Adam: Congratulations on your success. How did you go from an intern at The Veloz Group back in the day to a micro influencer?
Alex: I always thought I would end up back in LA after that summer (still one of my favorite summers ever) but my brother and I saw an opportunity to do something great in Miami. It’s a relatively young city and not a lot of old money here. It was also a time when all the talk was how influencers are making social media their full-time jobs. We put two and two together and decided to highlight Miami through Instagram.
Adam: What are some of the brand deals you have closed? How did they come together? Did you reach out to them or did they reach out? What information did the brands ask for?
Alex: We’ve reached out to a few concerts and/or events for free VIP passes but all paid sponsorships have reached out to us. I guess it seems weird to reach out to brand asking them to pay us! We’ve worked with BMW, McDonalds, Jaguar, Del Monte Fruits, Wing Stop, Lyft, and a few local brands. The brands ask us for our demographics, engagement and reach. We typically hop on a phone call and end the phone call with a deal.
Adam: If you are comfortable doing so, can you talk economics? How much money do you make on deals? How do the negotiations typically work?
Alex: It really depends on what the job entails. The more work/time, the more we will charge. We pretty much always negotiate.
Adam: What advice do you have for those interested in working with micro influencers? How do you do decide who to work with?
Alex: We will work with anyone who is on-brand. If we can find a way to apply their brand or message to Miami and/or South Florida and the culture here, we will work with them. My advice would be to reach out and be open to negotiating. Also, to remember that although micro-influencers may have less followers than larger influencers (and we know they are paying for exposure), it’s important to remember the time that goes into it all.
Adam: What advice do you have for those interested in becoming influencers or micro influencers?
Alex: Stick to it. It can be disheartening when you feel you are not growing fast enough, or are stagnant. A post or two may not perform as well. This happens to all. I’ve read/heard influencers with millions of followers say this too. Instagram’s algorithms can be tough too. It’s all about sticking to it and finding the audience that likes you content and will engage with it.
Definitely do not use any engagement bots and don’t pay for likes or followers. That will bite you in the a$$.
Adam: What has being a micro influencer taught you about branding and marketing? What are your three best marketing and branding tips?
Alex: My brother, Philipp, does BSB with me and he is the marketing/branding guy. I learn a lot through him. I’ve definitely learned how important marketing is. I get calls after posting a location and/or brand from the owners thanking me because they’ve had a ton of people come in mentioning us. I’ve also learned that it’s important to stick to your brand guidelines but also to test out new things like content.
Adam: What is the biggest misconception about the influencer world and life as an influencer?
Alex: I am not always on my phone. I mean, I’m sure a lot of influencers always are. But I’m not!
Adam: What are some of your memories from your time as an intern with The Veloz Group?
Alex: I was in the production department. I loved the creative environment and the freedom we had. A group of us casted, wrote and shot the “You Can’t Fake an Ergasm” commercial. You and your sister Rachel were awesome and so supportive. As a 20-year-old at the time, I wasn’t used to that.
Adam: What are your hobbies and how have they shaped you?
Alex: I am a huge reader. I think it’s my form of meditation and I think that’s helped me a lot with day-to-day stress of life and work. I have the Instagram but I also work a full-time job.
Adam: What is something about you that the many people who follow you don’t know?
Alex: There is so much they don’t know! I make the Instagram more about Miami than myself. I should probably change that a little…