HER NICHE IS GLAMOR.
SHE HAS MORE THAN 700,000 FOLLOWERS.
WE WONDERED HOW SHE DOES IT.
>> I LOVE SKETCHING GOWNS.
>> HOLLY IS A FASHION ILLUSTRATOR FROM QUINCY.
>> I WAS A BARTENDER FOR A WHILE, WHICH IS THICK AS EVERY ART STUDENT’S NIGHTMARE.
>> LIKE MANY ARTISTS, SHE STRUGGLED TO BUILD A BUSINESS.
INSTAGRAM WAS A GAME CHANGER.
>> JUST KIND OF SHARING MY ARTWORK AS MORE OF A PORTFOLIO.
INSTAGRAM HAD NOT BEEN LEVERAGED AS A BUSINESS TOOL, AND IT STARTED GROWING VERY RAPIDLY.
>> SHE BECAME A SOCIAL MEDIA INFLUENCER QUICKLY, AND HER POSSIBLE -- POPULARITY CONTINUES TO GROW.
HOW DID YOU REACH A HUNDRED THOUSAND FOLLOWERS ON INSTAGRAM?
>> I POST A LOT OF VIDEOS.
VIDEOS DO REALLY WELL ON INSTAGRAM.
BY HAVING A LITTLE BIT OF A STRATEGY BEHIND IT I WAS ABLE TO HELP MY ACCOUNT GROW.
>> SHE KNOWS TO STICK TO HER BRAND.
YOU WILL NOT SEE PHOTOS ON HER FEET, ONLY HER SKETCHES.
>> FOR INFLUENCERS I WOULD SAY KEEP YOUR CONTENT ORGANIC AND FLOWING AS NATURALLY AS POSSIBLE.
IN RETURN YOU WILL SEE WERE NUMBERS GO UP WITHOUT TRYING.
>> ONE OF HER MOST RECENT SKETCHES IS TRULY ORGANIC.
>> I LOVE THIS.
LOOK AT MY LEGS.
>> CHRONICLE CHIC.
>> OH MY GOODNESS.
HELLO.
>> ANTHONY LOOKS QUITE DAPPER AS WELL.
WOW.
>> HER WORK AND HER FOLLOWING ARE ATTRACTED TO BIG BRANDS LOOKING TO REACH CUSTOMERS.
>> I HAVE ENABLED TO WORK WITH SACCS, BARNEY, BLOOMINGDALE’S.
IT HAS BEEN A JOURNEY.
>> SHE DECIDED TO TAG A FEW RETAILERS AS A SHOUT OUT.
TAGS ATTRACTED THOSE RETAILERS AND ANYONE SEARCHING FOR THEM, WIDENING HER REACH ON INSTAGRAM.
>> IN DRAWING THE GIRL WHO WAS CARRYING ALL THE DIFFERENT RETAILERS, I AM ALSO EXPOSING MYSELF TO FOUR TIMES THE AMOUNT BY TAGGING THE DIFFERENT LUXURY BRANDS.
THAT WAS A BUSINESS TACTIC FOR ME TO DAD THE OTHER RETAILERS.
-- TO TAG THE OTHER RETAILERS.
>> ROBIN, ANOTHER INFLUENCR.
>> I STARTED TO NOTICE WHEN I POSTED BETTER QUALITY PHOTOS THAT WERE OF A SCENIC LANDSCAPE OR ARCHITECTURE, I STARTED TO SEE MY ENGAGEMENT ACTUALLY INCREASE.
>> SHE SAYS TIMING IS EVERYTHING.
>> THE BEST TIME TO POST IS IN THE MORNING TIME WHEN PEOPLE ARE COMMUTING.
PEOPLE OFTEN LOOK AT THEIR PHONES AROUND THE TIME THEY ARE EATING LUNCH, AND THEN I USUALLY WILL POST BETWEEN 5:00 OR 7:00 P.M. WHEN PEOPLE ARE COMMUTING HOME.
MY COASTS WILL DO REALLY WELL IF I SHARE THEM AROUND 10:00 P.M.
>> HER FOLLOWING ON INSTAGRAM IS OVER 53,000.
NOW TOURISM OFFICES REACH OUT TO HER AND PAY HER TO VISIT DESTINATIONS THROUGHOUT NEW ENGLAND.
SHE INSTAGRAM’S AND BLOGS ABOUT HER EXPERIENCES.
>> I PARTNERED WITH THE RHODE ISLAND TOURISM BOARD AND IN TANDEM WITH THAT, SEVERAL DISTANT HOTELS AND RESTAURANTS ALONG THE WAY.
>> ON HER INSTAGRAM AND BLOG, SHE PARTNERS WITH AIRLINES TO PROMOTE EUROPEAN TRAVEL FROM NEW ENGLAND.
>> I WORKED WITH AER LINGUS TO PROMOTE THEIR NEW HARTFORD TO DUBLIN ROUTE.
I WORKED WITH THEM TO PROMOTE THEIR BOSTON TO HELSINKI ROUTE.
I WORKED WITH NORWEGIAN AIR TO PROMOTE THE PROVIDENCE TO DUBLIN ROUTE.
>> A GIANT FOLLOWING IS GREAT FOR BRANDS, BUT IT IS NOT ALL IMPORTANT.
>> THESE DAYS, YOU DON’T NECESSARILY NEED TO HAVE AN INFLUENCER WITH A LARGE FOLLOWING.
IT IS ALL ABOUT ENGAGEMENT.
HOW ACTIVE IS THEIR AUDIENCE AND HOW DID THEY TAKE ACTION ON WHAT THE INFLUENCER IS TELLING THEM ABOUT?
>> ENTER MICRO INFLUENCERS.
>> MICRO INFLUENCERS ARE SOMEONE LIKE ME WHO HAS 300 FOLLOWERS ON INSTAGRAM, BUT I CAN STILL INFLUENCE MY FRIENDS AND FAMILY.
>> SHE SAYS INFLUENCERS WITH THE MEGA FOLLOWINGS DO NOT ALWAYS HAVE THE BANDWIDTH TO ENGAGE IN COMMUNICATE ONE-ON-ONE WITH HER FOLLOWING.
>> THE ENGAGEMENT ON A CELEBRITY’S SOCIAL PLATFORM IS NOT AS HIGH AS IT IS ON A SOCIAL INFLUENCER’S PLATFORM.
THAT IS SOMEONE WHO HAS BUILT A PLATFORM BASED ON A PASSION.
>> BACK TO HOLLY, IN ADDITION TO BUILDING BRAND AWARENESS FOR CLIENTS SHE WORKS WITH, SHE ALSO WORKS HER OWN ONLINE STORE WHERE ART COMES TO LIFE.
YOU CAN BUY HER POPULAR DESIGNS ON EVERYTHING FROM MUGS TO MAKEUP BAGS.