#BTS of CaralynMirand.com
As we near the end of the year, I thought it would be fun to give you more of an inside scoop of what happens behind the scenes here at CaralynMirand.com. Last week, I put up a questionnaire on my Instagram Stories giving you free rein to ask away about the influencer industry and anything related to sponsored content. As this is a very new and quickly evolving industry, I just want to mention that I can only speak on behalf of myself and share from only my perspective/ point of view. Let’s get to it!
OUTFIT DETAILS LINKED HERE! LARGE IN COAT + SWEATER, 31 IN JEANS (SIZE DOWN)
How did you start? Did you have a 9-5 before?
I began my career at the ripe age of 17 as a senior in high school. Upon applying for college, I participated in a Tyra Banks’ plus size modeling competition - full story here. Upon graduating college with a dual Bachelor’s degree, I decided to keep modeling full time. I’ve never worked a typical 9-5, which I’ve always known would be my fate. As a model, I kept finding that it was becoming more important to have a social media presence. However, I didn’t love how models were just posting pretty pictures of themselves- no disrespect but anyone can post a beautiful image. I wanted to show that I had a little more depth and thought behind my posts. Three years ago (almost to the date) I contacted Julian Greene (who later went on to create Blogist) and together, we started figuring out what sort of voice I wanted to create in this space and what content fit inside of that.
How many hours a day/week do you work?
Honestly, I work nonstop. I have a hard time saying that because I am firm believer that “the hustle is silent” and I love what I do. Although this job is incredibly flexible (one of the perks), it is also very difficult to turn off. My mind is constantly thinking and brainstorming the next big idea. Aside from posting consistently, a few other job related duties are: scheduling organic content + sponsored content - making sure it all flows nicely, coordinating shoot days, creative directing all imagery, selecting imagery and editing images, caption / blog post writing, submitting sponsored content for approval, sending post insights/ data recaps, answering emails, invoicing, responding to DMs (I usually devote a few hours a day to this), reviewing contracts, testing out products, etc.
Do you think it’s too late / too saturated to start?
Absolutely not. I think there is plenty of room for everyone to succeed. HOWEVER, if you’re just starting out - I would encourage you to find an unmet need and figure out what sets you apart from everyone else. Something else to think about: how can you provide / add value to an audience?
Can you be an influencer without a blog?
Technically, yes. TikTok is a great example of this. However, we do NOT own our social media. If it all goes away tomorrow, I want my community to know where to find me. I envision my blog as the trunk/roots of a tree and social media platforms as branches. Just my personal opinion!
How do you decide what is the focus of your page and how do you decide on content?
I started by figuring out what are the 4-5 “pillars” or things I wanted to be known for. From there, I am able to come up with ideas that fit within those things. Sometimes I test ideas to see how my audience responds, I’ve learned that staying connected to my readers is key. I ultimately view myself as a service provider and I want to make sure I’m providing what’s most meaningful and relevant to my community.
What is one way/thing you have noticed that has helped you grow?
Once I figured out who I was online and stopped caring about numbers- I began growing. I’ve also done some incredible brand collaborations but the most growth I’ve ever seen is when I partner with another creator.
Do companies approach you or VICE VERSA?
Both. When I first started, I would send 25 DM’s a day to brands that I genuinely loved and could see myself aligning with. Now, if there’s something I really love or something my community can benefit from- I will still reach out but I do receive a large number of inbound inquiries - 70% are kindly passed.
How are you able to make money?
There are three ways to make money as a content creator. 1- sponsored content, when brands pay for product placement on your platforms (a dedicated IG post, stories, blog post, etc. highlighting their brand/ product). 2- affiliate links, when you shop through my blog / swipe up links, I make a very small percentage (at no cost to you) based on what you purchase. 3- merchandise, some creators will have digital downloads, clothing with their branding on it, etc.
How much content of the ad is dictated by the sponsor?
If a brand decides to partner with me, that means that they like what I’m doing. Therefore, I take into consideration the goals of their partnership and figure out the best way to relay that information in my voice to my audience. Brands may give creative suggestions and feedback but ultimately, I know my audience best what will perform. Every client and project is different but this is my general process.
How much money do influencers make?
It really depends on a whole range of factors… following, engagement rate and conversion rates to name a few. Everyone is different and I am grateful to my management team who is able to help set my standard rates based on their industry knowledge and standards. In regards to exact numbers, would you ask a doctor how much they get paid for surgery? Probably not. :) But I am happy to share that I’m able to make a living and am a contributing member in my household.
How did you start getting paid regularly for sponsored content?
This took awhile. The best and most meaningful partnerships began when I started posting about them organically and building relationships with the brands. After showing that a partnership would be valuable, it started to happen!
Do you have a ratio you to stick to of sponsored posts vs. not per month?
Not exactly but I am very aware and selective of how much sponsored content I do and try to create at least double the amount of non-sponsored content.
What is the difference between #ad, #sponsored, #partner?
In my experience, there is no difference. If any of these hashtags are used, the influencer is getting some sort of compensation.
Do you ever get suspicious when you see dozens of others talking about the same product all at once?
Not at all. This just means that the brand has invested a lot of money in influencer marketing and has a campaign that needs to be completed within a certain time frame.
What’s the deal with unboxings? What’s the difference between recommendations and what comes as gifts?
In my experience/opinion, gifted items are gifted out of the kindness of someone’s heart. Gifted items are not required to be shown on any platform. Brands gift with the hopes that influencer’s will love the product and organically post about them. Sometime’s I’ll show gifted items if I’m genuinely excited to try and will follow up once I’ve tried. FYI: I don’t show 90% of what I’m gifted in an unboxing format. I do my best to disclose when I’m being gifted something, if I’ve previously tried the brand and/or if it’s a genuine recommendation that I’ve tried.
Have you done ads for something you haven’t really tried before?
NO!! Most of the time, my partnerships are based on brands that I already genuinely use, love and have proven that you love it too. If they’re new to me, I request the brands send the products weeks in advance before committing to any sort of paid promotion, months in advance if it’s a beauty product. I feel like I say this all of the time but as a friendly reminder, I only post things that I believe in and believe will benefit you in some way.
Do you have anxiety to feel like you have to constantly be on your phone/ posting things?
Sometimes, yes. I’ve been working on setting boundaries this year. I could be on my phone 24/7 if I didn’t. At the end of the day, I think it’s important to know that 100% of what you see on my platforms is 100% authentic me but you will never see 100% of me on my platforms. I think it’s important to have boundaries in all aspects of life and relationships - but especially on social media!
If you could look back, would you say it’s all been worth it?
Honestly, yes. I love 90% of my job and wake up everyday grateful to do what I do. I’ve also met and worked with some incredible people that have become lifelong friends. I’ve learned a lot about myself, business and am able to connect with people all over the world. As non-traditional and unstable as this life is, I choose it all again. Have I made mistakes? 200%. But I’ve learned from them, grown from them and am committed to improving every day.
FROM THE BOTTOM OF MY HEART, thank you for taking the time to read this. I hope you enjoyed and if you’re interested, I’d love to continue being transparent with you on these topics. Feel free to leave any follow up questions below.
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