Influencers with subscribers between 10,000 and 350,000 are at prime opportunity to be approached by and work with brands, as they generally have a highly engaged audience, which often means that when brands invest, it leads to a higher return of investment.
At Instrumental this month we've been monitoring a handful of influencers of this size, who have been enjoying high % subscriber growth over the last 30 days.
What inspired you to share your passion for men’s style?
Gallucks - Clothing itself, since I started my blog after college, I've been obsessed with personal style and clothing so I really needed an outlet for that, YouTube has pushed that even further because now I can help others explore their own personal style even more through video content.
Robin James - So many girls were creating really great content on YouTube for a female audience, but no one was really nailing it for the guys. I saw it as an opportunity to explore something I loved (style and grooming) and utilise my full skillset.
What kind of collaborations work best for you?
Gallucks - Collaborations where the brand trusts my creativity, they want to work with me for a reason or my particular way of doing things so when they let me do that, it's great.
Robin James - For me, the best collaborations have to be truly collaborative! I enjoy discussing (face-to-face or on the phone) with the client to fully understand their requirements and measure of success.
From there, I ensure that I’m checking back in with them all the way up to delivery.
What can be the challenges when working with brands?
Gallucks - Like I was saying before, when a brand comes to you wanting something completely different, I love going out of my comfort zone and trying new things but I'm the only one who knows what will work and what wont - I think communication is really important and for a brand to know exactly what they want to get out of the collaboration before even approaching me.
Robin James - I’ve been very lucky in my work with brands. I ensure that we’re communicating throughout - from briefing, signing off on a treatment, delivery, amends and stat reporting - to make the process as easy as possible.
The only time I’ve ever had an issue was when an intermediary agency was involved. I wasn’t allowed access to the client and wasn’t supplied with a complete brief.
Where do you see yourself in 5 years?
Gallucks - Still doing what I do now but on a much larger scale alongside running my own brand.
Robin James - I love what I do and want to continue doing this. For me, it’s less about ‘Robin James’ and more about ‘Man For Himself’. I want to grow my channel and blog as a destination for men.
From there, who knows where I’ll be… hopefully splitting my time between a remote Scottish cottage, London and New York.