The Instagram life: Local influencers share stories from behind the screen

When your Instagram handle is @bestdressedblonde, the bar is set pretty high.

But Erica Wilcox started young on her way to making that name for herself.

“Ever since I was little, I always enjoyed dressing up,” said Wilcox, who grew up in Sioux Falls and still lives here.

“I was never a sweatshirt-and-sweatpants girl.”

Today, her outfits, accessories, beauty products and home decor of choice are shared with nearly 50,000 followers on Instagram.

She’s one of several Sioux Falls-area fashion-blogger influencers building a following and making a side business out of it thanks to brand collaborations and promotions.

Over the past few years, many of them have built a friendship — one that has resulted in multiple special sales when they seek to clean out their ever-overflowing closets — and allowed them to find a community of like-minded fashionistas.

“I was always sharing outfits and deals, so it seemed like a natural thing to start and a platform to be your own boss and work at your own speed,” said Wilcox, who also has a full-time job at a senior living community.

She attended SDSU for apparel merchandising and tried retail and corporate buying. While she enjoyed it, it didn’t feel natural.

When she discovered the domain and handle bestdresedblonde were available, she snagged them and started sharing.

“A lot of it is day-to-day life,” Wilcox said. “In the morning, I start off sharing deals. I subscribe to a lot of major retailers and go through and look at if there are deals I would enjoy shopping. I don’t share during the day because I have a full-time job, but at night I try to make sure there’s something I’m sharing – maybe a piece I got in the mail or a home decor piece.”

The content varies seasonally, and she’ll plan posts for occasions like the first day of spring or holidays.

“A lot of it is everyday attainable lifestyle,” she said.

Amanda Millan, whose Instagram handle is @lifewithamanda.ann, has grown her following to more than 41,000 people – or nearly three times the population of her hometown of Mitchell – since she started five years ago after the birth of her second daughter.

“I kind of did it because living in a rural community, I wanted to reach more people, make more connections and friendships,” she said. “It really started with having younger kids and having an outlet for myself.”

She enjoyed sharing fashion, beauty and home decor, she said.

“It gave me my own little identity and something extra to do and an extra source of income, and I could do it from home for the most part.”

She’s a hair stylist by day and a new business owner, partnering to bring The Hot Spot, an infrared yoga and fitness studio, to Mitchell.

“I post when it’s most natural and feels right,” Millan said. “There was so much pressure to post daily and engage. There’s a lot of behind-the-scenes work people don’t see, and with the new algorithms and how social media has turned in the last year, it’s harder to get your content seen too.”

She posts daily on her Instagram story and a few times a week on her feed.

“If a brand is having a big sale I like. I want to make sure my followers get that deal, so I’ll maybe do a haul,” she said. “I post what I like and am enjoying at the time, and mostly clothing is my biggest thing, beauty products and home decor.”

It’s key to be real and approachable “versus someone who is made up every day,” Wilcox said.

“I get on there so many times with no makeup on, and people love it.”

Britanni Boyd’s style-blogging journey began a few years ago but already has led to more than 21,000 Instagram followers at @brittanileigh.

While she lives in Rock Valley, Iowa, she comes to Sioux Falls for most of her photography.

She and her husband own a diesel repair business, so she handles bookkeeping, and the business keeps him constantly busy, she said. That’s how the blogging started.

“I didn’t have a lot going on,” Boyd said. “My kids were in school, and I was looking for my thing. And clothing, fashion has always just been my passion. I love it, I enjoyed it, it was more for fun.”

It has evolved into a business, she said. Like the other bloggers, she uses the app LIKEtoKNOW.it to post outfits and receive a portion of sales.

“I have my own vibe, my own style. I try to be myself,” Boyd said. “I’m older than the rest of the girls. I’m 40, so I like to have that little edge to my style to be a little different.”

For Marilyn Dikun, whose handle is @marilynjoan, the Instagram life started in 2014 while she was modeling for local online boutiques.

“A lot of people were interested in me from being a model, and definitely that part of my life has slowed down, but I still enjoy sharing my fashion finds and a little bit of our RV adventure,” she said.

She and her husband live on a small acreage in Dell Rapids but spend much of the year driving around the country for their hail repair business.

Instagram “is a creative outlet for me,” she said. “I would say it is more of a hobby, and maybe as time goes on it will become more of a business, but my husband and I own two businesses, which keeps me really busy, plus being a full-time mom.”

Still, she has grown her following to nearly 10,000 people.

“Instagram has made it so difficult to grow,” she said. “So I try not to put a lot of pressure on myself because you can get pretty down if you do. They hide a lot of your content from people who are following you.”

For Kayla Waldner, whose Instagram handle @kaylamarwaldner is also approaching 10,000 followers, it all started with sharing her favorite things.

“People started asking me where I was getting things, and it just grew to where I was promoting different brands and clothing lines and started having companies reach out,” said Waldner, who lives in Sioux Falls and began her career at GreatLIFE Golf & Fitness.

“It started with sharing my favorite foods, my favorite workout gear, where I’m buying protein bars, and it just stemmed from that … and I noticed my following keep going up and up.”

She works with many local brands on a monthly basis, “so I always have content because I have people expecting content from me,” she said. “But you don’t want to be too salesy to the point you’re not fun to follow because you’re constantly promoting, so I schedule some of my own favorite styles in between campaigns.”

Keeping a balance

We all know we’re supposed to limit screen time, but what about when your side hustle depends on it?

“It’s very hard to separate because you always have your phone with you,” Millan said. “Honestly for me, having two other jobs is a good balance. I am super busy, but it forces me not to get on my phone. If I’m teaching yoga or doing a client, I can’t be on my phone.”

It is a hard balance, Wilcox agreed.

“But I always try to keep it in my head that I’m never going to get this time back. If that means I stay up later after my son goes to bed or wake up earlier, I really have to prioritize my time because I don’t want to look back and say, ‘Erica, you were on your phone all the time when your son was in the room.’ ”

Boyd has gone through the same experience.

“I think a lot of people tend to think, ‘Oh my goodness, they’re just shopping and just taking pictures. But it’s honestly 24/7. It’s sometimes hard to shut it off because it is always there,” she said.

“And that’s one thing I’ve been doing better at. It was kind of too much. So I have found a better balance of my time with it. just so I’m more present with my kids.”

And, let’s be real: Many people – especially women – have a challenging relationship with social media. Do you post the moment or not? How often? And what if no one likes it? And what about all those people in your feed with seemingly perfect lives? It can take a mental and emotional toll if you’re not careful.

“I know this seems pretty generic to say, but honestly just do what feels good. If it doesn’t bring you joy, make that separation,” Millan said.

“Even if you don’t have the likes or shares you want. I honestly don’t look at my numbers as close as I used to because you can get kind of down that rabbit hole. You have to know your value and your worth. If it doesn’t bring me joy or happiness, take a break and come back and make that space positive. And it is a highlight reel.”

Don’t be afraid to open up about the tough stuff either, Wilcox said.

“We had a miscarriage, and it was weighing on my heart to share it, so I ended up getting on stories and sharing it, and I had more than 300 messages from women responding … and people reaching out and praying,” she said. “People found me much more relatable, and people still message. I will forever remember the things people told us and said to us, and it’s the same with body positivity. I’ve seen bloggers share pictures of them with cellulite, and people like seeing the real you.”

Staying true to yourself is key, all five women said.

“If I’m not in a good mental space, I just will take a break from social media and get myself back to where I need to be,” Waldner said. “It’s supposed to be a fun place to share your favorite things. Unfollow people who don’t bring you happiness. There are many accounts I’ve had to unfollow because I just feel less of myself than if I just didn’t see it every day.”

It’s about keeping perspective, Dikun agreed.

“As long as I’m doing what makes me happy, I’m not worried about what’s making other people happy,” she said. “As long as I know I’m sharing what I love, that’s what keeps me going.”

We asked the influencers to share more behind-the-scenes info with us.

What’s the coolest thing you’ve received to promote?

Amanda: A mattress in a box. That sounds so crazy. But it is so comfortable. It literally came in a box. It’s a full mattress, and it came wrapped up, and I could carry it, and you unwrap it, and it expands, and it’s so soft and super, super nice. It’s a really nice mattress.

Erica: A Traeger grill. I had a collaboration, and they sent us their Mac Daddy grill, the huge one. And they sent all the wood chips and accessories. It was for last Father’s Day, and I got to give that to my husband. Who honestly gets a Traeger grill? He smiles every time he talks about it.

Kayla: I have a lot of cool ones. A bed. A giant bean bag. But furniture is big. It helps a lot when you’re moving into a new house. I do a lot of trade.

What’s the most random thing someone’s ever sent or offered to send you?

Amanda: It was a box of oranges. Seriously. From California. A random box of oranges this company wanted me to promote.

Erica: I’ve had people try to send me weird stuff, but I’m picky because you have to give your address. I got a ginormous scrunchie and gave it to a girl in my book club. It looked like an arm weight, but it was a scrunchie.

Kayla: Probably food. There are so many campaigns that want me to try, like, their new fish sticks. But you have to say no at some point.

How do you handle your kids and their social media presence?

Amanda: I used to photo them more when they were younger. It was easier. Now, they’re more busy and in school and activities. They enjoy it, they love it, they don’t complain. If they’re feeling it and want to be in it, that’s great. I don’t force it. My daughter who is 8 loves taking photos and has a Polaroid camera and will actually shoot content for me on my phone, which is super fun.

Britanni: I have three daughters — 10, 14 and 16  — and at first when I started doing it, they are at that age where they’re on Instagram. Their friends are seeing this, and they weren’t sure how they felt about that. Now, they don’t care anymore. When I started, my girls actually took my pictures. And it’s fun now they’re at an age where we were just in Florida, and now they’re wanting me to take pictures of them, just as kids do.

Erica: I am super paranoid about sharing too much about my family. I didn’t share where we moved or take a picture of the outside of the house. I don’t want my son to be a part of my business plan. I don’t want to use him in a way that is anything other than me being a mom.

Marilyn: At the beginning, after Jaxon was born, I found it really hard to be present on social media. This little human is totally consuming your life, and in some posts, I felt it was necessary to put it out there that being a new mom has its struggles. It’s a blessing, but it’s very challenging.

Where are your favorite places to shop?

Erica: I shop what I share! I’m always looking for sales and pieces I can wear more than one way. My current favorites are Old Navy, Amazon, Aerie, Target, and my favorite splurge retailers are Free People and Anthropologie.

Kayla: Buckle, Free People, Revolve, Lululemon, a little Athleta. Abercrombie, I love their jeans, and Express, I guess, too, for business.

Marilyn: I have been loving Abercrombie. Their jeans are so good. They’re trying to hit so many audiences. Target is affordable and has some good stuff. And I love Shein, and so many people are afraid to shop on it. It’s a Chinese company, but women are quick to shop on Amazon, and it’s coming from the same place. They have a lot of good stuff, and I’m rarely disappointed anymore. I highly recommend it for swimwear, especially if you’re on a budget.

Be honest: What kind of closet space do you take up?

Amanda: I have a walk-in closet. It’s big. And I have the majority. My husband has a sliver. And then I have a little closet downstairs that I use because I’ve gotten efficient for the Blogger Closet Sale, so when there are items I’m ready to retire, I take them down there.

Erica: We just moved, and I have the entire master bedroom closet, which is a nice walk-in closet, and our spare bedroom for the closet sale. So my husband calls that my second closet. And I have an office for my blogging, which has stuff in it.

Kayla: I currently take up three. A future closet needs to be master walk-in. I’ve taken up the guest room. My beauty room. Spare closet. And I also have drawer space. So the closet sale helps so much because I can get rid of a lot.

Marilyn: My husband made me my own closet glam room in our house, so I would say I’m pretty spoiled and fortunate. And definitely this has led me to accumulate quite a bit of clothes and accessories, which is so fun.

Shop their closets

Shop items from these five area fashion influencers at the upcoming Sioux Empire Blogger Closet Sale:

• Britanni Boyd, @brittanileigh
• Marilyn Dikun, @marilynjoan
• Amanda Millan, @lifewithamanda.ann
• Kayla Waldner, @kaylamarwaldner
• Erica Wilcox, @bestdressedblone

Where: Laurel Ridge Barn, 47677 Slip Up Creek Road

When: Noon to 4 p.m. Sunday, April 25

Admission: Free

Extras: There will be a DJ, plus beer, wine and liquor for purchase

Get in early: Watch the influencers’ Instagram accounts for a special giveaway just for Pigeon605 pigeon owners! Help us reach 3,000 pigeons adopted before the sale, and your pigeon could deliver you a pass to shop the sale early!

View the event on Facebook here.