Isn't this a beautiful view?

Everyone loves a nice and relaxing tropical area.

Wouldn't you like to see yourself there?

The Reality: Good content or bad, if people like you, it doesn't matter what you're selling, it will sell.

Know what draws your viewers in and focus your content there.

Jayda Cheaves gained her popularity online by selling hair and gradually developed enough clout to transform into influencer in the social media space.

She understands her audience at its core, understands why they are drawn to her, and creates content that aligns with that.

For her third act, she has focused her efforts on creating an entire fashion brand, Waydamin.

The Psychology

1. Social Identity Theory: Individuals derive part of their self-concept from the groups they identify with. When influencers wear and promote their own products, they create a sense of belonging and identification within their audience. This strengthens the bond between the influencer and their followers as they share a common identity.

2. Social Proof: people tend to look to others when making decisions, especially in ambiguous situations. When an influencer wears what they sell, they provide tangible proof that the product is worth buying and using. Seeing someone they admire wearing the clothing builds trust and credibility, increasing the likelihood that their followers will make a purchase.

3. Mirror Neurons: specialized cells in our brains that fire both when we perform an action and when we observe someone else performing the same action. This means that when an influencer wears their own products, their audience's mirror neurons activate, causing them to mentally simulate wearing and experiencing the item themselves. This phenomenon helps create a sense of vicarious experience and connection.

In Action

Jayda & her Waydamin brand displays exactly what many of the women who look like her would love to see themselves in. (Social Identity Theory)

Similar to Ralph Lauren having a Big & Tall line, not everyone can picture themselves in certain garments, so when Ralph Lauren finally offers that slim fit polo that was only cut for the european fit is now available for the Big & Tall individuals, it blows up.

When your followers see you, the influencer, they see themselves. Many times a version of themselves they aspire to be. You are the cosmetic aesthetic for an entire group of people that support you.

• Physical Attributes
• Use of Language
• Relatability/Personality/Anti-Meangirl/Inclusion

Jayda does a good job of creating content that could easily be what her followers are doing on a day to day basis. Party, hanging with friends, relaxing at home, enjoying a nice vacation, etc...

Fashion content is a natural fit for a platform like Instagram since its primary focus is the "visual and aesthetic".

You go to Instagram not to get the most insightful piece of info, but for lifestyle visualizations.

This is how your brand will stand out.

What The Viewers See

What She Understands

Everyone wearing pink Waydamin items at once wasn't simply by chance.

Make it natural. Incorporate your products into your content.

If you don't feel comfortable doing this, do you not believe in what you're selling? (SOCIAL PROOF)

The Formula

The Formula Applied

Jayda didn't stop living her life to promote her brand, she simply brought her brand into what she had going on at the moment. It wasn't pushy or too salesy. It worked exactly as it should.

That's how you make it real.

Show your supporters how much you actually use your own product, ESPECIALLY if you're a fashion brand.

Of course, you don't have to wear your stuff 100% of the time on every part of your body, but make sure there is a clear association between the clothing that they're purchasing from your brand, with you, the influencer.

They look up to and want to connect to you. Not everyone can live the life that you do, but they can feel closer to it seeing you wear what they do.

Does your brand connect in this way?

Would someone that wears insert brand here feel strongly enough about your content to make a comment on your post?

Maybe Instagram's Bot Detection has gotten better, but I see REAL ENGAGEMENT in each comment.

Practice Example

Insert a walk through with me example here

Takeaways

• Be Yourself
• Be the Best Friend They Want
• Create Realistic Content

Don't use the wrong indicators to gauge the success of your content. How much engagement are you getting on your content from your current following? Are your impressions what you would expect? If you have a physical/digital product are you seeing conversion from post to product?

Remember, good content brings the engagement & followers, not the other way around. You can start now.

Try a few of these posts on your own and let me know how things turn out for you. Best one will be mentioned next week!

If we get enough interest, Waydamin can be the next deep dive. Vote Here.