Genevieve Maslin
August 8, 2018

Interview with an Influencer: Josh Carroll

With over 400k followers and counting, Josh Carroll is a model turned influencer that attracts collaboration from international brands such as Tommy Hilfiger and Guess. We caught up with Josh to find out how he got started working as a full time influencer, plus his tips for teaming up with brands.

 With over 413,000 followers and counting, model turned vlogger turned influencer Josh Carroll is a much sought after collaborator with some of the world's leading fashion and sportswear brands.
In addition to his mammoth Instagram following, Josh teams up with his partner and fellow influencer Madi Edwards, forming a social media power couple, documenting their many adventures, beauty tips and general musings in a series of Vlogs.
We sat down with Josh to find out how he got started as an influencer and asked him to share his tips for young proteges and businesses on the hunt for some handsome talent.
How long have you been an influencer for?
It’s hard to put an exact number on it because i started off just strictly as a model and then the influence kinda just came off the back of that. But let’s say I’ve taken it seriously for about a year.

What channels are you big on?
The channel that carries most of my reach is my instagram, which is sitting at about 413k followers.
I also have a YouTube that’s at about 10k (a big focus this year is to grow this).
What topics are you influential in?
I’d say the main topics that I have a fair amount of influence in is fashion, fitness, relationships and travel. I try to throw some comedy in there but it’s hit and miss 😂

You recently had a video go VERY viral – what has the aftermath of that been like (growth, engagement, recognition)?
So this was a skit that one of my best mates, Levi Neufeld joined in on as a ‘third wheel’ and yeah, it took off. Lad Bible shared it, a couple of random French Facebook pages with over 10 million followers shared it and it went absolutely everywhere on Instagram. Even after it had been rinsed everywhere, I posted it to my page and it got over 1 million views in a few days.
In regards to growth, engagement and recognition, my page has absolutely taken off. I went up about 40k followers in a few days, I’ve gone from an average of 10-15k likes to 15-30k and the reach I’ve been able to gain has been incredible.

How many hours a week do you spend working as an Influencer and all that goes with it?
Only recently have I really figured out that, with any job, you get out what you put in. So I’ve really been spending a lot more time figuring out trends, understanding what people like and engage with but also staying true to myself and my content. Every spare moment I get is put toward creating content and thinking of the next step.

Do you take the photos on your own or do you have assistance from someone else?
The beauty of living with my girlfriend who does the same thing that I do, is not only the fact that I’m pretty much living with my best friend, but we can take each other’s photos and help each other out when it comes to creating content. I’d say 90% of the photos on my feed are taken by my girl.
She’s also the mastermind behind my filters and editing too (I’m not talking about pulling my waist in or any of that rubbish, just tweaking the colour and making it look visually appealing).

What equipment do you use (Camera/software/editing apps)?
When it comes to Instagram, not a lot goes into it. I basically use my iPhone 8 + and VSCO/Lightroom.
On the other hand, YouTube takes a little more work. I’ve got a Sony camera for vlogging, Go Pro for travel footage and a SJI Spark drone to go alongside it all. I also use Final Cut Pro to edit.

What has been the biggest change in the industry/to your platform since becoming an influencer full time?
The biggest changes for me have been firstly, how many people are becoming influencers/creators these days. Only last month did Instagram hit 1 billion monthly users and I think YouTube is on 1.4 billion, so that puts into perspective how huge the social media space has become recently.
Also changes with the algorithm have made it a lot harder to break through and crack full potential likes-wise. I’ve found that video content tends to hit the explore page more than just a stand alone photo.

What are 2 of your favourite posts that you’ve ever done and why?
The first one is my first ever video to go hugely viral. If you’ve got a sec, feel free to check it out. Any couple/third wheel will be able to relate to this one.
Sorry to post another video, but this one is just a daily reminder of how lucky I am to have found my girl. She’s the best thing that has ever happened to me so to be able to share that with my audience is a blessing.

Do you use any tools to help you manage your account and do you have a manager to take care of the business side of things for your social media?
Currently I don’t use any tools to manage my account. I like to be as transparent and hands on with my followers/account as I can. I feel like people respond to that better knowing that it’s actually me making moves on my account.
I do have a manager (shouts to the girls at Chic Blogger) and they have been absolutely amazing at handling the back end of all my business deals, guiding me in the right direction, always having my back and are just all around legends.

Do you know the demographics of your following?
I do. I think it’s very important to understand the back end of your account. Where your followers are from, what age they are, whether they’re male or female etc. these stats may seem redundant to some but I feel as though they’ve helped me shape and mould my content into something that not only I enjoy, but they enjoy too.

How has your experience been working with brands?
For the most part I’ve had really positive experiences with brands. There’s been a few nightmare stories from back in the day that I won’t go into, but let’s just say that’s another reason why having an agent is key.

What are some of your favourite collaborations and why?
My favourite collabs have always been the ones where I’m given complete creative control.
There’s nothing worse than booking a job with a client who gives you absolutely no slack... the content always looks completely unnatural and in turn, the ROI for the client is always terrible. There needs to be an understanding between what the client wants and what the influencers following will respond to.

What are some dream brands you would like to work with?
I’ve always dreamed of working with Tommy Hilfiger. Luckily I’ve got something really cool in the works with them, so stay tuned for that.
The other is the iconic brand Bonds. My dad would always see their ads on the TV and tell me I could model for them when I was really young. He was so bias as all parents are but it stuck with me.

What advice would you give to brands looking to work with influencers?
Ahhh there’s so much that I could write here but I’ll get and keep it short and sweet. Firstly make sure to check their stats. I’m sick and tired of brands working with influencers who are known to have a fraudulent following.
Secondly, make sure the influencer is in line with the brand they are promoting.
And lastly, make sure to go into the deal with the mindset that the influencer understands their following a little better than you do, so working together and communicating is key.

How do brands generally contact you?
Usually they’ll DM me, otherwise they’ll contact my agent through the email in my bio. I also sometime message brands myself if it’s a brand that I really love and want to work with.

What advice would you have for someone wanting to become an influencer?
Best advice I can give is start now. Every second you spend doubting yourself is another second where somebody else has started. Engage with your audience, make them feel like family, because at the end of the day they’re the ones who have the power to change your life completely.
 Also, if your content doesn’t do well, don’t dwell on it. Keep grinding, keep pumping out content and stay focused on the end goal.

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