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This as-told-to essay is based on a conversation with Olivia Amitrano, a 29-year-old wellness entrepreneur from New York City. The following has been edited for length and clarity.
I grew up with health problems that I always thought were connected, including skin and gut issues and some anxiety. We know now that there’s a gut-brain axis, but at the time, the doctors I went to kept telling me my issues weren’t related.
This motivated me to enter Fordham University as a premed student in 2011. Even though I eventually realized traditional, or integrative, medicine was my true calling, the statistics and research classes I took turned out to be extremely helpful later in my career. After one year, I switched majors to psychology and graduated in 2015.
Now I’m a wellness influencer with 474,000 Instagram followers and 94,000 TikTok followers. I also have my own supplement line that brought in $14 million in revenue in 2020, my highest-grossing year yet. Here’s how I built my business.
One day in 2012, I left school and drove myself to an acupuncturist who practiced traditional Chinese medicine. He took one look at my tongue and noted every symptom I was experiencing. He also prescribed me herbs that gave me more relief over the next week than anything else I’d tried.
After that visit, I started a blog detailing my journey. I began experimenting with herbs and seeing more alternative-health practitioners. I wanted to explain to people what worked for me to fix my issues, the diet changes I was making, and why.
In 2013, I tried to monetize the blog, but there wasn’t much information about affiliate marketing at the time, and influencers weren’t big yet. All I could do was post Amazon affiliate links for different herbs, skincare, and home products I blogged about, which made me anywhere from a few cents to a dollar per sale. I made $200 to $500 a month on average.
Blog titles are critical. People are inundated with digital grabs for their very short attention spans, so you need to convince your audience in seconds that this topic is going to be easy to understand, fun to read, and valuable.
The most high-value content provides solutions, so ensure your article is solving a real and specific problem for your audience. Instead of writing about a skincare product you’re loving, write about a skincare product that has helped you with a specific skin complaint or condition such as eczema.
Structure, format, and quantify your articles. It’s easy and fun for our brains to contain things in neat, digestible bits, and lists help break up long articles.
Naming my blog posts “Everything I Wish I Knew About _____” has been an effective format, particularly on TikTok and Instagram reels. One of my blogs in this style, adapted from a reel that got 329,000 views, had “protein, calories, and hormones” in the blank, and it performed well on my site.
Other topics that performed well for me were digestion, cutting out sugar, aphrodisiac herbs, and preventing cognitive decline.
I was working a series of side jobs, and I had $200 to my name. I spent it all at Trader Joe’s buying ingredients to make my favorite juice recipes to test and photograph them. The juice-recipe book made about $4,000 over three months, and I plowed all of that back into the business.
The key was starting very small with digital products since they have such low overhead and eventually putting that money into physical products. I started working on my supplement line in 2016 and named my business Organic Olivia.
I wanted to understand the science and traditional wisdom that could explain why the herbs I was using for my health conditions were so effective. I also wanted the credentials, knowledge base, and real-world experience to formulate my own products and be taken seriously in the supplement and wellness world.
I completed a three-year intensive clinical program in 2020, where I learned how to formulate herbal remedies with the right therapeutic dose and complementary herbs.
I was lucky to have a friend who had worked in food manufacturing who explained the dos and don’ts of the industry to me and pointed out some of the corruption that exists.
I then met a great manufacturer at a supplement conference called Expo West who helped me navigate tricks in the industry, and we worked together as co-formulators. We also ensured our 33 products, which range in price from $25 to $79, were tested and certified by a reputable lab.
I’ve never taken investor money and now have nine full-time employees.
I was an early adopter of Instagram and was really part of the first “generation” of influencers, but I don’t take sponsorships. I make commissions from affiliates, but I’ve never promoted something because a company approached me, which helps me maintain trust with my audience.
Instead of putting 100 products in front of my followers, they can trust my line of supplements because we’ve built a relationship.
Maintaining my blog has been a big part of my success. Researching and writing content doesn’t directly translate to revenue, but it’s important that it’s my voice because the brand is my face and philosophy.
The biggest mistakes I’ve made were spending too much on web-agency fees instead of hiring my own developer and keeping employees who weren’t working out because I wanted to be nice. Not only did it hit me financially, but it impacted the company’s energy and culture.
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Influencer and creator coach Jade Beason more than quadrupled her revenue in a year.
The London-based creator, who has about 113,000 YouTube subscribers, made about £70,000, or $92,000, in 2021 when she left her marketing job to become a full-time influencer. In 2022, she grew her revenue to £312,000, or roughly $380,000, largely through her coaching programs and brand partnerships. Insider verified the earnings with documentation she provided.
Beason said a lot of factors went into this. But the most significant was her shift to focusing on content creation and coaching full time, which her eight years of marketing experience gave her the confidence to do.
She went into 2022 with ambitions to scale her business model, including changing her coaching style and solidifying her rates for brand partnerships.
Beason shared the four main strategies that helped her grow her business and revenue, which she details in her podcast:
Beason changed the style of her creator training from one-on-one — coaching individual creators — to one-to-many. She offers a membership program called “The Creators Club” and an online course about Instagram marketing, which are both available for groups, in addition to some one-on-one services.
“They allowed me to do group coaching or they were self-study, so it meant that I could just focus on marketing them and the delivery didn’t take as much time,” Beason told Insider. “I launched those in 2021, just at the very end, and then I focused on scaling those.”
Creators can apply the one-to-many model to their own work by offering group courses, coaching programs, or memberships, Beason said. She also suggested creators take advantage of subscription platforms like Patreon or Kajabi, and use in-app features like Instagram subscriptions or YouTube’s channel memberships.
Hiring a part-time video editor was a game-changer for Beason. Before, she would spend eight hours a week editing videos. She freed up that time by identifying the areas of her business that she needed the most assistance with.
“I would literally break down all of the tasks that I was doing and how much time it took me every week,” Beason said. “Then I would look at that list and figure out which thing made the most sense to hire for or hand over.”
She figured out a budget for hiring, and stuck to it. Beason said she spoke to an accountant, her peers in marketing, and did research on sites like Glassdoor to get an idea of how much she should pay for different roles. She then forecasted the next five years of her business’ financials to determine when she would be able to hire someone full-time, which she is working toward right now.
She also stressed that not all creators need senior-level staff when starting their businesses, especially if it’s not affordable for them.
Beason first started making content for YouTube and Instagram, but has since expanded to TikTok and Pinterest. She also has a newsletter and podcast.
As someone who enjoys talking for longer periods of time, she gravitates towards the platforms like YouTube and podcasts that allow long-form content, she said.
Creators should consider what platforms fit their content styles best, according to Beason. Otherwise, they’ll get frustrated with the process.
“Start with what you like and what you prefer, because your audience is on any platform,” Beason said.
She also said to perfect the platforms you start with before expanding to new ones.
“I couldn’t start this journey thinking, ‘Okay, I’m going to be on Instagram, YouTube, TikTok, Pinterest, and I’m going to have a podcast and a newsletter.’ I would have been burnt out a long time ago,” Beason said. “I only ever start something new, when I feel comfortable with what I’m already running.”
According to Beason, your website’s landing page should include two or three sections with testimonials from followers, brand partners, or other clients. She said “social proof” like this should be front and center when creators promote their businesses.
Testimonials don’t have to be long-winded by any means. Beason said creators can pull from their comments and DMs, and ask permission to use them in marketing materials.
“When you get a lovely DM from someone saying, ‘Hey, I bought this jacket because of you,’ or when you get a comment from someone saying, ‘You’re the reason why I ate healthy this week’ — screenshot that message to them, saying, ‘Are you okay with me using this in my marketing?'” Beason said, about gathering testimonials.
She added: “Nine times out of ten, they’ll say yes. Screenshot it and save it to a folder because that is some of the best social proof that you can get especially when you’re starting out.”
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