How has social media impacted your career?
It’s transformed it. By growing a social media following, I’ve not only developed a larger client base as a PT, but I’ve been able to expand what my day-to-day work includes.
I’m now able to blog for a living as well as being a signed fitness model, fronting campaigns for the likes of Tommy Hilfiger. I’ve developed my own activewear collection; I’ve worked with brands such as adidas and Nike on various projects; and I’ve set up a company called #girlgains, which hosts female empowerment events.
I’m also now writing my first book, The Balanced Body – a complete guide to living a sustainable, enjoyable lifestyle which has lasting results for health and happiness. I’m writing it myself – there are no ghost writers – so the pressure is on!
Which social media channels and what sort of content do you find work best?
Instagram has my largest following and is the quickest to grow for most people. The content people like here tends to be information they can use – ideas for healthy meals, snacks, workouts and so on.
I also have a large following on Snapchat, and this is by far my most engaged audience. Consumers enjoy the personal nature of Snapchat – the way it feels like they’re hanging out with you and getting an unfiltered insight into your life.
Do you ever struggle with negativity on social media?
Honestly, no. I can probably count the number of nasty comments on my fingers, which isn’t bad for three years on social media. I think that’s because my message is positive and I try to be open, honest and helpful.
Have brands recognised the power of social media ‘influencers’ such as yourself?
There’s been a huge shift from celebrity endorsement to influencer endorsement over the last few years, and some brands are catching on to this.
There are, however, many brands that still assume we’ll do everything for free or in exchange for product. In reality, time is money and influencers need to be paid in exchange for their skills, time sacrifices and audience.
To what do you attribute your social media success?
First things first, I’d have to say I’m really not that successful compared to the people out there who have millions of followers on social media!
However, I think my following has come for a number of reasons. Firstly, I was in the right place at the right time: I started my social media channels over three years ago, before it even became a ‘thing’. I’ve also been consistent, only putting out content that’s true to my brand and my message – quality content that people can learn from rather than just spamming my feed with selfies, because what can people gain from that?
I’ve also done a huge amount of networking. In addition to that, whenever a brand has worked with me, I’ve gone above and beyond their expectations to maintain a good reputation.
What do you think the future of social media holds?
The way social media has grown and developed within the past year is insane, and I hope will continue, with the relationships between brands and influencers becoming even stronger. The crossover from social media into mainstream media is also happening, with social media sensations bringing out books and products. I see this happening well into the future.
