Influencer Session with Ernest Em

Socially Powerful interviewed popular photographer and content creator Ernest Em (@19tones) about his journey in the creative industry and his evolving style. Ernest began his career by sharing his photography on Instagram and gradually building a loyal following with fresh, experimental content. He has collaborated with top brands like Porsche, Adidas, and Hennessy. Ernest defines influencer marketing as an authentic brand collaboration that builds trust through personal experiences. He aims to continue producing high quality work and further grow his influence within the creative industry.

Gabrielle GAB @yourstylistgab

We caught up with Ernest Em, or as he’s better known online @19tones, to talk all things photography, personal style and producing high-quality projects. Read on to discover more about how Ernest’s creativity and determination in the arts has led him to score deals with the likes of Porsche and landed him a flourishing career in a field he’s most passionate about.

How did you come to discover your style and eventually stick with it? Or is it something that is constantly evolving?

I experimented a lot with photography; capturing cities, nature, lifestyle, portraits, and professional shoots. My style has always evolved in accordance with my interest in photography and is still transforming as I continue to explore new forms.

Tell us about your background and how you started to build your following.

I simply started sharing my photos on Instagram when I began my photography journey. Blogging wasn’t popular back then, and I didn’t have a specific goal of acquiring clients or creating promotional content on my page. My main objective was to inspire as many people as possible and, at the same time, receive feedback on my work.

Which platforms do you predominantly use? Which is your favourite for posting and which is your favourite for community engagement?

I mostly publish my work on Instagram. However, I also use Behance for professional purposes. My goal is to grow as a photographer and never forget about it. The Instagram audience is my tool for development, communicating with people, and expanding my network.

What type of content do you create (video/static etc), and which type works best for your audience?

First and foremost, I create photography. However, in the past, I’ve had great collaborations with brands where my team produced videos about me and my experiences using various products. These were genuinely complex videos in which we used Black Magic, set design, light setups, and more.

@19tones_

19 sq.m. of holographic dichroic film. That’s how we turned them into photo props. #творческийподход #творческаяпрофессия #creativeideas #creativeart

♬ оригинальный звук – @19TONES

My audience is accustomed to seeing something that can challenge them creatively, something fresh, new, and experimental. I often post everything I shoot and share my experiences, emotions, and feelings, trying to convey a certain message. For me, this works better than just posting Reels. It engages the audience much more deeply, especially when it comes to long-term followings.

In your own words and experience, how would you define “influencer marketing”? 

Influencer marketing for me is a type of brand-influencer collaboration. Brands use influencer marketing to promote their services and products by showcasing them to the influencer’s audience.

Why do you think influencer marketing is so powerful today?

I think that influencer marketing is still powerful today because it primarily revolves around authenticity, offering a more natural and organic approach compared to conventional commercial advertising. It is based on personal experiences, which fosters significant trust among the audience. Additionally, influencer marketing is incredibly versatile. You can promote physical products, services, events, or even someone else’s collaboration, serving as an opinion leader, as long as it aligns with your audience.

Have you worked with brands before? How do you decide which brands to work with?

Yes, I have collaborated with various companies. I have worked with Adobe, Porsche, Hennessy, Coca-Cola, Adidas, and many others. For me, it has always been about maintaining quality and a creative approach. For instance, in my collaboration with Adobe, I didn’t just serve as an influencer; I authored in-app interactive tutorials for their mobile editing application. I supported the collaboration organically.

In my collaboration with Porsche, I assumed the role of a photographer and artist, creating dynamic visuals for their Taycan car. The content was featured on different websites, and I further promoted it on my Instagram.

In the project with Adidas, I functioned as a creator for the Nite Jogger campaign. It included a significant event with photographs I created, exhibition, physical prints, inspired by the Nite Jogger theme. It also involved a live performance during the photoshoot, and so on.

My main objective is always centred around challenge, competition, and inspiration. Each time, I aim to inspire people by showcasing the results and discussing the process and approach.

How do you think influencer marketing will change over the next 12 months?

In my opinion, influencer marketing is currently evolving in line with the new capabilities of social media. Whenever new features are introduced on platforms like Instagram or TikTok, they are sure to be incorporated into influencer marketing strategies. It’s quite challenging to imagine what else could be new in Instagram because the app often acts like a sponge, absorbing or borrowing features from other successful applications. We already have TikTok, YouTube, and Instagram as the primary platforms where influencer marketing works best at the moment.

How has influencer marketing changed since you began working within social media?

Influencer marketing has undergone significant changes. When I started, there were still popular text blogs, but I wasn’t particularly interested in them. At that time, platforms like Instagram, Periscope, Snapchat, and YouTube were already popular. If you had 20,000 followers on Instagram or anywhere else, you were considered a star, a prominent figure. At that time, only paid posts were used, and there weren’t all the features we have today. There was more trust in such posts because it wasn’t as widespread. Today, many people engage in influencer marketing with audiences ranging from 10,000 to millions of followers, marketing agencies are being established, and more brands are entering the influencer marketing space. Today, we have a new industry.

Do you use any software to help create and edit your content?

Yes, I do. I mostly use Adobe Creative Cloud, Davinci Resolve.

@19tones_

Made a video in collaboration with Adobe Premiere Pro! Enjoy!#AdobePartner #PremierePro

♬ оригинальный звук – @19TONES

How do you balance your online and offline lives?

I wouldn’t call it a “balance,” to be honest. Posting online is still a part of the equation. I continue to post several times a month. However, now I’m trying to focus more on offline events because I have ambitions to continue growing in the professional field as a photographer.

Where would you like to take your career as an influencer?

I would like to take my career as an influencer in the creative industry, working on commercial campaigns, art, and advertising. I just want to continue creating high-quality projects and sharing them with my audience. I believe this is crucial because it helps build a dedicated following. If you are a professional in your field with an audience, you automatically become an influencer, but it doesn’t work the other way around.