Create & Cultivate 100: Content Creator: Rocky Barnes
The OG influencer knows a thing or two about amassing a social following.
With over 1.8 million followers, Rocky Barnes knows a thing or two about Instagram. But, believe it or not, the model slash style icon entered the influencer space well before the visually-driven social media platform was a thing. She got her big break back in 2012 when she starred in Justin Beiber’s “Boyfriend” music video and then quickly started gracing the pages of Vogue and Cosmopolitan and becoming the face of brands such as Sam Edelman, Furla, and bare minerals.
But don’t call her an overnight success. Barnes has been hustling for years to get where she is today. As she told us at our Desert Pop Up event in Palm Springs last year, “An overnight success is 10 years in the making.” And she’s put in the work. She launched her eponymous blog, Rocky Barnes, over seven years ago (a.k.a. during the digital stone ages) and has slowly but surely amassing a loyal band of followers. Not only has she partnered with big-name brands like PAIGE, Moët Chandon, and AmEx, but she’s also stepped into the role of designer by launching an exclusive collection with Express last year. And she has plans to make more major moves in 2020—like giving birth, among other things.
Below, Barnes gives us the low-down on starting out when Instagram wasn't even around (in other words, when the influencer space was very different from what it is now), on staying true to herself in order to stand out amongst the competition in a saturated space, and on struggling to draw boundaries around what she does and doesn’t share on social media—especially now that she’s expecting.
CREATE & CULTIVATE: As a model, influencer, and style icon you are always pursuing interesting collaborations. How do you choose what companies to partner with? What makes a successful collaboration?
ROCKY BARNES: There are many different reasons I choose to collaborate with a brand. I, first and foremost, must believe in the brand and the product we are creating. Another important factor is finding a partner who allows you to have input and creative freedom. My most successful partnerships are the ones born from organic relationships where brands that I have been wearing for years approach me to collaborate.
What is your best social media advice? What can other content creators learn from your success?
I believe a huge part of my success has come from consistency and a strong sense of self. I really try to post based on what I find interesting and beautiful versus trying to get the most likes—not every post has to be about the numbers. It’s about showing people a glimpse of the world through your eyes. Something I am personally trying to improve on is being more vulnerable with my followers. I really appreciate it when people are able to share the good, the bad, and the ugly.
“To some people, I may look like an overnight success who just popped up out of nowhere, but in reality, I have been busting my ass for the last 10+ years.”
Did your follower count on social media increase gradually or was there an event that escalated your growth?
My growth has been slow and steady. I’ve been consistently posting on Instagram and blogging for about seven years!
When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?
I always find I get the most attention and movement from personal projects. I am very adamant about always making time for passion projects and not letting sponsored jobs take up all my time. It’s important to stay inspired!
You started out when Instagram wasn't even around and the influencer space was very different from what it is now. How have you remained unique and true to your voice in what is now a saturated space? How do you continue to differentiate yourself and stand out among the competition?
An important thing I have learned over the years is when to say “no.” It can be hard at first, but having a long term goal in mind versus capitalizing on a short term goal is very important. Stay confident, and don’t be afraid to hold out for your dream clients!
How do you hope to empower and inspire women through fashion and your modeling career? What advice do you have for those looking to start out in the space today?
I hope that I can inspire other women and demonstrate that hard work really does pay off. To some people, I may look like an overnight success who just popped up out of nowhere, but in reality, I have been busting my ass for the last 10+ years. I worked four jobs out of college and never gave up! I am grateful for the connections I made in the modeling world, and it has been fun seeing my peers grow in the industry next to me! Fashion has been a passion of mine for as long as I can remember, and I feel grateful to be in an industry I love!
You share much of your life with your followers on Instagram. Most recently, you shared your pregnancy—congratulations! How do you draw boundaries around what you do and don't share? What advice can you share for others?
The beauty of Instagram is that you truly have control over everything! You can share as much or a little as you like. I always felt like a picture says a thousand words, but these days it’s hard not to feel like I should be sharing more. I struggle with finding a balance between sharing my life and living in the moment. I am still working that out myself.
What do you wish you had known when you were first starting out? Why? What about your job do you wish more people knew? What are the biggest misconceptions?
The biggest misconception is that our lives are a permanent vacation. Don’t get me wrong, we do have amazing experiences, but it isn’t always as glamorous as it seems. As is true with the modeling world. Dealing with the modeling world prepped me well for the influencer world. We work all the time, weekends aren’t a thing, and there is no such thing as sick days or paid vacation days. Working for yourself is stressful and scary, but when it hits, also the most rewarding.
Being an influencer can be a 24/7 job. What is your content planning process like? How far ahead do you schedule/prepare content? What are some best practices when it comes to creating and planning content?
For me, I like to shoot and post as much in real-time as possible. For sponsored jobs, you usually need to have content approved, so I shoot those ahead of time. Luckily, I work with my husband (he is my manager and photographer) so we have the ability to shoot almost every day. I try to have a rack of outfits always styled and ready to go to make shooting on the fly easier!
With success comes opportunity, but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?
My husband, Matt, is always amazing on days when I struggle with motivation or when I’m feeling overwhelmed. He is so supportive and positive and helps me prioritize and focus when I can’t do it myself. I am also so grateful for the position I am in and always try and remind myself how far I have come!
What is the #1 book you always recommend? Why?
The Four Agreements by Don Miguel Ruiz. Learning to not take things personally in our industry has helped me more than anything.
Photographer: Jenna Peffley
VIEW THE FULL CREATE & CULTIVATE 100 CONTENT CREATOR LIST HERE.
Rocky Barnes on the Power of Collaboration, Connections & Staying True to Yourself
“No one is bigger or better than anyone else. Everyone started in the same place.”
If you weren’t at our Desert Pop Up event in Palm Springs a couple of weeks ago, you missed out on a killer keynote with Rocky Barnes, who just announced a new collection at Express that we’re absolutely fangirling over. Read some of our favorite mic-drop moments from her conversation with Keltie Knight below, and check out her to-die-for collection in the photos—it’ll be online and in select stores on May 3!
“An overnight success is 10 years in the making.”
“I think it’s so important to find the right person or brand to collaborate with. Don’t be afraid to say no and find the right match. It’s like finding a boyfriend.”
“When you’re passionate about something, you do it all the time.”
“I don’t want anyone to think there’s a quick easy shortcut to success—it may look like there is, but it’s all about hard work.”
“Make time for face-to-face interactions, take the time to have coffee, say hello—make a personal connection. You have no idea how far that will go in this industry.”
“The best advice I’ve ever received is to never take anything personally.”
“No one is bigger or better than anyone else. Everyone started in the same place.”
“I truly believe in manifestation and being about to visualize your dreams and goals. I’ve manifested everything in my life.”
“Instead of focusing just on that dream job, focus on the way you want to feel. That’s where you should put your focus.”
“Be true to yourself, make some goals for yourself, and think positive about it.”
We’re dying over those lilac boots! Which piece from Rocky’s collection do you have your eye on? Share in the comments below!
This post is sponsored by Express.
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"An Overnight Success is 10 Years in the Making" & Other Mic-Drop Moments You Missed From Our Desert Pop-Up
Palm Springs, you did it again.
There’s nothing like coming together with hundreds of women in the middle of the desert to mingle, share knowledge, and hear from some of the best in the fashion, beauty, and entertainment industries. Saturday’s Desert Pop-Up was all that and more, with jaw-dropping keynotes from Jameela Jamil, Rocky Barnes, and Karena Dawn and Katrina Scott. They shared the priceless advice they’ve gained over the years, and we couldn’t take notes fast enough! Don’t worry if you weren’t there—we’re bringing you all the key takeaways below…and if you’re a C&C Insider, you can watch videos of every speaker & panel here!
The New Standard: Influencers Reshaping the Beauty & Fashion Industry
“I want to be on the field playing, not on the bench.” - Annie Lawless, Lawless Beauty
“Everything you post is an online resume.” - Jill Wallace, Little Black Boots
“I’m not going to do a job I’m not 100% about. I will never compromise my style.” - Brittany Xavier, global style influencer
Don’t do it for the likes or the comments. Post what you’re passionate about. - Carolina Lindo, I’m Not Sorry Darling
On starting a new venture: “There really is no true five year plan. Everything you do should be short-term planning.” — Jessica Franklin, HeyGorJess
““The only person I’m in competition with is myself. Where was I three months or six months ago, and where I am now?” ”
On being an influencer in a rapidly-changing digital landscape: “It’s a bit like the wild wild west. We’re making the rules up as we go.” - Jill Wallace
“There’s never a right time to start a company, so you might as well start now. Just have faith.” - Annie Lawless
“You don’t need to know exactly where you’re going. Just be really focused and passionate about what you do and everything will fall into place.” - Jessica Franklin
“The only person I’m in competition with is myself. Where was I three months or six months ago, and where I am now?” - Jill Wallace
Fireside Chat: Rocky Barnes
“An overnight success is 10 years in the making.”
“I think it’s so important to find the right person or brand to collaborate with. Don’t be afraid to say no and find the right match. It’s like finding a boyfriend.”
“I don’t want anyone to think there’s a quick easy shortcut to success — It may look like there is, but it’s all about hard work.”
“Make time for face-to-face interactions, taking the time to have coffee, say hello—make a personal connection. You have no idea how far that will go in this industry.”
“The best advice I’ve ever received is to never take anything personally.”
“No one is bigger or better than anyone else. Everyone started in the same place.”
“Instead of focusing just on that dream job, focus on the way you want to feel. That’s where you should put your focus.”
Keynote: Katrina Scott & Karena Dawn, Founders of Tone It Up, in conversation with Jaclyn Johnson
“The secret to being business partners is to allow each other to be who you are and find your strengths.”
“There’s never enough time in the day—don’t try to do everything. If you can choose to do one big thing once a day, think of how much you can achieve in a month, or a year, or 10 years.”
“Be in tune with the community you have, even when you think you know what’s best for your business.”
“For us, because we’re so focused on relationships, hiring is really about culture. Hire smarter than you are. Hire people who know what you don’t know.”
“Life isn’t all about work. You have to set boundaries—we’ll go on vacation together and spend the whole week not talking about work. Life is meant to be enjoyed.”
“You have to OK with change. Evolution is great. You’re not the same person you were 10 years ago, and your brand should evolve as well.”
“We’re really guilty of doing every job ourselves. You shouldn’t do that—you should be creating and connecting with your community.”
“Hiring is an investment of time, but think about how it will pay off in the long run.”
“From the very beginning, you’ll never find any Tone It Up workouts about ‘problem areas.’ We’ve always been very body positive. We have before and afters, but we’ve highlighted women who’s gained weight, who’ve gotten stronger, who’ve gone from being not confident to confident.
“Live in the moment and learn. When we’re younger, we’re so concerned about what other people are thinking about you. Just live.”
We Mean Biz: The Content Creators Building Buzz & Businesses
“There’s a reason people sit around the table and talk about their invention ideas and don’t follow through on them—because doing them is no joke. If you have that idea and there is something in you pulling you to do it, figure it out because I have to say, going forward with TOPTOTE, I would have regretted not making it happen.” - Lindsay Albanese, TOPTOTE
“Whoever is paying you is always going to say there’s no money available. There is always money available. Be difficult. Ask for the big money.” - Keltie Knight, TV Host & Founder, Ladygang
Focus on your niche. Focus on what your friends ask your advice on. What are you getting questions about? What are you really good at? Focus on that. - Jaci Marie Smith, Influencer & Founder, What We Said
“If it’s not something I would wear myself, I won’t put it into production.” - Nicole Williams English, Nia Lynn Collection
““Some of the biggest opportunities I’ve gotten are because I’ve asked for it. If I’m not asking, someone else is.””
“Hard workers only. If you’ve got it, you’ll make it happen.” - Lindsay Albanese
“Tap into your resources. You know more people than you realize that can help you take that next step in making something happen.” - Lindsay Albanese
“Ask for what you want, because you are worth it. It is so hard to find a passionate, smart woman to work for you—and you are that. Get that money.” - Keltie Knight
“I’m at the point now where I’d rather level up on everything I’m doing than doing something new.” - Jaci Marie Smith
“A lot of people are so nervous to ask for what they want, but some of the biggest opportunities I’ve gotten are because I’ve asked for it. If I’m not asking, someone else is.” - Lindsay Albanese
“Take ‘just’ out of your vocabulary. Not ‘just following up.’ Say, ‘Hey. I’m following up. I’m fucking awesome. Reply to me.’” - Keltie Knight
Keynote: Jameela Jamil in conversation with Jaclyn Johnson
“If you’re going to be an activist or feminist, you have to be willing to take an L and know that we don’t know everything. We have to be willing to shut up, listen, and learn, and not be too proud about it.”
“The next generation is f*cking done being excluded and looking up to a white straight thin version of what we are supposed to be. We’re done with the dinosaurs…and I’m here to kill the last of them.”
“I weigh the sum of all my motherf*cking parts.”
“Stop being so worried about being fucking likable—it’s not your responsibility to make people happy.”
“This is now a time of sisterhood. Seeing how high my activism has risen, seeing how I’ve been embraced for being so outspoken, so rude—-by even the media and men—-is a sign that change is here.”
Shoutout to Kelley Anderson for creating these gorgeous fern walls for our video backdrop! We loved seeing all of your creative OMBooth vids!
Next up: Our New York conference! Didn’t get tickets in time? Hop on the waitlist. We can’t wait to see you there!
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Wanna Be a Blogger? Rocky Barnes Shares 9 Inspiring Ways to Help
Getting after it on Super Bowl Sunday.
photo credit: Jessica Bordner Photography
With almost a million followers on IG and years of blogging under her fashionable belt, Cali-bred Rocky Barnes knows a thing or 9 about how to build a following. "People want to see your fashionable life," she told the audience at our first Style Summit at Sawgrass Mills. We've got the 9 ways she's suggests doing so.
So go ahead, have your own Super Bowl Sunday-- building your career.
1. "Some brands will elevate you, and vice versa. It's all about finding the right match when collaborating.
2. "There's always something you can do, and you have to find what platform works best for you."
3. "Quality over quantity, you don't have to stick to keeping up with the Joneses in social media."
4. "Instagram is a good archive for your content. It's not a home for all of your content."
Tweet this.
5. "Do what you feel is cool, forget about the likes. It's a bigger picture idea of what you want your world to look like."
photo credit: Jessica Bordner Photography
6. "I believe in the block and delete policy."
7. "Don't get lost in what other people are doing."
8."Don't take anything personally, because it's not about you."
Tweet this.
9. "You are the creator of your own world. Give your audience a view into it through your social media."
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The 5 Key Blogger Takeaways from Our First Style Summit
The 5 keys you need to know to create a strong blog and brand.
Photo by Jessica Bordner
What a 2017 it’s been for us at C&C! And it’s only January.
Last week alone, we launched our first ever Create & Cultivate 100 list, and then hopped on a plane to Florida for our very first Create & Cultivate Style Summit at The Colonnade Outlets at Sawgrass Mills.
If you couldn't make it to Fort Lauderdale and missed out on Saturday’s Style Summit (and the amazing florals thanks to Designs by Darenda), we’ve culled some of the best tips from our amazing panelists. From how to utilize your Instagram feed as a business medium, to creating a brand and a business as an influencer, to diving into doing fashion full time.
IF YOU WANT TO BLOG FULL TIME, YOU HAVE TO GIVE IT TIME.
Contrary to what the outside world may think, blogging= not so simple. You don’t get 100K followers overnight, and brands don’t come running to partner with you because you own a blog.
Although they have established large followings, many of the bloggers from Saturday, including Stephanie Hill of The Style Bungalow, Nikole Powers of In High Demand, and Symphani Soto are still looking to grow their followings.
And getting to where they are has taken considerable time. “You have to give it time and invest the time and energy in creating good content and creating a great brand,” says Stephanie. “It doesn’t come easy.”
USE YOUR REAL WORLD EXPERIENCE AND APPLY IT TO YOUR OWN BUSINESS
Blogging full time may be a dream job for many, but for many influencers it started as a side hustle. Use this to your advantage. How?
For those starting out, a rule of thumb to follow is to absorb as much knowledge as possible, which seems obvious, but success is in the details. Pay careful attention to how your current role might help inform your business strategies as a blogger. Also be sure to cultivate relationships and don’t burn bridges.
“The industry is very small,” says Kristen Leahy of Fancy Things Blog. “I’ve applied my knowledge I’ve learned in the PR industry to running my blog, and the connections I’ve made have helped me grow my blog as well.”
Gorgeous florals by Designs by Darenda.
ALIGN WITH PARTNERSHIPS THAT MAKE SENSE FOR YOUR BRAND
Making money. At the end of the day, that’s also what blogging is about. And when you’re first getting started it’s very tempting to say “yes” to dollars. Forget outfits, you need to pay rent.
However, when you’re building a brand, you want to make sure that you are committing to a collaboration that will help your brand in the end. “When working with a brand, you have to think whether they’re going to help or hurt your brand,” says Nikole Powers.
Also, it’s not all about the money. Keep in mind that you’re also creating brand that is a reflection of who you are. “If you become a blogger just to make a lot of money,” says Stephanie Hill, “this gig is not for you.”
In short: “Don’t be a sellout,” says Natalie Suarez, who took a moment in between dropping knowledge to hit the Sideshow Booth with sister Dylana (see below) and snap a few shots.
INVEST TIME IN MAKING A MEDIA KIT
While your website and your social media channels serve as an archive for all the amazing content that you have created, when you’re looking to grow your brand and establish a professional presence, you have to invest time in creating a media kit.
All the girls on panel this weekend have created their own media kits, whether they made it from scratch or bought a template on Etsy to help them start. And it’s also not rocket science if you feel intimidated by creating one.
“My media kit is simple and states the facts. Report impressive numbers, add beautiful imagery that you already have on your blog, and showcase notable collabs,” says Stephanie Hill. “Also, make it as easy as possible for brands and potential collaborators to read your deck. They don’t have time to read essays.”
Natalie and Dylana Suarez in the Sideshow Booth.
BUILD CONTENT TO YOUR OWN STANDARDS, NOT ANYONE ELSE’S, AND STAY TRUE TO YOURSELF
Last, but certainly not least, the one key to creating a brand as an influencer is to make sure that you’re creating YOUR OWN BRAND. Blogging is a very competitive field, to say the least, so you have to make sure that your content is able to stand out and not blend into what everyone else is doing.
“Don’t build your content to live up to everyone else’s standard. Do you,” says Kristin Clark of Living In Color Print. If you tune out of what everyone else is doing, you can create amazing content on your own. “Be inspired by others, but always make sure you are always doing you,” as Nikole Powers would say.
What were your favorite takeaways from Create & Cultivate Style Summit this weekend? Let us know below!
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