Senior Allison Kehler picks the perfect phone, chooses an outfit and checks the lighting. When she starts the video, everything comes together, creating the perfect scene to record. Prominently displaying the PR package she received, Kehler begins showcasing the contents inside.

Kehler did not expect to become a social media influencer as she is now, having accounts on both TikTok and Instagram. Inspired by other influencers online, she began her TikTok account, @allie.lillie, in Dec. 2024, which has now grown to an audience of over 10,000 followers.

“I kept seeing people doing brand deals, having fun, getting free products and making money off of social media,” Kehler said. “I thought I should give it a try.”

Social media allows anyone to start an influencing career, letting them make an account for free and reach a mass amount of people. Yet, not everyone starts out knowing the exact steps to grow their career, an obstacle Kehler also faced in the beginning. Luckily, she says social media itself was a helpful tool.

“Social media can be very helpful and informative if you look for the right things,” Kehler said. “I looked up some advice and then started to post content.”

Kehler knew from the beginning that she needed to begin by getting her first sponsorship. She learned from research that an entry level one can be obtained by working with Hollister, a teen clothing brand. Kehler then emailed the company after she gained 1,500 followers on her account in order to collaborate. She also began contacting other brands on the side.

“My favorite memory from doing all of this is the first time a brand ever wanted to collaborate with me,” Kehler said. “I got the email back from Hollister saying that I was accepted to their partnership program. That same day, I think Bubble [a skincare brand] also sent me a letter saying I was accepted into their ambassadorship program. It felt like everything was finally moving along.”

Kehler quickly learned that no two sponsorships were alike. For Hollister, their collaborators participate in a tiered program, where ambassadors have to complete specific tasks to move up a level in order to get better PR. Other sponsorships would send Kehler their products for free, or she would have to buy the products herself using a discount code given to her. The guidelines for every collaboration are tailored to how the company wants to be promoted, which influencers are required to follow to keep receiving products from the brand.

“The way you make a sponsored video starts with communicating with the brand back and forth,” Kehler said. “They always outline how they want it. They’ll send me something called a Creator Brief, which has some video examples, what to say, and specifies if no negative reviews are allowed, which is relatively common. You might have to send them multiple drafts for review and feedback.”

Kehler eventually began receiving more messages from brands asking to collaborate. What first began as her messaging them in order to promote herself has turned into these same brands now requesting for her work. Kehler started gaining more lucrative deals, now making money alongside receiving free products.

Kehler has recently collaborated with makeup brand Natasha Denona and skincare brand Touch in Sol. The latter is Kehler’s most profitable collaboration; she earned $250 for the creation of the video alone. That is not to mention the money she could be earning from the video’s views on both TikTok and Instagram. One of Kehler’s most successful videos was for Hollister in Dec. 2024, with over 43,600 views.

“I’ve generated around $8,000 for Hollister so far,” Kehler said. “I’ve just continued to work with more brands and learn more about the influencer marketing industry.”

Kehler has now surpassed this milestone with a video she did promoting Lululemon’s Black Friday sale in Nov. 2025, garnering over two million views on TikTok.

Despite collaborations coming a little easier to Kehler now than when she first started out, there are still a few bumps in the road. In her experience, it is common on social media for influencers to be contacted regarding fake collaborations and scams.

“Some say you have to buy a product in order to work with them on their website,” Kehler said. “Sometimes the product never comes, so it’s a way for them to steal your money. Other ones have you create content for them but promise to pay you after you post the video. There isn’t a guarantee they’ll pay you. I’ve definitely had to learn that the hard way.”

Despite some difficulties, Kehler does not regret starting her career online. For her, it has opened up opportunities she would not have attained otherwise and allowed her to control the narrative of how she presents herself.

“I really started posting because of wanting to put myself out there,” Kehler said. “People won’t just see what other’s perspectives of me are. If I put myself out there, they have to see who I am, who I represent myself as, so they see my perspective too.”

Kehler encourages anyone thinking about becoming an influencer to do so. As simple as it sounds, her biggest advice for posting on social media is to just start. To her, focusing on posting high quality and relevant content always works no matter the follower count.

“Get yourself out there,” Kehler said. “Brands need videos promoting them. They need to send PR. The more videos out there, the merrier.”

Kehler also recommends anyone searching for an underappreciated sponsorship area to look into Asian skincare and beauty brands. For Kehler, she receives the most emails from them due to a want to push their products into U.S. markets.

Still, Kehler reminds people looking to start their career to just have fun with it. Everyone can grow their career in a variety of different ways, so for her, it is best not to compare herself to other influencers.

“Don’t try to emphasize on what people are going to think of you,” Kehler said. “Be relatable. Be yourself.”

Through her experience with social media, Kehler now plans to pursue the marketing side of social media by becoming a creative director or social media marketer for smaller brands.

“I went to a business vendor show and met so many amazing business owners who I plan to reach out to set up a website, social media, LinkTree and different marketing tactics,” Kehler said.

Due to her influencer career, Kehler has been able to create a name for herself online, opening the door for a variety of career paths due to her efforts. She is now focusing her time on working towards collaborations with bigger brands and higher pay, while also exploring opportunities in providing marketing services to smaller businesses.

This story was originally published in the January 2026 Eagle Eye print edition.