Minksbyv: Leaving Her Corporate Career Behind to Build a Beauty Empire

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

Hi everyone, I'm Valencia Koger, founder of Minksbyv, a beauty brand based in sunny Miami, Florida. I consider myself a beauty influencer, specializing in eyelash extensions. My journey into content creation began in 2020, during the pandemic. Prior to that, I had a background in cosmetology and had always been passionate about beauty.

Before diving into Minksbyv full time, I worked a corporate job. However, I knew my heart belonged in the world of lashes, so I eventually took the leap and immersed myself in learning and perfecting the craft.

In the early stages of my career, I struggled with keeping lashes on for extended periods. This led me to research and experiment with various products for a year, gaining a deep understanding of what works and what doesn't. This exploration ultimately led to the development of my own product line.

Minksbyv flourished as I not only used these products myself but also shared my experiences with others facing similar challenges. The physical aspect of my brand lies in the products I offer, while the digital side revolves around my online presence.

Though I primarily focused on product sales from 2021 to 2022, I always had a desire to expand my brand online. Starting with YouTube, where I've long pursued my hobby, I gradually ventured into Instagram. However, it was TikTok that truly propelled my business in 2022.

My approach to content creation has always been centered on helping others understand the beauty industry better. Whether through industry insights or product recommendations, I aimed to build trust and foster a relationship with my audience. Through consistent effort, I established myself as a trusted figure within the community, paving the way for Minksbyv's success.

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

Content creation naturally evolved from my Minksbyv business. Initially, I focused on long-form content, as that was where my background lay. Before 2019, long-form content dominated the internet. However, with the onset of the pandemic, short-form content began to thrive and continues to do so. It's been about 4 or 5 years since I started delving into short-form content.

Before diving into short-form content, my experience was solely with long-form. I had to learn as I went along - to be completely frank, I had to wing it. I observed other creators online, taking inspiration in my favorite aspects of their content.

I had a basic understanding of editing from my hobby days, which helped me navigate editing platforms and chop up my videos. However, for aspiring creators, I must emphasize the importance of following in the footsteps of others. Looking back at my early videos, I often wonder what I was thinking.

In the early stages of building my brand, I threw myself into the mix, essentially copying others. When you enter the realm of content creation, there's often not much time spent on research; you simply start doing what you see others doing. Back then, I didn't grasp the concept of strategy. Nowadays, everyone emphasizes the need for a strategic approach and self-marketing. At the time, I just went for it without fully understanding all the intricacies involved.

What is your content creation process?

I'm deeply invested in data – it's my forte. So, when crafting content, I ensure it resonates with my followers and caters to Minksbyv fans' interests.

In the content strategy phase, I emphasize what I call "content pillars," essentially the stylistic foundation of my content. I believe in having three key content pillars to rely on.

For me, one pillar involves storytelling through video. I script everything meticulously, detailing tasks like applying specific lash styles for particular clients, and then I film myself executing these tasks from start to finish. With a green screen backdrop, I provide narration while showcasing visuals in the background.

Viewers appreciate seeing the before, during, and after scenes, along with reactions. This approach streamlines the content creation process for me – typically not taking more than an hour, with most short-form pieces taking just 30 minutes.

“The journey of being a creator is really to serve the people. That’s how I look at it - you’re just here to serve the people.”

The secret lies in storyboarding, a framework I swear by. Before filming, I craft a detailed storyboard outlining each shot and scene from the intro to the conclusion. Following this script during filming makes post-production a breeze.

Transitioning to long-form content required a shift in perspective, thanks to guidance from my brand manager. Long-form content demands meticulous storyboarding to maintain viewer engagement. Ensuring the content aligns closely with the title and thumbnail hooks viewers, but sustained engagement hinges on delivering key messages promptly and varying visuals frequently.

To enhance viewer experience, I incorporate chapter markers resembling a book's table of contents, allowing viewers to navigate through different sections of the story. This approach maintains viewer interest by offering variety and flexibility. In essence, storyboarding long-form content parallels crafting a book – each frame, like a chapter, contributes to the overall narrative.

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

Understanding the dynamics of different social media platforms is crucial for growing your brand. Take TikTok, for example. It's all about making people laugh.

Whenever I'm feeling down, I know I can hop on TikTok and instantly find something to lift my spirits. To succeed on TikTok, you have to be authentic, fun, and a little silly. People are there for a good time, so don't be afraid to let loose and be yourself.

I remember a video I made on TikTok where I referred to someone's eye tissues as "eye meat." It sounds absurd, but it resonated with people, and now it has millions of views. That's the essence of TikTok - light-hearted, funny, and a bit spicy. Don't shy away from pushing boundaries!

Instagram, on the other hand, often presents a facade of perfection, especially for businesses. But audiences are craving authenticity there too. Bring the same energy from TikTok to your Instagram content. People want to see the real you, flaws and all.

YouTube is where people go to learn something new. So if you can entertain and educate your audience simultaneously, you'll have their attention. Whether you're teaching a skill or sharing entertaining content, always ensure there's value for the viewer.

A key aspect of successful content creation is putting the viewer first. Ask for their opinions, encourage interaction, and make them feel involved. It's not about what you want to create; it's about what resonates with your audience.

Building a brand also requires a team effort. I used to do everything on my own, but I quickly realized the importance of delegating tasks. Now, I have an editor for long-form content, a brand manager, and a management team to handle negotiations and connections. I also rely on freelancers from platforms like Fiverr and Upwork for quick, cost-effective tasks.

Staying updated with industry trends is essential. I regularly read blogs to stay ahead of the curve. Bloggers often provide insights and predictions before trends go viral. By aligning our marketing strategies with these predictions, we stay ahead of the competition and keep our audience engaged.

In summary, success in branding requires understanding each platform's unique dynamics, prioritizing audience engagement, building a reliable team, and staying informed about industry trends.

How do you engage with your audience?

Engaging with your audience offers various strategies, but I find comments and going live to be particularly impactful. Engaging in the comments section allows for deep interactions and fosters a sense of community. Going live, on the other hand, creates an immediate, intimate connection that surpasses written communication.

Some creators prefer to pre-make content, but I value the authenticity of live interactions. Creating content only a few days in advance or the day of allows for spontaneity and keeps the content raw and relevant.

I'm also keen on incorporating audience suggestions and feedback. For instance, a while ago, a viewer had a unique situation with one black eye and one white eye. After receiving positive feedback on the initial attempt, I brought her back for a second try. This experience showed me the power of community feedback and how it strengthens the bond between creator and audience.

I strive to involve my community in decision-making processes, such as choosing between different looks. This not only makes them feel heard and valued but also fosters a sense of collaboration. Ultimately, interacting with your audience leads to deeper engagement and a more invested community.

How have you monetized your business model?

E-commerce plays a significant role in my business at Minksbyv, but so do brand deals and collaborations. Since July 2023, I've seen considerable growth in my content creation business, particularly in brand collaborations and sponsorships.

In September alone, I managed to secure around $20K in brand collabs and sponsorships, which was a significant achievement just three months into my journey as a content creator. It's evident that there's substantial earning potential in this field.

However, what sets e-commerce apart is the level of control it offers over your products. Unlike brand collaborations where you have limited control or need to continuously pitch yourself for sponsorships, with e-commerce, you have full control over your products and brand.

You manage your email lists, customer interactions, and everything else that comes with it. This control over consistent revenue streams is crucial for long-term growth and strategy planning.

“I’ve always approached content creation with the mindset of how can I help more people? How can they understand this business more or understand this area of beauty more?”

Personally, I've hired a brand manager to help manage the e-commerce side of my business because I can't be everywhere at once. While I focus on creating content or engaging with customers at events, my brand manager ensures that the backend operations run smoothly. It's like having another version of myself handling things when I'm not available, but building this setup takes time.

When it comes to e-commerce, there are various models like drop shipping or affiliate marketing that can be integrated into your online persona. However, it's essential to maintain a distinction between your personal brand as a creator and your e-commerce brand. This was a challenge for me initially, as transitioning from being solely a creator to managing a product-based brand required careful navigation.

For creators who start with a product or e-commerce brand, it's crucial to separate the two entities, at least on the same platform or profile. Understanding this distinction is key to effectively managing both aspects of your business.

What are your biggest lessons learned & challenges faced?

Staying on top of things is crucial. You might think you've hired experts and they'll handle their tasks, but you still need to hold them accountable. I've learned that delegating too much leads to relaxation, which is a danger zone.

Even with my management, I've noticed that the moment I ease up, things start lagging. It's my income on the line, so staying vigilant is non-negotiable.

Consistency is key in content creation. Once, I took a week off by choice, and the impact was noticeable. It took nearly three months for TikTok to pick up again.

YouTube, on the other hand, is a different ball game. Once you're in, stay in. It takes time for the algorithm to optimize, so any breaks set you back significantly. Fillers may not be ideal, but they keep you visible, which is crucial.

In the world of personal branding, you're not just a name; you're a description. People connect with what they remember about you. For instance, I'm known as Minksbyv, but online, I'm "the girl who does color match lashes" or "the black lash girl." It's essential to recognize that people describe you by what they see and remember, not necessarily your name.

What technology & tools do you use?

In my camera bag today, I've got a few essential tools for shooting my Minksbyv content. Alongside my trusty portable phone, I've got a photography light, LED light, and my cell phone. Lately, I've been experimenting with incorporating my Sony 4K camera more into my content creation. To keep everything powered up, I always carry a couple of spare batteries, along with my Sony vlog handstick for easy camera handling.

When I'm vlogging, I make sure to use a rod microphone attached to my camera for clear audio, and I also bring along a micro lens for those detailed shots. And if I need super close-up shots, I've got a macro close shot lens on standby. In my office setup, I rely mainly on LED lighting, with one softbox light that I've recently switched to using natural light instead.

For editing, I prefer using CapCut and Final Cut Pro desktop, although I no longer edit my long-form content myself. If I need to make any tweaks post-edit, I simply Airdrop the footage to my phone and use CapCut for quick adjustments right on my phone.

One thing I always emphasize when it comes to shooting quality footage is the importance of shooting in 60p over 30p. Additionally, lighting plays a crucial role in achieving top-notch visuals. I prefer to shoot in natural lighting whenever possible, as it tends to enhance the overall quality and make the skin look better.

I often receive compliments on my footage, with people asking about my skincare routine, when in reality, it's just the magic of good lighting. If natural lighting isn't available, I find it's often better to rely solely on artificial lighting rather than mixing it with overhead lights, as it can result in a more flattering look.

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

For the future of my Minksbyv brand, I'm eager to expand through more interviews and increased travel. Launching my products in retail stores is a priority, aiming to establish myself as a staple representative of my community and audience. I envision a lasting impact, aiming for legendary status. With a wealth of educational material, my goal is to integrate into school curriculums.

YouTube is a also major focus. I aspire to reach the level of content creation achieved by creators like Mr. Beast, becoming a go-to source for beauty advice, known for authenticity and quality.

My aim is to get to millions of followers, leveraging platforms like TikTok, where I've seen significant growth - approaching 500K followers by year-end, with a notable jump of over 200K in the past year alone.

Consistency is key. By maintaining a steady stream of content and keeping viewers engaged with fresh, innovative ideas, I know rapid growth is achievable. Providing something new and exciting consistently resonates with audiences, leading to increased views and follower counts. My vision is pretty clear: millions in views will translate into millions of followers.

What advice do you have for aspiring content creators?

Looking back, knowing what I know now would have made everything so much clearer from the start. People often say "embrace the journey," but I've never been fond of that saying. The initial stages of any journey are typically the most bewildering - there's a lack of clarity and guidance.

These days, I'm grateful for creators who are more focused on teaching and sharing information. Five years ago, we didn't have as much accessible knowledge readily available. We had to navigate the path on our own, which was challenging.

I've come to realize that being a creator is fundamentally about serving people. You're here to provide value and support to your audience. It's essential to embody leadership, honesty, and integrity in everything you do.

Understanding your audience and building a genuine community is crucial. When you have a loyal following, they become like family, supporting you through thick and thin. Recognizing your followers as your community fosters deeper connections and lasting impact.

“Don’t be married to the content performance. Performance is just a way for new people or more people to see you and to increase your reach.”

One crucial lesson I've learned is not to be fixated on content performance metrics. While performance metrics can help expand your reach, it's the loyal viewers who consistently engage with your content that truly matter. Focus on nurturing those relationships rather than chasing viral fame. Don’t be married to your performance.

Collaboration is a also powerful tool for growing your brand. By partnering with other creators, you can reach new audiences and strengthen your presence in the community. I've personally experienced significant growth through collaborations, which have introduced my brand to new followers.

Looking ahead, I see a rise in AI-driven content creation tools. As technology advances, we may see automated solutions for tasks like determining eye shape or recommending products. The future of content creation will likely depend on the continued growth of social media and innovations in tech. It's exciting to think about what possibilities lie ahead and how creators can adapt to new trends and technologies.

Minksbyv: Leaving Her Corporate Career Behind to Build a Beauty Empire

Valencia Koger (aka Minksbyv) shares how she left an unfulfilling corporate career to become the boss of her own beauty empire…

Creator Brand: Minksbyv

TikTok: 335K followers, 18 million likes

Instagram: 120K followers, 912 posts

YouTube: 119K subscribers, 39 million views

Full time creator: Yes

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