From the old YouTube days of Bethany Mota and Zoella to the current TikTok times of Charli Damelio and Addison Rae, the term “influencer” always embodied those we looked up to and resonated with on the social media platforms. As social media grew, we learned how influencing can become more than just content creation. Social media has created a platform that blurs the lines of social relationships and business. Social media influencers can share their voice while also creating content that is fun and relatable. Influencing has created a new era of jobs and opportunities for the current generation.
Micro-influencers are those with a smaller following, but still have the drive and power to network and create content that followers will engage with. Micro-influencer Mary Margaret Boudreaux has learned what it means to turn your passion into work. She is a senior at The Savannah College of Art and Design (SCAD) in Savannah, Georgia studying Social Strategy and Management. With a following of over 20,000 on Instagram and over 28,000 on TikTok, she uses her tools learned at SCAD and her love for content creation to create a platform of her own where she shares advice, fashion inspo and shopping finds. I got the chance to chat with Mary Margaret about tips that she has for those who also want to navigate the world of micro-influencing.
Her Campus (HC): How did you get into the influencing community?
Mary Margaret (MM): I’ve always had an interest in influencing, starting in seventh grade when I would religiously watch my favorite YouTubers like Aspyn Ovard and MyLifeAsEva. It wasn’t until this past March during COVID that I finally started taking my social media seriously. I wanted to so badly in high school, but unfortunately, let insecurities and fear of judgment get in my way. I was listening to a podcast episode in March and heard the girl talk about how now is the perfect time to get into influencer marketing and that research shows the industry to take off in the next few years. That, along with watching other girls getting into it and seeing their success, gave me the burst of confidence and motivation to finally do it myself. I started by taking photos for fun in outfits and pieces I already had in my closet and would tag the brands that I was wearing for exposure. I finally started being consistent with it and grew a little community of Instagram friends with similar content and lifestyles. From there, I eventually started to see growth and was expanding into more platforms like Tiktok, Pinterest and YouTube. Eventually, brands started reaching out, and I also did some outreach. That went on for a few months and kind of speeds us up to today!
HC: What are your top three tips for those who want to get into the micro-influencing industry?
MM: My top three tips would be:
- Stay true to yourself and your style. It’s easy to get caught up in trends, but finding what makes you unique and embracing that will set you apart from the rest of the crowd. People value authenticity and will love you for who you are.
- Consistency is key. It is very hard in the beginning when growth is slow, but sticking with it and pushing through will always have the most rewarding outcome. Don’t give up when it gets a little difficult.
- Be open to opportunities. In the beginning, I took on a bunch of free work to gain experience and build up my virtual portfolio. This also gives you content to include in a media kit and there’s always room for growth. If the gifted collab goes well, try turning the next one with them into a paid one!
HC: What are some things you wish you knew before starting content creation?
MM: I wish I knew how much work it was going to take. Not that it would’ve made a difference in my choice to start, because I’m so grateful that I did, but I didn’t realize it would be a 24/7 thing. In most traditional jobs, by five o’clock you get to pack up and leave the office. With content creation, you’re always on your phone posting, engaging, negotiating, editing and more.
HC: What has surprised you most about being an influencer?
MM: How kind and supportive people that you’ve never even met before can be. I feel like I’m truly best friends with some of my IG followers, even though we’ve never met. I’ve met some of the kindest and most supportive people through social media and I’m so grateful for the relationships that I’ve built here. The amount of money that’s in the influencer industry has also blown me away. Brands will pay extreme amounts for a simple Instagram post; it’s all about the right wording and proper negotiation skills.
HC: How do you manage time for yourself when influencing requires you to be on your phone a lot?
MM: This is something I’m continuously working on. It’s definitely hard but I try to step away from my phone first thing in the morning and right before I go to bed. I also make sure to give people my undivided attention when in group settings hanging out with family or friends. I try to be present when I’m with people.
HC: What are the top three brands you’ve collaborated with and why?
MM: Beach Riot—they have the best quality swimsuits, the sweetest team and always go the extra mile when preparing my PR packages by throwing in extra goodies. I continuously work with them and share their content because I genuinely love it. Pandora—I’ve worked with them twice and they have a great team. They properly compensate for my work and value my time as a creator. Billabong—this was a dream partnership, and it still doesn’t feel real to say that I’ve worked with them. Billabong has been one of my favorite brands for years and the quality of their products is amazing.
HC: What is your favorite part of being a micro-influencer?
MM: My favorite part is the community I’ve built and the friendships I’ve made. The people that I have been able to meet in real life are exactly how they present themselves on social media. We clicked instantly and I know we’ll be friends for years to come. I also love being able to help my followers in any way that I can. I recently started sharing tips for starting as a micro-influencer when it comes to content ideas, growth and brands to reach out to. I didn’t have anyone for advice when I started, so I want to be like a big sister that my followers can go to when they need advice or tips for social media!
Mary Margaret’s content is a prime example of what makes influencing such a collaborative and exploratory space. Content creation is both a form of artistic expression and a social tool. Influencing is the new era of marketing and networking and blurs the lines of work and pleasure. Whether you love fashion, beauty, decor, reading or organizing, the influencing community has a space for you. Who knows, maybe you’ll be the next Emma Chamberlain!
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