Minkology 101: From Mink Lashes to 34 Million Views

Hey Olivia! Who are you and what is your creator brand?

Hey there! I'm Olivia Parker, the brains behind Minkology 101, based right here in sunny Miami, Florida. You can catch my brand on YouTube, Instagram, and TikTok.

For the past eight years, I've been knee-deep in the world of esthetics, and for the last couple of years, I've been diving headfirst into content creation.

My platforms highlight all things esthetician-related, giving viewers a glimpse into various conditions, facials, and extractions straight from my clients' experiences.

How did you come up with your creator & content idea?

My journey with Minkology 101 began with mink lashes, hence the name. I pursued an esthetician license with the dream of opening a lash bar. However, during this time, I discovered my passion for facial procedures.

As I delved into facials, I began documenting my process. One video, in particular, showcasing extractions gained unexpected attention, prompting me to continue creating content.

Recognizing the limitations of short Instagram videos, I turned to YouTube to provide a more comprehensive view of my work.

Starting my channel was a trial-and-error process; initially, I uploaded raw, unedited videos. Despite initially questioning the purpose of YouTube, the encouragement from my audience kept me going, ultimately shaping me into a content creator.

What is your content creation process?

I just uploaded everything I had to my Minkology 101 channel without any editing or fine-tuning. Initially, I lacked a clear strategy; it was more about documenting my day with clients and sharing it. I quickly realized the importance of recording everything.

Having a complete recording allows me to review the entire process and identify what works and what doesn't. It also saves me from frustration during editing, as I can always go back to the raw footage if needed.

My videos typically start from the beginning of a facial session with my clients, showing the steaming and cleansing processes. Surprisingly, some viewers use my videos for ASMR, particularly enjoying the extraction parts.

However, I still include the full process for those who appreciate it. Initially, I would only include snippets of the initial steps and focus on extractions, but now I integrate the entire process into most of my videos.

“I just gave the people what they asked for, and that’s basically how I became a content creator.”

As a content creator, securing collaborations and partnerships is crucial. This pushed me to polish my content to make it visually appealing and attention-grabbing. I now spend hours editing videos to ensure they meet this standard, although I still wonder if they'll gain traction.

Transitioning from a licensed medical esthetician to a content creator has been a learning curve. Understanding algorithms and audience preferences adds complexity to the process. Today, editing a YouTube video takes me about 3 to 4 hours, whereas Instagram content is quicker, usually taking 30 minutes to an hour to craft a captivating snippet.

What is your marketing & promotion strategy? How are you growing your brand?

The beauty of the Minkology 101 brand is its self-sustaining nature. Right from the start, I didn’t adhere strictly to a content schedule on YouTube. If I had good footage, I'd upload it. Over time, fans began craving every bit of content, urging me to share everything I had.

This journey taught me how to navigate my audience across platforms like TikTok and Instagram, repurposing content accordingly. It's all about giving people what they crave. Some fans adore the ASMR quality of my videos, relishing the crisp pops and extractions hitting the camera. Others prefer my voiceovers and Q&A sessions. Catering to such diverse audience preferences is key.

I constantly observe fellow creators, learning from their strategies and techniques. Despite how effortless they make it seem, content creation is a challenging art. I draw inspiration, especially from creators with successful collaborations, aiming to emulate their approach while staying true to my brand.

Previously, I utilized Instagram's promote button to expand my reach, attracting clients nationwide. Although I'm based in Miami, hitting the road enabled me to connect with clients from New York to California.

Moving forward, consistent posting remains crucial. Marketing is tough, especially without a dedicated team. While I aspire to collaborate with major companies, building such partnerships takes time and effort. I'm still navigating these waters, eager to elevate my brand and secure lucrative collaborations.

How do you engage with your audience?

Incorporating storytelling has become a significant part of my approach lately. I've noticed that my audience loves a good story, and it keeps them engaged and invested. Take Ms. E, for example, one of my original clients for Minkology 101. Her unique case has sparked curiosity among my followers, prompting them to constantly ask about her backstory. So, I've been delving more into storytelling to satisfy their curiosity.

My followers often come up with some wild questions, like whether any of the extractions have ever hit me in the face. To address this, I've started branching off into stories, aiming to overcome my camera shyness in the process. Many of my followers have no idea what I look like, so I see this as an opportunity to connect with them on a more personal level.

When it comes to interacting with my audience, their input is invaluable. The name "Minkology 101" actually came from one of my clients, which I find incredibly empowering. While I initially gained recognition for my work with mink lashes, my brand expanded as I ventured into facials. Despite the shift in focus, I couldn't bear to part with the name "Minkology 101" because it ultimately became who I am.

These days, I engage my audience through online polls and teasers about upcoming content. I make an effort to respond to as many comments as possible, although the volume can sometimes be overwhelming. My phone is always with me, and the first thing I do is check my emails. I try to reply promptly and address comments head-on, although it's challenging given the sheer volume of interactions.

Navigating negative comments can be particularly tricky. Initially, I found myself getting caught up in futile back-and-forths with some individuals, only to realize that it wasn't worth my time and energy. Learning to ignore such comments was a lesson in itself, although a difficult one. However, I do occasionally engage with negative comments if I have the time and inclination, just for the sake of amusement.

On a more positive note, I have a dedicated group of followers on platforms like YouTube and Instagram who consistently engage with my content. Their comments and support never fail to bring a smile to my face, and I make it a point to interact with them as much as possible.

Ultimately, I try not to let negative comments affect me. Everyone is entitled to their opinion, but I've learned that I don't have to engage with every criticism. Maintaining a positive and respectful demeanor is key, especially when dealing with negativity. It's essential to focus on the supporters who truly value my work, rather than getting bogged down by the negativity.

How have you monetized your business model?

Becoming a content creator was my ticket out of the 9 to 5 grind. I relish the freedom of being my own boss, setting my own schedule, and not having to answer to anyone else. But with that freedom comes responsibility - I wear all the hats in my one-person operation.

I handle the corporate side, HR, the actual work, and even payroll. It's just me running the show here at Minkology 101. Sure, I'd love to have a team to expand and reach new heights, but building that is a journey I'm still working towards.

My leap into content creation was born out of frustration with my previous job at a hospital. I reached a breaking point and walked away without a clear plan. Initially, I didn't fully commit to being a content creator; I posted regularly but didn't take it seriously. However, the support from my social media followers and family fueled my determination. So, I took the plunge, and things took off from there.

Monetization in my niche on Instagram isn't feasible due to the graphic nature of my content. Therefore, I rely on YouTube and TikTok for revenue. While the earnings from these platforms aren't substantial yet, most of my income currently stems from my clients. However, I'm ramping up my efforts because I see the potential.

Collaborations are a significant avenue for growth, although most of them start with gifted products rather than paid opportunities. Recently, I landed my first paid collaboration, which is a major milestone. I'm eager to pursue more paid collaborations and I'm exploring options like partnering with a PR firm to facilitate these opportunities. On YouTube, longer videos with unskippable ads are the bread and butter for generating revenue. It's a journey, but I'm committed to making it work.

What are your biggest lessons learned & challenges faced?

One of the biggest challenges in content creation is the learning curve and the temptation to give up. Figuring out the technical aspects, especially editing, can be daunting. Additionally, there's a lot of gatekeeping in the industry, with people reluctant to share insider knowledge. Marketing is another beast altogether, but I'll save that discussion for another day.

Dealing with judgment and criticism is tough. Not everyone will like your work, and that's okay. It's disheartening at times, but I've learned to push through and persevere.

On the bright side, my favorite part of being a content creator is the opportunity to help others. Through my content, I aim to show people that it's okay to embrace their differences and that they're still beautiful. It's incredibly rewarding to see how I can boost someone's confidence by sharing stories and experiences.

I remind myself constantly that my content is unique. While I might draw inspiration from others like Dr. Pimple Popper, I don't compare myself to other creators. We're all different, and that's what makes the creative landscape so vibrant.

It's easy to get discouraged when comparing your success to others, but I've learned to tune out those negative voices and focus on my own journey. Believing in myself and staying true to my vision is key.

What technology & tools do you use?

I started my journey into content creation using just my iPhone to shoot videos. It was simple and convenient, but as I got more serious about it, I decided to invest in a Canon Rebel for better quality shots. Transitioning from my iPhone to the Canon Rebel was a game-changer for the production quality of my videos.

When it comes to editing, I use CapCut for its user-friendly interface and features. Initially, I thought I needed a MacBook for editing, so I got one, but to be honest, I'm still learning how to use it effectively. Instead, I find myself gravitating towards my iPad for editing, especially with the added convenience of using a stylus. It's more intuitive and streamlined for me.

I remember starting out by watching countless videos on what tools and equipment I needed to be successful as a content creator. I ended up with a vlogging camera that I haven't even touched and a MacBook that's gathering dust. It just goes to show that you really don't need much to get started in content creation. My iPad has been the most useful tool for me, proving that sometimes simplicity is key.

What future plans & goals do you have for your creator brand?

My vision for Minkology 101 is to expand and grow. It's incredible how many people recognize me now, and I'm still a bit surprised by it all. I aim to secure more partnerships and collaborations, ultimately striving to become a six-figure content creator. I'm also eagerly pushing towards reaching 100,000 subscribers on YouTube—I can almost taste it!

While I've considered branching out to other platforms like Twitter, I find it difficult to keep up with its fast pace. I'm not exactly ancient, but Twitter moves at lightning speed for me. I'm dabbling more in LinkedIn, trying to grasp its dynamics, and I'm also experimenting with Facebook, although it feels overwhelming at times. Each platform has its own unique quirks and demands a different approach.

TikTok, for instance, requires you to master the art of gaining and retaining followers within its ecosystem. While I'm still learning the ropes of YouTube, I feel like I've got a good handle on it for now. Instagram is another platform I navigate fairly comfortably, but it's the others where I need to invest more time and energy to truly thrive.

What advice do you have for aspiring content creators?

Never lose momentum. Consistency is key. Even when progress seems slow, remember that steady effort pays off. So keep going. Don't give in to discouragement. Stay consistent and persistent. Even if you're not seeing immediate results, remember that your audience will eventually find you. Someone out there will appreciate what you're sharing.

Authenticity is crucial. Your audience needs to trust you and your opinions. Stay true to yourself and your brand will thrive.

Finding balance is essential. With Minkology 101, I'm still learning to juggle my responsibilities as a content creator with being a mom to my nine-year-old and five-year-old. It's important to prioritize family while also pursuing your passions. So stay grounded and keep creating.

Minkology 101: From Mink Lashes to 34 Million Views

Olivia Parker (aka Minkology 101) shares how her day job helped her become a YouTube star…

Creator Brand: Minkology 101

YouTube: 102K subscribers, 34 million views

TikTok: 19.2K followers, 44.6K likes

Instagram: 85.1K followers

Website: Minkology 101 & Skincare

Full time creator: Yes!

Hey Olivia! Who are you and what is your creator brand?