Over the last decade, Apurva Saxena has seen the lives, worlds and works of influencers change from textual to visual-first communication.
When Apurva Saxena began her career as a blogger, Blogspot or WordPress were the only mediums an influencer had to concentrate on. Over time, things changed with the proliferation of social media. The way brands look at influencers and their work has also changed over the years. The way influencers communicate with their followers too has changed in a big way. In conversation with Social Samosa, she tells us about her journey so far.
Looking back, where did it all begin?
In 2009, when being an influencer meant being on Blogspot or WordPress. The time when honest and heartfelt reviews were the only possible way of creating content. The time when there were more words and complimenting images. I was doing multiple jobs at once, being a lecturer in Delhi University and being a freelance graphic designer; everything connected me to the digital world. That’s where I met blogging as a way of influencing and expressing myself. That’s where it all began!
What’s in the name?
For those who don’t know, my blog’s name is Kalapalette. Kala means Art in Hindi and my blog is a canvas where I paint with words and images every day. Having the right name, or a name that defines you is very important for yourself and your presence on the digital front.
What is your USP in this cluttered space? How does your content give you an edge?
I give in my creative inputs to everything that I create digitally. I love interacting with brands, understanding their requirements and creating something that will catch the attention of the masses. Something that is worth sharing, bookmarking and tagging. That’s my USP.
Please take us through your content creation process. How do you stay relevant and relatable?
Being an artist forever, I have always had the habit of exploring. Creative ideas can be consumed from everywhere. You just need to explore. As I mentioned, I first talk to the client and understand what kind of content creation they want at the moment and then I sit with my team to come up with an advertorial style content draft that will address the audience in the easiest way possible. It is all about keeping the content clean and catchy.
How do you make moolah with your efforts?
Brand collaborations, providing consultancy services and doing odd freelance jobs to sustain.
How do you maintain editorial objectivity with the influx of brand briefs?
I try and reason with the needs of the brand, but I certainly do not restrict myself with the briefs that the brand provides as my only source of content creation. I am clear with brands that I need to connect with my audience every single time. My audience understands my way of putting the word out, and they would want to hear from me in the same manner always. So I do adhere by editorial objectivity but do keep an open prospect of tweaking it to fit my content niche.
One instance/experience that made it all worthwhile
Every day, when I go through all the messages that I receive from my readers or the kind of feedback that I receive from my clients, I feel content and motivated to work even harder. All the queries and DMs that I receive, I try and interact as much as possible, so that I can understand what demands in terms of content my readers have for me and how well did the clients have admired my work, with a scope of improvement moving forward. These daily instances are what truly make this journey worthwhile.
Weirdest brand brief/request ever
All the ‘fairness’ product promotions that I have received since the last 10 years. I find such products ridiculous and totally not worth promoting at all.
If not blogging, you would be?
An editorial travel writer with some travel magazine.
A day in your life…
Purely depends on the agenda for the day. If I have a lot of desk work to be done, I prefer converting my home into my office. If I have content creation and meets lined up, then I spend my day at my office with my team. If I am travelling, then I live my life to the fullest, amidst creating content for my readers.
Message/tips for upcoming bloggers
Be true to your own niche and try stick by your own rules. Get inspired by others but don’t try and copy. That’s plagiarism! Also, connect with your audience as much as you can. Because they are the ones for whom you create content.
Your Favorite Influencer
Patrick Starr & Lilly Singh.
The Future you foresee for your Personal Brand
Growing, evolving, creating, exploring and innovating.