Beauty Influencer Kimberly White On How To Build Your Online Brand
There was a time when my style inspo came solely from TV shows or even popular magazines. Now I simply click on an influencer's profile, and boom a beauty how-to, the latest fashion trend, and sometimes just pure entertainment. It's no wonder that influencer-marketing has become the successful business that it has. As an entrepreneur, I'm always curious to know more about a brand's process. What works and what doesn't? How am I able to make my passions profitable?
A few months ago at the Aunt Jackie's Grapeseed Collection event, I met beauty influencer Kimberly White. We chatted about the highs and lows of being a creative, and she schooled me on the importance of high quality content and consistency. I knew she'd be the right person to explain more on brand-building and landing paid partnerships.
Check out our conversation below.
Tell me a little bit about your brand.
Courtesy of Kimberly White
I created my brand to inspire women to be comfortable in their own skin, while being their most authentic selves. My purpose is to provide hair and skincare information, while showcasing the latest fashion and beauty trends. There aren't many kinky-haired brown-skinned girls represented in the media, so I love being a positive example for others who look like me.
How did you build your following?
I started to build my following by sharing pictures of my natural hair journey. I cut off my heat damaged ends in 2016 and created a pic stitch of the process to share on my Instagram. From there, I continued to show my various hairstyles, the products I was using, and I also created a YouTube channel to help build my audience.
When sharing my pictures on Instagram, I tagged many natural hair pages with large followings, and would often get reposted, so new people would find and follow me through those pages. I also posted consistently to my Instagram page almost every day. Over this past year, I transitioned into lifestyle blogging, where I continue to share hair content, along with beauty, fashion, and more.
How important is hashtagging?
Courtesy of Kimberly White
Using the right hashtags is extremely important if you are looking to build an engaged audience and grow your following. You need to make sure you're using specific hashtags that your target audience will be searching for.
For instance, if you are an Atlanta-based fashion blogger and use hashtags such as #Style or #Atlanta, your posts are a lot less likely to be noticed since those hashtags are very broad. Using hashtags that aren't specific enough, will make it more difficult to stand out amongst other posts that are using those same hashtags.
Narrowing things down by using #AtlantaStyle or #AtlFashion will increase the chances of your posts being found by your target audience and increase your chances of becoming one of the top posts under that particular hashtag.
Can you tell me about your advice for new influencers?
It's important to not give up too soon, and not be afraid to pivot and try something new if you're not getting your desired results. Building a social media following isn't going to happen overnight and takes patience.
One of the biggest mistakes I see new influencers make is not posting consistently enough. It's going to take more than one or two videos and photos, and there will be a lot of trial and error, but keep going!
Also try to not pay too much attention to what everyone else is doing, and don't be afraid to be yourself! Being different and embracing the qualities that make you unique is what other people, who are similar to you, will resonate with and follow you for. Be yourself!
What was your biggest influencer mistake?
One of my biggest influencer mistakes was not reading a contract thoroughly before signing it. After a few emails back and forth with a brand that wanted to collaborate, we agreed that I would create one YouTube video.
A contract was forwarded over that had "2" beside the requested number of YouTube videos. I signed before I saw that, so I ended up having to record 2 videos for this brand instead of 1. This was one of my first paid collaborations, so I quickly learned to read contracts more than once and make sure all the details reflect what was discussed. It's also better to jump on a call with a brand if you can, as things can easily be misconstrued via email.
What advice do you have for people who are trying to land paid brand partnerships?
Courtesy of Kimberly White
My number one piece of advice is to create high quality content that is worth brands paying for. Also, tag the brands that you are using and wearing in your posts so they will notice you. Brands are watching, and WILL reach out if they love your work and want to partner with you!
If you want to land paid partnerships, be willing to invest your own money first into your equipment, photography, and more. Also do not be afraid to approach companies and pitch yourself for brand work, and do not let hearing the word "no" discourage you.
Keep up with Kimberly White on IG and FB at @officiallyKimwhite and on Twitter at OfficiallyKimw.
Featured image via Kimberly White
Kirby Carroll grew up in VA but now calls Atlanta, GA home. She has a passion for creating content and helping brands grow through storytelling and public relations. When not immersed in work, you can find her sipping a mimosa at brunch or bingeing a new TV drama on Netflix. Keep up with her on social media at @askKirbyCarroll.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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Is It Ever Okay To Share Your Friends' Business With Your Partner? Maybe.
The older we get, the more we communicate our boundaries. With age, we also more clearly understand those boundaries and how to effectively, and immediately speak on them confidently. For many years, I remained connected with a friend whose boyfriend would always come to me and call me "lonely" or mention a discussion I had only had in private with her.
Back then, not only was it that anything I said to her in confidence was being reiterated without my permission. But there was also the sass of that man to repeat tidbits of our conversations back to me coupled with her audacity not to check him then and there whenever he did. But, as a much older adult, I realize people can’t do what they don’t know, and based on her choice of partner – it now seems to be a given that boundaries and respect weren’t two things that were high on her list of priorities…respectfully.
We stayed friends for many years, and honestly, I wouldn’t have had a problem with it had her man kept his mouth shut. I’m about to tell on myself when I say, “I thought we were all doing that? I thought we were all telling our man the tea at the end of our days?” I mean, I don’t have a man 90 percent of the time – so more often than not the secrets have been safe, but like?!
But, I’ve since seen several online posts in passing that suggest this is actually against the girl code – leaving me to feel validated but also guilty for my acts of treason. I thought it would be safe to get some more insight from an expert as listening to internet rhetoric can, at times, be overrated.
According to Dr. Ayanna Abrams, a licensed clinical psychologist, it depends. "It depends on four relationships – not just the one with your friend. This answer depends on your friendship, your partnership, your friend's relationship with your partner, and your relationship to the shared information.”
Dr. Abrams went on to provide a list of questions that can help us better understand if what you want to share with your partner is information your man is even qualified to know. Here is the list of questions that Dr. Abrams suggests you use as a flowchart of sorts:
1. What is my relationship with this friend?
How close are we? What stage of friendship are we in? Is this vulnerable information that feels particularly intimate or difficult for them to share? Did my friend ask me not to share?
2. What's my relationship with my partner?
What do I know about them and how do they hold information about me or the people in my life? Have they shown respect for people's privacy or do I know that they sometimes have trouble with privacy/secrets?
3. How does the shared information affect me?
Does it overjoy me, upset me, might it impact me and I'm anxious about it? (This could help determine what information you're sharing–are you sharing context for how it impacts you or are you sharing it as gossip?)
4. Is this information something that I believe my friend wouldn't mind my partner knowing?
Do they have any connection to each other (or is it strained or fairly distant?)
5. What's motivating me to share?
Do I need support, am I trying to connect with my partner through sharing things that happen to me within other relationships? Do we have a practice of sharing what's going on with our friends? How do I feel about sharing this information with anyone?
What can seem harmless to us may be a cause for immediate termination for others. This is a great opportunity to point out the importance of communicating and setting boundaries in all relationships, early and often. This is often recommended in romantic relationships but it can solve a lot of the issues stemming from miscommunication in platonic relationships as well.
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Featured image by RgStudio/Getty Images