DIARY directory recently caught up with influencer and content creator Jessica Lawrence. Previously social media editor at YOU magazine, Jessica left mainstream media to grow her personal brand and collaborations. She has recently teamed up with Bershka and seeks more brands to work with.

"Nobody predicted that Instagram would be such an all-encompassing platform as it is today. "

Why did you decide to leave mainstream media to work on your blog?

I was having to turn down a lot of really exciting projects within my personal line of work, and so I thought that now was as good a time as ever to take the summer off from full-time work and see where it takes me. I had a great two and a half years at YOU magazine, and I can see myself wanting to get back into a permanent position again sometime, but for now, I am excited to be my own boss and focus on my own passions.

Do you feel that your knowledge of media, and working on traditional media outlets put you in a better place for growing a blog and social channels?

Learning how the media works, how brands connect with customers and the differences between this in terms of print and digital has been enormously invaluable. Especially working within social media, the majority of the skills and best practices are transferrable between brands and personal brands. It has also opened my eyes massively to the world of PR and the importance of establishing relationships and connections throughout the industry.

Describe your average day…

It does vary a lot (and I’ve only been off full-time work for a few weeks so far…) but a big mix of balancing personal projects, lots and LOTS of emails and admin, meetings, shooting content independently or with brands, and writing articles (and trying to get to the gym as much as possible!) I’m a huge night owl and do my best work in the evening so it’s been such a treat no longer having to commute to an office in the morning!

Who and what brands or designers would you like to collaborate with and why?

The absolute dream would be able to work with the Jordan brand or Nike on a larger, more permanent scale. I would love the opportunity to be involved with the sneaker design process and do more along those lines.

What is the best experience you have had as an influencer?

It has to be the recent trip to Barcelona where we were shooting an influencer campaign for Bershka. We were treated to so much food and drink, and I made some great friends. Staying in a hotel with a rooftop pool in the heart of Barcelona was so lovely! You will be able to see the campaign in the Oxford Street store soon ☺

Do you believe that influencers and social media are now the best forms of brand awareness and advertisement?

I wouldn’t say it’s the best as it depends on your brand and the demographic that you are advertising to, but I think it’s an excellent way for some brands to advertise their products or services. People do enjoy connecting with a real person as they feel an intimacy that you can’t always get from a faceless brand.

Why did you decide to create a street style blog and what about it appeals to you?

It was never something I decided to do, to be honest. I’ve had my Instagram account for quite a long time and was posting pictures of outfits and fashion just because I enjoyed it. I didn’t even know what an influencer was. Then as brands started to get in touch, I started to get my photos reposted on large accounts. My account has grown organically in the past two years or so because of this. 

How do you predict social media will develop in the next five years?

It’s one of those things, which is impossible to predict as it changes so much. Nobody predicted that Instagram would be such an all-encompassing platform as it is today. I think shopping will become more seamless on the platform and more interactive... but let’s see what develops!

What do you think about the number of comments and likes potentially being hidden on Instagram?

To be honest I don't feel like the number of comments and likes being hidden on Instagram will affect 'influencers'' business because they will still have access to their own data through their business accounts, meaning they can still share reporting, analytics, and insights to brands they are working with. However, I do I think it could have a positive effect on people who stress about their engagement in a detrimental way,  as it might encourage people to return to the joy of creating content for themselves and their friends rather than focusing growth and likes, etc. For the average account which is just for leisure, the number of likes and comments doesn't need to be a factor in wanting to share your life through social media. Like everything, we will have to see!