Influencer Session with Taryn Lewis

Socially Powerful interviewed beauty influencer Taryn Lewis (@tiktoktare) who found her passion for beauty content through self-care and healing. Taryn initially focused on fashion but shifted to beauty after discovering skincare as a grounding practice. She focuses on unique and personal content by using macro shots and natural light to adjust in an oversaturated beauty space. Taryn predominantly uses TikTok and Instagram for community building, with TikTok promoting deep connections and Instagram for visually appealing posts. She defines influencer marketing as authentic partnerships that emphasize trust. She foresees the rise of micro-influencers and more realistic brand expectations in the evolving industry. Tayrn Lewis envisions herself as a full-time creator with a better work-life balance.

Taryn Lewis @tiktoktare

We caught up with beauty influencer Taryn, or as she’s better known to the internet, @tiktoktare, to talk all things community, collaborations, and content. Read on to discover how this savvy social media star is well underway to making it as a full-time content creator.

Where does your love for creating beauty content come from?

I fell into it, really. I’ve always considered myself more of a fashion creator, as I’m certainly no expert in makeup. However, it wasn’t until recently that I realized beauty could be a form of self-care. Silly as it sounds, the turning point was when my therapist introduced me to the idea of skincare as a form of grounding – I took that idea and ran with it. Since then, creating beauty content has become a form of grounding, a healing process for me.

The more I’ve experimented with filming, the more I’ve enjoyed it. It not only allowed me to try an array of amazing products but also encouraged me to take care of myself while inspiring my audience to do the same.

How has the oversaturation of the beauty industry online impacted the content you create? Do you have a USP you lean on in order to stand out?

The oversaturation definitely makes it more challenging to stand out, but I’m steadily discovering what resonates with me as well as my audience. I used to give precedence to unboxings since I enjoy watching them myself and the demos can be quite time-consuming.

However, I’ve recently begun to get more up close and personal with my beauty products, dabbling with macro shots and natural sunlight. My community now calls them commercials and comments that they appear like genuine ads, which is so exciting! In our industry, we’re usually trying to be more relatable, so I think this type of content is still quite rare which makes for a USP.

@tiktoktare

tagging brands until they notice me | @patricktabeauty @patrickta Major Skin Crème Foundation and Finishing Powder Duo: Fair 2 @sephora @taryn lewis @taryn lewis #patrickta #patricktabeauty #PatrickTaMakeup #PatrickTaCosmetics #PatrickTaHighlights #GlowWithPatrickTa #beautycreator #beautyproducts

♬ original sound – tare | DC • NY creator

Which platforms do you predominantly use? Which do you prefer for posting, and for community building?

I post regularly on Facebook, YouTube, Twitter (X), Threads and Pinterest, but TikTok and Instagram are my favorites for community building! TikTok not only provides a deep connection with my community, but it also promotes authenticity, making it feel like a safe space. Meanwhile, Instagram holds its own charm where I get to create content that’s more visually appealing.

In terms of engagement, both platforms offer their own special ways to connect with my audience through behind-the-scenes content. TikTok allows me to share more immersive, long-form pieces like vlogs. On the other hand, Instagram offers quick glimpses of my day through Stories. Both platforms enable me to chronicle my journey and offer a sneak peek into what goes on behind the curtain. Together, they allow me to balance authenticity with aesthetics while keeping my community involved and engaged.

How does community engagement vary on your chosen platforms?

It varies a lot depending on what I’m posting, when, and where – although I have noticed a few general patterns. My TikTok community has always seemed the most engaged, especially with transitions or behind the scenes – they often politely demand a sequel or a series.

Now, as I’m also posting more consistently on Instagram and YouTube, I’m seeing an uptick in engagement there, too! Surprisingly, my Instafam is also really loving my transitions, though they traditionally prefer my life updates, fashion and carousel content.

@tiktoktare

since you liked the first so much, here we are again✨ tag me if you try it so I can hype you uppp!! Tutorial @taryn lewis @taylorswift #taylorswift #swiftietransition #newtransition #transition #transitionchallenge #transitionsounds #makeuptransition #transitionidea #transitionvideo #taylorswiftbrokenheart

♬ New Swiftie Transition Idea Broken Heart – tare | DC • NY creator

YouTube is still pretty fresh for me, but my shorts like transitions and beauty demos seem to get the most interaction. I’ve definitely got a bunch of fellow night owls on TikTok and YouTube, since engagement spikes in the evening. Whereas, Instagram is most active during the day.

What is your favourite type of content to create, and which works best for your audience? Is there a juxtaposition?

I was going to say my favorite content to create are transition videos, but I really love it all – I’d say transitions have a soft spot for me and they’re definitely my audience’s favorite across platforms!! Recently, if I have to choose, my favorite to create is commercial beauty content.

I’m super proud of it and I’ve enjoyed playing around with it. A close runner up would be my behind-the-scenes vlogs, which seems to hit a sweet spot for both me and my community. It’s a fun way for me to offer more insight into my daily life, and honestly, I’ve had a blast experimenting with editing those, too.

The juxtaposition lies in my variety of content, it keeps things spicy and I don’t necessarily want to be confined to one niche. From creator tips and ‘Get Ready With Me’s to ‘Day In My Life’ vlogs and product demos, I’m able to engage a wide audience of creators, PTSD survivors, fashionistas and beauty lovers, offering a unique mix of entertainment, inspiration, and education.

@tiktoktare

A DREAM COME TRUE 🥹✨ Come with us to @COVERGIRL Content Creator Studio in NYC 🫶🏻💕🗽 Endless thanks to #COVERGIRL for inviting us for the day! Blown away by your stunning studio, aesthetic backdrops, high-tech gear and goodies galore. Beyond grateful for this opportunity and to be able to share this moment with you! Who wants to see the BTS bloopers and b-roll footage?! #EasyBreezyBeautiful #covergirlstudio #contentcreators #covergirlcleanfresh #comewithme #nycvlog #COVERGIRLstudio

♬ original sound – tare | DC • NY creator

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

To me, influencer marketing is an alternative to traditional advertising, where brands collaborate with influencers to promote products on the influencer’s platform. Collaboration comes in many forms from PR and gifted campaigns to ambassador programs and paid partnerships.

This approach helps brands to connect with their target audience in a more personable manner. As an influencer, it’s not just about building a substantial social following, it’s about fostering genuine relationships to create a community. The magic of influencer marketing lies in the trust and credibility that we’ve nurtured with both our audience and brands.

Why do you think influencer marketing is so powerful in today’s society?

I believe the power of influencer marketing lies in its authenticity – it’s like receiving a recommendation from a friend. We’re naturally more drawn to trying out something suggested by a real person over a random advertisement. This approach feels genuine and personal, allowing brands to reach their target audience on a deeper level across various platforms.

Do you have experience working with brands? How do you decide which brands you would like to work with?

Yes! I’ve had the pleasure of partnering with over 100 clients from Dorm Vibes to my first repeat client I AM PROUD, to working with Lancôme, YSL Beauty, and Valentino to representing Steve Madden, Olaplex, Benefit Cosmetics and Truly Beauty to becoming a partner with Victoria’s Secret / VS PINK and American Eagle — I am forever grateful.

However, I’m very selective about the brands I work with. If I’m going to collaborate with a brand, it’s usually because I’m already a fan of their products. However, if a new brand comes my way, I do a deep dive to ensure our mission and values align.

@tiktoktare

this is not an overnight thing. everything I’m talking about here is exactly what I teach in my Pitching Pack (bink in lio) 💃

♬ original sound – tare | DC • NY creator

How do you foresee the influencer marketing space changing within your niche in the next 12 months?

I don’t think influencer marketing is going anywhere, but I’m noticing a shift in our industry. Consumers are getting a bit weary of the constant selling and becoming more discerning about who they trust. That’s why user-generated content (UGC) creators and micro-influencers are gaining more traction.

Smaller creators may come across as more authentic than macro-influencers who have been caught with misleading ads. Micro-influencers can not only offer more engagement but also may be more cost-effective for brands. I also think we’ll see an influx towards brands incorporating more in-house creators for consistency across platforms.

Based on your experience, what would you aim to change about the creator industry?

If I could change anything in our industry, it’d be payment terms and unrealistic expectation of free work. As creators, we juggle multiple roles, often wearing many hats – from scripting and designing to staging and modeling to filming, editing and publishing – not just on one platform but all the platforms.

Yet, we’re often offered free products, commission, or exposure as payment, or actual payment often comes after a delay of 30-90 days. What’s more, we’re usually expected to script, plan, produce, edit, and publish within a week, without payment. Our time, our work, our dedication – it feels undervalued. That’s not to say there aren’t brand partners who honor our work with fair compensation and realistic deadlines. But they’re the exception, not the rule.

How do you balance your online and offline lives?

Balancing my online and offline life is an ongoing challenge. My role as a full-time creator can feel like a 25/8. Work and leisure often blur into one, making it tricky to shut off. I’ve learned that consciously disconnecting is crucial. Being immersed in social media can ironically feel isolating at times, so when I’m with family and friends, I make it a point to be fully present, intentionally setting my electronics aside.

I constantly seek new ways to ground myself to combat the overstimulation that comes with my work. Decluttering is one of my favorite ways to ground. Maintaining a clear and organized space has become essential to my mental well-being. When my room – my sanctuary – is cluttered with products, so are my thoughts. I also try to get my butt outside and ground in nature. Visiting local markets, beach days, and occasional mountain trips serve as my digital detox. They help me reconnect with myself and the world around me, away from the constant buzz of my devices.

Where do you see yourself in the next 5 years?

In the next 5 years, I envision myself still as a full-time creator, ideally in one of the major influencer hubs like LA or NY. Maybe even working in influencer partnerships or exploring other facets of social media. I imagine being surrounded by like-minded individuals who share a passion for creating and living life to the fullest.

Traveling to visit family and regularly attending events to continue nurturing personal and professional relationships. Overall, I hope to have a better work-life balance, inner peace, and sense of stability.

What is a piece of advice you would give to your younger self when starting out as a content creator?

Start sooner. Never let the doubts of others cloud your own confidence. Surround yourself with those who uplift and inspire you. Be efficient and batch film your content. Use tools like Metricool, Notion, Canva, CapCut and Snipfeed to streamline your process. Approach networking with brands as you would with making new friends. Maintain a constant thirst for learning and experimenting with your content. And remember to have fun creating and connecting with others!

@tiktoktare

2023 you were so good to me, 2024 can’t wait to see what you have in store 🎉✨️ thank you for an incredible year, I’m beyond blessed to share it w you & go into next year together ILY ENDLESSLY 💜 #2023recap #Adios2023 #CapCut

♬ original sound – tare | DC • NY creator