The New Influencers: Sierra Furtado

Followers: 1.9 million on YouTube, 1 million on Instagram

Has worked with: Disney, McDonald’s, Microsoft, P&G


Anybody can create a social media channel dedicated to their hobbies and pastimes. But very few can attract millions of fans across multiple platforms, as California-based makeup and style vlogger Sierra Furtado has done.

Furtado has fans on just about every social media platform – yes, even on Google+, where her posts have received thousands of +1s – who follow along as she reviews fashion and makeup, puts together trendy outfits, and talks about "pretty much everything I love." She says that although she has partnered with brands including McDonald’s and P&G, she doesn’t let them take over her creative voice.

How did you get started in makeup and fashion vlogging?
I went to first year University and it wasn't for me, so I went back home to my parents and I became a fan of YouTube. I did do a small amount of music videos in high school and I always liked performing and having fun entertaining people. Slowly my channel began to grow and then it took off. In three years it’s grown to 2 million followers, and I am so blessed.

A big part of makeup and fashion vlogging is that viewers can see somebody using and reviewing the product. Does working with brand partners present any conflicts of interest?
I only promote products that I actually like and use. I am very careful as my subscribers want me to be genuine. If and when I do brands, I spell that out in my videos.

Are there any new apps or social platforms you're excited about?
Snapchat is changing the game and I am obsessed with it. I think it will get very big in the next while. I also think YouTube will continue to grow and evolve. There are so many changes happening in the YouTube world.

What is your advice to brands that approach online influencers for sponsorships or partnerships?
My advice is to try to understand this new media. It is very misunderstood by the mainstream, and they should really respect that all the people doing YouTube and other social media created their brands on their own. It’s their perspective on the world. In reality, they are a new breed of artist.

And what advice would you give to creators when they are approached with sponsorship or partnership offers for the first time?
Do what you love, promote only what you yourself believe in and stay consistent to the message you are sending to your subscribers.

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