How to Create a Fulfilling Brand and Grow It on Social Media


  • Christopher Griffin, aka Plant Kween, had 50,000 followers devoted to his house gardening Instagram account in January 2020.
  • Today, Plant Kween has 311,000 followers and collaborates with manufacturers like Spotify on curated content material.
  • Griffin shared their methods for turning a ardour into a thriving model and carving out a house on crowded platforms. 
  • Visit the Business part of Insider for extra tales.

Christopher Griffin’s charming smile shines, even when it is partially obscured by the geometric patterns of their crops’ leaves. 

Griffin’s Instagram account, which is beneath the moniker Plant Kween, goals to be a breath of contemporary air from doomscrolling. Their feed is crammed with lush photos of the 200 crops dwelling of their Brooklyn condominium, suggestions on caring for the greenery, and helpful botanical information. 

They began the account in winter 2016 — as a technique of studying about one thing new after graduate college — and grew it steadily to 50,000 followers by January 2020. Then, two issues occurred: People took up house gardening when the pandemic pressured them inside whereas Black Lives Matter protests and conversations about systemic racism highlighted Black voices. Griffin fell smack within the center. 

Today, Plant Kween has 311,000 followers and collaborates with manufacturers like Spotify on curated content material. Griffin could not disclose what he earns with the music-streaming service however a partnership with the sustainable style line Tonle, that offered $42,000 of non-binary clothes final yr, netted them round $eight,400, in accordance to Tonle. 

What began as an experiment to rehab a wilting plant was a model that nets revenue, educates followers, and fulfills Griffin. They shared their methods for turning a ardour into a thriving model and carving out a house on crowded platforms like Instagram. 

Choose one thing enjoyable

Griffin bought their first plant — a marble queen pothos from a native ironmongery store — throughout a interval of soul-searching. Tending to the plant’s heart-shaped leaves reminded Griffin of their grandmother, who saved a thriving backyard in Philadelphia and launched them to the household’s deep-rooted historical past of horticulture. 

Griffin’s experiment shortly remodeled into a ardour, which they stated is important to growing a thriving model or enterprise. Enjoying what you do will make the work really feel gratifying, they stated. 

“If it’s not making you happy, then it’s going to become a tedious chore,” Griffin stated. “It has to be something you want to explore and share with other folks.” 

Stay constant

Griffin’s day begins with their crops: They get up early, make a cup of tea, write a diary entry, and care for his or her crops whereas listening to a curated playlist. They put up on Instagram within the mornings. 

They advocate entrepreneurs discover a related consistency when posting on social media. Find a time that works to your viewers and your self, then preserve that regularity in your day by day routines. 

“It’s an ingrained process that feels good for me and isn’t a chore,” they stated. 

Schedule particular time to have interaction along with your viewers 

Griffin loves partaking with Plant Kween followers and sharing elements of their life, however maintains management over time spent on-line. Griffin units particular instances for corresponding with their followers, gauging how they’ve reacted to a sure put up, and interacting with their on-line group. 

“I have dedicated time that allows me to do that so I’m not spending 10 hours on social media, because that’s not healthy,” Griffin stated. Resist the urge to reply each message because it is available in and block off instances of your day to converse with followers. 

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Today, Plant Kween has 311,000 followers and collaborates with manufacturers like Spotify on curated content material.

(Courtesy of Christopher Griffin)


Set boundaries on what you share

While it could really feel tempting to share each side of your life or model, Griffin suggests establishing guidelines on when and what you share. Establishing boundaries is a wholesome follow for Griffin, who does not need to share all of themselves with the world. 

“Plant Kween is a part of me, but not all of me,” Griffin stated. “It’s important to be able to keep something for myself.” 

Find the suitable companions for collaborations 

Griffin maintains his full-time job as assistant director of NYU’s LGTBQ+ Center — the place they advise college students teams and run packages —  whereas concurrently constructing their aspect hustle by collaborations and partnerships. For instance, Griffin’s collaboration with sustainable style startup Tonle.  

Griffin, who identifies as “queer non-binary femme,” feels working with manufacturers that share widespread values or beliefs is extra genuine. Additionally, they counsel partnering with firms that share your values, particularly in the event you’re ready to be selective. 

“Understand that you have the power in that exchange,” Griffin stated. “You’re bringing value and a unique voice, that’s why brands want to work with you.” 



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