In the world of digital marketing, the role of a social media manager is often misunderstood. It is not just about posting beautiful pictures or crafting catchy captions. Instead, it is a multifaceted profession that demands creative storytelling, analytical insight, and business strategy. In a recent episode of the Unscripted podcast, Ivy Mintah, a respected social media strategist, shared her journey from humble beginnings to becoming a leading voice in the digital space. Her story is a powerful reminder of the challenges and opportunities that come with building a successful online brand.
From Humble Beginnings to Digital Success
Ivy’s journey is a testament to perseverance. She did not come from a privileged background, but through sheer determination, she carved out a place for herself in the competitive world of digital marketing. After finishing high school, Ivy taught preschool to save money for online courses, slowly building the skills she needed to break into the industry. She recalls doing free work for various clients, understanding that sometimes the best way to gain experience is to put yourself out there, even without immediate financial reward. This hustle laid the foundation for her current career, which spans content creation, influencer management, and strategic partnerships.
Why Community Building is the Key to Real Influence
One of the biggest misconceptions in the world of influencer marketing is that success is purely a numbers game. However, Ivy argues that real influence goes beyond follower counts. “It’s not just about the numbers,” she explained. “It’s about building a community that genuinely cares about what you share and responds when you reach out.” She emphasized that many influencers struggle with this balance, often losing the personal connection that drives real engagement as their follower count grows. Without a strong, engaged community, even the largest platforms can feel hollow.
The Evolution of Social Media Management
The role of a social media manager has evolved significantly over the past decade. It is no longer just about hitting ‘post’ or crafting witty captions. Today, the job involves a wide range of tasks, including data analysis, content strategy, scheduling, community management, and real-time audience engagement. Social media managers are now expected to understand platform algorithms, track key performance metrics, and optimize content for maximum reach and impact. Ivy highlighted that this shift has made the role far more demanding, requiring a diverse skill set that goes beyond the basics of digital communication.
Why Niching Down Matters
Ivy also stressed the importance of finding a niche. In a digital landscape crowded with generic content, those who stand out are often those who clearly define what they stand for. Many influencers, she noted, fail to carve out a specific niche, choosing instead to create broad, unfocused content. This approach makes it difficult to establish a loyal audience or convert followers into customers. In contrast, those who focus on a particular topic, like fitness, personal finance, or tech reviews, often build stronger, more loyal communities.
Not All Content Creators Are Influencers
A common misconception is that all content creators are influencers. Ivy clarified that there is a significant difference between the two. Content creators often work behind the scenes, crafting visuals, videos, or written pieces for brands or other influencers. In contrast, influencers build their own personal brands, using their platforms to share their unique perspectives and engage directly with their audiences. “If you’re creating content for your platform to advance your image or create a brand for yourself, you can fit into the space of being an influencer,” Ivy explained.
Treating Your Platform Like a Business
For Ivy, one of the biggest shifts in her career came when she began to view her platform as a business. This mindset shift is essential for anyone looking to turn their online presence into a full-time career. Treating a platform like a business means investing in professional support, such as social media managers, business managers, or content strategists, to handle the behind-the-scenes work. Ivy acknowledged that many influencers resist this step, either out of a desire for creative control or a reluctance to spend money on professional services. However, she argued that this investment is crucial for long-term success. “A lot of influencers don’t like to do the grunt work,” she said, noting that many struggle with basic business tasks like sending professional emails, creating media kits, or negotiating contracts, despite their large followings.
The Challenge of Scaling Engagement
As platforms grow, maintaining a personal connection with followers becomes increasingly challenging. Ivy noted that even small influencers struggle to keep up with messages, comments, and direct interactions as their platforms expand. This disconnect can be particularly damaging for influencers, as it undermines the sense of community that is often the foundation of their success. To combat this, Ivy emphasized the importance of creating systems for managing audience interactions, whether through automated responses, community managers, or carefully planned content calendars.
Free Work as a Gateway to Bigger Opportunities
Reflecting on her own journey, Ivy shared how free work played a significant role in her early career. While many industry experts advise against working for free, Ivy believes it can be a powerful way to gain experience, build a portfolio, and make valuable connections. She admitted that this approach comes with its own set of challenges but argued that it can be a critical stepping stone for those trying to break into competitive industries.
Authenticity is the Secret to Long-Term Success
Despite the rise of polished, highly curated content, Ivy stressed the enduring value of authenticity. In an era where audiences crave genuine connections, being authentic can be a powerful differentiator. Ivy urged aspiring influencers to share their real stories and connect with their audiences on a human level. “Authenticity is key,” she said, reminding listeners that the most impactful creators are those who are willing to be vulnerable and share their true selves with the world.
Conclusion – Building a Lasting Digital Presence
Ivy Mintah’s journey serves as a powerful reminder that success in the digital world is not just about going viral or accumulating followers. It requires strategic thinking, professional support, and a commitment to authenticity. For those willing to put in the work, the rewards can be significant, but as Ivy’s story demonstrates, it is a long road to real influence.
