Keith Lee’s Masterclass in Bringing Back the Focus to Giving (And What Brands Can Learn From It)

Keith Lee, a food critic and creator known for highlighting small businesses, is no stranger to showing up for his community. But his latest viral video serves as a great reminder to brands about the importance of focusing on what matters most: their own impact within their communities.

When brands hear the word “influencer,” several things often come to mind: their niche, audience size, past brand partnerships, and the level of influence they can bring to a potential campaign.

While all of that information does matter, sometimes in the excitement of potential partnerships, what can get missed is the size of impact by showing up. 

His latest act for his community began with a simple video. He shared his family’s personal experience, explaining how he and his wife relied on SNAP benefits and gift cards to purchase groceries when they were in a different situation. 

He called out a growing trend and flipped it on its head. Instead of making a video asking brands to send PR packages, he asked for brands to commit to helping feed families this holiday season—not through a new creator collaboration or a money-driven partnership, but through actual action and real resources.

Keith’s approach brought attention back to the real needs of families and the real purpose of community-led influence. Watch his call to brands here. 

The video went viral, reaching over 8 million views on TikTok and generating 2.7 million engagements, with brands volunteering in droves to support. He noted that more than 100 brands had committed to helping in this follow up video. 

What Brands Can Learn from Keith Lee’s Call to Action:

Keith’s video isn’t just another feel-good story, but a reminder and example of how brands can follow to lean into their own impact through social. 

Show Up for Your Communities (In and Outside of Collaborations):

Brands that consistently appear, even when there’s no campaign or creator ties, build credibility and trust––even showing your brand in action in everyday moments.

Listen to What Your Communities Are Asking For: 

Social is an ongoing feedback loop for your communities – often telling you directly where and how they can have an impact. 

Take the time to listen – whether through social listening tools or evaluating top content related to your brand.

Connect Through Your Personal Experience, Not Just Promotion: 

Find a way to show up through an authentic connection, leveraging your brand values, team experiences, and the needs of your own communities.