Not An Influencer, Aiming to Be A Good Influence?

It’s not enough for me to be a content (media) creator, I also need to feel I’m a content (happy) creator.

My new year resolution was to blog more. I made this website so I could use it. If you read my earlier posts/follow Sally on Instagram @scotlandwithfluffywolf you’ll know that over the last year I’ve more or less abandoned this blog. Why? I had plenty I wanted to say, but I wasn’t sure if I should go ahead and say it. This is what happened…

The TLDR version is that I got fed up being asked to do ads for *really* random stuff and then being told I was a loser when I refused, for the full version see below…

Once Upon a Time…

It’s probably easiest if I tell the story from the beginning. So, let’s start there. Six years ago, I got a puppy, another year down the line (to keep work and social spaces separate) I made an Instagram for her puppy photos. It got reasonably popular. I kept getting asked “when are you making a website/blog?” as this seems to be the next step you are expected to take as a “content creator”. So, I dipped a toe (or should that be a paw?) in the water. Partly for my own curiosity to learn how to build a website, partly to have somewhere that’s independent of the big social media networks in case they ever go down or disable my accounts, and because I was tipped off that I should buy my domain name ASAP (I’d had threats from a blogger who viewed me as competition – I’m not and never will be for reasons we’ll come to, but there you go). I was warned to buy the domain before it was unavailable…

I Made a Blog

Then since I had the URL, it seemed silly not to use it…

I wrote a few articles about things that I wished I’d been able to find information on when I was a clueless new puppy owner. I didn’t have a clear plan for what I wanted this site to be, what type of articles I wanted to write. I had some well-meaning blogger acquaintances try to push me in the direction of having a gameplan to monetise the site, with affiliate marketing, optimising SEO, scheduling posts, backlinking to other sites, guestblogging, and all the other things fulltime bloggers must do to make a living from their writing. I felt, for me, these were premature considerations, as I was just beginning to find my feet and voice online, maybe later, but now’s not the time.

Brands Found Me

I had a look around and saw that most “dog blog” people seem to do dog-friendly travel blogs (often as a result of #gifted stays on the understanding that they’ll blog about it) and reviews of (usually #gifted) human and dog clothing and accessories. I suspected this wasn’t the direction I wanted to take for reasons I’ll come to. However, I digress, back to the story: writing anything at all, having a blog no matter how embryonic, just having that domain name, seemed to put me on the map as an “Influencer” to the powers that be, and in consequence I quickly got asked for “partnerships” and “collabs”.

It was very flattering to be asked, but I knew for my own dignity I had to approach ads with caution. I’m still learning to find that balance where I can both gain and provide value. I’ve been mostly lucky as some amazing brands have treated me and my followers with respect. There have also been a few times when I’ve been left feeling used, and worse, feeling that I’ve duped my followers. To me this was all wrong. Partnership should be that – the brand should get media they can reuse and positive online exposure, the blogger should receive payment or free goods or services, their readers and followers gain content they enjoy and information about goods/experiences that will be of interest to them. Everyone must be a winner otherwise it’s not “collaboration”, it’s exploitation.

Play By The “Rules”?

I didn’t want to play by the (unwritten) rules of the “Influencer Game” – it seems in the Dog Influencer world you must either capitalise and seek to monetise your pet’s struggles, be it reactivity, rescue, recovery etc, or else everything must be cutesy-cute viewed through fluffy rose-tinted spectacles. Do you want misery or an escapist fantasy (or both)? Because those are your choices.

Then, there’s social cachet to be gained by promoting conspicuous consumerism. You “need” to run ads or you aren’t considered as influential as those who do advertise. Ads become the endorsement of you as a social presence. There are specific brands that are virtually unknown outside of social media, but within that social bubble, everyone who’s anyone seems to be on the bandwagon. I won’t be peer pressured, and I don’t want to add to the pressure (that I have at times felt) that you are a failure unless you have these items (ideally as #gifted to boot). It’s cliquey and petty and I’ve lost supposed friends because I won’t join them.  

I’ve tried to stick to my principles. To say “thank you but no thank you” as politely as I could (I’ve learnt the hard way I get rude kickback then blocked if I give reasons why I’m declining; brands aren’t used to anyone saying no). Lately I’ve just been saying “no thanks” with no explanation.

Silence Was My Defense

I let the blog go silent for a wee bit in the hope I’d drop off the brand partnership radar as it seemed to be “The Blog” that was bringing them my way. But I’ve had enough of that. I enjoy writing (even if no one reads it), so I’m going to take back what is mine anyway and use this space again.

I Choose Not to Conform

Let me say it now and say it loud and clear. I don’t want to be “An Influencer”. Firstly, it’s crazily hard work to do it well, to make media that makes people aspire to want the things you promote without seeming to be pushing a hard sell, and I have nothing but respect for those who manage it. But it’s not for me.

Appearance is Everything

Second, I don’t want to constantly appear in my photos, and as a woman, to make money online this seems to a requirement. You aren’t “trusted” unless you frequently appear on your feed, plus if you can dress provocatively or forget to dress, then this will up your value! I refuse to take part because I don’t want to add to the culture that your worth is tied up in your physical attractiveness. I know I could play along if I tried, but I won’t try. Not to put too fine a point on it, sex sells, cuteness sells. Woman with cute dog ticks all their boxes meaning “dog blogs” are popular with advertisers (that and the fact we don’t expect/know/are willing to stand up for our rights, so can be paid half of what a lifestyle or travel blogger would receive for the same commission).

Before Sally, I was a nature/landscape photographer. Now I use Sally as my avatar within the photo’s reality – because she’s a little fluffy wolf that transcends gender, ethnicity, religious affiliation, physical fitness or body type. She’s equally enticing to anyone viewing. She’s the hook that draws you in to the image. She invites you to explore her world and share in her sense of simple child-like wonder and joy in living. Therefore, my absence from her feed makes it more inclusive. Weirdly though, her Grandpaw features occasionally because people do seem to like seeing Sally interact with someone, and an older father/grandfather figure seems to have a resonance with many people. I haven’t really worked out why, but maybe because of this, Grandpaw photos are incredibly popular (shh don’t tell him I said that, he’ll expect an appearance fee now).

Sally Can’t Give Consent

For me, there’s another wrinkle. I expect this will seem weird to most people, but to me it seems wrong to profit from my dog: she’s a dog – she can’t give consent to her online presence being used to support or promote x or y. But at the same time, I know I’m being hypocritical, as I’m more than happy to feature her if it’s to showcase brands we actually use. Anytime I’m asked to collaborate by a company where we are already customers, I’ll pretty much always accept. I don’t feel at this stage in my life online, and because Sally can’t give her consent, that any monetary payment made because of her image(s) is mine to keep, so I donate to dog or environmental charities. Out of respect for fulltime bloggers I won’t work for free. Content creation takes skill, time, and effort; so I do expect payment or payment in kind.

If from the beginning it was myself rather than my dog that was the subject of my social media, I expect I’d feel differently about profiting from it. I’ve seen many “dog blogs” refocus to be “dog and lifestyle/fashion” or “dog friendly travel” then simply “lifestyle/fashion with an occasional appearance by the dog” or “travel blogger that sometimes takes the dog along” as people wrestle with these considerations and find a solution that works for them. Also, there’s the very real fact that no pet lives forever, and one day we will be forced to find an online voice that can live on after our pet crosses the rainbow bridge. As I said earlier, treated as a job and done well “Influencer” is hard work, and I don’t have the energy or inclination to constantly travel (especially now in this crazy pandemic world), or the want to appear myself on camera to pivot into these woman-with-dog-as-occasional-sidekick niches.

Promote Sustainability not Consumerism

In addition, I’m conscious how selfish and especially environmentally selfish having a dog is. To have this furry consumer who’s dependent on me for her wellbeing. I know she’s an ecological walking disaster (from the mouse murdering to the 400g of quality meat consumed per day and the everything in-between). To compensate, I try to reduce my environmental footprint wherever I can. To promote non-sustainable consumerism just to fill webspace and for the prestige of being “A Content Creator” is not something that will make me a contented creator.

So, I’ve Been Silent:

It’s taken me a while to make sense even in my own mind of how I felt, and longer to be able to write it down. I’ve been trying to work out what I want for this blog if it’s not to be the typical “this is a dog friendly trip to xyz” or “hey check out my review of this amazing #gifted thingymejig”. I can’t promise that I won’t ever not write a travel piece, or I won’t review items, but that’s not going to be the focus, instead expect some more of my ramblings about life with Sally.

What Right Do I Have?

Lastly, what right do I have to say anything? What qualifications do I have that make me good enough to be able or to be allowed to put my thoughts in writing? If I’m honest this has been holding me back as much as anything else. The self-doubt, the feeling I have no right to say that. Then, I look around and I see plenty of people who’ve first come to prominence on their social media now using their fame to promote (and ofttimes sell) their views on (dog)food, training, exercise, travel, lifestyle etc. For in our celebrity obsessed culture, you seem to gain validity with follower count. They give themselves the right to speak out regardless of real world qualifications. All it takes is the confidence to put yourself out there.

This troubles me, for although there are some fantastic self-published websites that have become authoritative in their chosen field, there are others that are plainly vanity projects. The best that can be said is that they are well intended; at worst, plain crazy, quasi-science or pseudoscience that masquerades as fact. I don’t want to add to their number.

So, who I’m I? What authority do I have to speak on anything? I’m not a vet, I’m not a behaviourist, I’m not a nutritionist, I’m not a lot of other “-ists”. But what I am is a SCIENTIST. Someone trained for over 10 years of study in critical thinking. To be able to take information from different sources and evaluate it’s worth. If I write about a topic, I will have first researched it in detail, and/or I’ll say what I both know and don’t know. I’ll link my sources so you can go read them and draw your own conclusions.

To Be a Good Influence

So that’s why I’m not doing the typical “dog blog reviews X”, not because I’m not good enough (despite what my self-doubt and self-criticism might sometimes try to tell me) but because I CHOOSE not to. Because I’m not aspiring to be An Influencer, but I am aiming to be A Good Influence and that must be Good Enough.

With love and fluffy hugs and until the next installment,

Claire & Sally.