely try to lean more into luxury brands to experience these kinds of cool opportunities.”

Among her favorite brand collaborations was a campaign for Valentino Beauty. “I shot a Christmas ad for them for their perfume, and I just really leaned into the vibes of an elegant Christmas gift,” she shares. “It was shot very well, just in my room, but still felt obtainable, but also aesthetic.” 

She also highlights a recent Maybelline deal for their foundation as another favorite partnership, noting, “I love mixing luxury beauty with affordable beauty.”

Content Club: Curriculum, Tools, and Community

The Content Club has progressed from a simple course into an educational ecosystem that combines curriculum, proprietary tools, and community support. “I have 200 students now. I talk frequently to all of them,” Elizabeth says proudly. “It’s become such a passion project.”

The program consists of multiple modules addressing both the creative and business aspects of content creation. Elizabeth highlights two components. “Module one is very in-depth about figuring out what content you should be posting,” she explains. “I lean into figuring out with you what you’re passionate about, what makes sense for you, so you’re not just posting whatever. It’s super important to nail the root and foundation of what you’re going to be doing right away.”

On the business side, Elizabeth has developed tools to help creators make informed decisions. “The financial tracker I’ve built is extensive,” she says. “It tracks what platforms you’re contracting the most brand campaigns from, what platforms you’re growing the most on, and what agencies or yourself are shaking out.”

This analytics-focused approach helps creators allocate their time effectively. “It gives you it all month over month. It calculates everything,” she explains. “It’s just smart to have that and be able to see what platforms should affect your strategy.”

The community specifically addresses common emotional barriers that prevent many aspiring creators from succeeding. “The two big things I get: number one is just being afraid to start and put yourself out there,” Elizabeth explains. “The other one is that many of these girls are younger, so they’re worried about being judged or bullied for it.”

The founder draws on her own experience to encourage them. “I even went through some of that when I was first doing it because it wasn’t a thing at the time,” she shares. “And now I’m almost like, ‘Thank God I didn’t stop because of it.'”

As Elizabeth shares, the community aspect has proven effective in driving organic growth. “Most of my signups come from someone who told their friend that it’s awesome, who told their friend that it’s great,” she explains. “It’s had a ripple effect.”

Scaling Impact

Elizabeth is now taking Content Club beyond the digital realm into formal educational settings. “In the fall, I want to go on more of a school tour. I’m already popping into several schools and speaking to universities,” she shares.

She sees particular opportunity in working with student-athletes who can now monetize their personal brands under new NIL (Name, Image, Likeness) rules. “I want to plan to also hit more athletic departments with NIL being huge, too,” Elizabeth explains. “It’s important for those student-athletes to learn how to pitch themselves as content creators and influencers to brands now that they’re able to.”

Elizabeth’s approach to scaling Content Club remains centered on being genuine. “I have noticed a lot of people I wish that I could have helped,” she says, reflecting on her experience interviewing other reality TV personalities on her former podcast. “I noticed there were so many people I wish I could have helped and be like, ‘Hey, you need to do this, you need to do this.'”

This perspective positions Content Club as more than just a revenue stream. “It almost felt like there’s a checklist you need for when you come off the show that I always wish I had,” Elizabeth shares. “I wish I had someone set up certain things for me right away and gave me certain advice. And so now I feel like I can be that mentor to a lot of people.”

As the creator economy matures, Elizabeth distills her content strategy into core principles that guide both her personal brand and her teaching. 

First, being yourself must drive content: “You have to be yourself. You cannot be someone else,” she emphasizes. “Let people see you because that’s how they’re going to relate to you and want to follow you rather than just seeing a video that’s aesthetic.”

Second, passion must determine content focus: “Focus on the things that you’re actually passionate about,” Elizabeth advises. “Just because you love watching a cooking account doesn’t mean you need to be a cooking influencer. If you love clean beauty and makeup, talk about that. Lean into the things that you’re actually passionate about and you love, and it’s going to shine through in your content.”

Reflecting on her career trajectory, Elizabeth sums up her philosophy with characteristic directness: “If you love it and you’re passionate about it, then do it because why not. It’s your life—might as well do what you love.”

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