For the month of July, we have TWO wonderful Influencer Spotlight Interviews: a monthly series designed to provide our influencer community with valuable insider information about the industry.
For the first one this month, I chatted with my friend Nathan Rollinson, who runs The Rollinson London. Originally from Cambridge, Nathan now lives in London, where we first met a few years ago at a “Friendsgiving” that our mutual friend was hosting. Straight away, I noticed he had an impeccable eye for great style, but the more that we chatted he quickly became one of the most fascinating influencers I’ve ever had the privilege of getting to know. I’ll let him tell you more…
WH: Let’s start at the beginning: how did your influencer journey begin?
NR: Originally from Cambridge, I’ve moved to London where I discovered my passion for the city’s gems. I started by hanging out in beautiful hotels, restaurants and shops, snapping pictures of what I was eating and drinking for Instagram as a hobby- just like the rest of us. But this hobby became a reality when I realised that my following had grown significantly as a result of these photography skills I’d acquired to set myself apart from other social media users. While I’ve been deaf from birth, it seems that I have developed an extraordinary observational skill to compensate for my lack of hearing.
WH: I would certainly agree- that is beautifully stated! I remember one of the first things that I noticed about you when we met in London was that you have an uncanny eye for elevated style. It’s incredible! Have you always had a passion for this subject?
NR: I’ve always love beautiful details from the building, interior, fashion and to name a few. This passion has started when I was a young age where my parents usually took to me to a few stately homes or museums, which developed my enthusiasm for history and interior.
WH: That makes sense- there is certainly a timeless elegance to your style! What is your favorite partnership you’ve worked on to date and why?
NR: There are a few favourite partnerships I have worked on in the past, but one beauty and fashion brand Ermenegildo Zegna, stands out because of their future visionary and ethnical yet innovative toward the media industry which brings the marketing together. This gives a great input on engagement with the audience. Not just only on their great belief on the media world but the brand itself is truly timeless, elegant and especially on their beauty scent, which are my favourite. The brand is designed in Milano and produced with Ermenegildo Zegna’s own Italian bergamot, exclusively harvested in Calabria, Italy, for exceptional quality.
WH: That’s an incredible brand to be associated with! What advice would you give to an influencer in the style sector who is looking to secure more brand partnerships?
NR: I would advise an influencer to follow their passion and gain some knowledge of the brand before approaching a partnership. From my previous experience, I’ve always started with volunteering my time to gain some experience and to build a relationship with the brand I have been admiring for some time. That way you can build a portfolio of your previous examples of work to showcase to the brand.
WH: What has been the biggest shift you’ve noticed in the influencer industry from when you first started until now, and how have you adjusted?
NR: As it’s seems, everyone reads less and seeks more imagery these days. I remembered back in my time when I founded The Rollinson London, it always contained a lot of writing, directing, creating new content for any upcoming editorial article – which I am still very much still doing the same today. This shows an example of work you have created which you have stamped your mark on it. It always feels so rewarding at the end. But also, with these social platforms, it changes constantly. Especially when it comes to your audience always asking you to expand more and more in different areas – whether it’s travel, fashion, beauty etc. There’s also been a lot more of video content on YouTube or IGTV, which is something I want to experiment with more and learn from. It will be interesting to see what will five years’ time will be like for the media industry. Always plan on what you can actually achieve and deliver on a weekly/monthly basis, which gives you a better pace and idea where you can grow your business rather than overthink on what’s happening in the future– things are always changing around so quickly.
WH: Last question: there are so many things clamoring for your attention as an influencer. How do you prioritize what is most important?
NR: It’s always important for me to schedule all posts in order to stay on top of what’s happening during any given week or month – especially when it comes to promoting something such as a restaurant or fashion event to name a few. I would also say it’s important to always follow your instinct on what you should be promoting on behalf of your brand, as it can get quite overwhelming when you try and do everything. Slow it down for a bit and be sure to have some images and content ready beforehand so you can breathe. This is the best way to ensure that you feel you are always in control.
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