As part of an ongoing series, Branding in Asia talks to influencers across the globe, learning more about how they got started, what has driven their success, and other insights to inform both brands and agencies as well as aspiring influencers.
This week we feature Astari Budi, a 29-year-old influencer from Indonesia with 654k followers on Instagram who has worked with brands including Garnier, L’Oreal Paris, Maybelline, and L’Oreal Professional.
Before becoming an influencer, Budi studied to be a dentist. She told us she is “still a practicing dentist but now more active as a content creator.”
Name: Astari Budi
Hometown: Tangerang, Indonesia
Current Location: Tangerang
Platforms You Appear On & Number of Followers: Instagram – 654k
Some brands you’ve worked with: Garnier, L’Oreal Paris, Maybelline, L’Oreal Professional, Somethinc, and MS Glow.
Date of your first post: 2017
Agency Representation: INCA GroupM
What were you doing before you became an influencer?
I studied as a dentist. Yes, I know it’s really a different profession and vocation. I am still a practicing dentist but now more active as a content creator.
What inspired you to pursue it as a career?
I’ve always been interested in Make-up and Skincare ever since. Over time, I became passionate about it and I realized I could also make a career out of doing what I love.
I started collaborating with the INCA team in Indonesia and I discovered how rewarding the content creation process is. Being an influencer started out as a hobby but with INCA, I realized I could pursue this as a profession also. We started dabbling into working with commercial brands and INCA has been collaborative in this process, balancing the relationship between brands and my voice as a creator.
As you were building a following, was there a particular post or posts you felt pushed you to the next level?
I got the brief from L’Oreal and INCA Indonesia team for Maybelline and Marvel Collaboration for their Superstay Matte Ink lipstick. As a fan of the franchise, I knew I needed to “up my game.”
What do you love most about being an influencer?
I love the collaboration in influencer marketing. With INCA, I had a chance to collaborate with brands like L’Oreal. I’ve also learned how equally important to stay true to my brand as a creator.
I’ve felt authentic when I have an open communication with brands I work with. INCA has also helped in balancing out brand needs and creator voice.
The influencer industry is so massive in Indonesia that we need to set up standards as a profession. I’ve worked massively with INCA and L’Oreal on this.
What do you like the least?
Haters. It is still social media after all so I always tell myself to tune out the negative voice online and focus on the privilege of being able to be a creator and influencer to my followers.
How do you decide which brands to partner with, and how do you ensure that sponsored content resonates with your followers?
Usually, I do a background check with every brand. Since I will work on beauty products, I usually check their BPOM, originality, and reviews. For example, on L’Oreal collaboration, INCA helped me to understand the brand and the category.
This helps a lot because creators like me really need to choose and select only brands that represent his/her own personality and values. I think it is very important to me to “combine” the brand identity and the marketing purposes into my personality.
I choose to work with L’Oreal because I know it stands for a good cause on actively empowering women. It resonates well with me as a beauty influencer who wants to push confidence and creativity of women.
What inspires you to consistently create new content?
I really enjoy creating content especially if I can entertain others who watch/see my content. I receive many feedback from my followers who are saying I’ve brightened their day or inspired them to be creative.
As a creator, I am inspired when my followers directly connect with me. I think that’s why being a creator is fulfilling. It is a two-way street. I share something to my followers, they share something back to me. My work is valued and I see the direct reaction of people online.
Any tips do you have for someone who wants to become an influencer?
Be consistent in your content by constantly creating. Do not stop. Your channel is your brand. Do not hesitate to express yourself.
Bring your idea to the next level. Always ask yourself, what can I do better? It’s that constant passion to do great work and share great stories that always inspire me to continue as a creator.
Know that you are an influencer. You have the power to influence others’ opinions so do not take it for granted. Every follower you have took the time to connect with you.
And most importantly, LOVE THE WORK!!!
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