Influencer-to-brand is a difficult transition; particularly within the extremely aggressive magnificence and wellness industries. Regardless of business success tales like Huda Kattan, on-line personalities principally stay within the realm of product testing and tutorials. Even a viral model icon Chiara Ferragni companions with the likes of Pantene and Lancôme as a “global muse”. On this line of labor, collaboration most frequently means licensing identify and likeness. Fewer nonetheless enterprise into brick-and-mortar enterprise. It makes the story of Liza Miller not solely totally different, however fairly outstanding. You probably have by no means heard of Liza Miller, it in all probability means you aren’t a Russian language speaker. Her Instagram alone accounts for practically 10% of the estimated 70 million lively social media customers in Russia.
With over 6.7 million Instagram followers, Liza Miller is among the main magnificence influencers in … [+] Russia.
Courtesy of @kto_takaya
Through the years, the deal with @kto_takaya impressed a flurry of copycats as in Russian it means “who’s that girl”. Six and a half million followers must be sufficient to make the “world’s most influential beauty influencers” listing in Vogue. But, mainstream trend media generally overlooks rising markets. Having lined a lot of the rising markets’ trend scene over the previous decade, I took an opportunity to fulfill the lady who turned her curiosity right into a social media wellness empire and a community of beauty clinics in Moscow, St. Petersburg and Kazan, three of Russia’s most populous cities. How does one construct an offline model based mostly on one’s on-line presence? How has COVID-19 impacted Russia’s influencer advertising and marketing area? And why does Liza hearken to what haters should say?!
Liza Miller along with her husband and enterprise companion Artemii Miller.
Courtesy of @kto_takaya
It’s 2020, let’s begin with coronavirus. You have got 5 occasions the insta-audience of Russia’s fundamental information outlet Vesti 24. Did you employ your platform to speak about COVID-19?
When the pandemic arrived, I used to be pregnant with my second youngster. Our household went into quarantine instantly. My new clinics are a medical enterprise, so I inspired my followers to take the virus severely. I saved saying, “Think of your parents and grandparents!” On the identical time, we wished to be a task model for small enterprise house owners. We negotiated lease reductions and saved our 70-strong workers on payroll by the lockdowns. I’m very direct and clear with my viewers. I hope they hear as a result of they belief my judgement.
What have you ever discovered from amassing such a big following in Russia?
In Russia there’s a well-liked actuality present Dom 2 [similar to Big Brother]. Folks count on influencers to share their lives continuous. Some watch Instagram Tales as an alternative of tv. It may be arduous to maintain boundaries, however alternatively, that is my group. Many followers have been with me from the very starting. I began with my weight reduction journey which turned a health teacher journey. Then my magnificence enthusiasm become a motherhood journey, and now we’re constructing a enterprise “together”. I’m honest about my course of, about my values.
What motivated you to grow to be a magnificence and wellness influencer?
Rising up I dreamed to have a full wardrobe of my very own garments. Perhaps it’s a easy dream, however for me it was necessary at the moment. Not a shelf, not one coat or particular sweater. I wished freedom of alternative in my life. I constructed my enterprise with this precept in thoughts. I all the time noticed Instagram as one possibility. Then I wished my followers to return someplace. My first magnificence salon turned a form of group heart. Now I need to encourage Russian ladies to enter enterprise for themselves.
Courtesy of @kto_takaya
How do you encourage ladies to pursue enterprise?
I consider ladies have pure knowledge for decision-making, however we’re taught to not belief it. We internalize many fears. I can’t do that. I shouldn’t do this. I share my arduous work. I’m not simply the face of it. I’m concerned in the whole lot: development, negotiations, funds. There’s a fantasy that the wonder and wellness enterprise is only for fairly ladies. I need to show it’s doable to construct desires. I give attention to well being as a result of interior wellness all the time shines as magnificence. This is the reason I deliver my daughter alongside. We swim. We go to work. I don’t need to misrepresent my achievements to her.
So @kto_takaya is a household effort?
I met my husband Artemii Miller a decade in the past making an attempt to run one other on-line enterprise, a small e-store in VKontakte [Russia’s largest social media network]. He was an SMM specialist and posted a message on my web page providing his companies. I took an opportunity and one factor led to a different and right here we’re! This partnership will not be all the time simple, however I can not think about it every other manner.
Is it true that you simply generally reply to “negative comments” in your Instagram?
[Laughs]. With 1000’s of feedback a day, it’s inconceivable to maintain up. However generally I see individuals making an attempt to offer constructive criticism, however perhaps not in the perfect phrases or with improper feelings. If the essence of their suggestions is true and necessary, I reply. My enterprise is my duty.
What’s your recommendation to aspiring ladies entrepreneurs?
Take your time. Don’t rush with necessary choices. Prioritize your self and your instinct.