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Social media is an interesting beast. On the one hand, it allows us to connect authentically with specific audiences, reaching demographics that are otherwise hard to target in this fast-paced digital age.

On the other hand, it can be hard to maintain personal authenticity while working with numerous brands that are all keen to “collaborate” with “influencers”, regardless of whether it’s actually a good fit.

So how do you strike a balance between maintaining creative control, while recognizing the potential reach that your platform creates? And how do you leverage that marketing potential in a way that doesn’t involve selling your soul?

These are questions I ask myself constantly. At the end of the day, social media is just one more tool in the arsenal of “how to reach people and inspire them to get outside”, which is pretty much my end goal with all the content I create.

In the past few years, I’ve collaborated with brands like MEC, Smartwool, Arc’teryx, Reebok, Lululemon, Sportchek, Under Armour, Saucony, Bauerfeind Sports, Lifestraw, and Xact Nutrition. But for all the brands I’ve worked with, I’ve passed on many other opportunities as well. It’s all part of finding that personal balance and sticking to it.



 
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