Influencer Insights - Scientist in the City

Scientist in the City blogger Emma McKillion is a busy hospital scientist by day and a beauty, fashion and lifestyle blogger by night. Living in Belfast, Northern Ireland Emma started her blog in 2015 and was nominated for Best Overall Influencer 2018 in the Irish Beauty Blog Awards.

From starting an experimental blog to becoming one of Northern Irelands well known blogging names, Emma’s blog is growing from strength to strength on a daily basis.

How did you first get into blogging, and how would you describe your blogging style?

I first got into blogging because a close friend at the time decided to start one. I was a big fan of reading blogs but until then it hadn’t for some reason dawned on me that I could actually start one myself. I was totally unaware of the local NI blogging scene until then.

I would say my blogging style is fairly relaxed. I like my blog posts to feel like I’m chatting to my friends so it’s personal and hopefully relatable.

What do you think is the best strategy that worked well for you to get more traffic to your blog?

The platform where I get the most engagement is by far Instagram, so I utilise this to drive traffic to my blog. For example, when I have a new blog post up I will promote it on my stories or give it its own square on my grid giving an overview of what my blog post is about and then mention that the link to my page is in my bio if they want to check it out.

What was the most challenging moment in your blogging journey so far?

The most challenging moment for me was going to some of my first blog events when I knew nobody in the blogging world and I felt a little out of my depth. I think this is a completely normal feeling but it’s important to keep going as you never know where it may lead. Also, the blogging community in Northern Ireland is really friendly so it doesn’t take long to make new friends.

Have you met anyone interesting on your blogging journey?

I have been lucky to meet a number of celebs AND head of brands! I remember one of my first blog invites was a meet and greet style event through DV8 with So Sue Me. I remember listening to how she built her blog and career to date and being inspired. Less than a year later I was up against So Sue Me in the Best Overall Influencer category in the Beauty Blog Awards...mad!

How active are you on a weekly basis? How often do you communicate with your followers?

I am active on Instagram daily...probably too often haha! I try and post once a day (if it’s justified) or at least every other day. Like I said I find this is where I have my most engaged following, so I will spend time replying to comments, answering direct messages and reaching out to other bloggers and supporting them also.

In terms of writing actual blog posts this can vary but I am going to try and make this more consistent going forward.

What is still your biggest challenge?

Something I still find myself trying to overcome on a daily basis is the cringe aspect of blogging! I still for some reason feel embarrassed if someone I know finds my blog online or someone in work stumbles upon my feed. I’m so proud of my little blog and what it has become and is becoming but I know so many people out there simply don’t get it or have a misconception of bloggers. I hate feeling judged for having a blog. But what I try to remind myself is ‘who cares?!’ Most people judge it because they simply don’t understand what blogging really is and the rest are usually just jealous of what you have achieved!

What’s your best advice for handling criticism on social media?

I know it can be hard but there are only two ways to handle this. Either ignore it and put it out of your head or turn it into something productive and use it to grow and create better or new content!

What surprising lessons have you learned along the way?

One thing that surprised me is just how much time and effort (and sometimes money) actually goes into blogging! There is so much that goes on behind the scenes that readers and followers don’t even realise! I feel like I’m still learning almost 3 years later!

Just for fun!!

If you could be anyone for one day who would it be and why?

Since we are talking blogging here I will keep this social media related and say currently it would be Mrs Hinch (@Mrshinchhome_x_) She has just gained 1 million Instagram followers in 3 months or something crazy! A girl can dream eh?!

Instagram: @scientist_in_the_city