We caught up with photographer and fashion and beauty creator Federica to discuss the importance of static images for creators, navigating the world of influencer marketing, and the importance of protecting your peace on social media.
Check out the full interview below!
Tell us about your background and how you started to build your following.
I started to be on social media when Myspace and Netlog were the most famous platforms (so a long time ago!). I always loved to spend time on social media and for me, it was a hobby.
Beside that, I always studied Art (even when I was a child) and I continued to study it through high school and also at the Griffith Academy (where I studied Cinema and Photography). I think those mix of interests (art + social media) brought me to where I am right now. I’ve been on Instagram for years and I started to build a community in my free time.
Which platforms do you predominantly use? Which is your favourite?
My main audience is on Instagram where I have a community of 37.5K+ amazing young supporters. I love Instagram and it’s my favourite app to use. I prefer to focus on one social network to better boost my online presence but I’m also building my community on TikTok and recently I’m starting to use Twitter and LinkedIn also (amazing platforms!).
What type of content do you create, and which type works best for your audience?
My favourite content (and my community’s favourite) was and it will forever be (I guess) the permanent Instagram feed post with one static image. You know, Reels and Stories are new stuff and I feel a little old school sometimes.
Obviously I create Reels and Stories to reach more non-followers and to engage with my community but I love feed posts. As a photographer I see in images and pictures a lot. Videos are cool and fun but one image can literally tell a story with one frame. I also like carousels with different pictures and sometimes they work great!
How would you define “influencer marketing”?
I live in Italy and here when you say “influencer” the majority of people will laugh at you, seriously. Here it’s hard to understand that it’s a full time job. I like to define myself as a Content Creator which I think fits with me but I think “influencer marketing” it’s a huge underwater world that needs to be uncovered. I love this world but sometimes it’s hard to navigate in it.
I also see a lot of different ideas, and misunderstandings about it. I just think it might need to be more transparent, clear and defined.
Have you worked with brands before? How do you decide which brands to work with?
I have worked with brands for years and in 2022 I decided to switch to the next level. I started creating content for free, just for fun and to explore the collaborative universe.
Now, I’m very experienced and that’s why I only accept deals in line with my values, ideas and vibes. Of course I only accept partnerships with a budget in line with my profile. Now that’s my job and I’m super confident about what I do.
How do you think influencer marketing will change over the next 12 months?
It’s hard to answer. This year I personally saw a lot of interest in UGC for example. I love to create that kind of content and I do it daily for different brands and agencies. I think influencer marketing will slightly become similar to the UGC world which will be more wide, open and creative.
How has influencer marketing changed since you began working within social media?
It has changed a lot. Being an influencer was super difficult and exclusive to few fortunate ones. Now even small or micro influencers can work, with even 1k/10k+ followers. Years ago it was about followers, now it’s about engagement and that’s why the game has changed so much. Then TikTok and the covid pandemic both made a huge impact. People now tend to buy stuff after seeing a video on TikTok.
Influencer marketing changes every day and that’s why I like it!
Do you use any software to help create and edit your content?
Yes, I like to include in my workflow softwares like Adobe Premiere Pro, Photoshop, or Canva. I also like some apps such as InShot, CapCut, Lightroom mobile, Meitu. It depends on what the content is and what edits it requires.
How do you balance your online and offline lives?
During 2022 I moved home for the first time in my life (I’m 27 years old). It was an amazing thing because now I’m independent but it was also super stressful. The best part of having
an online job is that you can do it from anywhere and when you want. Now I live with my boyfriend and I’m learning how to balance my work and the couple-life. It’s a little bit hard but I’m on my way to finding a strategy to live my online and offline life better.
Which influencers inspire you?
During my career I was so inspired by Italian influencers such as Anna Penello, Alice Basso or Giulia de Lellis. At one point I figured out that following particular profiles wasn’t good for me, because aspiring to be as successful as someone else isn’t the way to success. Everyone is different. Now I learned to be inspired by myself, from the lessons I learn and for the personal achieved goals.
Where would you like to take your career as an influencer?
Personally, I’m focusing more on the Content Creator side of the Influencer career. So I would love to see myself more productive and smart. I’m still learning and experimenting. I’m focusing on creating content for brand’s digital usage and to design ad strategies for brands.
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