A Content Creators Perspective

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.

Content Creators

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

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and 101,973 YouTube subscribers

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Uche is also an official ASOS Face + Body Insider.

Six quick questions with a lifestyle and beauty content creator

1How 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.

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Uche can be found here on Instagram: https://www.instagram.com/uchjn/  and YouTube: https://www.youtube.com/user/uccch1

 

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/

 

Part One: The Social Influencer: Front Stage

Part One: The Social Influencer: Front Stage

The Oxford Dictionary defines ‘Identity’ as “The characteristics determining who or what a person or thing is”

But is it something that we are born with or is it something that we create?

Sociologist Erving Goffman describes identity as an interactive construction rather than something ‘given’ and suggests that all social interaction is like a dramatic performance.

Likewise, I believe that we can be whoever the hell we want to be … understandably, we cannot control how we are born, our sex or the genes we inherit; however I feel we have the power to manipulate our identity and portray ourselves as whoever or whatever we desire to be.

People behave differently in different settings. Take a working environment in which you would perform professionally against a social setting were you would behave in a more relaxed manor. In both settings we would conduct ourselves differently however both still require performance.  This theory applies across the communication board, whether that be in person, over the phone, email and varies depending on the receiver / audience.

Goffman’s theory was, pardon the pun… identified in the late 50’s, a long time before the internet and the rise of social media but I feel it largely applies to this day and age.

The internet and social media platforms enable us to go to extremes and be absolutely anyone we want and to the point where we can hide behind the identity of an existing or fictitious person…commonly known as ‘catfishing’.

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Don’t get me wrong, I’m not saying these social media Influencers have fake profiles but I do think they can paint their identity to appear absolutely perfect and flawless. That combined with consistent activity of interesting content, generates followers and subscribers and enables them to position themselves on a social pedestal for us “real people” to view them as superior.

It’s obviously not as simple as that, if it were we all would be doing it but you do have to have that something extra and special to stand out; whether that be a beautiful face, body or character…it’s knowing how to utilise it and essentially brand / market yourself.

International social influencer and all-rounder 23 year old fitness guru, entrepreneur and mother of 3, Tammy Hembrow is a prime example and she is very much in demand.

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Her social identity has become a 24/7 job, inspiring thousands of people and consumers worldwide. The success has even landed her brand sponsorships and endorsements such as fitness clothing line ‘Gym Shark’, which generate revenue and a lot of revenue at that… since 2017 her net worth is approximately $1.6 million!

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But is it possible to be absolutely flawless 100% of the time? Of course not but this platform is one of Tammy’s ‘front stages’ and when she’s not working, she probably behaves like a normal full-time mother and fiancé and in a more relaxed environment, as her ‘back stage’ self.

Technology is so advanced these days that you don’t need to be a professional photo editor to edit images. We can instantaneously alter and enhance a basic photograph with the use of filters and editing tools…we can even access editing apps for free or pay next to nothing to smooth out blemishes, whiten teeth and even bring in our waistlines.

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But how far is too far? Are these embellished photographs not showing an unrealistic representation that you couldn’t possibly compete with in person…

Vicky Pattison was initially and famously known for being on MTV TV series Geordie Shore which let’s be honest… probably didn’t paint her in the best light.

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However with the help of the social media, she has managed to change public opinion and landed respected roles such as presenting on ITV’s Loose Women as well as starting her own online clothing boutique ‘Honeyz’.

Vicky is also no stranger to editing apps and isn’t shy about it either!

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She admitted during a discussion on Loose Women that she enhances pictures of herself; airbrushing and smoothing out wrinkles etc. something that various social media fans have slated her for.

Vicky might regularly share airbrushed selfies and edited snaps but occasionally she will post a natural and unedited picture, say at the gym for example.

When it comes to male social influencers, their natural snaps are more than likely untouched but enhanced with a basic filter however the same measures apply; the content is attractive to consumers, brands and is consistent.

Take Instagram success Nick Bateman for example…

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Aside from the obvious…he’s a very handsome guy but his social content is appealing to a wide audience and probably a large majority of that being Yorkshire terrier fans and followers.

I’m a big fan of Nick and how he portrays himself online. In the words of Derek Zoolander, it’s not all about being really, really, ridiculously good looking… Nick doesn’t take himself too seriously and offers an element of humour on his social feed.

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Haters are also not likely to hate with content like this…

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I mean how could you???

Stay tuned for Part Two: The Social Influencer: Back Stage

 

Cara Cowan is a final year BSc in Communication, Advertising and Marketing student at Ulster University. She can be contacted on LinkedIn at https://www.linkedin.com/in/caracowan/