All entrepreneurs hope that they can turn what they love into a thriving business. For popular vlogger and beauty guru Laura Lee, a love of cosmetics and a devoted social media following helped her launch a line of eye shadow called Laura Lee Los Angeles.
The first product, a vegan, cruelty-free $40 eye shadow palette of 10 fall color options called Cat’s Pajamas, sold out in days — which is not surprising since Lee has more than 3.5 million subscribers on YouTube and 1.9 million followers on Instagram.
Lee says that the first product is only the beginning. “We’re looking to grow the brand,” she tells Entrepreneur. “We want to be a full makeup line and turn into something great. So we’re just getting started. But we know it’s going to be huge. We just have to stay working at it every single day.”
We caught up with Lee to get her insights about how to grow an audience and make sure that your passion always shines through.
How did you get your start with Instagram?
I always loved makeup, and where I’m from in Alabama, there just wasn’t a lot of cool artistry going on. So I started my Instagram page. I started posting pictures of just my eye with my makeup done really cool over and over and over again.
What other platforms do you use and what percentage of the time do you spend on them vs. Instagram
YouTube is the main social media outlet I use. I post three videos a week on YouTube and I normally post one piece of content a day on my Instagram, whether it be a video, picture or a boomerang. But it’s so much faster to create content for Instagram than it is for YouTube. I spend a little more time on YouTube. I also do my Insta-Stories. And I also do my Snapchat, Twitter and Facebook.
How much of your time do you devote to it?
It is my career. I would say every day we probably spend 10 plus hours working on some odd or end that ends up being for social media, whether it be filming a video or getting ready to film the video of prepping or pulling makeup or applying makeup, it all leads back to social media. So I would say around 10 hours a day because we work seven days a week right now.
How do you promote your account? What’s your number one way to gain followers?
I think hashtags are very helpful as long as you’re using them correctly. You’re making sure that you’re hashtagging things that have to do with what your post is about. I also think posting videos on Instagram helps, because on the Explore page on Instagram, they don’t really share pictures as much. They share way more videos, so your chance of getting it exposed on the Explore page [improves] by posting videos. And also a lot of my friends and I will team up and we’ll post a picture together on both of our pages so we can kind of interchange our audiences.
What’s your content strategy?
I try to read into and see what got the most likes. Typically pictures with my husband and family get tons of integration so that lets me know my audience doesn’t just want to see makeup because they want to see who I am. I try to focus in on what was pulls in the attention and try to recreate that in different variations.
Read more from her interview here:
This Beauty Guru Turned Her Instagram Following Into Customers for an Instantly Beloved Makeup Line
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