If You’re Trying to Make a Living On Social Media (IG, FB, YOUTUBE) Here’s What You Should Know

This post is geared towards those who aspire to make it big on Instagram and/or YouTube in the Beauty. Fashion, and Lifestyle niche.

I’ll begin by giving you an overview of my time as a content creator. Six years ago I began making videos on YouTube, back when all you needed was a decent camera and your bedroom. Back then folks could just sit down and talk about their passions and keep it pushing. YouTube would automatically alert all of your followers every time you posted a new video, and you could trust they would watch. Those days are over. YouTube now only alerts a fraction of your subscribers when you have a new video, and if you’d like to attract new subscribers, you need gimmicks. You need over-the-top thumbnail pictures. You need fantastic lighting, Expensive cameras,  and extra AF editing. Also, more often than not, you need to have been blessed with an unconventionally beautiful face.  In short, you need to do and be the most, and even then, your chances of “blowing up” are slim.

Instagram is even harder. At least YouTube is owned by Google, so your content can be found via the google search engine. Instagram, on the other hand, is another beast entirely. It is so incredibly hard to organically grow a following on Instagram that I would argue that at least 50% of the content creators on IG have, at some point, purchased followers and/or likes. If you want to know how to spot the folks who buy followers click this post HERE. But I digress, I have been a full-time content creator for almost three years.  Last year was, by far, my most lucrative year. After 5 years of blogging, I  finally began to see real money coming from my blog by sharing hot topics and celebrity news. Yup, I began posting for likes and views because views meant money.  Who doesn’t like money?

HOW-TO-BECOME-A-SOCIAL-MEDIA-STAR2
Buy Jacket HERE| Similar Jeans HERE| Similar Shoes HERE| Hair HERE| Buy T-Shirt HERE

After about 6 months of “blogging success” I realized that A. Facebook had changed the way content showed up in news feeds so 75% of my blog traffic plummeted (I have a newsletter, but folks weren’t subscribing no matter how much I pushed for it), and B. I was getting away from writing about things that actually appeal to me.  It started to feel as though I was blogging out of desperation, not passion.  I was chasing the money which forced me to be online 24/7. I had a team of writers to help me, but it still wasn’t a sustainable business for me.  So I quit writing about that stuff and went back to trying to grow my own personal brand. I am mental health advocate and enjoy sharing my stories of perseverance and survival while mixing in beauty and fashion. I have a Master of Fine Arts in writing, I am probably one of the most transparent people you will meet via social media, and I do and share far more than cute pictures, and bodycon dresses,  but it doesn’t matter. I mean, it matters to a degree. I get enough emails and messages of thanks from those who do read my  posts to know that I am making some impact on the lives of those who follow me, however, when it comes to gaining lucrative advertising deals with brands, if you don’t’ have the numbers on social media to back you, you might as well sit down.

In recent months,  I’ve come to realize that running a personal blog/brand is no longer sustainable, not financially and certainly not emotionally (for me). I have found that success in this industry can be achieved by things you cannot control such as:

1. Your likability/ “it factor.”

2. Who you know.

If you are likable enough AND somehow know/meet the right people you can move ahead quickly. Most of my most lucrative brand partnerships happened due to my relationship with the person cutting the check. Networking is key.

3. Your destiny.

You can do all the right things but if it’s not meant for you, it won’t be for you. I am living proof of that fact.

4. The quality of the work you produce.

If all of these things align, AND you have the numbers on social media behind you, you are golden. The likeability element is important to note because it is often based on a physical feature folks find appealing: the fullness of your lips, your eye color, hair texture, skin color,  etc.. Or it can be based on the most random parts of your life that happen to be social media gold: your cute baby who says all the cute things, your sexy husband/partner, your vast collection of Chanel bags, etc. Most of the success on social media is tied to things that have little to do with your passion.

HOW-TO-BECOME-A-SOCIAL-MEDIA-STAR4
Buy Jacket HERE| Similar Jeans HERE| Similar Shoes HERE| Hair HERE| Buy T-Shirt HERE

When I first quit my job three years ago, I was offering social media/brand consulting because back then the quality of your work mattered far more than it does today. Back then there were systems and practices you could put in place to really gain some traction on social media. Nowadays it’s mostly luck. And if I were being honest with myself, I’d have to admit that I sort of rushed the process. I believed, with absolute certainty, that I could, and would eventually “crack the code.” Instead, what I’ve found is that I cannot exist in a space where my livelihood depends solely on whether or not people like me. When I found myself despondent when a video I spent 3 days producing fell flat, I knew it was time to shift. While I align myself with beauty/fashion creators (because I love clothes, shoes, hair, and makeup), I have always known that my mission is to share my story of survival through my writing. I do not want folks to be inspired by my pretty pictures. Pretty fades. I am a writer. I am a woman. I am black. I have lived.

I think it’s important that would be “social-media” stars work on developing a product that doesn’t require the star to be the face of that brand.  You want your product to exist and strive with or without your face. The product, whatever is, should be able to sell without your face pushing it 24/7. You want a business that allows you to be sick, to be a mom, to be human, to live. You want something that you can grow that isn’t attached to your physicality or even your personality. In short, you need something that allows for some distance from your life. Also, look for a mentor, or hire a business coach, but stop asking your fav’ influencers for brand advice because chances are that person blew up because of a mix of the items I listed above. For instance, just the other day  I watched a 30-second clip of a super cute girl in her teens or twenties flip her hair back and forth while picking out her gigantic afro. This video had almost a million views on it. She also has a tiny waist and a cute face. She’s blowing up on social media because who she is naturally just-so-happens to be what is trendy and popular online. What could she possibly teach anybody else about “blowing up” on the gram? You cannot replicate anyone else’s success. Be and do you.

HOW-TO-BECOME-A-SOCIAL-MEDIA-STAR3
Buy Jacket HERE| Similar Jeans HERE| Similar Shoes HERE| Hair HERE| Buy T-Shirt HERE

I’m back to blogging part-time, for fun. I still believe that something will ultimately come of the work I’ve done and will continue to do, but I will longer attempt to force it to happen here and now. I will go back to a 9-5 because a steady check tied to my work, not my face, is a beautiful thing. I will continue to keep other active streams of revenue because you can’t count on any one source for too long. I will continue to blog, but in my way and on my terms. Killing myself for a business is no longer a priority for me. I want to pay my bills. Take vacations that don’t require that I post myself in a cute bikini while “casually” holding somebody’s body cream or hair gel. In short, I want to live.

If you are an entrepreneur, what’s something you’ve learned about the business? Share those gems below!

Similar Posts

11 Comments

  1. *Get Ready For A Long Comment*
    I really resonate with your feelings here Lisa. I’m actually in one of the best head spaces that I’ve been in for years as a result of seriously reducing the amount of time I spend worrying about social media followers and ‘likes’.
    You’re 100% right about success largely being pivoted on luck/networking/physicality. It’s just not the same ballgame that most big influencers enjoyed years ago (not to suggest they aren’t talented). I mean, how are we supposed to compete in a landscape of fake followers, nepotism & ever-changing algorithms? I just started reading ‘Ten Arguments for Deleting Your Social Media Accounts Right Now’ by Jaron Lanier and it’s a REAL eye opener.
    Essentially, what I’m trying to say is that you are clearly a very relatable and talented writer and – from what i’ve read – I think your decision to refuse to let the social media game grind you down and to continue to blog part time is a great idea. I wish you the best of luck!
    Gaby x

    1. Gaby, you hit the nail on the head sister! Thank you so much for stopping by and affirming what I already know to be true. I appreciate you!

    2. Thank you so much for sharing this. There are books, trial courses, and you tube videos on this stuff. Finally someone telling the truth. I have an ig page that I am committed to as of last November and I keep saying I need more followers then all the sponsors will come. I just need to post more, show more outdoor photos etc. The truth is it’s all about who you know and most of the time how much skin your willing to show. Thanks for your transparency.

  2. I cannot begin to tell you how your article has helped to put a perspective and calm me down. I studied Print media in university and always wanted to start a blog. I am also detailing my natural hair journey on IG and thought i could combine the two and create a youtube page or blog. However, I work a full time job that I have worked so hard to build. I have noted that I become extremely concerned when my pictures don’t attract that many likes or comments and I compare myself to others which is something I don’t want to do at all. I wanted to start a youtube page this year. However, the costs of good lighting, editing software and the time to do it all make me anxious and panicky about my prospects.

    1. I am so glad you found this article helpful. No matter what you decide, you just have to be open to whatever path it leads you. This industry will chew you up and spit you out. Just make a lane for yourself and stay in it. That way, you can’t be compared to anyone else because there is only one lane and you’re occupying it!

  3. Thabile Ngubeni says:

    Lisa I am from South Africa, I just found our about your blog about 10 mins ago. I must say this post was a real eye opener and timely warning to me especially since I only started blogging myself and was already building castles in my head based on what other bloggers & content creators say they make of their work. I really loved your honesty and frankness . I have always questioned why the said bloggers and influencers emails, sound more like they are trying to convince themselves more than the reader that they are actually making money! I wish you all the best with your work and new journey. Please continue blogging, for fun. We need content like yours.

    1. Thank you! I definitely continue to blog. I appreciate you!

  4. You have nailed it oo. Posts like this remind me that I am not the only one seeing what I am seeing. But definitely with determination and perseverance… and of course the right tools, we will all get there.

  5. Thanks for writing this! I found it refreshing to find someone who is keeping it real. I have been running two blogs and consulting (environmental, health, and safety) for the last several months. The consulting is paying the bills so far, but I haven’t been able to get any real traction with my blogs. I have invested in courses and gleaned plenty of information from the internet. However, I am struggling to grow my email list and drive any real traffic to my blogs. Since I am still a newbie, I continue to be committed and persevere. Yet, I am glad to read about your experience. It has given me some truthful insight.

  6. This is an amazing read! Extremely helpful to anyone on this journey! Thank you for just being you. Transparency on one thousand!

  7. This right here is truth. As you know I’ve been following you for a few years now and I’m a content creator as well. I love your transparency and ability to relate to your followers. You’ve always been on my “woman to watch list” you stay true to you. I found myself comparing my contacts and my numbers to my fellow local bloggers which can be draining. I wondered what I was doing wrong and why is it that I’m not growing like were? once I stepped back and began to be true to myself and my brand the numbers came. Thank you for this awesome post and your transparency

Leave a Reply

Your email address will not be published. Required fields are marked *