With over 1.8 million followers, Rocky Barnes knows a thing or two about Instagram. But, believe it or not, the model slash style icon entered the influencer space well before the visually-driven social media platform was a thing. She got her big break back in 2012 when she starred in Justin Beiber’s “Boyfriend” music video and then quickly started gracing the pages of Vogue and Cosmopolitan and becoming the face of brands such as Sam Edelman, Furla, and bare minerals.
But don’t call her an overnight success. Barnes has been hustling for years to get where she is today. As she told us at our Desert Pop Up event in Palm Springs last year, “An overnight success is 10 years in the making.” And she’s put in the work. She launched her eponymous blog, Rocky Barnes, over seven years ago (a.k.a. during the digital stone ages) and has slowly but surely amassing a loyal band of followers. Not only has she partnered with big-name brands like PAIGE, Moët Chandon, and AmEx, but she’s also stepped into the role of designer by launching an exclusive collection with Express last year. And she has plans to make more major moves in 2020—like giving birth, among other things.
Below, Barnes gives us the low-down on starting out when Instagram wasn't even around (in other words, when the influencer space was very different from what it is now), on staying true to herself in order to stand out amongst the competition in a saturated space, and on struggling to draw boundaries around what she does and doesn’t share on social media—especially now that she’s expecting.
CREATE & CULTIVATE: As a model, influencer, and style icon you are always pursuing interesting collaborations. How do you choose what companies to partner with? What makes a successful collaboration?
ROCKY BARNES: There are many different reasons I choose to collaborate with a brand. I, first and foremost, must believe in the brand and the product we are creating. Another important factor is finding a partner who allows you to have input and creative freedom. My most successful partnerships are the ones born from organic relationships where brands that I have been wearing for years approach me to collaborate.
What is your best social media advice? What can other content creators learn from your success?
I believe a huge part of my success has come from consistency and a strong sense of self. I really try to post based on what I find interesting and beautiful versus trying to get the most likes—not every post has to be about the numbers. It’s about showing people a glimpse of the world through your eyes. Something I am personally trying to improve on is being more vulnerable with my followers. I really appreciate it when people are able to share the good, the bad, and the ugly.
“To some people, I may look like an overnight success who just popped up out of nowhere, but in reality, I have been busting my ass for the last 10+ years.”
Did your follower count on social media increase gradually or was there an event that escalated your growth?
My growth has been slow and steady. I’ve been consistently posting on Instagram and blogging for about seven years!
When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?
I always find I get the most attention and movement from personal projects. I am very adamant about always making time for passion projects and not letting sponsored jobs take up all my time. It’s important to stay inspired!
You started out when Instagram wasn't even around and the influencer space was very different from what it is now. How have you remained unique and true to your voice in what is now a saturated space? How do you continue to differentiate yourself and stand out among the competition?
An important thing I have learned over the years is when to say “no.” It can be hard at first, but having a long term goal in mind versus capitalizing on a short term goal is very important. Stay confident, and don’t be afraid to hold out for your dream clients!
How do you hope to empower and inspire women through fashion and your modeling career? What advice do you have for those looking to start out in the space today?
I hope that I can inspire other women and demonstrate that hard work really does pay off. To some people, I may look like an overnight success who just popped up out of nowhere, but in reality, I have been busting my ass for the last 10+ years. I worked four jobs out of college and never gave up! I am grateful for the connections I made in the modeling world, and it has been fun seeing my peers grow in the industry next to me! Fashion has been a passion of mine for as long as I can remember, and I feel grateful to be in an industry I love!
You share much of your life with your followers on Instagram. Most recently, you shared your pregnancy—congratulations! How do you draw boundaries around what you do and don't share? What advice can you share for others?
The beauty of Instagram is that you truly have control over everything! You can share as much or a little as you like. I always felt like a picture says a thousand words, but these days it’s hard not to feel like I should be sharing more. I struggle with finding a balance between sharing my life and living in the moment. I am still working that out myself.
What do you wish you had known when you were first starting out? Why? What about your job do you wish more people knew? What are the biggest misconceptions?
The biggest misconception is that our lives are a permanent vacation. Don’t get me wrong, we do have amazing experiences, but it isn’t always as glamorous as it seems. As is true with the modeling world. Dealing with the modeling world prepped me well for the influencer world. We work all the time, weekends aren’t a thing, and there is no such thing as sick days or paid vacation days. Working for yourself is stressful and scary, but when it hits, also the most rewarding.
Being an influencer can be a 24/7 job. What is your content planning process like? How far ahead do you schedule/prepare content? What are some best practices when it comes to creating and planning content?
For me, I like to shoot and post as much in real-time as possible. For sponsored jobs, you usually need to have content approved, so I shoot those ahead of time. Luckily, I work with my husband (he is my manager and photographer) so we have the ability to shoot almost every day. I try to have a rack of outfits always styled and ready to go to make shooting on the fly easier!
With success comes opportunity, but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?
My husband, Matt, is always amazing on days when I struggle with motivation or when I’m feeling overwhelmed. He is so supportive and positive and helps me prioritize and focus when I can’t do it myself. I am also so grateful for the position I am in and always try and remind myself how far I have come!
What is the #1 book you always recommend? Why?
The Four Agreements by Don Miguel Ruiz. Learning to not take things personally in our industry has helped me more than anything.
Photographer: Jenna Peffley
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