By Krista Boehnert. Originally published in the summer 2019 issue of Business Class magazine.
It looks so easy. Take some great photos, come up with a cute caption that catches your followers’ attention and voilà! companies are clamouring to have you feature their brand on your channels. As the newest iteration of brand endorsers, the lives of digital influencers look effortless, but their polished online presence belies the hard work that takes place behind the scenes. There are many elements to juggle, from content creation to follower engagement and corporate connections, each requiring a different set of skills, including creativity, customer service and contract negotiation.
It sounds a bit like owning a business, doesn’t it? Like any start-up, success doesn’t happen overnight.
Mitra Barber, BCom ’14 and lifestyle content creator, started Leopard Couture while on exchange in Tokyo as a fourth-year BCom. What started as a fun way to stay in touch with family and friends and write about her adventures trying new looks outside of her West Coast fashion comfort zone, eventually began to generate income — but not until three years of hard work and effort in content creation and follower engagement was invested into her channel. Not that Barber’s complaining. “Leopard Couture is a job of passion for me. It’s my fuel.”
Reece Sims, BCom ’10, is equally passionate about Whiskey Muse, her online channels offering in-depth knowledge on the spirit, but she entered into the digital influencer world in a more intentional way.
Sims previously penned a lifestyle blog and was looking to find her online niche: a spot where she could provide a unique insight and voice, with the goal of monetizing her channels as her follower base grew. “I really wanted to create an online presence around something I was passionate about. I made a list of a dozen things I’m interested in and put them up against six criteria questions. Of everything on the list, whiskey seemed to fit the criteria best. There are other whiskey sites out there but most of them are aimed at an older, male demographic and focused around product reviews. I felt like there was a huge market opportunity here that was untapped.”
Both alumnae have grown their audiences to the point that brands now reach out to work with them. But again, Barber cautions, that it’s not an overnight success. “Some of the ways I increased my follower base — especially in the beginning — was to partner with fellow bloggers and promote each others’ content. I also spend at least a couple of hours each day engaging with active users on my channels and engaging with other influencers’ content.”
But what does the relationship look like from the brands’ perspective? What should companies keep in mind when considering working with a digital influencer?
Patrice Donalds, MBA ‘01, managing director of Engenue Consulting, provides marketing counsel and social media management services to her clients. “Companies considering working with digital influencers to promote their brands need to examine the credibility of the influencer. Do they have a body of work? Are they relevant to your audience? What are their credentials? Do they embody the qualities that your business stands for?”
That synergy is echoed by Barber and Sims. “I’ve said no more than I’ve said yes,” Barber says of working with brands. “It’s important that I am a good fit for the company I work with; my brand needs to align with theirs.” Sims adds, “I have to like and believe in the product in order to promote it (I won’t just do it for the money).”
This caution is part of their success as influencers. They have a responsibility to their followers that’s not lost on Sims. “Alcohol is a touchy subject and, in being a role model, I have to be conscious of delivering content in a fun but responsible way.”
Barber, whose following is predominantly young women, is determined to help empower them. “My biggest message to my audience is that being yourself is the most beautiful thing,” she says. “The last thing I’d ever want to hear is my followers saying they want to be just like me. I want to inspire and encourage them to be the best version of themselves. That’s what makes this my dream job.”
She’s not alone in thinking it’s the ideal career. Donalds has some parting advice to those looking to work with or become digital influencers. “People are people regardless of the channel you’re on, and they’re still going to be triggered by the same sorts of things: something that reminds them of home, of a good moment, of memories; so the storytelling still has starpower. Social media marketing is marketing on a sugar rush because everything and everyone wants you to move at light speed. But really effective, ground-breaking, lasting marketing requires measured, strategic moves. So don’t forget how to balance both.”
Photos: courtesy of Mitra Barber (top); Reece Sims (middle); Patrice Donalds (bottom)
