During my time on placement I had the opportunity to work with PR managers across Europe and one thing I learnt was that YouTubers and social media influencers are increasingly becoming one of the most important ways to communicate with your target audience.
I was so intrigued that I have even decided to base my dissertation on their influence on consumer decision making – I will let you know come May if this was a wise decision!!
But why this growing interest?
The exchange of information between influencers and their followers is very powerful as those people who create their own content are becoming the third party endorsement that many brands need.
I will admit that on many occasions I have purchased products based on the fact that someone on Instagram, Snapchat or YouTube has recommended them or use the products regularly.
With interest in people who create their own content and who have built up their own loyal following coming to the forefront I thought it would be exciting to interview an up and coming beauty and lifestyle content creator. On my time in placement I became friendly with one of the outgoing interns Uche.
Uche has her own YouTube and Instagram sites and the content is beauty and lifestyle based, with 25,200 Instagram followers
and 101,973 YouTube subscribers
Uche is also an official ASOS Face + Body Insider.
Six quick questions with a lifestyle and beauty content creator
1. How did you first begin creating make up and lifestyle content?
I started watching university videos during sixth form which really sparked my interest in YouTube, I later went on to create content as I was bored during my first year at university.
2. How was this received by your family and friends? Did they understand what you were trying to achieve?
I didn’t tell anyone for years, honestly unless people are interested in it it’s not something people tend to understand or is easy to explain to people that ‘don’t get it’.
3. Can you explain the process of creating your own content from the creative idea to finally sharing it on YouTube and Instagram.
It’s a rather lengthy process, having a large following helps now as people are always suggesting the type of content they want to see which obviously makes everything much easier. Before then I would go with trends or what I loved myself. Once you have an idea it’s then about filming and bringing the idea to life, editing and finally posting it for everyone to see.
4. What social media influencers do you follow?
I tend to gear towards people with great personalities so Jackie Aina, Imogen (Imogenation) etc or really talented individuals who teach me something every time so Claire Marshall, Samantha Ravndahl or people with both like Jamie Geniveve!
5. What brands would you like to work with in the future?
A brand I haven’t worked with yet that I would love to is Nars for sure!
6. Have you any advice for anyone who is considering creating their own content on YouTube and/or Instagram?
It’s not as easy as it looks to post great content that’s high quality and also engaging so be prepared to put in time and money, if you stay committed, patient and consistent you will flourish.
From chatting with Uche it is clear that it is much more than just posting a video on YouTube or picture on Instagram you have to ensure that your content is authentic, you have a passion for what you are doing and that you are committed to put the time and work in.
Caoimhe Fitzpatrick is a final year BSc in Communication, Advertising and Marketing student at Ulster University. She can be found on Twitter: @caoimhef_95 / LinkedIn: https://www.linkedin.com/in/caoimhe-fitzpatrick-0b8682110/