THE REALITY OF BEING AN SMM 💼
The incredible @awkwardzara spills the beans on running an anonymous parody account (and being a full time SMM)…
Tell us a little about you, your role and the account
So while I am a full time social & digital marketer, I also anonymously set up & run the @awkwardzara Instagram account on the side for fun. It’s basically an extensive archive of all of the weird Zara website pictures, with witty (I hope!) captions and commentary. It’s a massive contrast to my financial services day job (SUCH a heavily regulated industry, so there’s very little wiggle room creatively!) but it gives me a creative outlet, and I’m hoping that doing this will boost my CV when I hopefully make the move back into a more creative industry!
Favourite thing about running the account
I love not having the pressure of applying rigid workplace community management rules to @awkwardzara and can just relax and have interesting, genuine conversations with followers. I’ve had a few really touching messages from people saying that reading the captions on the account has brightened their day; during the pandemic when everyone needed a bit of light relief from reality, it was really nice to hear that! The following spans across loads of different countries now, and I love seeing when people get creative and tag the account in their own Zara pose recreations!
Least favourite thing about running the account
My least favourite thing is the constant paranoia that Zara will send me a cease & desist letter (so far luckily, nothing)! 😂 Jokes aside, even though @awkwardzara is just a fun, parody account I do on the side, I want to obviously make it the best it can be as it’s a reflection of my abilities. On some days, the humour comes easily and I feel like I’m doing an okay job, but sometimes I really struggle to come up with a funny caption and an existential dread sinks in that all creativity has permanently left my body!
My number one tip would probably be to get going when the creativity is flowing: I have a whole notes section on my phone of potential caption themes and story ideas that I can refer to for inspiration on days of when I’m struggling to be creative. There’s so much pressure for social media managers to be switched on and creative at all times, but having a few fallback post options up your sleeve can be an absolute lifesaver. Especially when you’re hungover!
Follow @awkwardzara for a hilarious commentary on the weird and wonderful world of the Zara website.
If you’re interested in sharing your experiences as a SMM, please reply to this email or DM me on Instagram.