Marta Sierra is an international fashion influencer from Barcelona, Spain. Known for her dynamic and colourful videos, she built an engaged community of over one million people that follow her style, life and travels around the world.
Do you remember the day when you have decided to start your social media account? Was it aimed for your private usage, or you have planned to blog?
Yes, I remember about 6 years ago that I proposed to Tom, my boyfriend, to take some pictures of my outfits to post on Instagram. It started out as a profile for just my friends, but as I saw some bloggers doing this full time and very consistent, I wanted to give this a shot myself. I’ve always been into fashion and photography since I was little, so it seemed something really fun to do. Slowly we started improving our content and began to post daily, growing to a point where we decided three years ago to do this full time.
How do you manage to be sincere with your audience, and are there any spheres of your life that you prefer not to show?
I’ve always found it important to be myself on Instagram and not overthink or look at what others are doing too much. From the beginning, it was important for me to create the type of content I really enjoy and in the style that makes me happy. Besides, I can be quite clumsy from time to time and while creating our videos and pictures, we end up with lots and lots of fails and bloopers that I’m not afraid to share. I think it’s these exact things that are so appreciated by my community. When you’re focused on doing your thing, with your true personality and in your own unique way, people can truly feel this whether it is in real life or on the internet. To answer the second part, I really enjoy making people feel happy and energetic with my content. I understand people have so much going on and so many distractions, that when they choose to interact with my content, I want them to enjoy it. This, on the other hand, maybe results in me not sharing enough of my own hardships and struggles as I don’t like to bother people with this. I might be something I’d want to share more, as I also understand this can be a source of inspiration and relatability for people in the same situation. Also, many of my followers are genuinely interested in how things progress. So that makes it feel worth it to share a lot of things from my life. Of course, we also have times where we feel sick or where something sad happened in our family, and that does feel like a line where I don’t think I should post too much about that.
How to deal with hate, and is it worth it?
From time to time, I get negative comments about the way I look, behave, dress or my body. I am lucky to have a personality that does not get affected too much by the opinions of others. Besides, I receive so many amazing comments from my followers that make up for the few negative people out there. Talking about this, I even turned some of those comments into a video to show that we should just keep doing what we love doing. There’s always going to be people that don’t like what you do or say, but that shouldn’t stop us.
How much time does your Influencer activity take you? And how long does it take to create content?
Tom and I work every single day and even though we travel a lot, we never really take any vacation. Some content ideas come very fast, others take more time to execute. It’s an everyday kind of a job, from creating, to editing, to working out campaigns, coming up with new ideas and interacting with my community.
Do you feel your Internet popularity in real life? Do people recognize you on the streets?
Absolutely. The last year has changed a lot for me. Most of the days, many people come up in the street to say hi, whether it is in Barcelona or abroad. It’s something I had to get used to a bit in the beginning, as it’s not easy to understand the numbers and magnitude behind ‘views’ and ‘likes’ and I’m actually quite an introverted person, but it’s definitely one of the aspects of my job I enjoy the most! Meeting my followers and hearing the super sweet things they have to say always makes my day!!
Could you please comment on the following statement: the bloggers' credibility has dramatically dropped in recent times since 80% of them have fake followers, and all quality-defining programs are very easily cheatable. And it is the reason why a lot of big brands are back to old advertising methods, which reach is countable.
This is something I have not heard about within the industry. What I know is that social media campaigns and influencer marketing continues to grow compared to traditional advertising methods. Besides, I also believe brands and agencies are getting better and better at selecting the right influencers and creators, with genuine followings and high engagement, resulting in more organic and more targeted exposure than before.
What kind of offers do you usually reject?
It’s so important for me to work with brands or products that fit my personality and that I’d wear or use myself. As a creator working on a collaboration, you don’t have control or say over everything of a campaign of course, but we only select partnerships that align with me and that could be interesting for my community. This said, I think we refuse 90 percent of the brand request we receive these days.
What inspires you for your posts?
Tom and I brainstorm together to come up with ideas and we get inspired by many different things, from a song that is trending, to some fashion pieces or trend to a funny or iconic scene of a movie.
Do you style your blogger looks by yourself, or do you have a professional stylist?
I style all my outfits myself. It might even be the most fun part of the whole process. I have always loved fashion and the way it just endlessly evolves. There is so much room for creativity and trying out different colors, patterns, shapes and textiles. Being a fashion influencer really gave me the opportunity to create my own style that I feel comfortable with and I can see that many of my followers enjoy the colorful choices I make!
What programs do you use while working on your blog? Can you recommend some tips for bloggers who are beginners?
I think my first tip would be to just start. Most people postpone until they come up with the right style, or the perfect idea, etc. The thing is, nobody that is now great at something started like this. It takes time, experience and improvement, so you have to start somewhere.
Secondly, I’d advise to develop your own style. Try to not focus too much on what others are doing, even though that might seem comfortable. I once read this quote: if you try to do what everyone else is doing, you’re destined to become average at best.
At last, be consistent, create every day, be critical of yourself and try to improve your skillset.
And about our tools and programs, we mostly use our phones to shoot the content and edit on our computers. I’m so happy that these days, we don’t need crazy cameras, big teams and expensive editing programs to do what we love, giving many people the possibility to take a chance at this.
What is your biggest, most proud accomplishment online and/or offline in the past year?
This is difficult to say. A few months ago I reached one million followers, which is quite a symbolic number to reach. I was also honored to receive an award of Fashion Influencer of the Year or to work as the first influencer ever on a campaign with Zara. Also walking my first runway was an amazing experience. But besides these moments, I also really remember well the first girl that ever came up to me in the street telling me she loved what I did! Or recently, when a mom came up with her little daughter, telling me they watch my videos each night before night time. I really treasure that!