Malvika Ziri
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Q: How did you get started on YouTube and why?
A: My first job out of school was in CPG marketing, and I was living in a new city by myself. I enjoyed experimenting with makeup, and I remember one day heading to Google to search for a celebrity makeup look and finding a YouTube video demonstrating how to replicate the look. From there, I was hooked on this blossoming community of girls who shared my passion for all things beauty and fashion. I went from commenting on others' videos to creating my own videos as a fun hobby, to joining the StyleHaul network and growing my channel. I've been blessed that it took off from there.
Q: What makes YouTube an ideal space for the fashion and beauty industry?
A: The beauty of YouTube is the cycle of engagement between the video creators and the audience. In the fashion and beauty industry, YouTube takes the hot trends and the classic styles, that used to be a one-way monologue from magazines and runways, to consumers and turns it into a dialogue. When I make a video, I get feedback from my subscribers about how they wear the style that I shot, which gives me ideas for the next video. Style becomes more accessible, familiar and fun!
Q: What do you look for in brand partners?
A: The most successful partnerships I've enjoyed have been with brands that valued creative collaboration and shared pursuit of goals. Brands that are adept at working with creators view a partnership as a dialogue and make excellent use of the knowledge and experience I have in the space. YouTube viewers are discerning and value authenticity. Brands that want to shoehorn a TV commercial into a YouTube video are missing out on the real opportunity that exists in the medium and risk alienating viewers both from the brand and from the presenter.
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