IF THERE’S ONE PERSON ON TikTok WHO CAN predict A CELEBRITY REBRAND, A VIRAL MARKETING MOMENT, OR THE NEXT INTERNET OBSESSION
before everyone else CATCHES ON, IT’S Robyn DelMonte.
Better known online as GirlBossTown, DelMonte has built a devoted following by turning her deep understanding of pop culture, branding, and internet behavior into a platform that feels equal parts trend forecasting, marketing masterclass, and group chat with your funniest friend. What started as off-the-cuff commentary videos quickly evolved into consulting work with major brands and recognition from the very industries she analyzes daily.
Whether she’s breaking down celebrity PR moves, explaining the psychology behind the “Red Nail Theory,” or pitching campaign ideas directly to brands online, DelMonte has proven that trusting your instincts, and posting the idea anyway, can completely change your life. Read more about Robyn DelMonte’s journey in the C&C 100 interview below.
What’s your secret for predicting pop culture moments so accurately?
I think it’s just being a consumer. I always say the TV was my babysitter growing up. I was raised on E! True Hollywood Story, tabloids, and celebrity culture. Half of prediction is trend forecasting and having your finger on the pulse. Since I’m 32, I’ve seen these pop culture and marketing cycles happen multiple times, so I can spot Easter eggs and patterns pretty quickly.
The other half is intuition. I genuinely think part of it is just a gift I’ve always had. I’ve always been really tuned into communication, media, and what’s coming next culturally. People always ask me for a step-by-step process, but I don’t think there can be one. This industry moves way too fast for formulas. You have to constantly consume culture while also knowing when to step away from your phone so you can think creatively. My secret is being deeply tapped into culture while also trusting my instincts.
When did you realize the content you were creating had really taken off? Was there a specific viral moment?
I first started gaining traction talking about pop culture, especially the Kardashians. The videos would go viral, but I wasn’t gaining followers from them, so I thought, “Okay, this is cool, but maybe it can’t turn into anything.”
Then during the 2021 Met Gala — the one they moved to September — I made around 70 videos in one sitting reacting to every celebrity outfit. I gained something like 20,000 to 30,000 followers that night. That was the first moment where I realized people were sticking around. After that, I started my “PR Moves for Celebrities” series, and that’s when celebrities, brands, and agencies started following me. That’s when a real community formed and I realized I could actually build something out of this. There’s a difference between having viral videos and building something sustainable. Once I saw consumers, brands, and celebrities all paying attention at once, I knew things were changing.
“I became kind of delusional in the best way possible.”
Did you ever imagine this creative outlet would grow into such a massive platform?
No — not strategically. But deep down, I always believed I was destined for something bigger creatively.
When my mom passed away, it changed my entire perspective on life. She always talked about wanting to go back to school to become a nurse once her kids were grown, but she never got the chance. Watching that happen made me realize how short life really is.
I became kind of delusional in the best way possible. I thought, “Life can end at any moment, so why not actually try to build the life I want instead of just being another cog in the machine?” I wanted a creative career, so I just started putting myself out there fearlessly.
That mindset is what changed everything for me.
Was it intentional to keep parts of your personal life private online?
Yes, very intentional.
From the beginning, I wanted to be known for my creativity rather than my personal life. I’ve watched so many creators build audiences by sharing every detail of their lives, and then once their lifestyle changes because of their success, people turn on them because they’re no longer the “original” version of themselves.
I saw that cycle happen over and over again, and I also saw how damaging it could be mentally. So I made a conscious choice to focus my platform on creativity and ideas instead of things like who I’m dating, where I live, or what lip gloss I’m wearing.
The personal things I do share — like losing my mom or meeting my boyfriend at grief camp — are intentional because they create meaningful community and connection. But day-to-day lifestyle content has never really interested me. I wanted my audience to connect with me through my creativity, because that’s something I can consistently control no matter how my life evolves.
What advice would you give emerging creators when it comes to brand deals and negotiating their worth?
One thing people don’t realize is that I still don’t have “huge” numbers compared to a lot of influencers. I don’t even have a million followers, but I’ve consistently worked with major brands because I actively pitch myself.
A huge part of how I built my platform was literally tagging brands and publicly sharing ideas for them. I would say things like, “Nike should do this campaign,” or “Here’s how I’d activate this pop culture moment.” Instead of waiting for brands to discover me, I made content that got their audience excited about the idea of us working together before the brand even found me. That’s still how I approach opportunities today. Sometimes you have to knock on the door yourself. You can’t wait for brands to come to you, especially early on.
Has there ever been a piece of content that surprised you with how well it performed?
Definitely the “Red Nail Theory.” I made a video talking about how men seemed to notice me more when I wore red nail polish, and I theorized that maybe it was because so many women wore red nails in the ’90s, so it subconsciously felt nostalgic and familiar to them. I literally just threw the theory out there casually, and suddenly scientists, beauty companies, and news outlets were talking about it. It ended up on Good Morning America and international news sites.
It became one of those internet theories that escaped the internet entirely, which was wild to experience.
What’s the most common thing people DM you about?
Internships, jobs, or asking for help with school projects. A lot of girls message me saying they changed their college major because of my content or asking to work for me. It’s actually really sweet and surreal.
How do you decide which brand partnerships are the right fit?
It’s evolved over time.
At first, I was experimenting and figuring out what made sense because I’m not really a traditional lifestyle creator. What naturally fits my platform are partnerships where I can talk about the marketing behind a campaign, the nostalgia factor, or how a brand is tapping into pop culture in a smart way.
Over the last year especially, I’ve focused on building two sides of my career. One side is traditional partnerships that align with my audience and interests around marketing and pop culture. The other side is consulting work with brands behind the scenes, where I don’t necessarily have to be front-facing at all. I really love being involved creatively and strategically, not just selling a product.
Has having more visibility online made you more cautious about how you engage online?
Yes and no. At the beginning, definitely yes. Now I feel much more comfortable just being myself online. I still recognize the privilege I have and try to be thoughtful about the takes I share, but I also believe in being authentic. I watch a lot of Bravo, honestly, and I think one thing reality TV teaches you is accountability. If you mess up, own it. Don’t overcomplicate it. I also think caution isn’t necessarily a bad thing. Sometimes you don’t need to post every thought immediately. The internet isn’t real life. It’s okay to pause and think before reacting. That said, I would never avoid sharing an opinion I genuinely believe in just because it might shake things up. I’m also not interested in posting things purely for controversy or clickbait.
Have you ever thought about starting an agency or company of your own?
I used to think that was the goal, but after getting deeper into consulting, I realized the traditional agency model feels outdated and probably needs to evolve. Right now, I work in a creative director role with Crybaby Kingdom Productions in a way that feels much more collaborative and modern than a traditional agency structure. If I ever did start something, it wouldn’t look like a standard agency. I’m way more drawn to the creative side of the work than the heavily analytical side.
Rapid fire POP QUIZ:
The first thing I do when I wake up in the morning is:
Check my phone and wake up my boyfriend.
If I had one more hour in the day, I would:
Watch more TV.
A song that describes the era I’m in right now is:
"Daylight” by Taylor Swift.
My current obsession is:
It’s kind of like Pinterest, and I’ve been really into it lately.
Three words to describe the legacy I want to leave behind:
“Trust the idea.”