Today’s influencers represent a radical change in celebrity culture. Instead of actors and sports personalities first gaining influence, and then making money from endorsements, a new generation of social media stars – and no, that doesn’t just mean Generation Z – are using a fun, socially succinct lifestyle that is essential to building audiences, finding a voice, And earn a living, all in real time. Today’s influencers are not just high fashion, they reflect our culture back in us – they are on their way to becoming power brokers, shaping the society we live in. The New Wave has arrived at NoVA, and we’ve rounded up local social scientists and put their stamps on our neighborhood and beyond.
We spoke to Sterling resident Erica Bonnell, a designer whose beautiful interior photos have garnered a following across the region.
Instagram handle: Tweet embed
Followers: 8190
On Instagram since: 2013
start: “Having your name on has changed a lot in the last 15 years. For me, it’s been looking at social media and realizing that it’s a great way to promote our work, just by posting these little pictures with little to no text or content.”
why did you do that: “Big-name influencers have built their following by sharing inspiring images from other designers. My style is different: Show people in our area that we can implement a design that we publish. The work I share in our feed is always ours, and basically professionally photographed… We also try to talk To an audience similar to ours. This is one of the reasons we started the weekly cocktail blog, Ma Shakin: I’m a great weekend or liquor type of person. Interiors are built around someone’s lifestyle, and we see a lot of our clients reflect that. “.
Biggest post ever: “Some of our reels have gotten quite a bit of attention – one of them was from What Shakin.” We had a designer pool in my studio with a fun cocktail. It had about 11,000 views. In our feed, one of our iPhone photos after installation was popular. It was space-appropriate – we put in these built-ins; It’s a fun little puzzle station with a sofa.”
Favorite feedback: “When we post something new and someone comments, ‘Oh my God, we have to hire you.’ That’s nice because they realize how we can change your life and how you live in your home.”
Weirdest reactions: “Once or twice I had someone say something really weird, and I could tell it was a transplanted dwarf. I don’t know what the purpose of doing that was, but mostly I get supportive and legitimate comments.”
future goals: “We are so busy in everyday life that we forget to post some behind-the-scenes that people want to see. For example, when things go wrong, we don’t panic – we find out. And I want to show more of who we are in general – our personalities and odd office jobs – So that people don’t get scared when they contact a designer.”
About “live” off camera: “I don’t want my kids to grow up thinking our lives are buried in what we put on social media. I don’t want to be tied up in showing every part of everything I do.”
What you won’t share: “Unfortunately, I have to share this, but I have only lived in the house I have lived in for three years, not living the same way I tell people to live. I have not had the time to focus on my home as much as I have on theirs.”
Why her followers care: “They turn to us for inner inspiration. Sometimes they are on the fence and can’t decide if they want to hire a designer.”
Free loot: “Brands have asked to partner, but I’m not interested in promoting products to customers because I get them for free. It’s not at all what I’m looking to do. I’m promoting a lifestyle.”
Best NoVA Sites: “The restaurants are always inspiring. I love La Vie, designed by my friend David Chenault. The buildings are beautiful at the Oatlands Historic House & Gardens in Leesburg. And the Stone Tower Factory: the view is amazing. You feel like you’re in Napa. Then there’s the wine.”
A version of this story originally appeared in our January issue. For more stories like these, subscribe to our monthly magazine.