Dede Raad

How did you break into the industry?
I was working for an oil and gas company, but since it wasn’t creative, I would read blogs. I’d be like, “I could do something like that.” It was such a gut instinct of, “This is what I’m meant to do.” So I started in 2015. I was posting stories every day, grinding and showing up for my audience. I would go on trips with girls doing the same thing, and sharing each other on our platforms truly expanded my audience. I was a “yes man” and still am, which has helped bring my name out.

What do you think sets you apart from other content creators?
Honestly, just being an open book. When I first started, fashion was my niche. I love helping women get dressed every day and making them feel confident in what they’re wearing, because it doesn’t come naturally to some. But as my life has evolved, so has what I share on the internet. I just like being a friend to all girls.

How do you avoid crediting your self worth to metrics like views and follower counts?
At first it was a mind game and it affected my mental health. I’d get so excited about a post and then people wouldn’t respond the way I thought they would. And when I did get many likes, it’d only be satisfying for a short amount of time, so I was continuously like, “Okay, I need to kill it again.” So I had to learn to set boundaries and say, “Hey, let’s not check my self worth in my posts.” What’s really helped my mental sanity is Instagram taking away likes, because now that I don’t see anyone’s numbers, I’m not comparing.

Do you ever get scared of your followers seeing you without makeup?
I’m not gonna lie, for the first 4 years I had to get up and do it every day. But you want people to feel good about themselves, and if they see you dressed to the nines all the time, they’re going to be like, “I can’t relate to that.” People really enjoy the day-to-day, real-life aspect of social media. They don’t enjoy the curated stuff anymore. At first it was so editorial and people loved that, but now it’s realistic. I let go of that insecurity, that picture perfect life, and it’s truly been so freeing.

Do you think the word “influencer” has become cringey?
Yes. It’s like, “Who am I to be an ‘influencer?’” That’s a lot of pressure. I feel like “creator” is a softer version. I just share life on the internet, you know? And I hope to influence girls in the smallest ways, whether that’s putting a smile on their face that day or making them feel great because they bought a dress I shared. I don’t necessarily feel like I’m “influencing,” so I like the more all-encompassing word, “creator.”

What are the benefits of having an online presence?
My mom passed away from cancer last year and I felt so lonely and isolated during that time. But when I shared my feelings on my platform, the amount of people that were going through the same thing was mind-blowing. The more open I was, the tighter my community became. We did a 5K fundraiser for breast cancer research last year, and so many of the girls that came were fighters and survivors. We also had about 10 small businesses set up so people could shop their products, and 10% of proceeds went to breast cancer research. I honestly believe, to my core, that that’s what this is about: connecting with people and having deep conversations.

What’s your best advice for a creative trying to break into the industry? 
Just start. You can pick people’s brains all you want, but you’re never going to learn until you post and see like, “Oh, that did well. That didn’t do well.” The best way is to fall on your face and learn to get back up again. Also, look at your audience. What are they reacting to? What are they loving? And if they love it, keep doing it. You’ve just gotta keep trying, keep failing, and keep going.