Transcript
TRANSCRIPT
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Kwame
Hey, everybody. Welcome to today's episode of Beyond Influence. Today we are joined by a Chicago influencer, who is in the lifestyle travel, we'll call it, faction. All the good things that come together that make up what we love about social media. So thank you for joining us today. Olga Goffman. Olga, how are you?
Olga
I'm good. Thank you so much for having me as super excited for sure.
Kwame
So, we just had a conversation not too long ago to talk about all things later. And so I always love that. I love the set up because, then we transition to, hey, you know what? While we're chatting, while we're talking, we might as well just hop on a podcast and talk a little bit about creator life.
So, I mean, Olga, I know you just had quite the event, was it last weekend?
Olga
Oh, yeah.
Kwame
Yes. Tell us, tell us all about it. How was the weekend?
Olga
Oh, my God, it was super busy. So it was a huge weekend for Chicago, where we're hosting Lollapalooza. It's always, like, madness in the city. So, I’m 35 and I made it through three days out of four, so I'm very proud of myself. It was a huge achievement. Yeah. The vibes are crazy. Like, the energy.
So many people came, I think, like, don't know, half a million or so. Like, it was so many people. Yeah, but they did an amazing job, like, organizing everything. Everything was top notch. A lot of like brand activations. That was working with Alexa, Amazon. I also work with Dermablend, and this is like a CC cream. So yeah, it was fun all over. It's super, love it.
Kwame
Nice. So you got to do some creator stuff while you were there, did you, you partnered with, with some brands. Were there like partnerships for the sake of being there or did they reach out to you ahead of time? How did those happen?
Olga
So I actually had both of those. So the first one, I was in the docs with the brand since like, I think May was the first time they reached out to me. This is a beauty brand. And there were like 20. And I had, just doing, like, activations throughout, like the weekend of Lollapalooza, but also like, doing something beforehand.
They were hosting, like, a pre-Lolla party. So yeah, I've been in talks with them for like a couple months. And there was also, Alexa, Amazon, they just reached out to me, like to, I don't know, a couple days before the show they're like, oh, do you want to like a ticket to another day?
Just like, check out, like, our activations. So it was super fun. Like, they did a super cool claw machine that you can win, like, I think VIP passes for Lollapalooza. They also had, like, Uber codes and, like, food credits and something—I didn't win. But it was super fun to play.
Kwame
That is so awesome. So, you know, I think one thing I love about who you are and what your brand is, is, you know, you are something that I think, here at Later, really, we really love to see, what we call the everyday creator. You know, someone who just, like, showcases their life in all the aspects of things that they love because, you know, people may enjoy it or people may relate to it or people may, I don't know, want to join in as well.
So, I mean, I'd love to know your creator origin story. At what point did you decide, hey, I kind of want to do this thing.
Olga
Yeah. So my Instagram started back in the day, it was I think, 2013, 14. So it was like really early stages of Instagram. They had like those horrendous filters that everybody used, like, you know, like with the frames that were so horrible. But everybody did it. And I remember I was even using my iPod.
So like my quality, it was like point zero pixels or something like it was so blurry. But it was such a vibe. And I probably had like three followers, which were literally like my coworkers that I worked with. And there were like my followers. And then I kind of pivoted more into fashion. So, I like to buy—I was back in Ukraine at the time, so I was buying Ukrainian brands that were just emerging.
It was like a super new hot thing. And back in the day it was like really popular to do your, look, check, with the wall behind you, as always, like, searching and scour and different walls in the city and Kyiv and just, like, snap-snapping, like all those looks, with new stuff from Ukrainian designers.
So that's how I grew. Probably like 4,000 or so followers. And then I immigrated to the United States in 2016, and that was like a huge boom in my Instagram. So I got a lot of following, because pretty much like Instagram was really brand new and like the blogging, blogging, Instagram influencer stuff was like not as abundant as it is right now.
So it was really new. So I was just sharing like my real life story of immigration, because usually people show immigration like, oh, it's like, “Hollywood is like so good. America is amazing.” And I'm like, “What do you mean? I have to commute with three buses? Like insurance is so expensive. Like the bureaucracy is crazy. I cannot get my driver's license.
I cannot get a rent because I don't have a driver's license.” So I was having, like, all those hiccups. Yeah. And that's why I grew. And I think it was like one of the keys that I always say, to people like, when they want to grow in social media, just be yourself and like, not just post like, polished content.
Because people I think at the moment what I feel is like they're tired of like, polished, really like Photoshopped content that is, like, so ideal. People want to see real, flawed people with their flaws, defects and all this stuff. So that's what really resonated with my audience and how I grew.
Kwame
Yeah, that's really awesome. You know, I think for everyone out there, they want, you know, I think at first the beginning stages of Instagram and social media as a whole was a lot of curated content. Right? We just wanted the world to see the parts of our lives that we, you know, wanted them to see. And I still think there's a heavy element of that, but now there's been introduced a whole ‘nother level of vulnerability where people want to be able to just like, be themselves.
And I feel like when you are yourself, when you're authentic, that's when people actually kind of really click with the—with the content. I've seen it myself, as, you know, someone who is, I mean, relatively newer to the big content creation game. You know, I've been in it for about three years now. And, you know, I feel as though whenever I tell a story and I, you know, just tell it like it is and talk about how it impacted me.
It resonates with my audience way more so than just like, hey, this was the big, exciting thing that I got to do. I mean, people love that as well, but I think there's two parts to it. If you show them who you are inside and they get to know you and they get to love you when you get to do those exciting things, they are excited for you and excited with you.
So I think it's really cool the way that Instagram and I guess social media as a whole really brings people together to create this community. So community is a big part of what we love and what we push when it comes to the social media ideas. So I would love to ask you, like, how do you feel like you really best connect with your community?
Olga
I would absolutely confirm what you were saying, like sharing the journey and not only like the achievement, like the destination that you came to. So, like, for me, like this journey was something that helped me build the community. And like, I absolutely love my community. I know the girls like I've never seen them in real life, but I know, like their stories.
I know, like about their families, about their achievements. Like we communicate in like direct messages all the time. So one of my key values on Instagram, I tried to reply to all the DMs that I get. Like sometimes I'm, like, lagging behind, sometimes like I'm on time, but it's like I try, like I will not, like, sleep at night if I don't reply to everybody.
Just like I feel that the person spent the energy and like, put the energy in the universe to write to me so the least I can do is reply to them. So that's how I think people also really value that. I take my time to reply to them and like we're fostering, like, relationship. And it really is amazing because no matter where I travel, I can go to any country and there will be somebody who follows me and they can, like, give me directions.
They can, like ,recommend me something. And this is just insane. And probably one of the biggest things that I love about social media, just like the world is so big, but at the same time it’s so interconnected. Because like in five handshakes, I can get somewhere that I need to be just because a person knows a person.
And thanks to Instagram, like I know a lot of people that know people. So this is amazing.
Kwame
You know, I know this may take you a second or so to really think about, but do you have any moments of stories or creative stories with your community where you just think back and you're like, wow, this was a really cool moment with somebody that follows me.
Olga
Oh yeah, I actually have like a moment that happened back in 2017, and I had just like pops in my memory right away. So, back in the day, I was like, it was the beginning of my Instagram. I was, like, really passionate about it. And I was— I think I was at like 20 or 30,000 followers, so like, not as big.
And I was posting in real time a lot. And I remember back then I was traveling with my back-then boyfriend in California, it was my first time in California. I was so excited. I've seen, like, the ocean for the first time in my life. And I remember we were driving from, I think Santa Monica, and we were going to Universal Studios, and I just shared, like in real time on my Instagram, like, okay, guys, now we're like, live in Santa Monica.
We go to Universal Studios. I'm so excited. I've never been there. So we drove, of course, with L.A. traffic for like an hour or so. So I walked into the Universal and there is a girl running towards me and I'm like, okay, I don't know her. Like what is going on? And she approaches me. She's like, oh my God, I saw your stories on Instagram that you're going to Universal.
Like, it took me like 45 minutes to get here, but like, I started driving right away. I want to meet you. And I'm like, I started crying. It was like such a wholesome moment. I'm like, oh my God. Like, the person took the time out of her day to drive to see me, and I'm like, I'm a complete stranger to her.
And I still like, I still know her. Like we follow each other. We talk all the time. So like, it's such a cute, amazing moment of social media. I really love it.
Kwame
Yeah, that's what we do it for. That's—that is—yeah, honestly that's got to be one of the best stories that I've heard. So it's— it makes sense that it comes up right away.
Olga
Yeah. Yeah.
Kwame
Yeah. You know and those things don't happen unless you really connect with your community. So it seems like you're definitely putting in that work and your community really appreciates it. You know, and as someone who's been in the game for quite some time, you've seen the evolution of social media, you know, and, you know, you've seen Instagram be the, the end all, be all kind of platform.
And now, you know, you have TikTok and you know, you have, you know, snap which has made a comeback, a big comeback. You have all these platforms out there. You know, where would you say you spend most of your time, but also for the platforms that you're on? Because I know you have Instagram and TikTok, how do you look at them differently? Or do you look at them differently?
Olga
Yeah. So I call myself a dinosaur of social media because like I started so, so back in the day and I think just because like the Instagram was like the platform that gave me the voice and like gave me a lot of feedback. I still love it and I still use it the most. I would say, like, I spend there like 80% of the time that I spend on social media.
I think partly because just the feedback is so amazing and I know so many people and also I feel like that people connect kind of better, like to a person on Instagram than on TikTok. So I'm relatively new to TikTok. I started, I think, like posting actually like 20, 21, 22. So for me, TikTok is more random and all over the place.
So, maybe it's just me, but I don't see a trend there where you, like, follow a person to see that person. I know that, for example, everybody knows Alex Erlich. She's huge. Like, she's very like the personal brand is amazing. But other than that, like, I don't know that many like, midsize influencers and TikTok. And usually, even if I follow somebody on TikTok, I never go to my like, feed, I just go to For You page.
So sometimes I will see the creator. Sometimes I will not. So for me, like the point of following somebody on TikTok is not as essential, for example, as an Instagram, because on Instagram I have like my people I follow that I love and when I go I see like only their content so that that somehow relates to me more.
Yeah, but yeah, but I think, like I love TikTok for like more superficial, so to say, stuff like more talking in the moment and Instagram is something that I put more thought into.
Kwame
Okay. All right. So I guess on that same kind of thought process, what is your strategy behind Instagram? Do you have like, a “I have to post every day?” Do you post three times a day? What's your what's your like? You know, how do you make that all come together?
Olga
So I'm really bad at this. And the reason is that my Instagram started like as an emotional input, like I was immigrating. I needed like to put my emotions somewhere and like Instagram was that outlet for I could like voice my concerns, my worries, all that stuff. So when I started, like, I had no idea that one day it would be monetized or it would be like more commercial or like I would be able to make it my career.
So it was, like,my baby that like, I don't know, like I call it like a therapy channel or something. So, in terms of strategy, I've never approached it from a business perspective. And I know that right now, like, strategy is huge. But I'm more like a chaotic type, so I don't know, my strategy depends on like, Mercury retrograde or like, I don't know, the weather.
Like, if it's sunny, I'm like, okay, let's post three times a day or it's gloomy and it's really disgusting. In Chicago, I have no energy. I'm like, okay, I'm going to take a day off. So it really fluctuates. It also depends on the season, market and season. For example, like, November, December is huge because everybody wants a campaign, I don’t know, like for Black Friday, for Thanksgiving, Christmas.
All this of it's very active period. But for example, January, February is usually super slow because it's like tax season. Everybody's planning their budgets. Nobody wants to be an influencer for whatever campaign. So yeah, yeah, I learned that. It just fluctuates. So that's how I adjust kind of my content accordingly.
Kwame
Okay. All right. That's— you have quite the— you can— you've got it together. I don't, you know, so we could, I mean, you know.
Yeah. Yeah. No, I will say it's one of those things where, like, everyone feels like they don't have it together. You know what I'm saying? You know so much more than you think you do. And that's the cool thing about having a podcast like this and being on it is like, you know, there are people out there who listen to this and be like, oh, I didn't know about this.
I didn't know about that. But to us, it just feels like information that we've been processing. So normally that we're just like, oh, just everyday info. Yeah. You know. So yeah, no, I think you're contributing a lot. So we appreciate that. Okay. Yeah for sure. And so, you know, I guess coming to a, you know, an interesting part of content creation, you know, and, you know, we can get as in-depth as you want or we can get as broad as you want.
Right. But you are somebody who—you told me that you don't have an agency. You kind of just work by yourself. So tell us the process about that. Like how do you go about partnering with companies? How do you go about finding your deals? And, and also I guess like once we get that really squared away, what I really want to know is a good, like, a question that I have is how it's changed over time in terms of like process, but also like how much you make.
Right. Because that's going to be important. So yeah, let's start first on how you go about just like sourcing your deals.
Olga
Yeah. So back in the day, I think it was like 2017, 2018, I started looking into, like, what is influencer marketing and like what to do with it. So I was going with the really like dumb questions to Google because there was no ChatGPT back then. So I was just like, how do I monetize?
Like what do I do? That's how I learned that there are influencer platforms that you can register on, which basically like a Facebook Marketplace. And there are like different campaigns with different brands that you can apply to. So that was like my first, like, step, how to monetize those. And from there I think it kind of built up and like some brands already knew me.
So then I started getting some incoming. But I would say like 80% was pretty much me, myself sourcing campaigns, applying to them and being proactive and finding something. Then I think like before, like Covid times 2020,21, I got a lot of, like, momentum build and I was really recognized in the influencer market. And so I would say like it shifted a little bit and all my income in, basically just like emails, coming to me, it was like 70% of my income.
So just the brands were original, like, hey. But again, back then, like the market was not as saturated. So with just like beginning, like the TikTok was emerging and like people were like getting the grips of like, oh, there was like influencer marketing and even like the brands there were like super new to there. So they like not to say they didn't have idea like what to do, but they were like really open minded of what they're looking for, the like, hey, we need like a promo, like there were no briefs, brand images.
They're just like, here's our product. Like, do what you want to do. Just like show it on social media. You do. So it was a really fun time in terms of like creative mass like I had a lot of freedom. Like the content was not as rigid and is not as like structured, so to say, in terms of like campaigns.
Right now, honestly, I'm trying to figure out like what's happening right now. So I feel like there is a shift. So there was a little bit of shift from influencer marketing platforms. Just because, like, I don't know, maybe the brands are not as interested, honestly. Like, I don't know what is happening at the moment. So I feel like it's the turning point.
Like if we're going somewhere and we will, like, realize what was happening at this time. Yeah. So I do know that most of the creators, they strive to work with big agencies because like, they, push them and they promote them pretty much like, I don't know, like actors in Hollywood. They just, like, push them to a different campaigns.
It just what I learned, like, from my, is that I, I talked to a different influencers in Chicago. So those that have like big agencies, they make a lot of money. And then the as like smaller creators they don't have like I don't I don't feel like working with the agency at the moment because it just feels like too commercial and I'm, I will I feel like I'm, I would be be sold, kind of, I don't know, just like pushed aggressively to brands. So yeah I, I honestly like I don't know where we stand right now, but I still do a mix at night. So I do pitch myself to some brands. I do still like reach out to some brands. I do check different marketing platforms, some brands still reach out to me.
But yeah, if you would ask me, I'd like to single out, like, what is happening right now. Honestly, I have no idea. I just feel like we're kind of in a tomato situation and somebody will be like, something will be out of it, and then we will realize, where are we going? But right now I just feel like it's very turbulent.
Kwame
Yeah. Yeah, that is interesting. It's so—it's interesting. You kind of—you understand that with the landscape there's more profitability with being with an agency, but you choose not to and that's it's interesting. It's, it's, you know, I think that there's some really important, kind of, longevity and loyalty to your brand that I feel like needs to be admired there, right?
As to say, like, hey, I don't need to be pitched to every single, you know, brand out there. I know what works for me. And I'm going to go ahead and speak to those brands and—and those are going to work out. And that's going to work for my lifestyle and how I want to influence. So, overall, no, I think that that's a really cool way to look at things now, I guess let's talk about process, right?
Like when you do want to get to a brand, how do you make it happen?
Olga
So previously I would just, like, email them. I would follow their Instagram page. I would like, engage with their content. But I feel like that a lot of people start doing the same thing. So for me, what works personally is to do organic content before you ask for paid content. So for example, if there is a product that you absolutely adore, you need to build trust with both your audience and with both like the brand.
So like both sides, they can see that this is something that would that falls naturally into your lifestyle. So that's what works for me. For example, like, I'm crazy about dogs. Like I love all things bad. So if I show something then I see that even the brand would be, like, proactive, reaching out to me even before I reached out to them.
Just because they see that like, hey, like, this is our target audience, this is somebody who would buy this. Like, regardless if it if I'm paid to do that or if not, so that that that's what worked for me. Because also, I think right now there is a lot of I'm a little bit of a hater of all those, you know, like, pages on Instagram that say like, hey, follow me, buy my course, and you all become like a successful influencer making like six digits.
I always get a twitch and I because I like, I really don't like when people come to social media, just like chasing money. And I feel that first you need to bring value to people before you start making. It was like literally my story. Like I was doing it, like, just for fun, just because, like, I was passionate about it.
And then I just, like, got lucky. And it happened that I was able to make it my career. But first, I think that's why I like my people, follow and support me because like, they feel that I was in this not just for money. Like money is a huge, amazing bonus and all the opportunities, but at the same time, like I'm bringing something to the table regardless of money. Yeah.
Kwame
Yeah, okay. That's super cool. So I guess execution wise, you know, you've used the brand, you've talked about them, you've, you know, just done it for the sake of it. Do you then email them or do you, like, DM them? How does that meeting go?
Olga
Yeah. Yeah. So I actually do both—I do DM them, I do email them. I have a media give it. So I absolutely love Canva. For all the like beginner influencers that are trying to pitch themselves, they have a really, easy because I'm not like a very technical girl or like, I'm so bad at, like all this stuff.
So Canva is really good tool because it's so easy, like to create like a website with your portfolio or just like a one page or so. This is what I've been doing, just pulling up like my stats. It's really helpful to show the brand like some examples, for example, of, previous work that you did or like some similar content.
The feedback that you get from the audience, like, I don't know, like clicks, impressions all the numbers, like brands love that because like, they also like they're spending money, they're spending their product. They also want to see some value in it, not just because like, hey, I'm cool. I love your product. Give me something. So yeah.
Kwame
Yeah. Very cool. All right. Well, yeah, you've got a really cool way of looking at it. And, you know, like, I guess, like, the question is what would then be the circumstance or what would be an ideal agency, right. If an agency came up to you and let's say you you had decided that week, hey, I'm going to sign for an agency and you see how it goes, right?
What would be the circumstances that would be ideal and fit and perfect for you? What would be your ideal agency if you were to go that route?
Olga
Oh, it's a tough question. I just I think I have a little bit of PTSD because I did have experience with an agency and it did not go good. Yeah. So they—
Kwame
You might—do you mind—
Olga
Okay—
Kwame
—telling us a little bit about that.
Olga
So I think I lasted with them for like six months. They required exclusivity as most of the agencies do. They ask for like 20% of my paycheck. And what I did is like that, like, I had no idea what is going on and where my brand, like me as a business stands. It just like everything went behind the scenes.
I was not getting any deals or the ones that I was offered, like I was not interested in doing. Like for example, yeah, I don't do like, I don't know, like gambling or like smoking or like something like, I don't want to do, like those tricky subjects. So what they were offering me even if it's like a big money, I don't want it because like, I will not be able to sleep at night knowing that I like I showed this to my audience because I value like their opinion very much.
So that's why I when you ask me like about the agency, I think that I've heard some good stuff about agencies from my peers, but like I didn't have it myself, so it's even hard for me like to imagine it kind of. Yeah, I don't know, definitely like something with more like freedom, I would say. And that would be looking to represent me as a person.
But at the same time, I understand that agency as a business and like their business is making 20% of my paycheck. And if I'm just selective, like I'm not a viable client for them. So I need like to be like, I need to be the horse that like, pulls loads, you know, like, branding money and like doing business.
So that's why I think that's why I'm conflicted with the agencies. So I honestly, I, I don't have an answer to that like the agency, but I've seen like a lot of cool stuff. A lot of my friends, they really love working with agencies. They're like building communities for those. And I think, like one thing, that agency like a more boutique type that like working with a smaller circle of influencer, that I like specific to some niche, for example, like home improvement or something like that.
And they have like a bunch of those creators and then they're like specifically in their field. But then again, the everyday creator, like I'm a little bit all over the place. So I think it would be hard for me to fit into those agencies.
Kwame
Yeah. No, that makes a lot of sense. All right. Yeah, you definitely. You answered that question. Well, I think that makes a lot of sense. Like, I know myself, right? Most of what I get as a creator is due to a brain that was, you know, if I'm to be candid about it, kind of handed to me, you know what I'm saying?
I have to be honest about that. And I think due to that, I have really far reach, yet I don't necessarily have a niche, you know, and so, you know, I've definitely had a lot of variety in the content that I've made and the partnerships that I've had. You know, it's really funny. I just turned down a, a brand.
Just what, last week that I was like, you know, it was really good money, right? But it just like, in terms of the mix, I was like, yeah, I'm not putting that on my page, you know? And so having that, integrity, I feel like within your brand can be really important, you know, and I feel like people really have to be honest with themselves and, like, the honestly, the matter matters when you're starting off, that's not easy to do.
You know, you actually have to, like, gain some ground, get some traction, get some footing to feel like, hey, I can turn this down, you know what I'm saying? But you know, admittedly, for the newer creators out there, we understand you're going through some things and you're trying to make it work and be a creator and get out there and make content and make money.
And, you know, in certain circumstances, not just feed yourself, but feed a family. Right? And so it's definitely hard to get back and forth and understand. But, you know, I think for the longevity, it's things. If you are able to believe in yourself and understand that it's going to take time to build. And if you want to create a certain persona and brand about yourself online, that people can really understand, connect and relate to, sometimes some deals may have to be turned down.
Olga
Yes, and also is important that sometimes brands do a look at the brands that you work previously with. So for example, if you would take like even it's like a crazy lucrative deal in the long term you might lose even more just because like of the reputation that you're building. And it's really hard to wash away all the bad stuff.
So it's like you really need to think like in the long run.
Kwame
Yeah. No, I completely agree with that. So that that makes a lot of sense. Now we're coming to a fun portion of this conversation. You know, we've talked a little bit about everything. We've talked about, brand. We've talked about community. We've talked about, partnership brand deals, how to make sure that you are, you know, really holistically taking care of yourself as a creator and growing your not just your brand, but also your business, you know, but, with that, there are obviously a few this or that that I feel like a lot of creators feel and experience at some point in their journey.
So what we have here is a section that we call “tactical quickfire.”
All right. So it's just a quick this or that. Right. And you tell me what you want, what you prefer. But then you also just give me kind of a one sentence, one little short paragraph blurb about why. Okay. Sounds good to you. Yeah. Okay. All right. So let's dive into it. So, for you, do you feel better with batching content or creating spontaneously?
Olga
Spontaneously. For me, like, I'm really emotionally driven. And I think this is one of the things that my audience loves, that they feel that I'm in the moment like something sparks. I'm like, let's go, let's go. Like it's awesome in the moment. But then it also sucks when I need, like, something to have, like the b-roll and I don't have a b-roll because everything is like, oh, let's go.
So I'm definitely not by chain. And it really harms me in a way, because it's harder to produce content because I don't have like those like neutral clips to use over and over again. Yeah. But yeah, but this is just what works for me.
Kwame
Yeah. Well that's good. So. Do you have a Instagram or TikTok for fans? I think this one I really know. But also I'll throw YouTube in there. Are you ever on YouTube?
Olga
I used to—I tried really hard for the YouTube. But I hate the editing and like, it just like drains the energy out of me. I'm like the perfume I like. I'm. I'm fun. I want to do the content. I want to create the videos. But when it's like, it turns to like technical stuff and like doing the editing and all this devil, like, you know, it's like I even tried, like, hiring an editor, but I don't feel like it was in image, like it was hard, like for the third person to see the personality that I want to show in the video.
So it was. Yeah. So I did feel like I think I gained like 2500 followers or something on YouTube. And it was fun. I really enjoyed, like the process of filming it, but even right now, I probably have like ten gigabytes of videos that are waiting to be edited and I'm waiting to get back to YouTube. But it's been waiting for you. So any time now.
Kwame
To to be determined. Cool. So Instagram or Tik—Well, that's all right. I’ll just ask about Reels or carousels.
Olga
So I love, love, love, love carousels just because they were before Reels. But right now, I'd say that I'm more inclined to do a Reel because just like they have it. So I do love carousels and the photos. This is my passion. But I post more Reels.
Kwame
Okay. And which do you think converts better for you? Which where do you think you get more engagement?
Olga
Instagram is so tricky. Like the moment I thought like, oh, I figure out like rules are working. And the Instagram was like, no, no, no, no, no, we bring back the carousel. So right now I see that the engagement and the impressions, the reach are better on Instagram. Carousels, on photos, especially when you, like, do something interactive. People love, like, handwritten notes or like you're telling a story through photos.
Because with the videos, I think the attention span somehow is even shorter than with the Instagram carousels. So I feel like we're all balancing and trying to guess what Instagram decides today.
Kwame
So yeah, yeah, no, that makes a lot of sense. So, what would you say is a dream brand partnership of yours?
Olga
Oh, I had it. All right. If I follow more of those, like, it was the BMW in North America. We had an auto show. Yeah. We had an auto show in Chicago. I work with them. Last year, it was a Chicago gourmet, like Restaurant Week, and they provided me with the car with a driver. They picked me up.
I was beautiful in a dress, and they, like, snapped a couple photos. And those photos were used in their newsletter that was sent to all. Like BMW owners in North America. I felt like such a celebrity. It was awesome. And then they reached out to me again this February, like, oh, do you want to come to your auto show with us?
I'm like, of course I want to come with BMW Auto Show. So they again send the car like they picked us and dropped us off. It was awesome. And then like, oh, do you want like a vehicle loaner for a month? I'm like, duh. For that one. Yeah.
So first I thought it would be like, BMW seven, which is a similar crowd to the one I'm driving, like Volvo Xc90, like the seven seater. So pretty much the same car. But then they're like, oh, we're like bumped up your car to BMW, XM. And my husband like literally starts screaming and he's like, oh my God, oh my God!
I'm like, oh.
Like I did not know. So like they've been it's not even a car. It's like a beast. Like it's insane. Like this is like their most premium car. It's like $200,000 is like not even exame. It's like the red label, like top notch, packed with that. But yeah, it's it's literally a spaceship. I've felt like I felt insane, like I was driving it.
I'm like, oh my God. Like what is there's like people are looking at me, people are snapping photos. And the best part about this partnership, I absolutely love their team. They're like, here's the keys. Like, we're going to pick it up in two months. And I'm like, what do you mean? Like, what are the deliverables? What I'm supposed to do?
Like what hashtags to use? Like how many posts do I need to do there like, you do you we trust you. And like I'm like, wow, guys, I love you. Like, of course I like I delivered, I over delivered like I was posting like crazy because the car was insane, but like that trust. It was like I still have like goosebumps when I talk about it.
Just like, yeah. Do you have the brand, like, trust you that much? It was insane. Like, I, I still like I love it.
Kwame
That's that's really awesome. It's so funny because I'm kind of. I'm on the other side. I really love BMW. I think they're cool, but, you know, I wouldn't say this is my dream partnership, but if I was to give five brands, that would be in my dream partnership. Actually, you know what? Let me scale it back.
Three brands. Mercedes would definitely be in there. I've. Yeah, I, I remember when I got my first, we'll call it big boy job. You know, I had just come back from Europe and my mom basically said, hey, you know, try to find something within your major. So I started working for, a company, and I got my first promotion, and I told myself if I got another promotion, I would go get a car.
And so I started looking at BMW C-Classes, and I thought they were really nice. I thought they were really cute. I thought they were really modest. You know what I'm saying? I'm like, hey, this is my first car. I'm going to go in with a nice, well, my first, you know, luxury car. I'm going to go in smooth.
I'm going to like it. It's going to feel good. So I get the promotion and then I go to the dealership and I'm like, okay, cool. Like I'm excited. Let's, let's do this. And the guy's like, oh, the C-Class was just sold. And I'm like, get out of here. That's and that's the one I'd been looking at for like two weeks or so.
I remember it was it was white and it had, tan interior and kind of slightly darker rims. I was like, all right, this is a nice move. But I got there and before I leave, he's like, hey, you know, we have one car that's like, it's just the lone one that's sitting there. It's kind of been sitting there for a while.
It's a CLS. He's like, we call it the Mercedes shark. And I'm like, okay, all right, let's go. Let's go check it out. So he's like, look, I'll grab the keys. Let's just go test drive it and that's, that's the tricky—
Olga
They get you, like, I will sell my soul. Let's go.
Kwame
Exactly. My goodness. We got on the street. We got on the highway I stepped on the pedal. I stepped on the accelerator. And I was like, oh my, my goodness, this is mine. This has got to be mine. It feels like me. So I remember that day walking off the lot, with my Mercedes CLS 550, the probably one of the greatest cars that I'll ever drive in my life till today. I would go back to it if I could right now. I named it Malia.
Olga
Love it.
Kwame
I had a whole thing about it, but, yeah, I think Mercedes would definitely be one of my big partnerships. When I ended up trading that car in, I got, a C-Class, a GLC, SUV. And so I'm hoping. Or I'm crossing my fingers that my next, cars may be a G-wagon or something. We'll see.
Olga
I was just gonna say, I know for me, it's just like the Everest of the cars, I don't know. Yeah, if I'm there, I made it.
Kwame
I'm there with you. I feel that for sure. So, you know, I'll go. We've had a really, really good conversation here. You know, so before we even get to the last part of this, once again wanted to say thanks a lot. You shared a lot with us today, and we really appreciate it. You know, as we kind of round out this conversation, you know, I love to kind of dive deep into who you are as a human being and how that reflects within your brand.
I'd love to just, you know, give you a minute here to just talk a little bit about something that you really enjoy about your brand because you spent time creating, curating and showing the world who you are. Right? If you were to be a random person who's randomly stumbled on, you know. Oh yeah. Underscore is Chicago's page. How do you feel like you would look at that? And what do you think would be your favorite thing?
Olga
Oh, this is the toughest question because like when in terms of the when it comes to self-presentation, I'm like, oh, I don't know. Oh, like I'm doing something, I don't know. Oh my God. It, it's hard to, to place it in one bucket. But I kind of embrace, like, my immigrant, beginning. And I think this is part of my success because as an immigrant who moved to a new country when I was 26, and I had to start my life from scratch with nothing, like I literally was all alone on the whole hemisphere.
So, like, I did not have anybody, like in America, like everybody was left in Europe. So it really gave me a chance, like to express myself and build myself, like from a new, so I really embraced those, like it was really hard time to find my place under the sun in a new country. And I'm always, like, self-conscious about my language.
Like, is it American enough? Can people understand me? Is even like when it comes to like, brand partnership? Sometimes I even like, just chat between like, hey, is this American English? Like, does it sound like Gen Z? Like am I, like cool.
So. Yeah, I would definitely like, stress that I'm an immigrant who came to the United States, built my life from scratch. And basically I've been here for like almost ten years, and it kind of sound like really, I know, mundane, but, like, I really believe in being yourself and showing your true self. And I know that sometimes it's really hard to be vulnerable.
And when it comes to social media, because like when you're showing you like your true colors, you don't have that shield protecting you like from haters or like some bad words. But I think this is really the key to growing as an individual and also growing as a personal brand on social media. So I would definitely like to all those listening to out there are striving to build like their page they're following.
Be yourself. Like no matter how many people tell you, be yourself like continue doing it. And even it's kind of like my flaw when I see on social media somebody is doing something, I'm like, oh, maybe like, this is the key to success. I need to do what this person is doing. But I think that the most successful thing is, like to stay on your track and be true to yourself and doing something that you would do regardless if you're paid or not.
So like, just be passionate about what you do. Because for me, it really worked out like I was doing social media just for the fun of it. And just as happened that it got monetized and I got lucky to work with amazing brands that I would never even like, dream about. So, this was the most random presentation in a minute.
But hopefully somehow, like, maybe you can cut it so it sounds better.
Kwame
No, you know what? That's the best part. We don't have to cut it because everything you said, there is everything about you. So no, I really appreciate that, obviously. But, you know, with that being said, you know, it's been a great conversation. It's funny, we we have a couple things as a company coming up in the Chicago area.
And so when we're around there, I'll definitely let you know. I think we're going to have some, influencer meet ups and things like that. So, you know, it's it's great that we've gotten to connect this week. Thank you for the feedback that you gave us on later in itself. And also, thank you for giving us the time that you did on this podcast is, how does the world go out there and find you?
You know what social media, pages are you on and, you know, and mediums are you on? And also like, what's your, what's your—
Olga
Yeah, yeah, yeah. So I'm active on Instagram. It's all yeah. Olea underscore Chicago the same on TikTok. Hopefully coming back to YouTube anytime now. I have the same handles there as well, but I'm not gonna promise anything. But yeah, these are my two main platforms. Yeah. And people can find me there. I reply to all my DMs, so slide into my DMs. This is how I found my husband. He just slid into my DMs.
Kwame
So sometimes that is awesome.
Olga
DMs really works out.
Kwame
Yeah, that is awesome. We love that social media does all these incredible things, including find your husband for you. So, Yeah. Well, Olga, it's been a great conversation today. Thank you again. This is, you know, maybe the fourth or fifth time I've said it, but I really do mean it. We appreciate the time so much. And, a lot of the insight that you gave us, I think this is a really insightful conversation for a lot of creators who are starting off and, you know, maybe those who don't know about the journey in getting to where you were, you know, and where you are right now.
And maybe how to how to start off functioning on their own, and just kind of creating on their own. And the pluses and minuses, the pros, the cons of, you know, working with an agency or going out there and striving for yourself. So a lot of details in here. But with that being said, thank you.
Every single person who tuned in today, we really appreciate you. That's another episode of Beyond Influencer for us this week. We are so grateful you all took the time to come and listen. We will see you next week. Until then, bye bye.
Olga
Bye bye.