Meet the faces behind viral social media accounts with local roots and discover their tips
Who do you follow on social media – sports stars, entertainers, big name brands and influencers? Hopefully you follow a few locals too
Style caught up with some Toowoomba folks to chat about their social media adventures and what works for them. Follow us #stylemagazinetoowoomba and join the conversation as we do our bit to try and support local business.
OVERSEAS CONNECTIONS #KARLEESKUPCAKES Cake-maker and decorator now based in US – 312K followers
Karlee Towning (nee Prior) grew up in Toowoomba and attended Harlaxton State School and Toowoomba Christian College. From making cakes in Toowoomba she moved to Brisbane and then to the US in 2018 where she has developed a range of cake mixes and icing under the Karlee’s Kupcakes brand. Her move to the US has certainly expanded her follower base but as her family is still in Toowoomba, she plans to return with her new husband in the near future.
Start: I started my social media profile in 2011 – so it has been a really long time now! People get upset when they don’t have a ton of followers after 6-12 months but social media takes time and patience. It’s a long-haul journey – so strap yourself in!
Business: Social media has given me a direct and instant link to my followers around the world because it doesn’t matter where you are, if you have a cake question – I’ll answer! Social media has made it easier to show customers the cake they want for their next big event, or see the cake I made them in a post and all the lovely comments people make.
Advice: If someone leaves you a negative comment and they don’t know you personally, don’t take it personally and get caught up with their opinions. Also, remember that while you’re sharing your work or life for others to see, you also need to gain some benefit from social media so it’s not all take, take, take.
Following: Amy Willis – #bitsandpiecesbyamy, #thesteveclaydon, #sweettalkcoffee, #ivydesignercollections.
Most popular post: My wedding in the US with around 23k likes! My followers (for the most part) do care about me as a person and that I have found my happiness. Cake-wise, the beautiful peach cupcakes got around 11k likes. I’ve had a few videos go viral with anywhere from 1 million – 7 million views which is just crazy!
FABULOUS FASHION LABELS #FLORENCEANDMARABEL Boutique owned by mother/daughter duo Donna and Alex Mills – 8K followers
Independent fashion boutiques, like Florence & Marabel, bring a variety of exclusive labels to Toowoomba ensuring we keep up with big city fashionistas. The store at Grand Central is currently closed but you can still buy online.
Start: We started our social media six weeks before our opening date on the 1st October 2015. It was important for us to create some hype around our opening and start building our audience before opening the doors to our physical store.
Business: Instagram has helped us to connect with our audience and showcase our clothing and accessories on ourselves, so that the customer can see what the item looks like in real life before purchasing. It takes the guess work out of buying online.
Advice: Consistency is key! Running a business is hard work and it isn’t always easy to be consistent with social media but it really makes a huge difference. Also, engaging with your customers is important. Regular posting is great, but if you aren’t answering queries and interacting with your followers then you are missing opportunities.
Following: The Flower Grocer @the.flower.grocer, Balance Nutrition @balancenutrition_ and G.O Personal Training @g.opersonaltraining
Most popular post: Our third birthday photo of Donna Mills and daughter Alex showcasing one of our most popular labels, Binny.
FUN ART WORKSHOPS #SHINYHAPPYART Art studio and guided workshops – 6.6K followers
“Sip and paint” style guided art workshops are so much fun (and yes, they’ll be back). Local artist Anna Bartlett also offers some online classes to get us through this era of social distancing. Check out Anna’s own gallery of work too … just stunning!
Start: My brother talked me into starting a personal Facebook account in 2009 and my Shiny Happy Art business page in 2012.
Business: I really don’t think I’d have a successful business without social media! When I was running regular classes, I could fill my seats with regular posts – kids classes on Facebook and adult workshops on Instagram. Now I don’t worry about numbers and just post what I think might be interesting and social media will always come second to my mailing list.
Advice: Get comfortable in front of the camera and use Facebook stories to share things you care about.
Following: As many people as I can! Aaron from @harolds_finishing_touches, @mollyandmama, my mum @dianabattleartist, @sweettalkcoffee, artists, clothes shops, florists, Empire Theatre and I enjoy seeing what Geoff Mcdonald posts each day!
Most popular post: My most popular Instagram post wasn’t planned at all. I decided to paint a blank lampshade with cacti, for my daughter’s room. I recorded the project on Instagram, and it went berserk! 12323 impressions and 480 likes. My second most popular post was a photo of me taken by a friend as I sketched at Charred one day. 2864 impressions, 302 likes and a 16% engagement rate. It’s been good for putting my face to my online presence.
As we all practise social distancing, it’s still important that we support Toowoomba businesses. You can do this by following them on social media, but please make sure you keep buying from them too.