Mihlali Ndamase: Sell yourself, not your soul

INFLUENCERS are powerful marketing vehicles. And, make no mistake, it is a full-time profession. This is something 22-year-old Mihlali Ndamase knows only too well.

It was in December 2014 when Ndamase created her Instagram profile. Around the same time, she started a YouTube channel but didn’t update it with any content.

“My journey (really) started in 2016. My first-ever video was a L’Oréal foundation review and – probably three videos after that upload – I got an email from one of the brand managers and they asked to have a meeting.

“That’s when my career picked up and it just opened a whole bunch of other doors,” she said.

Today, the beauty and lifestyle vlogger has 752 000 followers on Instagram and 163 651 subscribers on YouTube.

And she recently cracked Instagram’s Rich List, which, beyond being another feather in her cap, validates her hard work.

On the hype around the news, she said: “Well, at first, I felt really uncomfortable because I’m not someone who discusses my finances or the business side of what I do with people. I’m not very public about it.

“At the same time, it was very heartwarming to see how many people actually supported me and how many people are so proud of me. It was a very rewarding feeling being the only South African influencer on the list and to know that your hard work is recognised and celebrated by others.”

Getting down to the business of what she does, Ndamase said: “The most important thing is to understand how you want to position yourself and how you want to be perceived. It’s important to sell your brand because you can easily be exploited. -