This week’s Featured Editorial Team Member is Internet marketer and personal trainer Josh Duvauchelle, also known as @joshduv on Instagram. He’s been blogging for 8+ years and creating social media content for five years. Josh is originally from Hawaii but currently lives in beautiful British Columbia, Canada, where his family, along with their French bulldog puppy, live out the #PNW hasthag.
What is your day job?
I’ve learned that if you keep saying yes to your passions and interests, it’ll lead you to some unexpected places.
My career has been a rollercoaster ride over the last few years. I started out in the publishing world, writing about health and wellness and being featured in major media outlets like USA Today, Men’s Journal and Teen Vogue.
Then, I moved into marketing and content strategy, where I helped launch successful startups and small businesses. A few years ago, I started my own boutique marketing agency (Frey Union) focused specifically on helping entrepreneurs launch their next big product. More recently, I’ve combined my two passions (health and business strategy) and am now the head of operations for a 7-figure fitness coaching business.
In my “spare time” (do any of us actually have spare time these days?), I provide tips, advice and ideas to writers, editors and social media creators.
How long have you been in the creator sphere for?
I got into social media relatively late in the game, with my blog and social media activity starting to take off three years ago, and most of my time is actually spent helping other people build their brands on social. My own accounts are relatively boutique with a focus on health, wellness, and a little bit of good-vibe spirituality.
Is this something you saw yourself doing 5 years ago?
Absolutely not. When I first got into the wellness field, I was a certified personal trainer with a vision of working for a big media company. But the freedom and opportunities of working for myself – anytime, anywhere – were too compelling. This year, I entirely skipped the winter season in Canada and spent time in places like Costa Rica (helping a client with a product launch). I even got to spend all of January in Hawaii. You can’t do that with a traditional job!
Who inspires you? Who is your favourite creator?
I love creators who have authentic voices. There’s a keen difference between people who are posting what they think people want, and people who are posting what they themselves want and simply attracting their tribe. A few people immediately come to mind, like @kylegrayuk (a self-help coach who helps connect people to their angels and spiritual guides) and @erinireland (who shows people how simple, easy and also MESSY a plant-based life can be). In those spaces, there are lots of copycats and people mimicking the trends, and I love how both Kyle and Erin are undoubtedly themselves and not in it to impress anyone or gain followers per se. When your personal brand is that strong, you will gain a following!
Share with us your proudest piece of content to date?
I get approached by a lot of brands. Today, for example, I got this big box of random spices that a spice company wants me to promote. Most of the time, the things I’m asked to talk about don’t really connect with either my brand or my own soul. However, last year I did get a chance to raise awareness for the “Light It Up Blue” children’s autism campaign. It felt good doing one small action to help kids. Plus, I got to use my French bulldog puppy (who recently starred in a Petsmart ad) so that was fun!
Whats the one piece of advice you would give new creators?
Know your voice and your brand, and stick with it. When I started, I was all over the place. I’d talk about cooking or gardening while also promoting health products and posting fitness inspiration. Once I really dialled in on my health and wellness brand, I started attracting a niche, small audience and landing a lot of sponsorship opportunities.
Don’t try to be all things to all people.
Where do you see the future of influencer marketing going?
There’s already starting to be a big pushback against “pretty” influencer activity. The Atlantic actually just did a major cover story on luxury hotels and the overwhelming cliches of influencers. Everyone and their dog (literally) can be an influencer now. You’re going to start seeing brands who want to focus on smaller, more engaged communities versus the massive accounts.
Sure, the Kardashians will always have social media clout, but in this age of farm-to-table, boutique, curated lifestyles, followers want to have a more intimate social media experience with brands and influencers that they feel more connected to. Brands will of course follow that.
If you could restart, is there anything different that you would do?
I’d stop paying attention to analytics, likes, views, etc. If your audience is highly engaged, you can deliver the right results to sponsors and that’s really what it’s all about. When I first launched, I was obsessed with driving follows and likes, but when I actually culled a lot of my account and narrowed my focus, my engagement skyrocketed even though my public stats were less impressive.
Spend your time on developing your content and brand, finding what resonates with your audience, and creating high-quality and informative information that you can share on social. If I’d spent more time on that instead of pouring through analytics and trying to “game” the system, I would have reached my current point a lot sooner!