Influencer Sessions: Get To Know @emmaflicc_

We caught up with TikTok content creator, Emma, or as she’s better known @emmaflicc_, to talk all things marketing, media, and moving to Dubai. For more insight into this female entrepreneur’s top tips for living life to the fullest, keep reading!

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

I started off by sharing my braces journey back in 2020, and it grew from there. There’s only so much braces content you can make, so I started making fashion content, day-in-the-life videos, and rants. Since starting my account my followers have gone through my braces journey, buying a flat, quitting my job, and now moving to Dubai where I have been for just over 1 year. 

@emmaflicc_

BRACES AT 27! Vlog No. 1: Showing You My Teeth #braces #dentistry #dentaltiktok #teeth #millenial #cosmeticdentist

♬ original sound – emmaflicc_

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

Tiktok is where I post the most on my feed, Instagram is where I post more on my Stories. In terms of engagement TikTok is absolutely my favourite, it is a lot easier to go viral and therefore much easier to reach new audiences. I also find people comment on my posts more on TikTok rather than Instagram, so it is easier for me to engage back.

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

I do a bit of everything in all honesty but mainly I’m just sitting on my sofa having a chat to the camera. I describe my content as ‘the FaceTime effect’, I want followers and viewers to feel like I’m their friend in their pocket that they can get a natter out of every day. 

@emmaflicc_

CODE: EMMAFLICC1 @YesStyle haul! #haul #yesstyle #kbeauty #jbeauty #anua #viral #beauty #beauthaul

♬ Cute Girl – EXJUNE

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

Influencer marketing to me allows brands to legitimise their product or service. If an influencer says they like it, they should be seen as a known reliable source that is way more powerful than any billboard or TV advertisement. 

Why do you think influencer marketing is so powerful today?

Influencers allow you to reach your core audience in a way never done before. You can get the insights of the influencer’s followers, their gender, age, location etc. This means you can be much more strategic in who you bring on board to work with. It makes for a much more personal way to engage with your core or target shopper. 

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

Yes I have. I am very particular about who I work with. I’m in a very fortunate position where content isn’t my main source of income, so I only take on ads which are relevant to me. I’ve done a fair bit via TikTok shop and affiliate codes which is another fun way to work with brands as it’s easier to track the success of my content. 

@emmaflicc_

Use code EM20 for $$ off @FITT Meals #dubai #dubaifood #mealdelivery #mealprep #mealideas

♬ Kawaii Aesthetic – LoES

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

I think there will be more of a shift to those with smaller platforms, but with a super engaged audience. Some of these bigger influencers are just taking any ad deal they can, or are being wrapped up in scandal with their ads promoting the benefit of a product which is clearly not true (mascara-gate). I think those with smaller audiences will be seen as more trustworthy, and from a brand’s perspective you can get more smaller influencers with the same cost of one large one. 

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

The speed at which people rise and fall on social media is insane. I feel like every week there’s a new ‘scandal’ which will be soon forgotten about. I think the sensitivity of audiences is becoming more and more heightened, and while this can be amazing to help build your brand, it can also be the reason your content career disappears overnight.

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

I edit the vast majority of my content in-app, but I am partial to a premade CapCut edit every now and then. AS part of my ‘FaceTime effect’ strategy I am very specific on how my content is edited.

How do you balance your online and offline lives?

I work full time in marketing so it allows me to keep my mind busy during the day. Thankfully though my job does mean I have to keep on top of trends so being on social media at work isn’t necessarily a bad thing.

Which influencers inspire you?

This is a very good question because I don’t think I am inspired by any in terms of ‘I’d like to be them’, but I am inspired by their careers and how they have grown online. Examples would be Florence Simpson, Emily Lucy Rajch, Georgia Millie and of course Tube Girl! 

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

I’m in a very fortunate position in that I don’t need to be an influencer due to my work outside of it, but with that being said I would love to do more ads, I’d like to get more recognition for my ability to bring in customers. I’d love to start a podcast (I have so much to say), and I’d also like to look into combining my on and offline lives. Working in marketing like I said I have to keep on top of the trends so I think there’s opportunity for me to speak on the topic as I have the professional experience and the online audience already.

@emmaflicc_

Some tips if you make content for your corporate social media page! #socialmedia #tips #socialmediamarketing #contentcreator #contenttips

♬ Storytelling – Adriel

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@ Socially Powerful