Today we’d like to introduce you to Brie McDonald.
Brie, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I was in LA for over a decade working as a red carpet reporter and in Publicity and Marketing. They were typical corporate jobs and I realized I was always going to be working for someone else and wanted to do something for myself too.
Social Media became a perfect platform to learn because it’s a way to utilize all my skills content creating like I was doing as a reporter and then being my own publicist and marketer to maximize the reach and audience exposure of the content I was creating. It’s one thing to take a great picture but it’s another to figure out how to make sure lots of people see that picture and your message. It was rewarding to see my images resonate with people, I still get tingly when something I post gets a lot of likes or people leave fun comments on it. When a picture gets picked by other accounts that’s a huge win for me. I still remember the day we got our first request to collaborate! It’s so fun connecting through the platforms.
I chose to focus on my dog because, well I love him, and also because animals are the great connector and equalizer in this world. It doesn’t matter if you race, gender, economic standing Who’s heart doesn’t melt when you see a cute picture of a puppy (and if it doesn’t what’s wrong with you?) Using my dog was fun and it meant I also didn’t have to always be in front of the camera – I get tired just thinking about how much work goes into human influencers and creating their image, my dog always looks good lol. Well he always looks good in that we don’t have hair and makeup and filters but it still takes a million pictures to get the one image I use. Leo is not professionally trained in anyway. And yes even dog pictures get photoshopped!
It was my skills as a publicist and marketer that helped me to understand and cultivate my audience. Creating content that would resonate with them and help the account grow. It also helped me connect with people who share my interests and that I feel connected to because I say 95% of social media success in the engagement side of the business, it’s the commenting and liking and generally being interested in what your followers are doing. I care about my followers and they care about me!
Having an authentic brand also helps be navigate the offers Leo gets for collaborations. It doesn’t work if you will seemingly sell anything on your page. Knowing my audience helps me pick what I think they will respond to. I also only take on collaborations that I like, products I want to use and/or try. What you see when I’m doing any ad is something that I really want to publicize not because we are getting paid (many times we are) but I wouldn’t do it if I didn’t like the products or company behind it. Social media platforms are most successful when you are authentic and engaged.
Leo and I took on LA for eight years before I got married and moved to Dallas with my husband and so now we have a new city to take on. Moving to Dallas has been exciting for many reason but career-wise it’s allowed me to focus on not just continuing to build Leo’s brand but now helping other people achieve social media success.
Since moving here, I started taking on Freelance clients, business and individuals, helping them learn how not just to use social media but use it to their benefit. It has been fun and rewarding applying what I learned through Leo’s accounts to all different types of products and people.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
No road is smooth – I definitely had ups and downs. Working in LA alone is one be rollercoaster. Now my struggles come in different forms creative blocks can happen. Sometimes you feel like you aren’t getting the offers or attention you like. Combating changing tastes and platform algorithms is a constant battle.
When you strike out completely on your own there is always some doubt that you feel. Are you really good at this? It’s more challenging in a new city where I don’t know anyone to get clients. Every account I work on, including Leo’s, I want to be super successful so when I don’t see the results on a post that I’m expecting then I have to re-evaluate what we’re doing and approach it a new way. It’s especially challenging when collaborating because I feel very responsible not just for my success but theirs as well! I’ve had products bomb on my page and it’s a terrible feeling.
I think people just assume if you are a social media person that you can automatically grow an account with lots of followers and everything you do is a hit. But they are missing the point of the platforms. I’d rather have 100 really engaged followers who care about what I’m putting out then 1000s of people who don’t. It’s always a stumbling block when you don’t get the feedback you and your clients are looking for.
We’d love to hear more about your work and what you are currently focused on. What else should we know?
My expertise and background is in publicity and marketing. Out in LA, I was working in film and television with major studios and brands on their entire media strategies from television interviews to magazine articles but my specific niche was social media. As my side project, I built my own influencer brand @Brie_and_leo a lifestyle page through the eyes of my little Yorkie, Leo.
@Brie_and_leo primarily focuses on the day to day of my dog’s life. The places we travel, the events we go to, the products we like to use and lots of cute pictures of Leo of course. We collaborate with organic brands and things we truly like. Our band is upbeat, cute and positive.
@Brie_and_leo is always going to be my first love and I hope his page remains a positive, fun and lighthearted page. It’s had some transitions over the years including show casting our new city, Dallas and featuring my husband more. We will have many more incarnations along the way I’m sure. It’s basically a picture of my life so as my life changes and expands so will the brand.
Since moving to Dallas, I have started taking on freelance clients. I work with anyone from someone who wants to get started and knows virtually nothing about social media to a more savvy person ready to up their game, I can explain what a hashtag is, to someone looking to really utilize the power of social media with strategized posting calendars, campaigns and publicity to support their efforts.
When it comes to the other clients, I work with I hope that they see that social media can be a great tool if nothing else. I’m more than just helping you take pretty pictures I’m about helping you cultivate a following of people who are invested in what you are doing as much as you are invested in doing it. My hope after I work with you is that you’ll understand social media better and how to use it more wisely.
How do you think the industry will change over the next decade?
That’s such a hard question is this world because everyday a new platform comes out. Obviously, Instagram is the biggest right now but Tik Tok is fast-tracking to the mainstream crowd.
Lately, there has also been a slight downturn in brands working with influencers expect it to be a home run and they don’t always brands see the return on investment, You have x followers shouldn’t that automatically translate into X amount of sale. Yes and No, I always tell brands I work with I can’t promise you sales from a post but you will get the benefit of more exposure and my time as a publicist taught me exposure can mean everything.
At the end of the day, It’s hard to say what comes next but I think people will always be looking for ways to connect with one another.
Contact Info:
- Phone: 310-428-4592
- Email: lildogleo@gmail.com
- Instagram: @Brie_and_leo
- Twitter: @Lil_dog_leo
Image Credit:
Personal Photo Erin Champion @erinchampionphoto; Wedding image is Vanessa Tierney Photography @vanessatierneyphoto
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