Forget Richard Branson, Karren Brady and Mark Zuckerberg. There’s a new entrepreneur that has emerged over the last five years or so – the digital personality. These are the people who have cleverly mastered the art of social media, cultivated loyal fan bases and turned themselves into influencers to be taken seriously. They don’t wear suits, probably didn’t have a business plan to begin with, and are unlikely to need a boardroom any time soon. But what sets the most successful digital-first entrepreneurs apart and what can small business owners learn from their approach?
Diversification is key
Charlotte Crosby appeared in the MTV show Geordie Shore, cast as a party-loving, job-hating, crude stereotype of her native Newcastle. But instead of laughing, the audience grew fond of Crosby and her honest (and at times very awkward) commentary on her own antics. Now, she has amassed an Instagram following of over five million people, and has more than three million Twitter followers. She’s released the fastest-selling fitness DVD ever (which sold 101,000 copies in a month), hosted the BBC Radio 1 Teen Awards and launched her own clothing range.
Crosby’s trajectory to fame and fortune has been swift. What she has brilliantly mastered is marketing her personality the right way. There are other examples – Joe Wicks started uploading videos of his Richmond boot camps in 2014, making the most of his cheeky narrative. His Instagram following boomed, alongside a Twitter and Facebook community, and it’s these platforms that helped him get the exposure he needed. Now he boasts a book deal, a staff of 50 and several high profile TV appearances. He has taken more than 100,000 clients through his 90 Day Shift, Shape and Sustain Plan.
How can your business make the most of its personality and quirks? Can you do more on social media to help it realise its full potential?
When everyone goes left, go right
YouTube entrepreneurs, many of whom have made millions from posting their video blogs (or vlogs) online, have made their livelihoods from being ahead of the curve. From Zoella, to Pointless, to Tanya Burr, to Pixiewoo, there are now hundreds of YouTubers and social media stars in high demand with brands, who want to work with them as influencers. Dominic Smales, CEO of Gleam Futures and Zoella’s manager, is one of the few people who saw this coming at a time when traditional (paid) media was king.
Smales saw a window of opportunity whereby the audience consuming free content would migrate to consuming paid-for content, or become receptive to product placement – as long as the personality is right.Even thought the majority of marketers didn’t consider the YouTube community as credible influencers, Smales did. His digital-first talent agency today boasts some of the biggest names in the business.
If you believe in a trend, or have noticed something that you think will catch on, trust your instincts and go for it – even if it’s on a small scale initially to test demand.
Personality is everything
As with all business, a relatable and genuine personality stands you in good stead. This is particularly important for small business owners, as it’s your personal brand that people are buying into. As we’re approaching the end of the year, it’s a good time to take stock. Think about how you could use personality to help your business shine.
Content on this page is paid for and provided by Kia Fleet sponsor of the Guardian Small Business Network Accessing Expertise hub.
