What is Influencer Marketing and how can you use it to grow your business’s audience?

– 94% said influencer marketing was an effective campaign strategy (LINQIA, 2017)

– consumers seem to trust influencers more than celebrities, because without the fame aura, they can relate to them better
– 75% of Instagram users are inspired to act after viewing a post, usually by visiting the company’s website (Instagram Advertising Statistics)

An influencer is an individual who has an above-average impact on a specific niche process. Influencers are normal people, who are often connected to key roles of media outlets, consumer groups, industry associations or community tribes.” (Influencer Analysis)

Influencer marketing is known as a form of marketing where the focus is centred around influential people and the power they have over potential buyers, rather than the target market itself. It can take the form of brand ambassadors, paid partnerships, social media campaigns, or content creation. Even if it’s been around for a while, it’s slowly starting to become more and more used by marketers, who are realising this strategy often works better than traditional advertising and marketing, due to increasing consumer skepticism.

Gerardo Dada, marketing strategist, states that there’s a misconception in what concerns influencer marketing is that it targets people with a large following. Even though that may imply the message reaches more people, it doesn’t mean it’s going to be effective – the purpose of this approach is changing people’s behaviours and influence their perceptions, after all.

Simply put, an influencer is for a marketer ”someone who helps other people buy from you” (Dada, 2017). The way they manage to do that is by having three key qualities: reach (the ability to deliver a message to a large number of people), contextual credibility (the level of trust and authority given by the audience) and salesmanship (the presence and communication style allowing them to understand and embrace a point of view.

Some ways marketers use influencer marketing could be either by paying them to borrow their credibility and familiarity to sell a product (also known as celebrity endorsement) or by borrowing their following – paying someone to advertise a product, although this doesn’t maximise influencer marketing opportunities. The ultimate goal in this type of collaboration is advocacy, when an influencer speaks about your product because they want to, not because they are being paid to, because it should be honest and authentic. That’s why, in order to be effective, it takes time, dedication and focus, but it reaches its goal to create awareness, interest and action in your consumer base.

So how can you use influencer marketing for your business and optimize the reach of your marketing? Here are some steps you can follow to make sure you make this work for you:

– make sure you know who your audience is, you can do that by defining their demographics, which play a huge role in the customer’s interest and acceptance of influencer marketing.
– find an influencer with a similar target audience, and whose image is respresentative of what your brand wants to portray.
– social listening – monitor online conversations for mention of select keywords related to your brand, your products, your industry, your competitors etc.
– what role will the influencer have during the campaign?
– ask yourself who you would trust for business or product recommendations, maybe it might not be the blogger with the largest following.
– look at key metrics like fans, followers and subscribers, as well as conversations and shares.
– tap into location specific influencer marketing, which can narrow your focus and increase efficiency.
– make sure you’re putting a unique message out there and that you’re using the relevant channels.

So whether you’re aiming to grow your reach, or just to increase engagement with your audience, influencer marketing is a must for any business right now.


It’s Fashion Week season in world’s most fashionable capitals and it’s full on! With New York and London already in the bag and Milan and Paris to go, designers are bringing their best ready-to-wear concepts on the runway for Spring ’18.

Polished sportswear was present in the unexpected adrenaline rising motocross show for Fenty X Puma collection, something fresh to keep the guests’ attention engaged. The collection featured X Games and surf references taking the form of biker and scuba onesies, raincoats and swimsuits, all in bold electric colors.

Christopher Kane approached the ungendered kink, bringing to life designs worthy of a suburban perfect domestic wife with a naughty side, referencing British 80’s sexual scandals.

Diversity was celebrated once again, with Michael Kors keeping it simple for makeup and hair, models of all ages and ethnicities walking in Hawaii-meets-business outfits. Flowy fabrics in duo-chromatic shades with touches of sparkles were proposing a solution for any city woman’s problems: how do you dress for the heat without looking casual or sloppy?

Outwear meets sparkles. Coach brought eveningwear into the spotlight by combining pastel slip dresses with graphic lines and 70’s inspired leather jackets.

Florals for spring: ”groundbreaking”, if we were to quote Miranda from The Devil Wears Prada. Brock Collection hasn’t disappointed their feminine public by depriving them from easy breezy florals, ruffles and ruching.

Alexander Wang sure knows how to throw a party. The #WangFest party bus took the models and guests to the runway show. The after-party was even more impressive, with fair-inspired props like a light-up pouch worn around the neck as a pass, an impressive artist line-up (A$AP Ferg, Ja Rule and Ashanti), all topped up with a Dunkin Doughnuts tower displaying every flavor imaginable. Definitely one of the most memorable FW after-parties.

Victoria Beckham takes it easy and brings up femininity, an idea we can see emerging throughout collections. Pastels, transparency, straight-fitted and androgynous silhouettes were part of the brand’s evolving vision of delicacy.

Last but not least, one of our faves were the timeless lightweight bold colors dresses, which we can’t wait to see on the streets next season!

Photography credits: Indigital.tv, Getty Images.

Article by our Intern, Ana Maria Oprea.

Zenobia Lazarovici: ” Posting great photos helps me get cool collaborations…but the activity is the one that attracts other users to my profile.”

How would you describe Zenobia in 3 words?

Funny, hardworking, creative.

The cliché-question: what inspires you?

Everything around me. But mostly other talented individuals and their work. They inspire me to be myself, work hard and never stop dreaming.

How would you define your fashion style?

My style is modern, clean and slightly eclectic.

What do you wish you knew before starting blogging?

So many things. How this industry works, how to use social media to my advantage, what I should focus on the most, and the list could go on. But there are also things I am happy I didn`t know back then. Like the fact that people are more interested in the behind the scenes dish that in someone`s real talent. It would have probably got me terrified enough to never start this journey.

What made you want to give blogging a try?

I studied fashion design and photography. So a blog was a very good way to combine my love for the two. When I started my blog I was designing and sewing. So my first plan was to use my blog to promote my designs. But very soon I realized that if I want to do something right, it`s not the best idea to split between the two. Both required my full attention so I had to make a choice. I chose  blogging but the door is not closed yet, as I am still planning to build a small fashion brand at some

You’re a fashion and photography graduate, how did you transition from being a designer to being
a blogger, stylist and model?

As I was saying before, the transition happened very smoothly and natural. I needed to get out there in the world and share my taste and skills. And a blog was the perfect medium to achieve that.

How does a usual day look like for you?

My days never follow a schedule and certainly look very different. There are days when I am only shooting and days where I sort and edit everything I`ve been shooting. Days when I am spending all day long on social media and answering mails and days when I am looking for new opportunities online. The only routine thing is having my coffee first thing in the morning.

Your posts look like fairy tales with modern princesses. (I must confess, I didn’t initially realise you
are Romanian). How do you choose the themes for your shootings/ articles? 

Thank you! I just let the outfits speak. And then, of course, all the magic happens while shooting.
Finding the right spot and nailing the perfect poses and frames is essential. I hear this `I was convinced you`re not Romanian` thing quite a lot. I am flattered but then I am also like: Wait… What, can`t a Romanian be very good at something? We also got our share of talented people.
Unfortunately, many of them are not appreciated enough.

What’s the achievement you’re most proud about so far?

That I have found my true passion and made something out of it. I get so many confirmations I am doing the right thing and each and every one of them contribute to my confidence and drive.

What does Zenobia Lazarovici do when she’s not a blogger?

When you`re a blogger, you are a blogger full time. I am always working as there are so many tasks behind what I do and I am doing it all by myself. And if I get some spare time I like to cook or hang out with my friends. And guess what? Even if we plan not to, we always end up talking about blogging. Cause you see, some of my friends are bloggers and then the other ones are just curious.

You and few other Romanian bloggers were recently invited by Chanel to go to Greece for the launch of their latest fragrance, Gabrielle Chanel. How did you feel when you opened the invitation?

Flattered and surprised. By now I got so used to this `it`s all about numbers and fame` nonsense that I wasn`t expecting it for sure.

You live in Timisoara, Romania. Tell us something no one should miss when there. What’s your favourite spot in town?

I don`t get out that often, so I am not sure if I know the coolest hangouts. But I would always take a walk on the Bega river`s bank. It`s very relaxing and there are so many cool spots to stop by and grab a drink.

What’s the direction you wish your activity to take in the future?

I will just keep on going and who knows. You never know what life offers you. For now, I would love to keep snapping the best visuals possible, get involved in cool projects and grow Neoandlime.com. I stopped making too many future plans as it never happens as planned.
Sometimes you just go with the flow and it`s so much better than you could have imagined.

You’ve got over 25k followers across your social media channels. What are your tips for a successful social media feed?

As Instagram changed so much in the in the last couple of months, the best advice I can give right now is: Engage, engage, engage! You need to be very active. There is so much non-sense online about what you should do. Telling you to just post great photos and use hashtags. It`s all a lot of baloney, trust me. I would have loved for it to be like that, but unfortunately these days it`s very difficult to grow a following.

Posting great photos helps me get cool collaborations, a lot of compliments and a few extra comments. But the activity is the one that attracts other users to my profile. I show a lot of love and leave a lot of comments. Every single day.

How do you find the Romanian blogging scene compared to the international one?

A complete mess. I feel that the affiliation between brands and bloggers is very dysfunctional.
Brands and PR’s take the notion of audience targeting very broadly and they are not doing a very good job at finding the right people. Would you add Pesto pasta to a Chinese restaurant menu? No! People are going there for the Chinese food. So let the Italian restaurant handle the Pesto pasta and the Chinese one to handle the Chinese food. Just because they`re both restaurants doesn`t mean they`re sharing the same customer.

That`s exactly the issue with the Romanian blogging industry. PR’s and brands are just working with whoever they`re most comfortable with. Ideally, someone that is a friend and they`ve been already working with many times before. And the bigger the audience, the better. It doesn`t matter that audience is not the right one.

Quick Q&A

Your motto:

“If you don’t build your dream someone will hire you to help build theirs.” By Tony A. Gaskins Jr.

Your statement wardrobe piece you couldn’t live without:

Cool, flat slides.

All-time style icon crush:

Carine Roitfeld.

Fave app:

Plann. It`s an app I use to plan my Instagram feed. It helps to see how are the photos going to look
next to each other. You can also use it to draft posts, set reminders and edit your photos.

All-time favorite trend:

One of my favorite styles out there, is the androgynous one. And unlike minimalism, this one
never went out of fashion. It just gets reinvented each season.

Photo courtesy of neoandlime.com

Article by our Intern, Ana Maria Oprea.

Luxury fashion meets humour

Stefanno Gabbana defies any controversy and public feuds with his Italian charm and humour, refusing to remain silent and addressing these accusations in his own way. Throughout the years, he’s been online ‘battling’ with protesters, including celebrities like Elton John and Miley Cyrus, all starting from the brand’s politics and his personal expressed views. Never taking these controversies seriously, he defends his brand through unapologetic comments, not wanting to get involved in any political/ social issues.

Consequently, their SS18 campaign featured a #BOYCOTTDOLCE&GABBANA hashtag printed on t-shirts and shared throughout the campaign, as a mock to the ‘haters’ protesting against the brand. They went so far that they created a protest video where the two Dolce&Gabbana designers appear as well and featured it on their website. Taking the public controversy and using it to their own advantage, they showed once again the relaxed spirit of the brand, willingly disassociating themselves with external issues and focusing on keeping the public entertained. After all, bad publicity is still publicity, right?

Some said this approach to address public issues isn’t responsible for such a prestigious brand, but sometimes you have to give it a laugh, fashion is not something to take seriously after all. It’s a form of expression.
Dressing Melania Trump was a move Americans did not approve either, considering Trump’s relationship with American fashion. Stefanno wants nothing to do with politics, ‘especially American politics’, as he stated, and just wants to keep making people happy with couture clothes.

Compared to classic luxury houses such as Chanel or Cline, who refused to have a presence on social media or even have an online store for a long time, in an attempt to maintain a personal relationship with their consumers, there are brands who innovatively went for digital transparency. Up until few years ago, would you imagine being taken behind the scenes through Snapchat, or would you still take that brand seriously? Risky yet successful, digital and online presence is now a MUST for any brand who wants to stay relevant. With Millennials being expected to represent the largest spending generation by 2035, and an important luxury consumer, being able to interact with them where they spend the most time – social media – is essential.

Considering you’re already online and ready to build your public, are you sure you’re speaking their language? Do you master Emoji or Memes? You’ll have to! Gucci proved the fashion scene that they can adapt to the younger customer by launching their 2017 watch campaign through their own memes featuring new products. It was so simple and impactful, having been shared hundreds of thousand times and creating buzz around the campaign. Of course, this strategy fits with Gucci’s brand identity, which is fun, adventureous and unapologetic. Burberry is now not the only brand innovating the digital fashion environment, and you can see why that’s not difficult when you have social media tools in your hands.

Everlane, a niche sustainable brand came up with ‘Transparency Tuesday‘, a series of Instagram and Snapchat stories that take their consumers behind the curtains and into the production process through Q&A sessions. They were also the first brand to launch an entire accessories collection exclusively on Snapchat. Encompassing some of the most current marketing trends today – customization, social media commerce and instant gratification, it built great buzz around the brand and a great consumer response.

So are transparency and humour something you should consider for your future campaigns? We think so, here are some guidelines for how you can do that and bring your consumer closer to you:
  • Allign your strategy with your target consumer, your message and tone and your brand identity. If these don’t match, your message will come across as forced.
  • All you need is a great idea, some creativity and courage and the right tone.
  • Make social media your market place. Instagram and now Snapchat (TO VERIFY) have the shoppable post tool which some brands are already using to bring social media followers straight to their online shops. The process needs to be quicker and easier to navigate everyday, since people’s attention span is nothing to joke about.
  • Being so direct and close to your audience is a great opportunity to gather data.
  • Be authentic! Transparency and an honest message count more than an expensive, beautifully crafted campaign!
  • Don’t be afraid to include digital in your strategy, and use it it an original way.
  • Try to incorporate some form of transparency with your audience, whether it’s about where your raw goods are coming from, sharing stories of the people who are part of the production process or simply staying true to your brand promise.
  • Don’t be afraid to interact with your audience! After all, their feedback is something you need to stay tuned to.
  • Yet again, make sure your message is consistent on all channels.

Photo courtesy of Dolce&Gabbana, Gucci, Orietta Scardino/EPA, Everlane.

Article by our Intern, Ana Maria Oprea.

What You Need to Know about Experiential Marketing

Experiential marketing is mainly a form of advertising that helps the customer experience the brand. If traditional marketing uses printed adverts, online campaigns, editorials, television etc. to communicate their brand identity, experiential marketing aims to play with people’s senses and emotion, making them included in the brand.

It is known that the human attention span has fallen from 12 seconds in 2000 to 8 seconds in 2015. Crazy, right? This customer inclusion has a higher chance of immediately attracting, and most importantly, maintaining the customer base, because it creates an emotional connection and a two-way dialogue. This type of brand-customer interaction can take many forms, from packaging to digital, the online presence and in-store elements. After all, everyone connects with an experience in some way.

If in the past the centre of every business was their product, today the customer and their needs should be the focus.

So what are the forms this engaging type of marketing can take? Here are some examples:

We’re seeing more and more people choosing to shop online, regardless of their preferred shop. Today, we need to give people a reason to come and spend time in-store. So how can experiential marketing be brought in-store? Some brands decide to enhace their in-store experience by housing an additional service – in-store cafes, the famous Topshop nail bar and hair salon, customization services, in-store events (Burberry acoustic concerts). Some may go so far that they expand into other industries, such as hospitality, opening spas, hotels, or pop- up cafés. (See Bulgari Spa, Fendi Hotel, Dior Pop-up)

While digital marketing does have an important role to play in raising brand awareness, experiential marketing is the way to attract paying clients. (X-Wealth, 2014) That is why digital should be brought not only through devices, but also in real-life scenarios, such as on the runway – Burberry has taken their shows on a whole new level by building a multi- sensorial experience – on-stage orchestra, the fake storm and the model holograms.

The growth of social media and digital in general is facilitating brand communication. McDonalds Sweden turned their Happy Meal Boxes into VR goggles, targeting the perfect audience – technology native Generation Z.

Experiential marketing can solely take the form of Snapchat videos, Instagram stories or live streaming, taking the customer behind-the- scenes, to a world they don’t usually have access to. Brands should take advantage of these tools that brings their customers closer, feeding their curiosity.

One of the latest forms of an experiential strategy was approached by Lancome, with their customised foundation. They not only developed a system that promises to match anyone with their perfect foundation shade, but you leave with a personalized bottle with your name on it, and your own formula which you can get again and again.

Charlotte Tillbury took customisation further with a virtual “magic” mirror which allows customers to test her nine signature looks without putting any actual makeup on.


  •  Find a way of interaction with your brand that creativelly spells out how people can benefit from your brand.
  •  Build emotional connection – take your target audience’s needs and desires and build an experience around them.
  •  Give your brand a human voice – people like to feel they’re interacting with other people, even if they are behind a brand.
  •  Great co-branding opportunity.
  •  Use EM as an effective tool for reaching people in every socio-economic class.
  •  Make sure your brand experience is consistent on all channels (online, in-store, social media, mail campaign etc.)
  •  Don’t neglect online and offline brand allignment – ensuring the customer journey is a seamless experience from the first interaction with the brand, to the purchase.
  • Customers are more savvy than ever and less loyal – it doesn’t take long before they move on to your competition if the shopping process is not perfect.

Article by our Intern, Ana Maria Oprea.

Spotted at London Fashion Week Men’s – Street Style

As London Fashion Week Men’s is a wrap, we thought we gave you our perspective on the coolest Street Style shots featuring the increasingly fashionable sportswear and vintage touches – and who to keep an eye on for off-catwalk style!

 The fashion crowd has been flaunting their trendiest outfits, bringing the Fall 2017 elements to the streets.

Rose overload, already making an appearance on the Fall 2017 catwalk shows of La Perla, Louis Vuitton and Gucci, took the form of embroidery and overall pattern, while the pantsuit was rocked by both man and women, each taking it further with army, vintage or elegant twists.


Best reinterpretation of the pantsuit on the runway goes to… Dries van Notten, for their oversized velvet jacket and wide pant. Last but not least, Red Mania made an appearance both on the runway and on the street, so make sure it’s part of your fall wardrobe as well!


Photo courtesy of Jonathan Daniel Pryce and Indigital.tv

Article by our Intern, Ana Maria Oprea.

Topshop Returns with New VR Waterslide Experience

British fashion retailer Topshop revamps their Oxford Street flagship store for their 2017 Summer campaign #TopShopSplash, turning their windows display into an interactive pool scene. Their digital strategy continues to innovate the fashion environment, taking experiential marketing further by using Virtual Reality technologies.

Created in collaboration with two London-based creative digital agencies, the journey consisted of a high-intensity VR waterslide ride through the streets of London.

This strategy is nothing new for the brand, who pioneered this type of engagement on the high-street by virtually bringing their customers to their London 2014 Fashion Week catwalk show via VR headsets.

This summer campaign is the perfect opportunity to grow traffic in-store, by enabling consumers to engage with the brand in a fun way. As Sheena Sauvaire, global marketing and communications director at Topshop, says: “As VR technology continues to advance our desire was to blend it with retail theatre to create an immersive and shareable experience for our consumers, as a fun way to celebrate the start of summer.”

To complete the summer feeling of the campaign, sunscreen smell and ice-cream pop-ups filled the store. An exclusive aquatic-themed Snapchat lens was available for users to be able to share this experience with their friends.


  • Attracting a broad target customer – both wandering tourists and the loyal Topshop fan who’s always looking forward to the brand’s next move.
  • Taps into the needs and demands of the digital consumer by transporting the customer into a virtual, immersive experience.
  • As VR tech continues to grow, more brands should start considering it as part of their digital marketing strategies.
  • Playing with people’s senses – makes the brand presence more memorable and increase brand loyalty.
  • Great word-of-mouth and refferal opportunity due to the social media element – increases brand awareness.
  • Creates brand differentiation throught the uniqueness of the campaign.

Article by our Intern, Ana Maria Oprea.

#Marymoji PARTY!

When comes to organising parties for our team members, we give it all. This time, was celebrated Maria Bagrin, Makeover Buro’s founder and team leader.

The idea of an #emoji party came because of her addiction to Instagram and everything related to digital. We wanted something creative, funny and chic, just like Maria.

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Everything, from the invitations to the decorations were made according to that specific theme. Besides her most used hashtags, like #hubbyscloset, #ootd, #fashion, #TEO etc. were made some especially for the party: #MBparty, #MB29 and #Marymoji. You can see everything from the photos below:

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The guests had fun playing Dixit, socializing while listening to good music and taking loooooots of photos with the photobooth (that was a great idea!). Plus, the printed #Marymojis that served as accesories for funny pictures.

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We want to congratulate Maria one more time, may all your wishes come true and all the shoes be yours 😉 <3

P.S.  We had a special guest that wanted to say happy birthday, and she’s none other than Maria’s idol. #miraduma


Unexpected gifts are the best ?❤️ thank you @miraduma

A post shared by Maria Bagrin (@mariabagrin) on



Instagram is one of the most popular and dynamic social platforms known worldwide. Sales here are growing every day in geometric progression. It would be such a pity not to take the chance to open an instagram account for promotion or in order to test a niche for your business.

Firstly, if you don’t know what Instagram is, download it and start using it! NOW! Here, an impressive amount of more than 400 million people spend an average of 20 minutes scrolling and “loving” around.

Downloaded? Have you created an account? Or maybe you already have one and want to grow it? Then, this article is just for you!

INSTAGRAM- the showcase of your business

Don’t know how to start? Begin with the username. Make sure that your login is understandable, catchy and reflects the essence of your business. There’s no need to call a children store @Annie777, or to sell the services of a florist under the name @andrew_compositions. You can try it, of course, but no one will find your services under this login.

Same rules are applied to personal accounts- let them correspond to the chosen niche. In the description, outline the main details: what you’re doing, what you’re selling and how to contact you. Use emoticons and emojis! Instagrammers love emojis. 🙂

Personal Accounts:

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Business Accounts:

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Content. What is your business about?

The content provided on your profile should be the main focus when thinking about attracting people. Remove bad photos, use only high-quality photographic material: professional photos, good lighting, beautiful composition. Also, pay attention to what you write under your captions. Work on the subject and regularity of your posts.


Determine the perfect day and timing for posting and make a schedule. Think about the “instagramming” hours of your audience. But remember, don’t post more than 2-3 posts a day.

Use #Hashtags

A “hashtag” is a word or a phrase used to find posts related to that specific word or theme.

In order to use this tool more effectively, make a list of 100 hashtags for your niche/topic and use them on your posts (no more than 10 for a post!). Try to choose hashtags that are the most popular in your niche. For example, for those interested in fashion the most used hashtag would be #fashion #ootd #outfitoftheday etc. Try to find relevant hashtag statistics.

Mass Liking and Mass Following

After using the previous techniques, you can run mass actions: subscriptions to other profiles and likes of their posts. You can do this by yourself, or you can trust this to agencies providing these services, for example  getriver.com.

After registration, you have to properly configure the system: who do you want to subscribe to and who do you want to like, by which hashtags or geolocation points.  Perhaps you want to focus on the subscribers of opinion leaders, certain magazines or thematic accounts.

So, are you ready to embrace Instagram popularity?

Who you should follow: Hairstyle Bloggers on Instagram

The possibility of posting short videos on Instagram gave beauty bloggers the opportunity to record quick, but no less informative master classes on make-up and hairstyles.

Here you have a selection of the best video tutorials from five popular Instagram bloggers.


1. Sarah Angius (@sarahangius)

 3.3 million subscribes love Sarah for her simple and feminine hairstyles. On her page, you can find different videos, demonstrating how you can make several kinds of buns, interesting braids and different types of curls.


Upgrade your ponytail ?? Song: @lanadelrey – Diet Mountain Dew #ponytail #tutorial #upgraded #sarahangius

A post shared by Sarah Angius (@sarahangius) on




2. Nina Starck (@n.starck)

The Dane Nina Stark is already a specialist in braids. She uses her own daughter as a model, whose long hair is challenging Nina’s imagination. Now, 217 thousand people are following Stark’s lessons.




Cool and simple Mohawk French Braid ?Link in bio for full tutorial on YouTube??

A post shared by Nina Starck | Hairstyles (@n.starck) on


3. Marina McAvoy (@marinamcavoy)

Beach waves, braid buns and unusual pony tails- Marina McAvoy loves complex hairstyles. Her ideas are followed by 105k users of Instagram.


One of my favorite braids tutorials. ?

A post shared by Marina McAvoy (@marinamcavoy) on



Jenny Strebe has more than 10 years of experience as a hairdresser. She shares her passion through social media: has more than 410k followers on Instagram and 196k on Youtube. With the help of Jenny’s videos, you can easily learn how to make complex hairstyles with unusual techniques.

5. Missy Sue (@missysueblog)

Thanks to her detailed videos, Missy has earned 691k followers. “I want to inspire people to love their hair and natural beauty”, Sue explains the reason why she created her blog. Mostly, Missy gives master classes on casual, every-day hairstyles, but among dozens of videos you can find some evening options also.