Hello Thrivers,

Let’s start from a place of reality.

There are a lot of creators today.
Everybody is creating content.

If you’re unlucky, you might randomly find yourself trending on social media for something you didn’t even plan. But very few people are actually building influence that lasts.

The kind that doesn’t just get views and a couple of meme reactions…
but the kind that builds trust and creates real value.

Because here’s something you should understand:

Growth is common. 
Sustained influence is rare.

If you know any influencer who has remained relevant for 10 years, you should sit with them and ask: how did you do it?

For those who may not have that opportunity, as the saying goes: “if the mountain does not come to you, you go to the mountain.”

In this case, we’re bringing the mountain to you.

We’re talking about an influencer who has remained relevant for over 8 years long before AI tools, before CapCut became mainstream, before TikTok dominance, even before the pandemic reshaped content entirely.

And she is still relevant today.

So we begin today’s conversation with the journey of Onaopepo Babarinsa.

If after 8 years in your content journey you still want brands to notice you, include you in their marketing budget, and take you seriously, then sit tight.

Invite a friend.
Pick up a pen and paper.
And maybe… a glass of wine.

Let’s get into it.

So, how does someone grow and sustain influence in today’s digital space without losing relevance?

Onaopepo puts it simply:

Creativity gets attention, but value keeps it.

“I began with makeup tutorials because I genuinely enjoyed it. It helped me learn consistency while having fun.”

But then something changed.

The makeup space evolved.
Trends moved fast.
Expectations became higher.

And she made a decision many creators struggle with:

She adapted.

“As the makeup space moved toward ‘clean girl’ and soft glam, I realized I had to evolve too. That’s where educative, value-driven content came in.”

It’s as simple as it sounds but you just keep adapting, reinventing, and evolving.

Because in today’s content economy:

Retention is more powerful than reach.

Influence is often misunderstood.

People think it’s about numbers, the followers, likes, visibility.

But Onaopepo approaches it differently.

“For brand influencing, it’s built on trust and reliability. My audience trusts my recommendations, so I don’t promote what I can’t vouch for.”

That’s discipline, and more importantly, that’s long-term thinking.

And once trust is broken…

The internet doesn’t forget.

If you’re trying to grow, you’ll relate to this.

A large percentage of creators are trying to perform for the audience. But people today are more perceptive than ever.

“They want to know the real you. That’s how connection happens.”

This is very different from traditional media years ago, where everything had to be polished and perfect.

Today?

We see the most “un-aesthetic” content pulling massive numbers.

So when in doubt, just be real.

“You have to let go of emotion to be consistent.”

You can’t keep waiting until it feels right.
You can’t wait for fear to disappear. You just have to show up.

“If you had a 9–5, you’d show up regardless of your mood. The same applies here.”

That’s the standard.

A lot of creators want brand deals and that’s valid. But very few understand what actually makes them work. According to Onaopepo, it comes down to two things:

“The brand has to fit into your life. If it feels forced, it will look like a cash grab.”

For example, if you’re not a beauty creator, consistently pushing beauty brands may not feel authentic.

You can reach out, but you must be able to deliver. Because this is work, and any like any job, results matter.

“The brand needs a functioning system page, website, everything. So the traffic doesn’t go to waste.”

This is something many people overlook.

Even the best content cannot fix a broken system.

So creators should also educate brands when necessary and help them understand how to get the best results.

There’s often a gap between expectations and reality.

“Some brands expect immediate results. But it doesn’t work like that.”

Influencer marketing is not magic.

It’s leverage, and like any form of leverage, it only works when the foundation is strong.

“Influencers are not magicians. You can’t leave all the work to them.”

Brands need to:

Then, and only then does influence convert.

“You don’t have to work with the biggest influencer. Work within your budget.”

Prioritize alignment over popularity.

Just because an influencer is popular doesn’t mean they are right for your brand. Reach without relevance is wasted exposure. Sometimes, smaller creators with stronger audience connection deliver better results.

For creators trying to grow, this is one of the most practical insights here.

“Put yourself in the brand’s shoes.”

Ask yourself:

Because brands are not just buying content.

They are buying outcomes.

And if your content doesn’t communicate that clearly, you will be overlooked.

Everything shared here can be summarized into five key principles:

If this gave you a clearer perspective on how to build influence that actually converts, you can connect with Onaopepo on Instagram, where she shares more across beauty, lifestyle, and brand collaborations.

And as always, Thrivers…

build wisely. 

Team Thrive

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A few lines to keep you motivated, going, and on top of the world