“So you earn a living by…posting photos online?”
The question dreaded amongst individuals who (often reluctantly) self-identify as an influencer when probed about their job title. For many of us, we spend hours scrolling, reading and watching bloggers online, which begs the question – why is this career still subject to scepticism (and raised eyebrows)?
“People don’t quite understand what it is I do and how I make a living from it. But I guess that’s because it’s such a new industry… hopefully people will start to get it soon.”
Blogger, Beckie Hart
In a world where we picked up our Smartphones over 1,500 times per week way back in 2014, social media is now the birth place of various success stories.
Out with the old, in with the new
Gone are the days when working 9-5 (Dolly Parton pun intended) was the primary way to make a living.
After deciding to quit her full time job in PR, Beckie Hart (@beckiehart_, 66,000 followers), 22 from West Sussex, was able to solely focus on building her social media platforms on Instagram and Youtube. The influencer, who has since been featured by brands like River Island, explained:
“The reason I left to pursue blogging full time is that working 40 hours a week at my job and then working that again on social media became really challenging. I was so tired 24/7. Plus I love being my own boss.”
As Hart’s follower and subscriber count grows, so do her list of collaborations, Gillette Venus, Juicy Couture, and Pantene, to name a few. The 22 year old frequently updates her platforms with travel, fashion and beauty content.
Instagram = Insta-success?
With over 1 billion active users a month and 90% following a business account, Instagram is THE platform to be. “It allows me to share my brand with thousands of people and promote products which I’ve worked so hard to create”, explains designer Hope Macaulay.
The owner of jewellery brand Ruby Fridays, Eleanor Hughes, 44, from Wynyard, revealed that her business idea was born whilst on maternity leave (no pun intended): “I started to draft out ideas for a shop, it was really just daydreaming, but I did keep all of my notes and thoughts” she explains.
Fast forward eight years, and the daydream was set into motion, as Hughes noticed the increase in online shopping: “I decided it would be a lower risk and cost option for me to launch my brand online.”
With a modest following (@_rubyfriday, 320 followers), this jewellery brand that embodies the style mantra ‘simple but stylish’ continues to grow, as Hughes navigates the tedious, but essential side to maintaining a business account: “I hadn’t fully understood the algorithms on each of the platforms and that is a whole new study area!” she laughs. Toying with the idea of engaging with a third party with more social media experience”, Hughes continues to delve into the virtual business world that is Instagram, as she vows that “it’s important to show the face behind the brand”.
Algorithms, upload schedules and promotions aside, having such an accessible platform does have more (enjoyable) perks: “It allows me to communicate with my customers and get their feedback. I also love how my customers can get to know me and my brand through social media.” – explains Designer Hope Macaulay.
The side hustle
Upon inspection of her grid you’d assume that Lauren McCully (@laurenjoanna, 2,424 followers) to be a full time influencer. Yet this 23 year old, from Sunderland, often featured by clothing brand The dumb blonde club, tells us that:
“I don’t think I’m anywhere near that at the moment and to be quite honest I think it would be really lonely. I hate how time consuming taking photos is when you’re not going to an event and love the fact that I get to live two different lives at work, then when I go out to events.”
Although this online exposure has provided McCully with opportunities to work with other brands, she tells us that it’s creating relationships (irl) that’s been the most valuable perk.
“When I go to festivals and events all around the country I always seem to bump into someone I know from social media.”
Bibbidi Bobbidi Boo = Morphe MUA
No. Unlike Cinderella, Fleur Victoria Griffiths‘, wish of becoming an MUA did not happen overnight by the swish of a wand. Instead, this self-taught 21 year old from Sunderland, who now works for Morphe Cosmetics in Newcastle, built up her own freelance business.
From mimicking her Gran’s makeup routine as a child, Griffiths interest in makeup only blossomed further after watching Youtube:
“I’d always watch Youtubers doing the most crazy makeup looks that taught me a lot of skills and techniques which I still use to this day.”
With a “you have to start from the bottom to work your way to the top” mind set, Griffiths started her own freelance business in 2016.
“It started off with me just doing a lot of friends/families makeup until word got around. There were a lot of challenges that I think every business has to go through to learn from it.”
Griffiths admits that without social media: “I don’t think I would have been as successful”. As not only did she use Facebook to create business page ‘Makeup By Fleur Victoria’, but acknowledges that Instagram has created various opportunities:
“I was kindly invited along to Trinny London’s Office opening in London, VIP store openings for makeup companies, and receive products from brands that kindly gift me items to review. I’ve made life-long friends from working in this industry and wouldn’t change it for anything!”
In 2019 Griffiths announced that she would no longer be working freelance to focus on her full time position with Morphe Cosmetics:
“Even before I started my own business I owned the products, so as soon as I knew it was opening in Newcastle I had to work there.”
Although no longer self-employed, Griffiths religiously updates her grid with wearable and theatrical makeup looks via her Instagram platform (@fleurgriffiths, 23,000 followers), and just recently expressed that occasional freelance work may be on the horizon.
In a world where social media and smartphones were yet to exist modelling was a tough industry to break into, brands without the means to pay rent couldn’t flourish and self-employment wasn’t as attainable.
In other words – refrain from raising your eyebrows when meeting somebody who opted for the virtual career path that continues to grow in popularity.
Top tips
Fleur: “DO NOT GIVE UP… no matter what comes your way. It isn’t as easy as everyone thinks, a lot of hard work goes into every post.”
Lauren: “Post regularly and stay active with everyone.”
Eleanor: “Don’t feel you have to have everything 100% ready, just get started!”
Beckie: “Ensure that you love the content you’re posting.”
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