The Glossy Beauty Podcast Marianna Hewitt of Summer Fridays: ‘Video is really what gets people to convert’
May 18, 2023
Marianna Hewitt, co-founder of Summer Fridays, talks about her journey as an influencer, the success of their cult jetlag mask, strategies for going viral on social media, and the rise of short videos and TikTok. She discusses launching Summer Fridays with Sephora, their collaborations and offline community building efforts. Marianna emphasizes the importance of video content in attracting and converting consumers in the beauty industry.
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Early Influencer Career
- Marianna Hewitt started her influencer career on YouTube before Instagram existed.
- She transitioned to Instagram and saw its potential for brand promotion early on.
Early Instagram Landscape
- In the early days of Instagram, there were very few influencers, and brands lacked influencer marketing budgets.
- It was a period of mutual discovery, with both brands and influencers figuring out the landscape together.
Affiliate Marketing Data
- Early affiliate platforms like RewardStyle (now LTK) provided data on clicks and sales driven by influencers.
- This data revealed influencers' impact and sparked the idea of creating their own brands.