038. Fashion Influencers, Social Media, And How They Impact Your Wardrobe
With Guest Writer Meredith Farley
I discovered what an affiliate link was eighteen months ago. I discussed it with my friends and found out they too had no idea how content creators made money. One of them, who likes to follow influencers that are also mothers, remarked ‘So she isn’t sharing a link to her baby carrier just… to be nice?’. I explained what I recently learned, which is that sharing links to her baby carrier, and other things, is how this and many influencers pay their rent and support their children. My friends and I have been social media users and fashion consumers for almost two decades, and yet we didn’t know. This week, the Business of Fashion reported that 65 percent of fashion consumers turned less to fashion influencers in 2023 than in previous years. They also reported that this was a direct result of people’s frustration with ads and sponsored content. I wonder how our mainstream understanding of the influencer economy and FTC regulations compares to that of other industries. When I shop for food at my local supermarket, I know that processed food was intentionally packed with sugar to keep me buying more. I don’t always make the right decision, but at least I do so knowingly. In comparison, when consuming fashion content online, many of us don’t know that, much like sweetened processed food, scrolling through social media provokes dopamine peaks. Dopamine is the hormone of pursuit. It puts us in a state of anticipation and gets us seeking for things outside of ourselves. (This is a great episode from a Stanford’s Neurobiology professor if you want to learn more on this subject). In others words, scrolling through fashion content on social media makes us buy things we otherwise wouldn’t.
To talk in depth about this topic, I asked an expert to contribute to this week’s newsletter.
is the creator and host of the Content People podcast where she interviews founders, writers, and content creators about the intersection between work and creativity. She’s also the founder of social media agency Medbury and one of the loveliest humans I have had the privilege to meet in 2023. Meredith reached out to me in October last year and invited me to speak on her podcast. Anyone who is a content creator, founder, artist, or marketer - you can listen to that episode wherever you get your podcasts - here’s the link to it on Spotify and Apple Podcasts - we discuss the emotional discomfort that comes with content creation, why virality shouldn’t be the ultimate goal, and how to get over the “cringe”. Meredith also sat down with the likes of founder and journalist , who I greatly admire and have mentioned in this newsletter before. Meredith also writes the Substack which I highly recommend you to subscribe to, especially if you work in one of the above professions.Today, Meredith walks you through her unique perspective on social media, how content creators make money, and how to detach yourself from the negative sides of social media’s influence. As many of you will relate, I have been trying to cure my toxic relationship with social media for years. The best thing I have done so far, which Meredith mentions below, is using an app that blocks me from accessing social media at specific times of the day. I set it up so I don’t have access between 6.30PM and 10.00AM, weekends included. If you recognise some of the symptoms Meredith describes below when scrolling through social media, I highly recommend giving it a go. I wish I had the self control; until then, it’s the best $100 I have paid for.
This newsletter wasn’t written to deter you from using social media for style inspiration and following fashion influencers, but to show that interacting with it mindfully could be beneficial. I have the utmost amount of respect for influencers; they are pioneers of a movement that has created astronomical economic value, and yet they deal with an extraordinary amount of judgement. Hating on influencers has become the modern-day witch hunt. In essence, influencers, a cohort of 15 million workers worldwide who benefit from zero labour protection, are simply people - mostly women - who run their media company (scripting, shooting, and editing visual content, sourcing and negotiating advertising deals, etc.). But our misogynistic society prefers to call women who dare to monetise their worth frivolous narcissists. Journalist
’s book Extremely Online should be a compulsory read for anyone active on social media, especially those spreading messages of hate. If you don’t have time for the whole book, I wholeheartedly encourage you to listen to Taylor’s interview with Sarah Marshall on her podcast episode ‘You’re Wrong About: Influencers’. The title says it all. This episode also discusses how we (myself included) glamorize the pre-social media era of glossy magazines and reminds us that, if it wasn’t for the first influencers - ‘mommy bloggers’ of the early 2000s who turned to the internet for community and talked for the first time about issues like breastfeeding struggles and post-partum depression - we would still be stuck with a version of media that talks to women about homemaking and how to get your pre-baby body back.All this to say, this is by no means an anti-influencer post. It would also be highly hypocritical seeing as I personally use affiliate links, make a living by promoting paid subscriptions to this newsletter, and have previously received gifting. But this newsletter is written weekly to give you autonomy over your personal style and shopping decisions. This includes shedding light on an all too often very opaque industry and I would be remiss to not talk about this side of it. I hope you enjoy Meredith’s words, and I will speak to you guys next Sunday.
L x
I run a social media agency but I don’t have a personal Instagram.
Hi. I’m Meredith. I’m the founder of a social media agency called Medbury and I run the Content People podcast and newsletter.
I know that’s weird. I mean, I have an account with my name on it. But it’s private, and consists of one meme post from 2016. It’s not like I have a personal manifesto against Instagram. I go on. I get sucked into reels. We have a small, new account for my podcast and I can see us working to build that - or even my personal Instagram - up sometime in 2024. But, like so many folks, I find social media hard. It’s difficult to balance staying connected versus feeling overwhelmed, addicted, and overstimulated. For example: Last Saturday morning I watched 20 minutes of YouTube shorts while sipping coffee in my kitchen. When I finally stopped I looked up at my fiance and said, in complete earnestness, with what he later described as crazy eyes, “I feel OVER STIMULATED.” “I can see that,” was his equally earnest response.
We use social media to be entertained, informed, and connected. But, so often, we end up feeling exploited. By the algorithm. By the addictive formats. And by the accounts that exist to make a quick buck, rather than build a long-term relationship with their followers. For those of us who love personal style (me! And, I’m guessing if you’re reading this newsletter, that’s you, too), finding a comfortable way to use social media can be particularly tricky. We. Love. Clothes. But in an age of so much consumption, that love can feel more stressful and torturous than fulfilling.
I love social media - it’s incredibly powerful. It can build brands, sustain businesses, and change lives. But as someone who works in and on social strategies, I’m also super mindful of how predatory some social tactics can be, and super vigilant about staying connected to myself and my own taste while consuming everyone else’s content. In line with Liza’s ethos to make considered purchases and care for the clothing we have, I want to advocate for making more educated and mindful choices about our social media use - especially as it relates to how we shop for and purchase our clothes. Today I’ll walk you through how content creators make their money, share techniques I use to stay grounded while scrolling social media, and outline a few approaches that make me feel like I’m in control of my clothing purchases. So grab a hot beverage and prepare to be ever-so-slightly de-influenced. Hope you might like this or find it useful.
How Content Creators Make Money
It’s easier to spot that you’re being sold to if you understand exactly how content creators make money. These are the four most common sources of social-related income for creators. (If you want to get into the weeds on this, you can check out the FTC guidelines for disclosure in advertising on TikTok and Instagram.)
1. Gifting
Gifting is when brands or brand representatives (like PR agencies) send content creators products for free, hoping for a positive post about the product. There isn’t usually an explicit agreement between the creator and the brand - the creator can decide if they want to make content around the item. However, if a brand or a PR agency sends a gift, the creator might feel pressure to post about the product - even if they don’t love it - to remain on the distribution list and receive other products in the future. (For anyone wondering - because I was! - creators are technically required to report their gifts as income, even if they do not make content around the product.)
2. Sponsored Posts
When a company pays a content creator to post about their product or brand, it’s a sponsored post. The amount that a creator makes from a sponsored post varies based on the size and engagement of their following. Sponsored posts can earn creators anywhere from $10 - $100 (for nano influencers, who have between 500 and 10,000 followers), $10,000-$20,000 per post for a macro influencer (100,000 - 500,000 followers), or upwards of $20,000 per post for a mega influencer (500,000+ followers). Not too shabby, right?
3. Affiliate Links
When a creator partners with a brand, they often receive a customized affiliate link to post with their content. The creator will then receive a percentage of all sales - usually between 5% to 30% - made through that link. (So, if you buy a $90 pair of leggings, the creator might make between $4.50 to $27 from your purchase, depending on their agreement with the brand.)
4. Product Sales
This one is the most obvious. Many creators sell a digital product like a course, a how-to guide, or a template. I’m always interested in the reel performance to conversion rate metrics for digital products. (Meaning - if a reel gets 15,000 views, how many $149 courses will the creator sell?) Some folks claim that a reel that gets 10,000 views will translate to about $2,000 in digital product sales - but that number can vary significantly by creator and by reel. Relevant factors include how well the reel aligns with the product’s target audience, how expensive the digital product is, and how easy it is to complete the purchase.
Nine Hooks That Will Change How You Look At Social Media Forever
(See what I did there?)
Sometimes you need a great hook or intro to capture attention. I have no problem with creators trying to grow, create content that serves their message and their audience, and make some great money along the way. What I take issue with is content that only takes from its audience - because it’s using fear-based tactics that ignite our flight-or-fight response, hijack our nervous system, and make us feel like life won’t be complete until we purchase what they tell us to. It’s hard not to get sucked into a solid hook - even when we know we’re being baited. We’re only human! We love nothing more than a story or a mysterious cliffhanger. But if you see text like this in email subject lines, TikTok videos, or Instagram reels - you’re being baited into clicking, watching, following, and making a purchase. Do with that info what you will!
The sweater Vogue called “a modern classic” is selling out. Get it now before it’s gone!
Don’t wait! This viral lip-tint has limited stock.
At 28 I transformed my skin with this one product.
The one-piece your capsule wardrobe is missing.
STOP. These 3 habits are making you look cheap.
STOP. These 3 accessories are making you look dated.
The one item that will transform your vacation capsule wardrobe.
The 5 must-have Zara items that will transform your wardrobe.
The 4 products you need for Rich Girl Energy in 2024.
Six Ways To Get Unhooked Without Quitting Social Media
If you’re going to be engaging with style content on social media - or just on social media in general - you need to stick to a few ground rules, lest you get super addicted and/or spend all your time, money, and creativity looking for The Perfect Something.
1. Time Block Your Social Use
If you think you’re going on social media to relax - you’re lying to yourself. I don’t believe that you can be on social media and also be getting good rest. It’s too activating to our nervous systems. Here’s how I navigate that, personally: I don’t go on after 7pm on weekdays. If I know that I want/need a restful weekend, I take a total social media hiatus. And, on vacations, I don’t log on at all.While your own personal social media office hours might be different, I think we all need to choose blocks of time when we won’t be on social media and stick to them hard.If you set the intention to stay off social but your thumb keeps mindlessly drifting toward the apps, try a tool like Opal Or BlockSite.
2. Scroll Mindfully
When scrolling social, we tend to stop breathing, clench our jaws, raise our shoulders up to our ears, or otherwise contort ourselves into weird shapes to focus on the screen. Do your best to stay present and embodied. If you start to feel sad, tense, or stressed out - take a break. And, try not to make a purchase when you’re feeling anything other than calm and content. If you find that minutes turn into hours and you lose track of space and time while scrolling - 1. join the club. And 2. consider setting a timer before you log in.
3. Find Offline Inspiration
I think social media best serves our personal style when it helps us execute our existing creative vision, rather than wholly shape it. But, because the algorithm serves us what it thinks will keep us engaged, our social feeds are an echo chamber. Basically, you keep getting served the same kind of things. My suggestion? Get inspired offline - and then turn to your favorite online brands and creators to source purchases. For me, movies and TV are a great source of fashion inspiration. Is it humanly possible to watch Practical Magic and not start planning a capsule wardrobe that can only be described as ‘90s Coastal Witch? Or to clock Audrey Hepburn in Charade and not fall down a rabbit hole of ‘60s apres-ski sweaters? Also, trust me when I say that Cybill Shepherd’s wardrobe in Moonlighting is a vintage LA fever dream. So, for me, it’s movies and TV that get my juices going. For you, maybe it's books, celeb airport style, rainy day people-watching, or specific designers or collections that sparks ideas. Whatever it is - I hope you find it, and then have fun with it.
4. Do a Creative Freewrite
In Writing Down the Bones, a great book about writing and creativity, Natalie Goldberg suggests this when you’re creatively blocked: Freewrite on the same topic for a set amount of time. Do this 10 days in a row. She claims you’ll get clarity. I’ll do a version of this when I’m feeling stuck around my style. Often the “freewrite” is an iterative list of a dream capsule wardrobe. As the days go by it gets more refined and realistic. I don’t end up buying everything on my “wish list” - but they always give me a better sense of what I’m working toward. And, bonus, I find this exercise really, really relaxing. (Note: Do this with pen and paper, not on a laptop or phone.)
5. Subscribe to Newsletters
I swear that Liza didn’t make me write that. Newsletters are now my preferred way to digest personal-style content. They don't have the same urgency as social media. And they promise a deeper, calmer dive on a subject. I find them more useful, and better for my nervous system (and wallet) than a viral TikTok or Instagram reel.
6. Consider A No-Buy Season
Ok. So no one wants to do this. But you should give it a shot. Because I’m so confident that it’s going to be one of the most freeing, best things you’ve ever done for your style. I did 3 no-buy seasons when I launched Medbury last spring, with the plan of not buying anything til 2024. I knew that I wanted to pour my time, money, and creative energy into starting the business. Not anxiously scrolling for boots and sweaters. Basically, I wanted to take the “getting dressed” off my plate. When I started, I thought I’d look blah, and feel sad about all of the stuff I wasn’t buying. Instead, I felt some unexpected no-buy bliss. I felt - maybe for the first time in years - pretty good about what I was wearing.
“I think the secret sauce was that I wasn’t striving for perfection”.
I didn’t feel like I had to have a super clever capsule all set before I started a “fast” - I just took a deep breath, made a few outfits based on what I had, and moved everything else to the other side of my closet. If you’re curious, here’s what Fall ‘23 looked like:
When I see it laid out above, it looks plain and a little boring. But it didn’t feel that way. It felt easy, comfortable, and polished to me. And it perfectly suited this season of my life. On a practical level, abstaining from shopping changed how I related to style content and ads. It took the urgency out of buying anything, which made me more clear-eyed about future purchases. Scrolling wasn’t stressful. When I saw something I liked, I took a screenshot and tucked it away for the future. Happily, there wasn’t anything that I found myself pining over.
Meredith’s Further Reading Recommendations
These books double-click on some of the concepts above. They’re great reads If you want to learn more about the back-end of social strategy and digital marketing, or invest in your creativity.
Traffic, by Ben Smith, digs into the rise of clickable content. An undercurrent is how hard big tech and crafty content teams work in tandem to win our attention.
The Molecule of More digs into how dopamine motivates us (and, so often, drives our social media habits, among other things).
In One Million Followers, Ben Kane explains how he built a huge following in 30 days. It’s a glimpse into the mind of a social media creator who’s working really hard to get your engagement.
To focus more on the artistic side of style and fashion, The Creative Act by Rick Rubin and The Artist’s Way by Julia Cameron both offer advice and ideas around tapping into your creative intuition. And, like a social media fast or a No Buy Season, they often urge creatives to turn inward and listen to their inner voice - not the voice of the crowd.
Meredith Farley is the founder of Medbury, a social media agency that manages LinkedIn, Instagram, and newsletters for founders, executives, public figures, and brands. You can follow Meredith on LinkedIn and get in touch with her via her website.
She is also the creator and host of the Content People podcast where she explores the intersection between work and creativity in talks with amazing founders, content creators, and executives. You can subscribe to the Content People newsletter and listen to the Content People podcast on on Apple, Spotify, or wherever you get your podcasts.