As the world moves towards a more digital approach to our daily lives, we got talking to two social media savvy sisters Hira and Hemayal who run a very famous blog herandhem and discussed everything from their beauty routines to the digital future.
The sisters first started their blog HerandHem in 2015 while they ventured into YouTube in 2017, forming a strong digital base for the content creators. As they are equally enthusiastic about fashion and makeup, the sisters bring their own unique touch to their content that includes makeup reviews, hair tutorials and trends.
The duo, who is the pioneer of fashion and lifestyle blogging in Pakistan, was also nominated for the PISA awards earlier this year where its co-founder Hira Attique was named influencer of the year.
How is digital influencing beneficial from both a marketing point of view and for consumers?
Hemayal: Well it is an outlet where consumers can find out what is best for them without trying a whole lot of stuff. For brands obviously it can accelerate sales depending on the reach and influence of the influencer.
Hira: The current times are a perfect example for how the digital influencers market works, everything is digitalised at the moment which means there are too many products out there and no one can consume so much information or read about so many products/services so this is where the influencers come in handy.
They do their research and talk about those that actually make a difference and are worth it. It gives a boost to your products (marketing) & it saves the consumer time and money that they would have wasted trying out different options.
Do you believe digital marketing is more relevant today especially during the current global state as it was say a few years ago?
Hemayal: Yes it surely is. Everyone has realised the importance of their presence on social media now more than ever. Brands now understand that they need social media marketing. Now people understand why a certain somebody on internet speaking about a brand can impact their sales, when nothing else is working.
Hira: It is the era of Digitalisation and digital marketing is the need of the era!
People often seek product advice from influencers; does that increase the level of responsibility for you towards your audience?
Hemayal: Obviously. I always feel responsible of what I’m putting out there. It’s a huge responsibility not just how and what you promote but also in how you conduct yourself. As young people are following you and you have an impact on them. You have to be careful and now what is right for your page and yourself.
Hira: It most certainly does, you have your reputation at stake because people will only trust you once or twice and if that product/service doesn’t work out for them they’ll stop trusting you.
What are the three things you consider when a brand approaches you for your services?
Hemayal: Relatable, worth the money & if I actually like them
Hira: If the brand goes with my theme, if I like the products/services the brand is offering & if the products are worth sharing with my audience or not.
Where do you see yourself in the next five years?
Hemayal: Can’t say as of now. Because we all have seen in 2020 how plans don’t really work out. So let’s just say whatever Allah wills
Hira: Haha, I had some plans but the coronavirus has surely put a stop to that but i surely do want to go global!
3 words that describe your fashion style
Hemayal: Experimental, chic and personal
Hira: Comfortable yet chic, fancy & classic
Your night time beauty routine
Hemayal: Toner, moisturiser, eye cream & lip balm
Hira: A toner, lip balm and moisturiser are a MUST.
Tips for upcoming influencers
Hemayal: Be authentic, be yourself & try to bring something new to the table
Hira: Be consistent and be YOURSELF. A lot of times we try being like someone else which never really works out because people are already following that person, they need someone new, someone unique, someone who is the real you.
