Welcome to episode 15 of the Will To Win Show! In this episode, we dive deep into the world of Instagram influencing with our special guest, Andrea Hetherington. Andrea shares her decade-long experience in the fashion and lifestyle industry and provides actionable tips on how to stand out, establish your brand, and profit from collaborations and partnerships. From understanding the impact of the algorithm to creating viral content, Andrea covers it all. She discusses the importance of consistency, the benefits of short, engaging reels, and how even accounts with 5,000 followers can start monetizing through paid partnerships and digital products. If you're looking to grow your Instagram following and turn your hobby into a profitable business, this episode is a must-listen. Join us as we explore the fundamentals of personal branding, the significance of staying true to yourself, and the various ways to monetize your influence. Andrea also provides valuable insights into negotiating with brands, setting your rates, and creating content that resonates with your audience. Tune in to discover how you can standout and win on Instagram, skyrocket your following and make a living doing what you love.
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Episode Transcript
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(00:00):
Music.
(00:14):
Music.
(00:54):
Welcome to the Will To Win Show, episode 15, where you'll be talking about how
to stand out as an Instagram influencer,
establish your brand, then profit from collabs and partnerships. How do you feel?
I feel good. This is, it's good to see you, Steve.
(01:15):
This is my first ever podcast, so I'm excited. Yeah, I feel good.
It's Sunday. And yeah, I'm in a chilled mood, so that's always good.
It certainly is. So we may as well get started.
And before we do, please give our audience some idea of what kind of an influencer you are.
(01:40):
Sure. So I started like over 10 years ago, and mine was always kind of fashion
was the main category, I guess you'd say.
But yeah there's always been a little bit of a mix of
like lifestyle and now i
do a lot of styling reels and stuff but i'm looking to
(02:01):
make like a new brand which is helping other
potential influencers and and
so yeah that will be something new for me and that kind of ties in with an ebook
that i wrote called the ultimate guide to becoming an instagram influencer nice
and i did actually read that book yesterday and I was just blown away with the
(02:24):
wisdom you had to share and I'm like,
oh my God, there's so many things I'm not doing. Wake up.
Like what?
You can tell me. Well, I'm glad that I can tell you in this open and honest,
transparent environment.
(02:45):
Yeah, look, for example, the algorithm has a significant impact on the reach
you have on social media.
And I'm wondering, like, what can you do to stand out when it comes to getting
more reach, being able to impact a much wider audience?
(03:11):
Well, like, I feel like in the past it was more about, like,
sharing beautiful content and like posting images
and now it's all about like reels and
video content and like grabbing people's attention in
that way and it's mostly about saves and
shares now which is the harsh kind of reality
because I feel like it's always been a
(03:33):
lot of work but maybe back in the day when it was just kind
of posting imagery you didn't
have to think so much about like going viral or
creating video which is a whole nother like
a whole nother skill set in a way so yeah
it's definitely about like short sharp
content getting those saves and
(03:55):
shares and making kind of relatable content
yeah I think I think they say like generally it's like there's a a few ways
to kind of go viral or get those shares and it's like yeah aspirational relatable
like funny stuff there's a couple of others but I can't they're not coming to mind but yeah.
(04:20):
Making a whole like it's a whole nother beast now yeah
i've noticed and there's definitely a push
by instagram for people to create and
share more reels and to make them
engaging and i know in your book you said that often
what happens is if uh the reel that you create is one that people are liking
(04:43):
commenting and sharing yeah yeah instagram will boost that reel so that you
do reach a wider to audience whilst if you don't well and they'll kind of hide
it hide it that's the thing like.
It's hard not to get kind of wrapped up
in the numbers and if you're like an aspiring influencer or
(05:03):
whatever yeah it can be a bit soul-destroying if
you're not consistently you know going viral
getting saves and shares but i don't
know if you look at different people's pages even the big accounts
it's like not every single video has
to perform well it's like if you just keep posting you
(05:23):
will get reels that do better and then
maybe you can make more of them it's really
about like just just staying consistent and stuff like that and like keep going
even if you know try not to focus on the numbers because it yeah it can hold
you back in a way I think if you're just focusing Focusing on that or doing
(05:44):
it for that kind of, you know,
for a bit of quick fame or what have you.
What do you think? Yeah, no, I think you really hit the nail on the head there.
And as much as we want people to share our reels and to be noticed and to promote our business.
(06:07):
At the same time, we've got to focus on creating content that people can relate
to, content that resonates with people.
And if we do that consistently, well, then we're going to get results. Yeah, for sure.
And, and one question I had about building your following is like,
(06:29):
you said that in your book that if you have like what,
even with 5,000 followers, you could
still actually get paid partnerships potentially. Would that be right?
Yeah. Like I would say so, So like maybe not so much before,
I think before like five,
10 years ago or maybe before that because this industry has been around for
(06:53):
a while, but I think it's only started really getting noticed in the last like five or so years,
like TikTok and Instagram's changed and stuff like that.
But yeah, like back in the day, maybe not so much.
You had to wait till you kind of hit a certain number of followers,
but now it's like you can create content for brands behind the scenes that they
(07:16):
like use in their advertising called like UGC content. You might have heard that buzzword.
Yeah, so like if you've got a nice page now and you're like,
yeah, on under 5,000 followers, for example,
like a brand could still come to you and ask you to create content for them,
(07:37):
essentially, for their page,
and they don't put your name to it necessarily.
You might even be able to get, like, with micro-influencers and the rise of,
like, brands wanting to pay multiple influencers for a campaign,
maybe not just a couple of big ones that are really expensive.
They might want to get the reach across, like, 20, 30 influencers and they're
(08:01):
going to pay them all $100 or something.
Like that's nothing to a brand so i think
you could probably start to make money even at
5 000 followers and then
there's stuff like digital products like anyone can create that and you know
make an instagram ad and push that product out and essentially make sales if
(08:22):
people want that particular product i think there's a lot of ways to like diversify
and make money even if you're a smaller account.
But obviously, the more followers you have, the more you make.
So the more you grow, the more earning potential that's there.
And what can you do off the back of your response?
(08:44):
What can upcoming Instagram influencers do to boost their following?
What are some of your strategies?
So definitely like we were saying, like creating those kind of viral reels.
I guess it's twofold because you can have a viral reel and it gets a bunch of
(09:10):
saves and a bunch of shares and people will, like, follow you from that.
I think it's a really quick win.
Like, it's an easy way to grow if you can create that viral content.
But then the other thing is you need to create consistent content and people
need to come to rely on seeing you pop up, getting to know you.
(09:35):
It's like someone in real life. You've got to build that relationship.
And when you have that, I think when you get to a point and you've gained a
bit of momentum, the followers just come. They just start to come.
I guess in my peak growth period
that's what happened like I was hosting a
lot of content probably more photos back then and
(09:58):
like I had a consistent brand with a consistent filter
and yeah it's like people just started flooding in really so yeah so it's it's
kind of like hitting that that sweet spot where where you build up your consistency
and your momentum and then people know you and, I don't know,
(10:19):
the floodgates kind of open from there. Incredible.
And I know for me, like I, you know,
started out with just over 1,000 followers and then I sort of went up to 3,000
and I'm yet to hit 4,000 followers and I feel like I've hit a little bit of a slump and I've,
(10:40):
you know, try to change things up a bit, switch my style.
And I'm finding it quite challenging at the moment to reach that milestone of 5,000 followers. Yeah.
I think everyone, like, there's so much competition now and I think everyone
(11:00):
probably feels that a little bit as a creator,
because, like, there's clear winners who are doing really well and growing.
But, yeah, it's a bit, it can be a bit soul-destroying, but I think you just,
if you really want to do it, you have to, like, push through and you will find
a way to, like, grow and you will get there.
(11:23):
You just can't give up. Never. Because that's what happens.
A lot of people, like, you know, they don't see the – like I've seen a lot of
people over the years kind of start a page, maybe friends or acquaintances, and they're like,
oh, this is going to be like easy or whatever, and then they don't see the growth
(11:44):
straight away or whatever and they give up.
I think the best people make it look really easy and then everyone thinks they can kind of do it.
But it is, that's when you find out it is like a lot of work.
But yeah, it's worth it if you want to take that path, you know.
It's probably good that you're building your brand with a podcast as well because
(12:07):
people can get to know you.
And, you know, I think a podcast is quite interesting.
It's another like angle. It's another way to talk to your audience.
For sure. I wanted to ask you,
you're very gifted or should I say experienced in attracting partnerships for
(12:28):
your business, which is letter and lattes. Is that right? Yeah.
And what is your advice to an up-and-coming entrepreneur like myself or anyone
for that matter who wants to build their first partnership, who wants to attract potential brands to,
(12:48):
be on board, and to partner with you to make money. Yeah.
Well, yeah, there's a few kind of things. Can you hear me okay,
by the way? Oh, yes. Is that all right? Okay, that's good.
So, like, you need to work on your brand consistently and growing your page.
(13:09):
And then kind of as you grow your page and your own brand, And I feel like it
starts to attract potential partners to you.
And like it depends on the niche, I guess.
Because like with fashion, for example, I like started my page as a hobby and
was just like doing it consistently.
(13:31):
I had like friends at the time who were kind of on the same level.
So we were like all doing content together.
It was like really fun. and for me at that point, it wasn't about making money.
It was just having a hobby on the side and getting to explore that and Instagram was newish.
(13:52):
And then I started making money, yeah, maybe around 10K back then.
I got my first paid job to go to a David Jones event.
It was really cool. But back to the question, yeah, it's a bit chicken and egg
because you've got to grow your following and then the brands kind of come.
(14:15):
And it depends on the niche too because you're kind of in an entrepreneurial business kind of niche.
So I don't know. You have to think about brands that could potentially be relevant
for like brands that you naturally align with are good. Yeah.
Because then it's an easy sell. Like you don't really want to be promoting brands
(14:38):
that like you don't like or you have no kind of, I don't know,
you have to like the brand because then it's easy to talk about it or it depends.
If your podcast had like a lot of listeners, you could potentially work with anyone.
You could work with like HelloFresh or there's like endless opportunities.
(14:59):
Opportunities but maybe to start with I don't
know yeah like any maybe podcast
equipment or like technology or or
finance like it could all kind of tie in I'm just thinking for your particular
niche but yeah with with fashion and lifestyle there's a lot of opportunities
(15:20):
too because there's like alcohol brands beauty brands restaurants there's a
lot of brands that are looking to like
collaborate and there's a
lot of brands that are like looking to pay you and also brands
like I was saying before want UGC content
too like for their own page so yeah there's
(15:41):
a lot of ways to make money right now as an influencer but yeah it is chicken
and egg and building that brand first is like crucial but you could like you
know you could start reaching out to some brands that that you're interested
in and offer to do maybe a collaboration to start with,
not necessarily like a paid thing.
(16:02):
But, yeah, once you start reaching a certain level, brands will approach you anyway.
So that's kind of nice when you get to that point because it's like your hard
work as an influencer is paying off.
That can be very rewarding when you reach that level.
Yeah. That's for sure. or rapper 50 cent has a saying get your style up get
(16:24):
your style up and what's the money pile up what's your take on that i think that's true i like that.
Yeah, definitely. Like, so I've been doing Instagram influencing for a long
time, like over 10 years or so.
So, like, I've definitely been less consistent lately and even I've noticed
(16:46):
with my own brand, like, you need to – I was like, how did I put so much work into this?
Like, it's no accident that I grew my following before and was successful,
But now I'm seeing like even having to build that consistency again,
it's really, it can be like a hustle.
So, yeah, kudos to anyone trying to do it.
(17:09):
It's not easy, but it's worth it when you do get the payoff and you get brand
deals and consistent brand partners that want to sign up with you for six months.
So, yeah, there is some like really good perks of doing this and you can make
money if you're good and successful at it.
Amazing. And I guess from what I'm picking up here is that you constantly need
(17:36):
to not only be changing your style, but also reinventing yourself.
And it's like a new you, because if you're always doing the same shit,
you're always going to get the same results. old, so why not up your style?
Yeah, definitely. Definitely. It's.
Yeah, like people, I feel like, yes, that is true.
(18:02):
You do need to like mix it up and create like different styles of content and
like serve your audience up new things.
But then there is this kind of brand piece where you need to stay kind of,
once you've built a brand,
you need to stay consistent to that in a way because people kind of know you as that.
(18:26):
Like I transition, I'm sort of transitioning out of my brand,
Leather and Lattes, into just, can you hear me?
I can, no, I'm just like, wow, you're doing it. You are reinventing yourself.
Is that right? It's difficult. Yeah, I am. But like it's difficult because if people know you as that.
(18:48):
Like I'm just moving over to
like my name and more about me and my personality and that is the brand,
like it always was, but changing from like Leather and Lattes to just my name,
even people come and like all the cafe content that I did before,
like people want that consistency and if they know you as X,
(19:11):
you're almost in this box and you have to like,
you know, I wanted to do more fashion and styling reels and just stuff that
interested me because I just, I still love going to cafes and restaurants,
but it's not what's truly kind of lighting me up in the content space.
So like even myself moving over to fashion, styling reels.
(19:35):
It's been like, it's definitely been a transition where I feel like at the start
people were like, oh, she's changing up her content.
You have to get new people in that align to the new brand.
Yeah, because some people might, you know, like the old brand and they might
drop off and that's fine.
But, yeah, you can change it up a little bit. But if you change it up too much,
(20:00):
it's like people love consistency.
They love the same repetitive thing. Like, it's weird.
I've seen you experimenting with some funny, like, vlog reels, which I like.
That's fun. fun yeah and i tell you they've
they've been a huge success like i think my last one one of them did like over
(20:23):
150 shares so they seem to do quite well oh wow that's because instagram's changed
their yeah and instagram's changed their algorithm to i guess give the.
Influencers who not sort of is high
profile more of an opportunity to reach more people so
(20:44):
i've found recently my reels have
been getting a lot more shares than what they
have in the past like getting like i mean
there was one motivational reel was only 10 seconds it got
200 shares i'm like wow wow that's so good so yeah just continuing on with the
questions i have literally got five pages of notes and i cannot remember all
(21:11):
the questions off the top of my head so,
it's like i'm just going to take a look that's all right sure you talk about
rethinking your current i mean
we did talk about rethinking your current instagram real angle already,
do you need to have a niche and that sort of ties in for already talking about
like you You want to be known for something.
(21:32):
You want to be recognized for a specific purpose, industry, or focus.
And yeah, the content's got to be relevant.
So what is your take on that?
Yeah, you do need a niche, kind of.
Or you need to have one strong pillar, like I guess mine is fashion.
(21:57):
You do need to have that. I feel like, I mean, I see it kind of both sides because
I do see people, they just do one type of content,
one type of niche, like fashion influencers who just create getting ready outfits, for example.
They're like five to ten seconds long and it's like a going out outfit or a dressy outfit.
(22:22):
Fit I see it could be
the person too because like personality and personal brand
plays into it but like I
do see accounts that have that one
really niche thing and post consistently
I do see those accounts growing like
a lot more but then I'm not sure because then you get other accounts that are
(22:47):
like they might have some fashion outfit reels but then they've got lifestyle
style content weaved in or like stuff about their kids or going out to restaurants like.
I don't know. People like all that too. Like people really like lifestyle content.
I just don't know if you can grow as fast without having a real, like niching down a lot.
(23:16):
I'm not sure. I really don't think, like the more I do this,
the more I don't think I have a hard and fast rule on that one.
I think just you have to do it and see because, like, There's a girl that I follow,
an American girl, and she's fashion and lifestyle and gives other influencers
(23:37):
tips on how to, I don't know,
create better content and video editing and stuff.
And her page, I don't know, I've heard someone say it like become the niche,
like the personality is the niche and they're following for that person.
So she's not really niched down but like people just love her and her content
(24:02):
i think that works too i don't think i i don't really feel that strongly on
whether you should have a niche or.
Yeah yeah well you do talk
about being your own
version of you it's your style your
personality your character what do you
(24:22):
call that type of influencer it's what is it
called again uh i don't know
if i coined it but like it's it's
more about the person these days i think i was
saying like it's yeah it's like if you
just be yourself and don't try
and put on a facade or whatever if you're
(24:43):
just yourself i feel like that'll track that will attract the
right followers it's like when you're yourself with friends
or whatever and then the right people kind of gravitate i think
if you're trying to like be someone you're not or yeah talk
about things that you're not really passionate about just i
think that will kind of come across the only the only chance we've got in this
(25:06):
competitive world of like influencing and instagram and TikTok and stuff like
that is to just be your authentic self and like if you dial it up even more.
Because there's so many people doing it. It's crowded.
It's crowded. The only way you're going to stand out is to just totally be yourself
(25:30):
and see who relates to that kind of thing.
Couldn't agree more. And you talk about the Instagram Explorer page.
I'm yet to break through onto the scene, but I'm anticipating that at some point
in the next two, three months, maybe I will.
(25:50):
Yeah that's good my my viral videos on the way i mean i have had one video,
yes i've had one video that was
10 seconds about dealing with haters and that actually got about almost 9 000
views so i was pretty stoked about that yeah you've got to celebrate the small
(26:12):
wins because yeah that's how you get to the bigger ones that's it and on that
note like Like being an Instagram influencer,
like what, in your perspective or way of seeing things.
What would you see as someone, like what qualities would a person need to have to win on Instagram?
(26:35):
Like what does it mean to be winning on Instagram? Aside from everything else
you've said, what are some of those traits?
Okay. It depends on the person and the niche. If you're in fashion,
you need to have some kind of style.
You need to know how to dress. You're going to do well.
(26:58):
You need some kind of angle that people are going to... If you're doing this,
you need to be good at talking and interviewing people, which I think that you are.
If you're doing recipes, you need to be like, you need to be good at like whatever
the thing is that you're bringing to the platform, like food or fashion or fitness or whatever.
(27:18):
But then you've got to get good at like social media too. You can't just be
like, oh, I'm a great chef and like I know how to cook.
That's great. Like bringing it to social media and knowing how to create content,
that's a whole nother beast.
But yeah you just have to have a you have a have you have to have a thing that's
(27:38):
gonna that you're good at like your natural kind of talent that's gonna hook people in i guess,
absolutely like i randomly probably about two or three months ago started wearing
a beanie in my videos and yeah i feel like it's my thing i feel like it gives me that edge it's a
(27:59):
part of my unique style and brand and who knows maybe even some companies that
sell beanies might like to promote their beanie on my podcast or social media for a fee.
100% that's a good one I feel like I've noticed the beanie it's good it's good
(28:20):
brand it's a good brand you're building. That's right.
It's beanie really good, I can tell you.
So I do have rather dry jokes. I certainly need to work on those. That's right.
I'm just teasing. Oh, I took it to heart. No, I didn't.
(28:43):
So, yeah, we're coming up to the 30-minute mark.
Probably got a few more minutes. i'm just making sure i
haven't missed any questions monetization like
how do you monetize your account like
there's so many people out there in the market trying to
make money on instagram but not everyone does how do
(29:05):
you make that transition from being a
hobby like yours was to actually being a profitable business yeah so the industry
has come a long way but then it's almost gone backwards in some ways too because
like a couple of years into me doing it I was,
(29:26):
like getting offered payment and brands
were coming to me with like a budget but like
there's always been brands who come to you and they don't disclose having a
budget or they don't have one and they just want to gift you some clothing or
whatever kind of helps to have a businessy background or at least know a little
(29:50):
bit what you're doing so that when a brand comes to you
can like negotiate or set your rates like every influencer should have a rate card for one.
Like list out all your kind of things that you can offer.
Like it might be like attending an event, posting an Instagram reel,
(30:11):
posting a photo, like just all the ways you can think of that you can work with
a brand and then put a value next to it.
And there's kind of charts online to see how much you could charge based on your following.
But, yeah, because if you've kind of got a rate card, it's easier to have that
conversation. Like if a brand emails you, you can send back your eight card
(30:33):
and say, here's my rates for like an Instagram reel or whatever.
The thing is nowadays like brands want, they want you to post a reel and like
post it on their page and that's like a sponsored post.
But then they also want the option to like
boost it themselves and if they're using it
(30:53):
for advertising and like boosting it you can
basically make double or triple like you
can make a lot more money because they're usually using it as their advertising
to make sales so that's where like if you don't kind of know what you're doing
you might sell yourself short on some of those deals if you don't really have
(31:14):
the background of knowing what you can charge.
And I think there's a lot of Gen Z influencers now on TikTok,
unless they've got management or know what they're doing.
They're probably doing a lot of freebies, and then that kind of hurts the industry too.
It's not their fault. They don't know that they could be charging for things.
(31:38):
Yeah, it just kind of then hurts the industry because if there's people doing
stuff for free, I don't know, it just sits kind of bad standard.
Like you should always be charging for your work, even if you're like a smaller influencer.
If a brand wants you to do something, then you should be paid for that work. Yeah.
(31:58):
But yeah, there's different ways to monetize, I guess.
Like we were saying, there's like sponsored posts where you just create the
content and post it on your page.
There's like UGC that a brand wants to use the video in their marketing and
then you can make more money because they might want to use it for like six months to a year.
If they're using your video as an ad to sell like shampoo or something,
(32:23):
if they're using that and boosting it on Facebook, you know how you see the
boosted content on like Facebook and Instagram of people talking or selling
in a teeth whitening or whatever.
If a brand's like using that content for like six months a year and making continual
sales, it's like you should be getting a cut of that money.
(32:45):
So yeah, and you could potentially be
be missing thousands if they're just using your content yeah
that's a big one and then you can
make money through like selling your own digital product like if you create
an ebook or an online course like a lot of people are making big money in that
space for fashion influencers there's also like affiliate links and probably
(33:09):
for you as well like if you had a website and you could like
use affiliate links to promote stuff on Amazon.
It's basically like you click on, you get a particular link that they know it's like Steve.
It's got like some tracking code or whatever.
And if you're giving referrals to like Amazon for particular products,
(33:31):
it's like you get a small commission.
But like over time, if you're pointing people to that product and getting a
lot of traffic to it, you could potentially make quite a lot from affiliate
links, or even just some passive income.
I'm trying to think of more ways you can make money as an influencer.
(33:51):
Yeah, there's so like – So I want to get – Go on. Sorry.
I was going to say I want to get rich, Andrea, so spill the beans.
There's no get rich quick but you
can you can get just focus on your content and
like doing a good good job of that first and
like serving people like doing stuff
(34:14):
like this and just serving your audience and then
eventually that will start coming back to you in like a monetary sense like
as long as you keep serving the money will come for sure that's what people
I think they forget a little bit
because Instagram is such a vanity thing about numbers and all of that.
(34:36):
But at the end of the day, if you're creating content that serves people and
they can relate to it and you're growing, the dollars will eventually come back to you.
Yeah. So unfortunately, no get-rich-quick schemes at this point.
Correct. You can make a digital product too if you have knowledge on a particular area and then sell that.
(35:02):
Like if you sell a lot of them, it can add up.
You know, if you sell like an $18 e-book or a $200 course on how to do something,
people will like pay for that knowledge and then you can potentially make a lot of money.
So maybe you should do that. Yeah, I'm certainly open to that idea and currently
(35:23):
working on my motivational book, which is almost complete.
I haven't decided what I'm going to make an e-book or actually a physical book
or even an audio book for that matter. But yeah, that's definitely on the cards.
That's cool. Yeah. And also working on creating a personal development program for live events.
(35:46):
So yeah, it's still in progress, but I will get there.
So if anyone who wants to help me with my program, reach out to me and I will
gladly talk to you about it.
But anyhow, we have covered a lot of content in this podcast episode,
(36:07):
and I've really enjoyed talking to you today, Andrea.
You've really produced some high quality content for people that they can relate to.
And I'm just going to shut up and stop rambling.
And what i want to say before we finish
up is how can people reach
(36:31):
out to you like feel free to have a
free plug on what you do
sure so i've just created a
new account called i heart influence i
haven't literally put i'll probably post this a clip of
this interview on there but you can dm me
on that page i heart influence or my
(36:52):
main page which is andrea and heather engton my
website is still leather and lattes yeah if
you've got any questions or comments i've got my ebook too
that you can get via the link in my
bio but yeah if you just want to ask me
a question that's fine too perfect and
what's that book called again it's the ultimate guide
(37:15):
to becoming an instagram influencer wrote down
five pages of notes nice
so i can reach my target
of 5 000 followers good on you yeah
i think because just quickly like it's such the it's the wild west like everyone's
(37:35):
kind of figuring it out as they go on instagram so yeah it was a bit of a a
guide to kind of cover everything and making money and growing and personal
brand and all of that stuff that you just, you know, if you're coming into the.
To do it blind, you might need some help with that. Certainly will.
Well, thank you so much, Andrea, for being on the Will to Win show. Until next time.
(38:15):
Music.
Music.
(00:14):
Music.
(00:54):
Welcome to the Will To Win Show, episode 15, where you'll be talking about how
to stand out as an Instagram influencer,
establish your brand, then profit from collabs and partnerships. How do you feel?
I feel good. This is, it's good to see you, Steve.
(01:15):
This is my first ever podcast, so I'm excited. Yeah, I feel good.
It's Sunday. And yeah, I'm in a chilled mood, so that's always good.
It certainly is. So we may as well get started.
And before we do, please give our audience some idea of what kind of an influencer you are.
(01:40):
Sure. So I started like over 10 years ago, and mine was always kind of fashion
was the main category, I guess you'd say.
But yeah there's always been a little bit of a mix of
like lifestyle and now i
do a lot of styling reels and stuff but i'm looking to
(02:01):
make like a new brand which is helping other
potential influencers and and
so yeah that will be something new for me and that kind of ties in with an ebook
that i wrote called the ultimate guide to becoming an instagram influencer nice
and i did actually read that book yesterday and I was just blown away with the
(02:24):
wisdom you had to share and I'm like,
oh my God, there's so many things I'm not doing. Wake up.
Like what?
You can tell me. Well, I'm glad that I can tell you in this open and honest,
transparent environment.
(02:45):
Yeah, look, for example, the algorithm has a significant impact on the reach
you have on social media.
And I'm wondering, like, what can you do to stand out when it comes to getting
more reach, being able to impact a much wider audience?
(03:11):
Well, like, I feel like in the past it was more about, like,
sharing beautiful content and like posting images
and now it's all about like reels and
video content and like grabbing people's attention in
that way and it's mostly about saves and
shares now which is the harsh kind of reality
because I feel like it's always been a
(03:33):
lot of work but maybe back in the day when it was just kind
of posting imagery you didn't
have to think so much about like going viral or
creating video which is a whole nother like
a whole nother skill set in a way so yeah
it's definitely about like short sharp
content getting those saves and
(03:55):
shares and making kind of relatable content
yeah I think I think they say like generally it's like there's a a few ways
to kind of go viral or get those shares and it's like yeah aspirational relatable
like funny stuff there's a couple of others but I can't they're not coming to mind but yeah.
(04:20):
Making a whole like it's a whole nother beast now yeah
i've noticed and there's definitely a push
by instagram for people to create and
share more reels and to make them
engaging and i know in your book you said that often
what happens is if uh the reel that you create is one that people are liking
(04:43):
commenting and sharing yeah yeah instagram will boost that reel so that you
do reach a wider to audience whilst if you don't well and they'll kind of hide
it hide it that's the thing like.
It's hard not to get kind of wrapped up
in the numbers and if you're like an aspiring influencer or
(05:03):
whatever yeah it can be a bit soul-destroying if
you're not consistently you know going viral
getting saves and shares but i don't
know if you look at different people's pages even the big accounts
it's like not every single video has
to perform well it's like if you just keep posting you
(05:23):
will get reels that do better and then
maybe you can make more of them it's really
about like just just staying consistent and stuff like that and like keep going
even if you know try not to focus on the numbers because it yeah it can hold
you back in a way I think if you're just focusing Focusing on that or doing
(05:44):
it for that kind of, you know,
for a bit of quick fame or what have you.
What do you think? Yeah, no, I think you really hit the nail on the head there.
And as much as we want people to share our reels and to be noticed and to promote our business.
(06:07):
At the same time, we've got to focus on creating content that people can relate
to, content that resonates with people.
And if we do that consistently, well, then we're going to get results. Yeah, for sure.
And, and one question I had about building your following is like,
(06:29):
you said that in your book that if you have like what,
even with 5,000 followers, you could
still actually get paid partnerships potentially. Would that be right?
Yeah. Like I would say so, So like maybe not so much before,
I think before like five,
10 years ago or maybe before that because this industry has been around for
(06:53):
a while, but I think it's only started really getting noticed in the last like five or so years,
like TikTok and Instagram's changed and stuff like that.
But yeah, like back in the day, maybe not so much.
You had to wait till you kind of hit a certain number of followers,
but now it's like you can create content for brands behind the scenes that they
(07:16):
like use in their advertising called like UGC content. You might have heard that buzzword.
Yeah, so like if you've got a nice page now and you're like,
yeah, on under 5,000 followers, for example,
like a brand could still come to you and ask you to create content for them,
(07:37):
essentially, for their page,
and they don't put your name to it necessarily.
You might even be able to get, like, with micro-influencers and the rise of,
like, brands wanting to pay multiple influencers for a campaign,
maybe not just a couple of big ones that are really expensive.
They might want to get the reach across, like, 20, 30 influencers and they're
(08:01):
going to pay them all $100 or something.
Like that's nothing to a brand so i think
you could probably start to make money even at
5 000 followers and then
there's stuff like digital products like anyone can create that and you know
make an instagram ad and push that product out and essentially make sales if
(08:22):
people want that particular product i think there's a lot of ways to like diversify
and make money even if you're a smaller account.
But obviously, the more followers you have, the more you make.
So the more you grow, the more earning potential that's there.
And what can you do off the back of your response?
(08:44):
What can upcoming Instagram influencers do to boost their following?
What are some of your strategies?
So definitely like we were saying, like creating those kind of viral reels.
I guess it's twofold because you can have a viral reel and it gets a bunch of
(09:10):
saves and a bunch of shares and people will, like, follow you from that.
I think it's a really quick win.
Like, it's an easy way to grow if you can create that viral content.
But then the other thing is you need to create consistent content and people
need to come to rely on seeing you pop up, getting to know you.
(09:35):
It's like someone in real life. You've got to build that relationship.
And when you have that, I think when you get to a point and you've gained a
bit of momentum, the followers just come. They just start to come.
I guess in my peak growth period
that's what happened like I was hosting a
lot of content probably more photos back then and
(09:58):
like I had a consistent brand with a consistent filter
and yeah it's like people just started flooding in really so yeah so it's it's
kind of like hitting that that sweet spot where where you build up your consistency
and your momentum and then people know you and, I don't know,
(10:19):
the floodgates kind of open from there. Incredible.
And I know for me, like I, you know,
started out with just over 1,000 followers and then I sort of went up to 3,000
and I'm yet to hit 4,000 followers and I feel like I've hit a little bit of a slump and I've,
(10:40):
you know, try to change things up a bit, switch my style.
And I'm finding it quite challenging at the moment to reach that milestone of 5,000 followers. Yeah.
I think everyone, like, there's so much competition now and I think everyone
(11:00):
probably feels that a little bit as a creator,
because, like, there's clear winners who are doing really well and growing.
But, yeah, it's a bit, it can be a bit soul-destroying, but I think you just,
if you really want to do it, you have to, like, push through and you will find
a way to, like, grow and you will get there.
(11:23):
You just can't give up. Never. Because that's what happens.
A lot of people, like, you know, they don't see the – like I've seen a lot of
people over the years kind of start a page, maybe friends or acquaintances, and they're like,
oh, this is going to be like easy or whatever, and then they don't see the growth
(11:44):
straight away or whatever and they give up.
I think the best people make it look really easy and then everyone thinks they can kind of do it.
But it is, that's when you find out it is like a lot of work.
But yeah, it's worth it if you want to take that path, you know.
It's probably good that you're building your brand with a podcast as well because
(12:07):
people can get to know you.
And, you know, I think a podcast is quite interesting.
It's another like angle. It's another way to talk to your audience.
For sure. I wanted to ask you,
you're very gifted or should I say experienced in attracting partnerships for
(12:28):
your business, which is letter and lattes. Is that right? Yeah.
And what is your advice to an up-and-coming entrepreneur like myself or anyone
for that matter who wants to build their first partnership, who wants to attract potential brands to,
(12:48):
be on board, and to partner with you to make money. Yeah.
Well, yeah, there's a few kind of things. Can you hear me okay,
by the way? Oh, yes. Is that all right? Okay, that's good.
So, like, you need to work on your brand consistently and growing your page.
(13:09):
And then kind of as you grow your page and your own brand, And I feel like it
starts to attract potential partners to you.
And like it depends on the niche, I guess.
Because like with fashion, for example, I like started my page as a hobby and
was just like doing it consistently.
(13:31):
I had like friends at the time who were kind of on the same level.
So we were like all doing content together.
It was like really fun. and for me at that point, it wasn't about making money.
It was just having a hobby on the side and getting to explore that and Instagram was newish.
(13:52):
And then I started making money, yeah, maybe around 10K back then.
I got my first paid job to go to a David Jones event.
It was really cool. But back to the question, yeah, it's a bit chicken and egg
because you've got to grow your following and then the brands kind of come.
(14:15):
And it depends on the niche too because you're kind of in an entrepreneurial business kind of niche.
So I don't know. You have to think about brands that could potentially be relevant
for like brands that you naturally align with are good. Yeah.
Because then it's an easy sell. Like you don't really want to be promoting brands
(14:38):
that like you don't like or you have no kind of, I don't know,
you have to like the brand because then it's easy to talk about it or it depends.
If your podcast had like a lot of listeners, you could potentially work with anyone.
You could work with like HelloFresh or there's like endless opportunities.
(14:59):
Opportunities but maybe to start with I don't
know yeah like any maybe podcast
equipment or like technology or or
finance like it could all kind of tie in I'm just thinking for your particular
niche but yeah with with fashion and lifestyle there's a lot of opportunities
(15:20):
too because there's like alcohol brands beauty brands restaurants there's a
lot of brands that are looking to like
collaborate and there's a
lot of brands that are like looking to pay you and also brands
like I was saying before want UGC content
too like for their own page so yeah there's
(15:41):
a lot of ways to make money right now as an influencer but yeah it is chicken
and egg and building that brand first is like crucial but you could like you
know you could start reaching out to some brands that that you're interested
in and offer to do maybe a collaboration to start with,
not necessarily like a paid thing.
(16:02):
But, yeah, once you start reaching a certain level, brands will approach you anyway.
So that's kind of nice when you get to that point because it's like your hard
work as an influencer is paying off.
That can be very rewarding when you reach that level.
Yeah. That's for sure. or rapper 50 cent has a saying get your style up get
(16:24):
your style up and what's the money pile up what's your take on that i think that's true i like that.
Yeah, definitely. Like, so I've been doing Instagram influencing for a long
time, like over 10 years or so.
So, like, I've definitely been less consistent lately and even I've noticed
(16:46):
with my own brand, like, you need to – I was like, how did I put so much work into this?
Like, it's no accident that I grew my following before and was successful,
But now I'm seeing like even having to build that consistency again,
it's really, it can be like a hustle.
So, yeah, kudos to anyone trying to do it.
(17:09):
It's not easy, but it's worth it when you do get the payoff and you get brand
deals and consistent brand partners that want to sign up with you for six months.
So, yeah, there is some like really good perks of doing this and you can make
money if you're good and successful at it.
Amazing. And I guess from what I'm picking up here is that you constantly need
(17:36):
to not only be changing your style, but also reinventing yourself.
And it's like a new you, because if you're always doing the same shit,
you're always going to get the same results. old, so why not up your style?
Yeah, definitely. Definitely. It's.
Yeah, like people, I feel like, yes, that is true.
(18:02):
You do need to like mix it up and create like different styles of content and
like serve your audience up new things.
But then there is this kind of brand piece where you need to stay kind of,
once you've built a brand,
you need to stay consistent to that in a way because people kind of know you as that.
(18:26):
Like I transition, I'm sort of transitioning out of my brand,
Leather and Lattes, into just, can you hear me?
I can, no, I'm just like, wow, you're doing it. You are reinventing yourself.
Is that right? It's difficult. Yeah, I am. But like it's difficult because if people know you as that.
(18:48):
Like I'm just moving over to
like my name and more about me and my personality and that is the brand,
like it always was, but changing from like Leather and Lattes to just my name,
even people come and like all the cafe content that I did before,
like people want that consistency and if they know you as X,
(19:11):
you're almost in this box and you have to like,
you know, I wanted to do more fashion and styling reels and just stuff that
interested me because I just, I still love going to cafes and restaurants,
but it's not what's truly kind of lighting me up in the content space.
So like even myself moving over to fashion, styling reels.
(19:35):
It's been like, it's definitely been a transition where I feel like at the start
people were like, oh, she's changing up her content.
You have to get new people in that align to the new brand.
Yeah, because some people might, you know, like the old brand and they might
drop off and that's fine.
But, yeah, you can change it up a little bit. But if you change it up too much,
(20:00):
it's like people love consistency.
They love the same repetitive thing. Like, it's weird.
I've seen you experimenting with some funny, like, vlog reels, which I like.
That's fun. fun yeah and i tell you they've
they've been a huge success like i think my last one one of them did like over
(20:23):
150 shares so they seem to do quite well oh wow that's because instagram's changed
their yeah and instagram's changed their algorithm to i guess give the.
Influencers who not sort of is high
profile more of an opportunity to reach more people so
(20:44):
i've found recently my reels have
been getting a lot more shares than what they
have in the past like getting like i mean
there was one motivational reel was only 10 seconds it got
200 shares i'm like wow wow that's so good so yeah just continuing on with the
questions i have literally got five pages of notes and i cannot remember all
(21:11):
the questions off the top of my head so,
it's like i'm just going to take a look that's all right sure you talk about
rethinking your current i mean
we did talk about rethinking your current instagram real angle already,
do you need to have a niche and that sort of ties in for already talking about
like you You want to be known for something.
(21:32):
You want to be recognized for a specific purpose, industry, or focus.
And yeah, the content's got to be relevant.
So what is your take on that?
Yeah, you do need a niche, kind of.
Or you need to have one strong pillar, like I guess mine is fashion.
(21:57):
You do need to have that. I feel like, I mean, I see it kind of both sides because
I do see people, they just do one type of content,
one type of niche, like fashion influencers who just create getting ready outfits, for example.
They're like five to ten seconds long and it's like a going out outfit or a dressy outfit.
(22:22):
Fit I see it could be
the person too because like personality and personal brand
plays into it but like I
do see accounts that have that one
really niche thing and post consistently
I do see those accounts growing like
a lot more but then I'm not sure because then you get other accounts that are
(22:47):
like they might have some fashion outfit reels but then they've got lifestyle
style content weaved in or like stuff about their kids or going out to restaurants like.
I don't know. People like all that too. Like people really like lifestyle content.
I just don't know if you can grow as fast without having a real, like niching down a lot.
(23:16):
I'm not sure. I really don't think, like the more I do this,
the more I don't think I have a hard and fast rule on that one.
I think just you have to do it and see because, like, There's a girl that I follow,
an American girl, and she's fashion and lifestyle and gives other influencers
(23:37):
tips on how to, I don't know,
create better content and video editing and stuff.
And her page, I don't know, I've heard someone say it like become the niche,
like the personality is the niche and they're following for that person.
So she's not really niched down but like people just love her and her content
(24:02):
i think that works too i don't think i i don't really feel that strongly on
whether you should have a niche or.
Yeah yeah well you do talk
about being your own
version of you it's your style your
personality your character what do you
(24:22):
call that type of influencer it's what is it
called again uh i don't know
if i coined it but like it's it's
more about the person these days i think i was
saying like it's yeah it's like if you
just be yourself and don't try
and put on a facade or whatever if you're
(24:43):
just yourself i feel like that'll track that will attract the
right followers it's like when you're yourself with friends
or whatever and then the right people kind of gravitate i think
if you're trying to like be someone you're not or yeah talk
about things that you're not really passionate about just i
think that will kind of come across the only the only chance we've got in this
(25:06):
competitive world of like influencing and instagram and TikTok and stuff like
that is to just be your authentic self and like if you dial it up even more.
Because there's so many people doing it. It's crowded.
It's crowded. The only way you're going to stand out is to just totally be yourself
(25:30):
and see who relates to that kind of thing.
Couldn't agree more. And you talk about the Instagram Explorer page.
I'm yet to break through onto the scene, but I'm anticipating that at some point
in the next two, three months, maybe I will.
(25:50):
Yeah that's good my my viral videos on the way i mean i have had one video,
yes i've had one video that was
10 seconds about dealing with haters and that actually got about almost 9 000
views so i was pretty stoked about that yeah you've got to celebrate the small
(26:12):
wins because yeah that's how you get to the bigger ones that's it and on that
note like Like being an Instagram influencer,
like what, in your perspective or way of seeing things.
What would you see as someone, like what qualities would a person need to have to win on Instagram?
(26:35):
Like what does it mean to be winning on Instagram? Aside from everything else
you've said, what are some of those traits?
Okay. It depends on the person and the niche. If you're in fashion,
you need to have some kind of style.
You need to know how to dress. You're going to do well.
(26:58):
You need some kind of angle that people are going to... If you're doing this,
you need to be good at talking and interviewing people, which I think that you are.
If you're doing recipes, you need to be like, you need to be good at like whatever
the thing is that you're bringing to the platform, like food or fashion or fitness or whatever.
(27:18):
But then you've got to get good at like social media too. You can't just be
like, oh, I'm a great chef and like I know how to cook.
That's great. Like bringing it to social media and knowing how to create content,
that's a whole nother beast.
But yeah you just have to have a you have a have you have to have a thing that's
(27:38):
gonna that you're good at like your natural kind of talent that's gonna hook people in i guess,
absolutely like i randomly probably about two or three months ago started wearing
a beanie in my videos and yeah i feel like it's my thing i feel like it gives me that edge it's a
(27:59):
part of my unique style and brand and who knows maybe even some companies that
sell beanies might like to promote their beanie on my podcast or social media for a fee.
100% that's a good one I feel like I've noticed the beanie it's good it's good
(28:20):
brand it's a good brand you're building. That's right.
It's beanie really good, I can tell you.
So I do have rather dry jokes. I certainly need to work on those. That's right.
I'm just teasing. Oh, I took it to heart. No, I didn't.
(28:43):
So, yeah, we're coming up to the 30-minute mark.
Probably got a few more minutes. i'm just making sure i
haven't missed any questions monetization like
how do you monetize your account like
there's so many people out there in the market trying to
make money on instagram but not everyone does how do
(29:05):
you make that transition from being a
hobby like yours was to actually being a profitable business yeah so the industry
has come a long way but then it's almost gone backwards in some ways too because
like a couple of years into me doing it I was,
(29:26):
like getting offered payment and brands
were coming to me with like a budget but like
there's always been brands who come to you and they don't disclose having a
budget or they don't have one and they just want to gift you some clothing or
whatever kind of helps to have a businessy background or at least know a little
(29:50):
bit what you're doing so that when a brand comes to you
can like negotiate or set your rates like every influencer should have a rate card for one.
Like list out all your kind of things that you can offer.
Like it might be like attending an event, posting an Instagram reel,
(30:11):
posting a photo, like just all the ways you can think of that you can work with
a brand and then put a value next to it.
And there's kind of charts online to see how much you could charge based on your following.
But, yeah, because if you've kind of got a rate card, it's easier to have that
conversation. Like if a brand emails you, you can send back your eight card
(30:33):
and say, here's my rates for like an Instagram reel or whatever.
The thing is nowadays like brands want, they want you to post a reel and like
post it on their page and that's like a sponsored post.
But then they also want the option to like
boost it themselves and if they're using it
(30:53):
for advertising and like boosting it you can
basically make double or triple like you
can make a lot more money because they're usually using it as their advertising
to make sales so that's where like if you don't kind of know what you're doing
you might sell yourself short on some of those deals if you don't really have
(31:14):
the background of knowing what you can charge.
And I think there's a lot of Gen Z influencers now on TikTok,
unless they've got management or know what they're doing.
They're probably doing a lot of freebies, and then that kind of hurts the industry too.
It's not their fault. They don't know that they could be charging for things.
(31:38):
Yeah, it just kind of then hurts the industry because if there's people doing
stuff for free, I don't know, it just sits kind of bad standard.
Like you should always be charging for your work, even if you're like a smaller influencer.
If a brand wants you to do something, then you should be paid for that work. Yeah.
(31:58):
But yeah, there's different ways to monetize, I guess.
Like we were saying, there's like sponsored posts where you just create the
content and post it on your page.
There's like UGC that a brand wants to use the video in their marketing and
then you can make more money because they might want to use it for like six months to a year.
If they're using your video as an ad to sell like shampoo or something,
(32:23):
if they're using that and boosting it on Facebook, you know how you see the
boosted content on like Facebook and Instagram of people talking or selling
in a teeth whitening or whatever.
If a brand's like using that content for like six months a year and making continual
sales, it's like you should be getting a cut of that money.
(32:45):
So yeah, and you could potentially be
be missing thousands if they're just using your content yeah
that's a big one and then you can
make money through like selling your own digital product like if you create
an ebook or an online course like a lot of people are making big money in that
space for fashion influencers there's also like affiliate links and probably
(33:09):
for you as well like if you had a website and you could like
use affiliate links to promote stuff on Amazon.
It's basically like you click on, you get a particular link that they know it's like Steve.
It's got like some tracking code or whatever.
And if you're giving referrals to like Amazon for particular products,
(33:31):
it's like you get a small commission.
But like over time, if you're pointing people to that product and getting a
lot of traffic to it, you could potentially make quite a lot from affiliate
links, or even just some passive income.
I'm trying to think of more ways you can make money as an influencer.
(33:51):
Yeah, there's so like – So I want to get – Go on. Sorry.
I was going to say I want to get rich, Andrea, so spill the beans.
There's no get rich quick but you
can you can get just focus on your content and
like doing a good good job of that first and
like serving people like doing stuff
(34:14):
like this and just serving your audience and then
eventually that will start coming back to you in like a monetary sense like
as long as you keep serving the money will come for sure that's what people
I think they forget a little bit
because Instagram is such a vanity thing about numbers and all of that.
(34:36):
But at the end of the day, if you're creating content that serves people and
they can relate to it and you're growing, the dollars will eventually come back to you.
Yeah. So unfortunately, no get-rich-quick schemes at this point.
Correct. You can make a digital product too if you have knowledge on a particular area and then sell that.
(35:02):
Like if you sell a lot of them, it can add up.
You know, if you sell like an $18 e-book or a $200 course on how to do something,
people will like pay for that knowledge and then you can potentially make a lot of money.
So maybe you should do that. Yeah, I'm certainly open to that idea and currently
(35:23):
working on my motivational book, which is almost complete.
I haven't decided what I'm going to make an e-book or actually a physical book
or even an audio book for that matter. But yeah, that's definitely on the cards.
That's cool. Yeah. And also working on creating a personal development program for live events.
(35:46):
So yeah, it's still in progress, but I will get there.
So if anyone who wants to help me with my program, reach out to me and I will
gladly talk to you about it.
But anyhow, we have covered a lot of content in this podcast episode,
(36:07):
and I've really enjoyed talking to you today, Andrea.
You've really produced some high quality content for people that they can relate to.
And I'm just going to shut up and stop rambling.
And what i want to say before we finish
up is how can people reach
(36:31):
out to you like feel free to have a
free plug on what you do
sure so i've just created a
new account called i heart influence i
haven't literally put i'll probably post this a clip of
this interview on there but you can dm me
on that page i heart influence or my
(36:52):
main page which is andrea and heather engton my
website is still leather and lattes yeah if
you've got any questions or comments i've got my ebook too
that you can get via the link in my
bio but yeah if you just want to ask me
a question that's fine too perfect and
what's that book called again it's the ultimate guide
(37:15):
to becoming an instagram influencer wrote down
five pages of notes nice
so i can reach my target
of 5 000 followers good on you yeah
i think because just quickly like it's such the it's the wild west like everyone's
(37:35):
kind of figuring it out as they go on instagram so yeah it was a bit of a a
guide to kind of cover everything and making money and growing and personal
brand and all of that stuff that you just, you know, if you're coming into the.
To do it blind, you might need some help with that. Certainly will.
Well, thank you so much, Andrea, for being on the Will to Win show. Until next time.
(38:15):
Music.
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