From a career as a magazine editor to running her own highly successful website, The Joye, journalist and content creator, Paula Joye, is one of Australia’s most influential voices in fashion and lifestyle.
We spent 4 minutes with Paula to get some insights on all things influencers and lifestyle.
You have an incredible career spanning across new and old media – what do you see as the future of media?
The future has less to do with medium and more to do with how we consume.
Google has changed the way we think. It’s trained us to search for information in silos.
Generalism is dying, which gives niche media – content that talks to the specific – real opportunity to thrive.
You’ll see this drill down on social platforms with greater audience being given to micro creators.
How to do you choose what projects and brands to collaborate with?
I made two decisions at the start of my digital journey.
- To make thejoye.com a positive space. You need to be very careful with negative chatter or opinion. If I don’t like a product, place or person then I don’t write about it. I concentrate on things I can recommend with confidence.
- If it feels wrong then it generally is wrong. I’ve turned down many lucrative opportunities because they didn’t align with my personal brand values. The word authenticity gets thrown around like confetti at a wedding, but you can’t have a successful collaboration without it.
What are the most important rules for brands to remember to ensure they get the best result when collaborating with influencers?
Make sure the connection is based on brand match and not numbers. The most effective collaborations are frictionless where the brand and the influencer fit hand in glove.
Clearly define your expectation – Do we want sales? Do we want to drive awareness? Then work with the influencer on a brief that will meet the end result.
Long-term influencer partnerships are the way forward. If an influencer talks about a brand over a period of months, it then becomes part of his/her vernacular. The message is repeated and believed. Frequency equals repeat purchase.
As a working mum of two and an authority in all things lifestyle, you’ve become a spokesperson for many Australian women. What are three things the modern Australian woman looks for in a brand?
Anything that saves time.
Anything that does what I says it will do.
Anything with alcohol in it.
Who are three Australian influencers or blogs that inspire you and why?
Li-Chi Pan: Beautiful imagery, super creative feeds and one of the nicest people I’ve ever met.
Table Tonic: Louise Bell and I are work colleagues from MagLand. She has a super cool Gypset inspired store (Table Tonic) and her social media is a wonderful creative diary.
Alan Tsibulya: He. Is. Hilarious.
What are your top fashion and beauty predictions for 2018?
60’s florals, 80’s checks, lavender and all shades of purple (Prince grief hangover), glitter on your clothes, eyelids and nails, oversized earrings (think iPhone plus siz
e), infrared saunas, part time veganism, short hair for women, beauty supplement bars, khaki….and that’s just January.
What three Australian brands are you currently loving and why?
Lanolips: Clever concept, beautiful product, niche business. Plus I can’t live without the 101 Ointment.
PE Nation: They saw a gap and grew virally. Using social media in such an effective way. It’s growing like a freight train and already has a global following.
Made By Cow: Completely biased because my husband invented it. However, it’s very cool that Australia was the first country in the world to bring a safe raw milk to market. The brand is ethical, forward thinking and I love the logo.
FORWARD recently collaborated with Paula Joye on our client, Alpha Keri.