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She's one of Australia's most successful and respected bloggers and has a starring role on the television show, Fashion Bloggers, but despite this, Zanita blogger Zanita Whittington is surprisingly down-to-earth. Inspiring women across the globe with her approachable yet captivating persona and style, Whittington is renowned for her authenticity, which she brings to all her projects.
Having just added another line to her resume as an ambassador for , BD decided it was the ideal time to chat to Whittington about working with the hair care brand, the effect Fashion Bloggers has had on her career, and the role of social media in relation to her blog.
What made you decide to team up with Schwarzkopf?
Initially, I was a little confused as to why they wanted to work with me - I feel like I must be the queen of bad hair days! But the more I learnt about the concept of Hair Happiness, the more I realised it was a perfect fit for me because I really needed to figure out exactly what was right for my hair and work with those solutions. As a blogger, it’s so important to work with brands that I believe in - the trust of my readers is the backbone of my business.
Have you always been a fan of the brand?
I’ve always used Schwarzkopf products in the past, but I’ve never really been consistent with any single one because I wasn’t really sure what suited me or how to use it.
How do you choose which brands you want to partner with?
The brand has to fit with the way I live my life, and it has to be relevant to my readers. The best collaborations are the ones where I get to tell a personal story about my relationship with the brand.
Why do you think you and Schwarzkopf make a good match?
I’m unfussy with my hair, and I have a signature wavy look - but it’s not always perfect! The Hair Happiness campaign is about addressing the excuses we make for bad hair days and turning them around - that’s pretty much exactly me. I’ve been a bit lazy in dealing with my bad hair days in the past.
What are you doing with Schwarzkopf this year?
I’ve worked on TVCs, which is a first for me and such a thrill. I had the chance to work with the team on the script. I’m also working on projects with my blog, creating video and picture tutorials alongside editorials. Fashion Bloggers (the TV show) also came along for the ride to showcase some of these projects. It’s been a career highlight.
Do you find it easier to align yourself with brands that you are familiar with as opposed to new pitches?
New pitches can be challenging - and I certainly say ‘no’ to more offers that come along than ‘yes’. If I ever work with a new brand, that’s a new chance to stretch myself creatively and share exciting ideas with my readers. Any collaboration that runs on the site always has a story about the connection with the brand and our creative approach.
Do you ever approach brands that you feel you are well-aligned with?
Now that I am working with my business partner, Gustav, we have the time to approach brands ourselves and create pitches - which is really the dream!
Why do you think brands are now approaching successful bloggers as ambassadors rather than celebrities?
I really think that bloggers are an addition to popular culture. We’re not replacing anyone, we’re just contributing a new perspective. Fashion bloggers are uniquely connected to their audience, which makes them very influential - which, again, is why it’s incredibly important for us to maintain that trust.
Do you think this trend is set to grow?
Absolutely. The digital influencer is a huge part of the the future of media.
Has being involved with Fashion Bloggers opened up more brand opportunities for you?
Absolutely, but Fashion Bloggers is only a part of our business with Australian-based clients. We are a global brand so we really have our eyes set pretty wide! About half of my collaborations come from the Northern Hemisphere.
Do you believe the show has helped to elevate your blog?
Yes, it really has - the whole thing has been an incredibly rich experience, sharing a whole new perspective on what life and work is really like as a fashion blogger.
Before becoming a blogger, you were a model. Do you find the campaigns you’re now asked to be involved with are different from those when you were a model?
They’re very different! When I was a model, I didn’t make a single creative decision other than whether to pose on my left hip or right. Now, I’m really the captain of my own ship. I’m so grateful to have found this role in my life.
What does a typical day in your life involve?
There’s definitely no such thing as typical! There’s a lot of moving around and spending time on my computer and social media. Other than that, it’s hard to make predictions week to week!
Do you believe that having skills in modelling, photography and blogging set you apart from other fashion bloggers?
Once upon a time, it really did, but so many of the girls I know have been working on this for up to 10 years so they’ve perfected their game in those areas, too.
Do you think the popularity of Instagram has diluted the amount of traffic going to blogs?
It’s reduced pageviews versus uniques, which isn’t a problem at all. Before Instagram (for example), a reader might check the blog 5/6 times a week and now they’ll do it 3/4 times, but still read all the same articles. Overall, everything still grows, so new forms of social media are very welcome!
How much time do you spend working on your Instagram feed?
As little as possible! It’s my least favourite social media. My blog is the best medium to share my work and life, and Instagram is a bit of a chore. But I love looking at other people’s photos!
Is Instagram critical to driving traffic to your blog?
Important but not critical. Facebook is more valuable to me, but each blogger probably has a different story on this front.
Is Instagram a conscious focus area of your blog?
Yes, but I hope it phases out. I think Snapchat is more fun! It allows me to share more of my personality. Follow me! I’m zanitazanita ;)
What are the next plans for your blog?
I don’t want my blog to be solely focused on me for the rest of my life. I want to use my channels as a medium for new and upcoming creatives who find it challenging to score a share of the market.
Where are you hoping your blogging career takes you?
I would love to have my own studio, where I could collaborate and work with other creatives.
Where do you think the Australian blogging industry in general is headed?
The only way is up.
Image: Zanita.com
