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Inside Influence: One On One With Torri Webster

I spoke to social media influencer Torri Webster about her upbringing and her best advice

Adam: What is something about you that the many people who follow you don’t know?

Torri: A lot of my followers may not know that I am actually in my fourth year of university studying Creative Industries at Ryerson Universiy in Toronto. It is an interdisciplinary program, so I study both business, and the creative aspects of the industry. I have been juggling my work as an influencer and my student life for the last four years. This isn’t always shared on my social media, but it’s a huge part of my life!

Adam: How did you become an “influencer”? What is the inside story?

Torri: When I was 14 I was cast as the lead of a Nickelodeon/ YTV show. My audience on social media stemmed from the role I played on television. One of my co-stars was already quite popular on social media, and she definitely helped put my name on the map, and get my profile seen! The progression to becoming an “influencer” happened naturally as the industry shifted once creators started monetizing their following. I hopped on board right at the beginning, and have been creating branded content ever since.

Adam: ​What advice do you have for those interested in working with influencers? ​How do you do decide who to work with?

Torri: My advice for those looking to work with influencers is to seek authentic partnerships, and to not just work with someone because they have the most amount of followers. Often micro-influencers have a much more engaged audience that can be very powerful for a brand. Consider the influencers demographics, reach, and impressions when trying to find the right fit.

Adam: What advice do you have for those interested in becoming influencers?

Torri: Try to stay as involved in the community as possible! Look to intermediaries who help influencers set fair rates, and connect influencers to both local and international brands. Using these platforms can help get your page noticed by major brands.

Adam: What is the biggest misconception about the influencer world and life as an influencer?

Torri: The biggest misconception is that the influencer world is glamorous! Often I will have to shoot and re-shoot content for hours at a time. We work really hard to bring brand stories to life, and I think people like to simplify and discredit our work. We are tastemakers, and trendsetters, and with this we are beginning to demand respect in the industry.

Adam: What has being an influencer taught you about branding and marketing?

Torri: That when partnerships feel authentic consumers will listen. People are losing trust in television ads, and billboards. Now consumers turn to influencers for relatable peer-to-peer advice and recommendations. The shift is definitely moving towards word of mouth marketing, and using influencers allows for the spread of positive brand awareness.

Adam: ​What are your hobbies and how have they shaped you?

Torri: Some of my hobbies include spinning, and yoga! I try to stay as active as possible because it keeps me grounded in this very hectic and pervasive social media community.

Adam: ​Who have been the biggest influences in your life and how do you pay it forward?

Torri: My parents have been my biggest influences. My father is also an entrepreneur, and has taught me so much about the business world. My mother is extremely creative, and reminds me to have fun and embrace my playful side. I like to think I am a good balance of both the creative and business mindset. I like to pay this forward into the industry by using my business expertise to create new standards for the influencers in the marketing sector, but I also use my creativity to keep the quality of my content aesthetic, and engaging. 

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