New age influencers

Marketing has been permanently altered with the growing popularity of influencers over the past decade. The industry became particularly approachable over the pandemic with tik tok alone seeing a 45% increase in influencers in 2021 alone.

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An interview with Micro-influencers

Marketing has been permanently altered with the growing popularity of influencers over the past decade. The industry became particularly approachable over the pandemic with tik tok alone seeing a 45% increase in influencers in 2021 alone.

During the first UK lockdown in March 2020, I like many others, looked into how I could turn my Instagram into a platform for business and in August of 2021 I got my first official ambassador role for Superdry. I was introduced to all kinds of affiliate programs and began to really understand the art of content creating. My first PR event with the brand was an amazing opportunity to network but also to meet people who do what I do but on a slightly bigger scale. I got the chance to interview some of the micro-influencers I met in the world of influencing.

Meet Charlie Mills @Chxrliemils and Helena Johnsen @HelenaJohnsen

When did you start taking content creation seriously?

Charlie –  I started taking content creation seriously about two years ago after quite a few friends wanted to work with me, I wanted to make sure I was offering good quality content 

I’m working with lots of friends and I have to meet deadlines so that’s when I had to start building it into my schedule.

Helena ​​- I always enjoyed trying to create an ‘aesthetic’ Insta feed from around the age of 14. I then started caring more about streetwear and fashion throughout the sixth form and taking content around that. I got my first brand deal when in 2019 – so that’s when I started taking it a bit more seriously.

What were you doing before joining the influencer world?

Charlie- I started creating content when I was studying at University I now work in marketing and do my influencer stuff on the side

Helena – I grew up in Durham where I went to school and did A-Levels. I then came to Bath Uni, where I’m currently in my final year studying International Management with French. I’ve been doing content creation since my first year at uni.

Was it an agency that got you started or your own connections with brands/people?

Charlie – I was a brand ambassador for a couple of brands which was mainly sales but through that I made connections and it grew from there.

Helena – Initially through an agency, which is how I get the majority of my work now. However through meeting people in the industry, you get to know which brands are looking for influencers etc, so a bit of both.

What is your favourite part of your job?

Charlie – My favourite part of the job is meeting new people, discovering new brands, supporting small businesses, seeing one-off items and being able to create beautiful content in collaboration with a brand.

Helena – Constantly meeting and chatting with new people. It’s great meeting others who are in the industry and about their brand deals / how they first got started. I also went to my first PR event the other week which was super fun and hope to start doing more!

Do you miss your Instagram before you had followers, if so why?

Charlie -Sometimes I don’t post things because I don’t want to be judged or be too honest or show too much of my personal life. However, some of the people who follow me on social media support me more than people I know in real life.

Helena – I wouldn’t say it feels too different. I’ve always created similar content to what I post now – I just have more engagement. If anything I’d say I prefer it more now as it gives you more confidence to just post whatever you feel like and not care too much what others think.

Do you have a favourite brand to work with?

Charlie -I like working with small independent brands because I feel like what I’m doing is making a real difference.

Helena – I really enjoyed working with Bumble Dating App, but Superdry is also a really fun brand to work with and offers great perks.

Could you imagine yourself doing something else in the future? if so what?

Charlie -I already work in marketing and that is something I’ve always wanted to do but it does pair quite nicely with influencer marketing on my Instagram. I want to progress in both of these. I have been tempted to go on the other side and do influencer marketing and PR managing.
Helena – I’d love to work in advertising in NYC!! I’m going to try and keep influencing on the side for as long as I can, plus it’s all good experience for the type of work I want to get into after uni.

Written by Caitlin Coughlan-Léon