Swimming in the social media pool with salty.simmone, ezramichelmusic, and yourfriendkevin
INTERVIEW & PHOTO BY DUSTI CUNNINGHAM
How did you all begin making original content on Instagram?
Simmone: I started making IG content when I first moved to LA in January of 2020. It was a way for me to continue to develop my artistry and creativity while at home. I was only 19 when I moved to LA from Baltimore alone so having a safe space online where I could share my art with like-minded creatives definitely helped with the transition.
Ezra: I started my IG account by posting some shirtless photos once I got my top surgery revision in April of 2018. Until then I really didn’t have much of a need for an Instagram. I didn’t feel comfortable taking many photos of myself and I was so focused on getting my mental health and my transition in order leading up to that point, I just didn’t have the emotional bandwidth for social media. Once I started though I quickly realized that I could find some success with it when a couple of my photos blew up when they were featured on some accounts dedicated to showcasing hot shirtless trans masc people. I remember gaining like 2000 followers in one night after those photos were posted. I was like “damn, is this FAME?”
Kevin: I needed a hub for all the content I create on other platforms. It’s a wonderful platform to use as a digital resume for my Twitch streams, YouTube videos, and TikTok reels.
What other social media platforms do you use?
Simmone: I also make content on Tik Tok @salty.simmone where I have over 4 times the following I have on IG! I started on Tok Tok mid 2020 just for fun and BTS of my makeup looks. However it quickly took off and built a strong audience…by accident! LOL.
Ezra: I have a pretty cute following on TikTok as well as IG. I like TikTok because the stakes feel lower there. It’s a lot easier for me to let go of perfection on TikTok. I never know what’s going to fall into the right algorithm. Some of my most popular TikTok’s are ones I spent very little time/energy creating, it’s just such a mystery. I love it though. It’s so easy to open the app and get inspired right away to create content based on a trending post for your own page, or use a sound that could pertain to a specific situation in my life. It’s a whole language—I’m always learning how to better understand and speak it. I also have a Patreon thats garnered a good following where I post my unreleased music and extra photos from photo shoots that didn’t make the cut for IG.
Kevin: I post every day on TikTok and Twitter, as well as always posting videos on YouTube and streaming on Twitch 5 times a week! However, when I’m not posting, I spend my free time in my Satanic pentagram trying to resurrect Vine.
Any advice on expanding one’s audience?
Simmone: I’d say consistency is key. Consistently posting and engaging/utilizing all of IG’s features is probably the most important when trying to build a following. As well as staying authentic to yourself and brand. Social media moves extremely quickly. Attempting to “fit in” to stay relevant will have you eventually lose yourself and your followers won’t have anything to distinguish you from the crowd.
Ezra: Create content that feels sustainable so you can do it for a long time without feeling burnt out. Make sure you start out authentically so when you develop a following, they’re following you because of YOU and not some persona you’ve created in order to manipulate people into following you. It’s a lot easier to stay motivated when the content you make is centered around your truth.
Kevin: Focus on making the content you want to watch. If you’re looking to appeal to a market you don’t understand, you’re just going to look silly. Make the content you like and you’re likely to find an audience that enjoys watching.
What are your long term goals with social media?
Simmone: I plan to use my social media presence to continue to elevate my career as a makeup artist. However, ultimately my goal is to connect with other creatives and inspire queer poc! If I’ve done that then I’ve accomplished what I need to and I’m a happy gal.
Ezra: Social media is a vehicle for my music career—that’s why I intentionally made my handle ezramichelmusic. I’m a musician first and foremost, so even if I’m making funny videos or creating posts that aren’t fully centered on my music, at least it’s always in my name! I would love to get more brand deals and sponsorships as well, because I find that it’s really fun to figure out ways to creatively incorporate sponsored products into my content while still remaining true to my particular of humor.
Kevin: I need to gain enough influence points so I can finally challenge Elon to a fight, and when he loses I’ll win access to all his rockets so I can rocket to Mars never to be seen again! But honestly, who knows? The internet changes so quickly you never know what will be popular tomorrow. I just hope my oddly oppressive brand of authenticity translates to other platforms.
How do you monetize your social media?
Simmone: I monetize through brand campaigns, partnerships and promotions. Specifications vary by brand but when I started to book at least 2-3 collabs a month I was able to live off of my income from social media alone. However now since I’ve built makeup clientele through my platforms, I use social media collaborations as supplemental income.
Ezra: I get paid partnerships, sponsorships, that sort of thing. My Patreon is probably my most consistent form of online income, but it definitely varies from month to month. I take the gigs as they come, but haven’t fully been able to let go of my day job of cutting hair in my apartment quite yet.
Kevin: Since I don’t do ads, I rely on crowdfunding sites and the funds I bring in from the apps themselves.
