Social Media Stars Making a Social Impact: Why & How Pamela Zapata of Society 18 Is Helping To Change Our World
An Interview With Stanley Bronstein
Give yourself a schedule and work hours: It’s easy to work around the clock as a business owner and sometimes hard to shut off. Giving yourself a schedule and sticking to this boundary will help you stay focused and balanced without burning out.
As a part of our series about leaders who are using their social media platform to make a significant social impact, we had the pleasure of interviewing Pamela Zapata.
Pamela is a first-generation Dominican and a trailblazer in influencer management, redefining representation in the creator economy as the CEO and founder of Society 18, a leading talent and influencer management company. Her groundbreaking work has been featured in notable outlets such as Forbes, Business Insider, Yahoo Business, and WWD.
Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path?
I began my career in Los Angeles, working with companies like E! Entertainment, Ryan Seacrest Productions, and Style Haul. I gained experience in influencer strategy, brand sponsorships, and content development. After relocating to NYC, I became the Director of Influencer Marketing at United Entertainment Group, leading partnerships and campaigns for Unilever brands like Suave, Dove, and Axe. Later, as Senior Director at Starpower, I oversaw influencer casting and strategy for beauty brands including Estee Lauder, MAC, and La Mer. These roles gave me a deep understanding of talent management, campaign execution, and the evolving influencer landscape.
Throughout my 12 years in the industry, I noticed a significant gap in diversity and inclusion within influencer marketing. Not only were people of color underrepresented in campaigns, but many diverse creators also lacked an understanding of their true value compared to what their counterparts were earning for similar branded projects. This realization inspired me to take the leap and start my own company. I saw an urgent need to address these disparities by working directly with multicultural and multiethnic content creators, helping them recognize and assert their worth. At the same time, I wanted to educate brands and agencies on the importance of strategically integrating diverse influencers into their campaigns.
That’s how Society 18 was born. Today, I leverage my strategic insights to maximize sponsorship opportunities and optimize campaign performance, creating value for both our clients and the brands they collaborate with. My team and I navigate the complexities of brand partnerships, focusing on personal brand development, channel growth optimization, and new business opportunities. Our mission is to ensure that our clients receive equitable opportunities and compensation, leveling the playing field within the industry. Seeing the impact of our work and the success of our talent is what drives me every day.
Can you share the most interesting story that happened to you since you began this career?
One of the most fascinating things that has happened since I launched the company occurred at the beginning of the pandemic. We saw small businesses nationwide struggle to keep their doors open; some never recovered. In March of 2020, my company had only been running for eight months, and I was terrified, worried that there was no way I’d survive this. However, what I found most interesting was that due to the shift in consumer behavior and the increase in digital and social media use, although we saw an initial decrease in revenue, we also saw a massive spike in growth shortly thereafter. Brands and agencies moved many of their marketing dollars toward social and digital marketing initiatives, and we saw consistent growth month over month.
This experience was a turning point for Society 18. The shift in marketing strategies forced us to adapt quickly and solidified the power of influencer marketing in a digital-first world. It also reinforced the importance of representation. During this time, brands became increasingly aware of the need for diversity in their influencer partnerships. We were able to position our talent at the forefront of this movement, advocating for fair pay and equal opportunities. The pandemic, while a challenging period, highlighted the resilience of our business model and the growing demand for multicultural voices in media and advertising. Looking back, I realize that this challenge ultimately became one of our greatest growth opportunities, and it reaffirmed my belief in the impact of the work we do every day.
It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
I don’t have a meaningful memory for this unfortunately!
You have been blessed with success in a career path that can be challenging. Do you have any words of advice for others who may want to embark on this career path, but seem daunted by the prospect of failure?
Entrepreneurship can feel isolating, especially in the beginning, but success is built on persistence, adaptability, and community. As a first-generation American and woman of color, I didn’t have a built-in network to guide me, so I had to navigate everything from incorporating my business to hiring legal and financial advisors on my own. To stay ahead, I outlined my company structure early, implemented strong processes, and hired a business coach who helped me scale while overcoming psychological barriers to success.
Building a network of fellow entrepreneurs was also crucial. While friends and family were supportive, they couldn’t fully understand the weight of my decisions. Surrounding myself with like-minded business owners allowed me to exchange resources, gain insights, and push through challenges together.
One of the most valuable lessons I’ve learned is the power of authenticity. Working with multicultural creators has reinforced my belief that influencers’ most impactful brand partnerships happen when they stay true to themselves. Representation matters, and I’ve seen firsthand how genuine storytelling can create meaningful industry change.
For those starting out, trust your journey. There were times I faced rejection and felt doors closing, only to realize later they were leading me to even greater opportunities. A quote I live by is, “Let go and let God.” Whether you believe in a higher power or not, know that every setback is setting you up for something better. Stay committed, stay resilient, and success will follow.
Ok super. Let’s now jump to the core focus of our interview. Can you describe to our readers how you are using your platform to make a significant social impact?
I’ve seen firsthand how often brands underestimate the depth and value that multicultural creators bring to the table. Too often, diversity is treated as a checkbox rather than an opportunity to create meaningful, culturally nuanced campaigns. That’s why I founded Society 18, to change that narrative and ensure that both brands and creators enter partnerships with a foundation of mutual respect, cultural awareness, and authenticity.
One of the biggest challenges I’ve noticed is the tendency to oversimplify or stereotype diverse talent, leading to forced or disconnected campaigns. I’ve made it my mission to bridge that gap, helping brands understand the importance of representation beyond surface-level diversity while also empowering our creators to stay true to their unique voices. I work closely with influencers to ensure they don’t dilute their authenticity by chasing trends or overcommitting to partnerships that don’t align with their values.
For me, this work is personal. I know what it’s like to navigate an industry that wasn’t built with me in mind, and that’s why I’m so passionate about reshaping it. At Society 18, we’re not just helping brands check a diversity box, we’re creating space for real, impactful representation. By prioritizing authenticity and long-term impact, I’m committed to ensuring that multicultural creators don’t just have a seat at the table but are truly valued and empowered.
Can you tell us a story about a particular individual who was impacted by this cause?
One of the most rewarding parts of my work at Society 18 is seeing the tangible impact we have on the lives of the creators we represent. One client in particular came to us after struggling to break past a financial plateau with her previous management agency, earning around $50K annually. Within a year of working with us, she hit nearly $250K in brand deals, a life-changing milestone that transformed her career and reinforced why this work is so important.
Was there a tipping point that made you decide to focus on this particular area? Can you share a story about that?
The tipping point for me came after years of working in influencer marketing and talent management, where I saw firsthand how often BIPOC creators were undervalued, underpaid, and overlooked for major brand opportunities. I worked with incredible talent who had built highly engaged communities, yet they weren’t receiving the same compensation or opportunities as their non-BIPOC counterparts.
That’s when I realized I needed to create something different — an agency that represented diverse voices and actively advocated for them. I wanted to build a platform where multicultural creators felt empowered, valued, and properly compensated. Society 18 was born from that mission, and since then, we’ve been dedicated to ensuring our talent gets the opportunities, respect, and financial equity they deserve.
Are there three things the community/society/politicians can do to help you address the root of the problem you are trying to solve?
First, media, marketing, and entertainment must reflect the diversity of society. Too often, marginalized communities are misrepresented or excluded, reinforcing stereotypes and limiting perceptions. Authentic storytelling by those with lived experiences is essential.
I also think discussion, education, and implementation are critical. We all need to become more comfortable talking about these issues amongst family, friends, and colleagues. Furthermore, we need to use the resources available to us to learn more about our history, how we got here, where we are today, and the work that needs to be done.
Change needs to happen across local, state, and federal legislation, private and publicly owned businesses, and most importantly, within schools.
Why do you think social media in particular has the power to create social change and create a positive impact on humanity?
Social media can create social change because it amplifies diverse voices, fosters authentic connections, and challenges outdated narratives. Through my work with brands like Dove, I’ve seen firsthand how representation can reshape industries and empower communities. When brands genuinely reflect their audiences, they build trust and create a meaningful impact.
One key lesson I’ve learned is the importance of allowing influencers to stay true to themselves. Multicultural creators bring unique perspectives that make campaigns more authentic and relatable. That’s why I prioritize working with talent who celebrate their individuality rather than conforming to a restrictive mold. It’s not just about selling a product, it’s about telling stories that make people feel seen, heard, and valued.
Fenty Beauty is a perfect example of how social media can drive change. By launching with 40 foundation shades and featuring diverse creators, the brand redefined beauty standards and proved that inclusivity isn’t just ethical, it’s good business. Their success showed the industry that representation isn’t optional, it’s essential.
When social media is used to highlight authentic stories, it fosters trust and deepens connections. The more we uplift diverse voices, the more we shift perceptions, challenge biases, and create a lasting cultural impact.
What are your “5 things I wish someone told me when I first started” and why? Please share a story or example for each.
- Hire a business coach or consultant: Having someone who really understands business structure, scaling, etc., who can support you when you are making critical decisions that will affect your business is crucial. Additionally, hire a coach who comes from a psychological background or specializes in leadership development. They can help you navigate mental barriers or trauma that may be getting in the way of you making certain decisions or taking your business to the next level.
- Tap into your network and surround yourself with entrepreneurs and business owners who have been in your shoes: Share resources and challenges with each other. Getting all the support you need through your friends and family is hard. Although family can provide encouragement, they won’t understand the gravity of some of your decisions and the obstacles that come along with them.
- Create a business plan and company structure and solidify processes and procedures: Accomplishing this while you’re still small enough to pivot is a great way to start. Implementing these items is harder once your company grows and you begin to scale.
- Find a great accountant/CPA and a strong legal team: Even though this can be incredibly challenging, they are two of the most important parts of running your business that should be prioritized.
- Give yourself a schedule and work hours: It’s easy to work around the clock as a business owner and sometimes hard to shut off. Giving yourself a schedule and sticking to this boundary will help you stay focused and balanced without burning out.
You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
Starting a business is the most challenging thing I’ve ever done. However, it has also been the most liberating and rewarding. If I could inspire other men and women who want to take a leap of faith and make a living from pursuing their passions and purpose, I’d love that.
Is there a person in the world, or in the US whom you would love to have a power lunch with, and why? He or she might just see this, especially if we tag them. 🙂
I mean Oprah, because why not? I attended her vision tour in 2020 and was extremely inspired.
How can our readers further follow your work online?
You can follow Society 18 at @society18 and my personal page at @pamelazapata
This was very meaningful. Thank you so much!
About the Interviewer: Stanley Bronstein is an attorney, CPA, and author of more than 20 books. However, he doesn’t consider any of those his greatest achievement. His most significant accomplishment was permanently losing 225 pounds and developing the personal growth system that made it possible — The Way of Excellence. As a catalyst for change, he has dedicated his life to helping others maximize their potential, transform their lives, and achieve optimal health. To learn more, you can download a free PDF copy of his latest book, The Way of Excellence Journal, at https://TheWayOfExcellence.com.
Social Media Stars Making a Social Impact: Why & How Pamela Zapata of Society 18 Is Helping To… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.