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In an increasingly digital age, social media influencers and content creators are available to watch on our screens in an instant. With reels, perfectly crafted transitions, and short clips to engage their audience, social media creation is now, for many, a full-time job. That is true for the Singapore-based influencer, Isha Borah.
Boasting 1.3 million followers on Instagram, she is certainly making an impact in the world of social media and creation.
Her feed is aesthetically pleasing and edited with her followers in mind, Isha’s content is focused on fashion, style, and travel. I had a chance to have a one-on-one with this beautiful person inside and out at the CreatorWorld Asia’s B2B2Creator Festival in November last year.
How did it all start?
First setting up her Instagram account in 2013, she had no idea it could be a full-time job until the end of 2020.
“When COVID started, I had some free time, so I thought I would do something I love. I didn’t know anyone in the industry, so I started creating videos, and some of my reels started growing fast. I got millions of views.”
In 2020, Isha saw many fashion content creators, believing it would be difficult for her to break into the industry.
Attending the event, CreatorWorld – Asia’s only B2B2 Creator festival, it is obvious Isha has done much more than that.
The four-day event, which took place on 24 – 27 November 2022, was designed to connect, educate, and celebrate everything and everyone in the Online Creator ecosystem.
Isha, who attended the event as a content creator, was among other influencers and creators connecting and celebrating their work.
Content matters
When talking about her work and content, Isha said, “All kinds of content need to be helpful in some way. It will help you, with happiness, mental peace or some kind of ideation through the content.”
This is obvious through her feed, with feelings of comfort and relaxation inviting the audience in. That is a testament to the work ethic of Isha.
She said, “If you keep pressurising yourself, it can become stressful, and content can sometimes not come across as great.”
Instead, Isha advised creating content with love in mind. This idea of love ties into the helpful aspect of Isha’s content – “the fact they have come to you is because they love your work.”
Her fashion tips, styling ideas, and sustainable, repeated outfits are what make Isha so engaging. Her use of making fashion styling as a form of therapy highlights how Isha has made her own niche within the digital creation landscape.
Something which Isha believes is important – “I believe in sticking to a niche, I don’t want to confuse my followers. If I am travelling, I will create content around travel, but also stick to fashion content.”
Thinking back to her childhood, with memories of her mum always “wearing the perfect outfit, head to toe,” Isha has always loved dressing up.
Isha’s love for fashion and styling is always conveyed through her content. That is what makes the influencer so successful in engaging with her followers and audience.
Dealing with negativity
With the rise of social media and accessibility to other people’s lives now more frequent, being an influencer or content creator can come with its own challenges. Namely, negative criticism and trolling.
Isha, who is not naïve to this, advised that preparation within this industry is key.
She said, “When you start this journey, you have to be mentally prepared. You have to understand that there are going to be people like that, but you can’t let it affect you mentally, you have to learn it that way.”
Treating content creation as work also helps to separate the negativity; “the positive comments you take, the criticisms, you take. People are always going to have something to say.”
With an increasingly connected world, trolling now seems to be an expected aspect of content creation and social media influencers. Isha tries to not let it affect her.
From India to Singapore
Despite the trolling being a downside to an increasingly connected world, Isha’s move to Singapore from India has represented a positive.
From her move, she was able to expand her audience and continue working with brands in India.
Isha explained, “I had a few brands that would still send products from India, and then new brands came along, ready to ship products to Singapore. Thankfully, most of my brands are repeated, so they love my work and come back.”
Alongside working with brands, Isha also credited her husband with being a huge pillar of support, and even helping her shoot content.
It is clear why Isha is so successful in her content creation and presence on social media.
Words of wisdom
With followers seeing so many influencers online it can be easy to give into comparison.
Particularly for a young audience or new parents, social media can perpetuate struggles with body image. Isha’s advice for this is simple.
“Rediscover your sense of fashion. Whatever you’re wearing, it has to be comfortable, if it is not comfortable, don’t wear it. It’s okay to give it time and stick to comfort. Just love yourself.”
Ultimately, that is what Isha’s content creation is about – love. A love for fashion, styling, travel, and her followers.
You can see Isha’s content on her Instagram: @ishaborah
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