How I Helped a Lifestyle Influencer Build Trust
And Avoid a Credibility Crisis
Early 2021. Reels were booming, social media content was at its peak, and influencers were racing to keep up with the algorithm. Around this time, I began freelancing as a social media manager and marketing consultant for a lifestyle influencer who had just started growing her brand.
She already had 75,000 followers, which is considered an impressive audience, but needed a clear strategy and someone to help her communicate with authenticity.
The Challenge
At first glance, managing lifestyle content seemed simple.
“Just post what she eats, where she shops, and drop in a product or two here and there.”
I quickly realized it wasn’t that straightforward. The goal wasn’t just about numbers.
It was about:
- Keeping her content personal and authentic
- Integrating sponsored products naturally
- Staying aligned with her identity and values
Her audience followed her because she felt real. Losing that would mean losing everything.
Step 1:
Listening First
Our early meetings were all about alignment.
I listened to how she liked to work, what she stood for, and what her long-term vision was.
We landed on a shared goal:
👉 Build credibility and relatability, not just growth for growth’s sake.
She wanted to collaborate only with brands that made sense for “regular women like her audience”—affordable, accessible, and effective.
Step 2:
Building a Practical, Flexible Strategy
Once I had clarity, I built a content plan tailored to her ongoing brand deals.
Together, we brainstormed:
- What format should each piece of content take (carousel, single post, or reel)?
- How to match tone with product category
- Pros and cons for each format—e.g., a carousel may allow for storytelling, but a reel might gain better reach
This planning process took about 14 days, with a few back-and-forths involving both her and her brand partners.
Step 3:
Launch and Learn
Our first post was for a natural skincare serum from a locally based beauty brand.
It performed far better than we expected
- Over 50+ DMs in the first few hours asking about promo codes and spot purchase shop addresses
- Comments filled with curiosity and positive feedback
- Engagement jumped noticeably
From there, we found a rhythm. I collaborated closely with her videographer and editor to maintain a consistent message.
Results After 3 Months
Follower growth
75K → 110K
Engagement
~1,650 to 2,750 interactions per post
Average impressions
~45,000
The Crossroads
Credibility vs. Popularity
With her profile growing, offers poured in—from fitness clubs and herbal teas to detox drinks and aesthetic clinics.
She had started going to the gym, and we documented her journey naturally. We then received a partnership offer from a herbal slimming tea brand. It went well with her fitness journey, so I proposed we create summer-friendly iced tea content to make the brand feel authentic and refreshing.
But soon after, she was approached by a body contouring clinic offering fat-freezing services.
That’s when I hit the pause button.
As her manager, I knew this posed a risk. Promoting three very different weight-loss methods at once could:
- Confuse her followers (What’s actually working?)
- Dilute her message (Is this about health or just selling?)
- Alienate her audience, who may not afford gym memberships and slimming teas and body sculpting sessions, all at once.
So I voiced my concern, not just to her, but to the clinic’s marketing team as well. We discussed the potential fallout and decided not to proceed with that campaign.
The Outcome
Saying “no” preserved her brand integrity.
By choosing quality over quantity, we continued working with brands that genuinely reflected her routine. And it paid off.
Today, she has grown to over 205k followers. While we’re no longer working together full-time, we still exchange ideas and keep up with each other’s latest projects through Instagram.
Final Takeaway
Sometimes the best growth strategy is saying “no.”
Helping a client stay aligned with their values, even when others are focused on numbers, is the surest way to build long-term trust.