The influencer marketing industry is projected to hit $2.38 billion this year. What started as a wave of indie brands turning to Instagram influencers to gain visibility for their theretofore unknown products (FitTea or SugarBearHair, anyone?) has transformed into Fortune 500 companies vying for the influencer embrace of their lotion/water bottles/bed frames/smart home devices, too. And for good reason — who among us hasn't been moved to buy a face serum here or a chunky earring there at the recommendation of a trusted Instagram expert?
For these content creators, their commodity is their influence — and that doesn't (and shouldn't) come cheap. From sponsored content to ads to paid appearances — it's nothing short of a business.
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So we're pulling back the curtain on the curated world of influencers — starting with Eugénie Grey of Feral Creature, an NYC- and LA-based photographer, and fashion, beauty, and travel blogger who has 407,000 Instagram followers and, according to her bio, can be "usually found at 35,000 ft. up." Her IG grid is comprised of rich travel photos interspersed with soul-baring musings on the self and social justice, and of course, sponsored content. Ahead, we talked to Grey about her business, how she established her following, and what she thinks of the word "influencer."
Refinery29: How did you gain your following?
Eugénie Grey: I was actually an early adopter. I started blogging in 2007, tweeting in 2009, and Instagramming in 2010. I had a lot of exposure due to being one of few big accounts on Instagram, and the newfound following finally gave my blog the traffic it needed.
There was no one breakthrough post — it was a steady growth. I used to hit the Popular page with every post, and Instagram featured me on their Suggested Users list two years in a row!
Which of your posts get the most engagement?
Before, it used to be selfies. Now, it's the posts where I bare my soul. I stopped caring so much about Instagram and what people thought of me, and it has ironically turned out for the best.
What does being an influencer mean to you?
It's such a new term; such new territory. I used to mindlessly think that it meant someone has a lot of followers. But it should, and does, mean something more to me. An influencer is someone people look up to — someone who hopefully uses that privileged position for good.
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When you work with a brand, how long does it typically take to execute a deal? What does that process look like?
A rough estimate:
• 2-3 days to negotiate SoW and compensation
• A week for product to be shipped
• A week to shoot, edit content, and write copy
• 30 (sometimes a dreaded 60) days to get paid
But usually there will be gaps in this timeline, because sometimes a brand will come back with edits to your work and/or they want to go live on a specific date.
How do you strike a balance between sponsored posts and more organic content?
It's hard. During my really busy times, I can sometimes be posting three, four, five sponsored posts in a row. The key is to keep it real whenever possible, both publicly and to your followers in private. I enjoy talking to my followers over DM whenever I can; they know I'm a real, normal person just trying to pay the bills!
What is your favorite post of yours, and why?
Prior to being an influencer, what did you do for work?
I never really had a 9-to-5, due to starting when I was 17 and in high school. I always had three part-time jobs at the same time as my current job (AND went to school full-time!) until I made enough to drop the other jobs.
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Was there a particular moment you can recall where doing your work has been most difficult (i.e. mean comments, unwanted attention, work-life balance struggles)?
I was bullied all throughout high school, and some people (or possibly one person with multiple accounts) were clearly upset with my success and were severely cyberbullying me for days on end. It was horrible. I cried for eight hours straight. This was a few years ago, but it happened again recently. They were emailing teen photos of me to my followers with the intention of mocking me. My heart dropped to my stomach for a second, but then I remembered who the hell I am. I'm not weak. I turned around and published those photos on my blog! I never heard from them again.
How do you hope to grow your platform? What's next for you?
I hope to build my own brand someday, but what's in my immediate future is...a book! I'm writing my autobiography. It's going to be a crazy read. I can't wait to tell my story.