Being an Influencer: FAQs about this weird and wonderful job

“Influencer” wasn’t on my job aptitude test in high school 25 years ago, but I’ll bet ya it appears on the current one. Part content creator, part digital marker, Influencers engage their audiences to drive brand awareness and they …we… have become part of most major marketing strategies. As I’ve transitioned this social media project into a profession, the hardest part has been balance (ain’t that the truth in any part of life?). And my balancing act as an Influencer differs from those with larger audiences. See, I’m a very local Influencer and a lot of my content aims to capture the essence of Saskatoon— I want to cover ALL the places and products I love! And at the same time, I’m one person and this is my small business.

Whether you’d like to work with me, would like to get into content creation yourself, or are just curious about what the heck an Influencer does, please read on! And, if you’re not already following my Instagram and Tiktok page where I share Saskatoon videos and more, please click through and press those follow buttons.

title photo: Joi Photo

How I became an Influencer

I’ve always been a storyteller whether as it’s been as a musician, wardrobe stylist, TV Producer, or writer. Quick dive into my writing journey: The Rooster, a now-defunct online magazine, invited me in as a columnist (and later Editor) which paved the way for me to join a group of dynamic local women to form Our Collective Muse, a blog which had a more aesthetic vibe than my current one. I left on friendly terms to do my own blog and Sneakers & Lipstick was born. It began as a motherhood blog but as I got out and about, I shared what I was up to. Those local “sneak peeks” resonated, and brings us to now!

When I started to make money

I was nervous about monetization. I imagined that if Sneakers & Lipstick was my job, the fun would be gone (I don’t have an admin brain) or, that people wouldn’t trust me if I was getting paid… but opportunities with businesses and brands that aligned with my values made for a seamless transition. Fears= unfounded! For a long time, I corrected people with “writer” or “blogger” when they would use the word “influencer” because I was embarrassed by that title. But I got over it. Influencer is a real job and there’s nothing wrong with it! It encompasses videography, photography, copywriting, ambassadorship, and ad space.

A Day In The Life

Some influencers prefer to create content in batches but largely, the stories I tell are current events so I’m going out, collecting content, editing that footage, and writing the caption in a quick turnaround while my kids are at school. My schedule wouldn’t be to everyone’s taste (sometimes I’m up til 4 in the morning editing or writing the morning post) but it works for me because without deadlines, I’d procrastinate indefinitely. It’s why I’ve never written a book! My work times are 9:30-3 with kiddos on each side and again after 11pm because I hang out with my family/husband between. Weekends are wild cards, often involving a family adventure that I’ll be posting about later!

I do a weekend event post which goes up Thursday morning— no one pays to be on the list and I volunteer my time to make it. I think of it as a community billboard.

Pros n Cons

The best part of my job is that I do what I enjoy, get to share about it, and meet great people in the community. The biggest pain point has been public commentary.

I’ve been told I’m too old or have too much cellulite to wear short dresses. I was roasted for taking my kids trick-or-treating in a Covid year. My DMs are a slog when I post pro-LGBTQ2S+ content (I was called a child abuser many times over in private messages for my support of the Rainbow Tent, for example). Currently, there are people who are disappointed that my page isn’t taking a political stance on Palestine and Israel beyond wishing for a ceasefire and peace. It’s impossible to make everyone happy, even if your goal is to simply to uplift your community. Nothing to do but to just keep doin’!

How I earn income

Influencers can monetize with sponsored posts or affiliate programs (earnings are a percentage of each purchase) on Instagram, Tiktok, Facebook, other social platforms, and their own site. I prefer doing sponsored content which means I get paid a flat rate for posting to my page. I’ve set up a few affiliate partnerships but I’m terrible with monitoring or collecting earnings so when I do a sponsored post, I’ll sometimes ask for a discount code for my followers, not bothering with affiliate earnings. Some influencers generate income through merchandise sales, online courses, or exclusive content subscriptions.

I’m grateful to everyone who chooses to hire me! This includes locals like Tourism Saskatchewan, City of Saskatoon Transit, TCU Place, Broadway District, Saskatoon Co-op, Midtown, Remai Modern, Nutrien Wonderhub, Broadway Shoe Repair, Belong Boutique, AND national brands I enjoy like Edo Japan, London Drugs, Mattel, Opa! of Greece, Loaded Pierogi just to name a few. I’m also a proud ambassador for Dancepiration, Saskatoon Pole and Dance, Guide Hair Salon, Spex by Ryan, and SKN Med Spa.

Rate Card

A photographer or writer has set rates; most influencers do as well. A rate card tells companies what an Influencer charges for a reel, static post, story set, blog post, Tiktok, channel takeover, hosting… that kind of thing. I operate a little differently because my M.O. skews to local storytelling; my preference is to know a budget in advance and to work deliverables around it. However, some companies need a quote which I can provide.

Navigating the challenge of businesses expecting services for free or at low trade

No one would expect to hire a videographer or book a billboard without paying, but because the concept of influencers is so new, I think many people simply don’t realize that my service is akin. Transitioning from a passion project to a full-time job has meant recognizing the value of my skills. Yes, I’m deeply committed to supporting local businesses & I choose to highlight some community events without pay, but my role as a local influencer isn’t just a hobby; it's a livelihood that deserves fair compensation my expertise and time. Having said that, I’m very flexible with budgets when a business is small but fits my page perfectly.

How to work with me

If you have a business, are a great fit for my page, and have some budget for advertising, getting the ball rolling is as simple as sending a note to me on socials or via maygen.kardash@gmail.com. I very rarely reach out first because because I never know who will understand my job and there’s a stigma about influencers “wanting things for free”. Do I want to be a person whose pitch is posted on Facebook to be ridiculed? Sure don’t! And if you don’t have budget but think I’ll love your small business’ product / food / service, why not ask if I would like to try? My experience will likely end up as an Instagram story. If I get duplicates of a gift, I usually save them up to regift in a local bundle— another opportunity for that business to be in an ad.

Advice for aspiring influencers

My best advice if you want to be an Influencer is to find your niche, stay consistent in what you represent, and be open to learning. Then, tell real stories connecting you and your audience to the product or business you’re promoting. I didn’t start off being paid but have proven my value and if you keep going, you’ll do the same. Keep doing your passion posts. Tag the brands or places you’re posting and it could lead to a relationship. Explore platforms to get your first paid campaigns like Peersway, Upfluence, Mavrck, Creator.co, Embold, and Collective Voice. Understand your worth, stay true to your passions, and build a community that values your unique perspective.

The opportunity to highlight and contribute to our ever-evolving city of Saskatoon isn’t something I take lightly. My whole family enjoys being involved, and that’s why I’m so thankful for the support of people like YOU, dear reader. Your likes, comments, and shares are appreciated more than you know! And if I’ve hooked you up with some great events, products, and businesses over these years, I am doing my job. Have more questions? I can answer. DM on Instagram for the fastest connection or send me an email at maygen.kardash@gmail.com

Maygen

p.s. I was asked about the importance of authenticity (a word just crowned word of the year by Merriam-Webster) in social media. First of all, I know I’m fortunate that I can leave money on the table. If I’m not 100% into a partnership request, I politely decline. But for some people, Influencing is putting all the food on the table and they are being authentic… in their desire to work. Second, what’s authentic to me isn’t necessarily what’s authentic to someone else. Influencers posting about Amazon and Wal-Mart are just doing something different to me and that’s okay. I’ll never judge someone's authenticity. Feel free to keep these questions coming, by the way!