DIARY directory recently caught up with Alex Light from What Alex Wears. Alex specialises in fashion and beauty content and has a distinctive presence on Instagram. She is also the online editor for HELLO! Fashion Monthly and is known for sharing her outfit of the day, latest beauty discoveries and travel adventures.
 

UK fashion & beauty blogger

"Instagram is definitely my most beneficial platform" 
 

Listed in DIARY directory in the digital influencers subsection, along with 1000+ categorised influencers for PRs to work with, Alex provides insight on product placement and the most beneficial social media platforms; the biggest lesson she’s learnt in her career; how she balances her day job with blogging; and her decision to sign up to B Public Relations’ new talent agency B Talent.

Who are your core readers?

I'd say girls aged 18-30 who are as obsessed with fashion and beauty as I am!

You still have your day job as an online editor for HELLO! Fashion Monthly, how do you find a balance & the time with both roles (work hours, free time, lifestyle etc)?

It can be difficult, because it means that if I'm not working in the office, I'm working at home on my blog... It's non-stop but I love it! I love working across both and it's great to be able to see the industry from the two different sides.

 
Any top tips for journalists looking to break the influencer world and how did you do it? When did you get your big break?

I think you have to love the content that you want to share and just be really passionate about it - that shines through everything. It can also be difficult to change people's perception of you as a journalist to a journalist and a blogger, so you have to try and separate the two as much as possible and make it clear that you have a dual role.

What’s the biggest lesson you’ve learnt in your career?

To be nice to anyone and everyone you meet. It's not so much a lesson I've learnt, as an attitude I've had from the beginning - because it should go without saying! But unfortunately I think people can lose sight of it sometimes.

What advice / top tips would you give PRs looking to promote their clients through your blog?

Relevance is obviously key! And try to show the client/product's point of difference. There's tons of stuff out there, a good hook is so important.

You’ve recently signed to B Talent, B Public Relations’ new talent agency. What will they be doing for you & what made you decide to make this change now?

I will be working closely with BPR to build my brand awareness, engagement and general brand relationships. They offer a slightly different approach to talent management than traditional agencies which I really liked.

You’re very active on social media. How do you use it to promote yourself and
what’s your favourite/most beneficial platform?

Instagram is definitely my most beneficial platform - business enquiries generally relate to my Instagram over any other platform. I love the fact that you can engage with so many different people and it feels like a big, really positive, community. I also love Twitter to keep up with news, although I use it less as a platform.

Do you use product placement & what are your thoughts on disclosure for ads?

I do and I think ad disclosure is incredibly important - it makes me cross when I see ad posts without any disclosure. You have a responsibility to your readers to be transparent.
 

What do you see yourself doing in five years; where’s the influencer world going?

I think the influencer world is only going to get bigger and bigger - it's a great way for brands to reach young consumers and build brand authority. In five years' time, I'd love to still be doing what I'm doing - writing about fashion and beauty... I just hope people will still want to read it!!

Contact

Alexandra Light in 'digital influencers'