Influencer: it’s one of our culture’s hottest buzzwords. There’s no denying that social media runs our lives, and utilizing Instagram Influencers is perhaps the most promising marketing strategy a brand can implement in our current fashion landscape. Influencers are the people who develop a significant presence on a social media channel—most notably, Instagram—and whose audience trusts and follows their lead on trends, products, style, you name it. These people have the platform and the reach to, well, influence—but in a way that fosters a relationship and level of engagement with their audience that’s unique to social media.
Caroline Vazzana has the influence. As the mind behind lifestyle book/blog “Making it in Manhattan,” Vazzana uses her experience in the fashion world—which includes writing for magazines like Marie Claire and InStyle and working with designers like Betsey Johnson—to share her insights on style, beauty and career. Her Instagram, @cvazzana, has 221K followers, and as is evident from her killer photos, Vazzana is a trusted style guru—what’s more, she’s a successful influencer. We sat down with Vazzana to discuss the fashion influencer lifestyle.
What does it mean to you to be an “influencer”?
Caroline Vazzana: I think being an “influencer” means having a voice and a presence in the social media dominated world we live in. It means having a message and a voice within your platform that you use to impact, uplift and inspire people.
What does your typical workday look like?
CV: No two days are ever the same—some days I could be running around the city for meetings, others I could be writing all day long or shooting a campaign. Usually I always end my days with an event or two.
Where do you get your style inspiration?
CV: From everywhere! The cities I’m in, the people I meet. I also find that Instagram actually does serve as a great source of inspiration. I find myself constantly saving and bookmarking pictures I want for inspiration.
What kind of posts do you think your followers respond best to?
CV: My followers love fun outfit shots from me—but I think if the caption is also interesting, whether an uplifting message or cool story, those do the best!
What makes you more likely to partner with certain brands or promote certain products?
CV: I like to collaborate with brands I believe in and whose messages align with mine. Recently I worked with two brands on campaigns with very positive messages.
In your opinion, how do you think social media has changed the fashion landscape?
CV: I think it’s changed it entirely. When I first started in the industry, social media was around, but it wasn’t what it is now. It’s totally changed the industry and the way we work.
What trends are exciting you right now?
CV: I’ve seen so many feathers on the runway during fashion month and I think they’re so fun and playful, so I’m excited to start incorporating them into my wardrobe.
