We’re excited to introduce you to the always interesting and insightful Betty So Yan Lam. We hope you’ll enjoy our conversation with Betty So Yan below.
Betty So Yan, thanks for joining us, excited to have you contributing your stories and insights. Do you wish you had waited to pursue your creative career or do you wish you had started sooner?
OH definitely!
I’ve always had a knack for creativity, but when it comes to my content creator and social media journey, sometimes I wish I had taken it more seriously back in my university days. My Instagram account was born in the summer of 2013, but it never crossed my mind that I could be working with dream brands to landing larger paid campaigns. My first few posts were of a giant potato chip and a bedazzled pink mouse (the electronic one, not the cute furry animal!), which are now tucked away in the “Archive” (Thank goodness for that feature) section. I used to treat Instagram like my personal visual diary, without much thought to the content I was publishing.
Fast forward to 2018, and my life as a content creator began to take shape. Working with over 15 different industries and hundreds of campaigns (including UGC and ones that don’t require me to post on my grid), I’ve developed a keen eye for creative ideas to promote different brands, their products, experiences, and services. While I don’t consider myself a professional photographer or videographer, my content has come a long way from when I first started over a decade ago.
Being a content creator has brought me endless opportunities and allowed me to connect with people and brands at media events that I wouldn’t have met otherwise. It’s an exciting life that has led me to my current role as Bisha Hotel’s first official social media coordinator. In just 2.5 months, I’ve been kept busy with organizing an upcoming influencers and press media event for a special unveiling, finding UGC content, creating my own content that aligns with the brand, working with influencers, and so much more. I couldn’t be happier with where my content creator journey has taken me.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Growing up in an Asian household, I was lucky enough to have parents who didn’t pressure me to pursue a career in law or medicine.
Despite my older sister’s encouragement to seek out higher-paying government jobs, I knew I needed a profession that would allow for my creativity to flourish and leave me feeling fulfilled.
While science and math were never my strong suits, I thrived in classes that allowed me to express my artistic side. Drama, visual arts, English literature, and history were always my favourites.
My love for documenting life started at a young age. My great grandfather owned a photo studio, and my father has an extensive camera collection. When I was gifted my first digital camera in grade 6, I knew I wanted to capture every moment. I remember bringing it with me on my graduation trip to Camp Couchiching – it was the best “toy” I had ever received.
During my university days, I was elected as the next ‘Historian’ in my sorority when the original historian stepped down. I held this position for two years, where I was responsible for the yearbook and capturing memories at events. Even before being given the title, I was always the girl who brought her chunky digital camera to every occasion – from wine & cheese to galas, and even nightclubs. I simply love preserving memories and looking back on them.
Wait – GUESS how many digital cameras I have owned in my life?
A) 5
B) 7
C) 13
CORRECT ANSWER will be at the bottom of this article !
As a content creator and social media coordinator, I must say that it feels like the universe conspired to bring me to this point in my life. Back in 2017/2018, while I was working as an EA at a media, modeling, and marketing agency, a colleague shared an interesting story about how one of our BAs got their birthday balloon arrangements sponsored. It piqued my interest in the Influencer/Creator realm, and I began creating PR packages for them, wishing that I, too, could receive some gifted products.
Whenever I am curious about something, I turn to Google and Youtube tutorials to learn more. I joined “Influenster,” and after receiving my first gifted product and posting about it, other brands started noticing my page. With countless gifted collaborations under my belt, I wondered how I could start getting paid to promote the brands I love.
In 2020, I delved deeper into the world of social media marketing, listening to Spotify podcasts, watching Youtube tutorials and checking out Instagram pages for all the tips and tricks to start getting paid for my work as a Lifestyle/Fashion “Micro-Influencer.” Finally, towards the end of 2020 or early 2021, I landed my first 4-figure campaign, and since then, I have had the pleasure of working with larger brands on paid campaigns such as Paramount, Rubicon Exotic, Harbourfront Centre, The Burger’s Priest, Guess Watches, Square, Mini Luxe, Cynosure, and many more.
Being valued and paid not just for lending my platform / audience to brands but also for my creative vision, ideas, and hard work feels amazing. I want to encourage other influential creators to know that you don’t need a massive following to start getting paid as a content creator.
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Looking to get started in the Social Media Realm?
I would recommend joining influencer platforms like Influenster, Creator Co, Collabstr, Maverick, and the like. Accepting gifted collaborations with products or services that align with your personal brand is also a great way to build your media kit and gain exposure. Personally, I always update my media kit and have it ready whenever I am asked for it.
As a lifestyle influential content creator, I am versatile and post about different parts of my life. Whether it’s enjoying a delicious burger at The Burger’s Priest, documenting weddings as a Toronto / GTA Wedding Content Creator, attending media events in gowns, or promoting thrillers for the upcoming Paramount TV show, I love the variety in my work.
Some of my most exciting moments are when I get to work on campaigns with industries I have never worked with before.
Take, for example, the “Fatal Attraction” Paramount Plus thriller campaign I almost didn’t apply for this year. I had never posted anything about thrillers on my page, and I thought there were so many other creators who were more qualified for the job. But I decided to pitch my heart out, and to my surprise, I landed it!
This project had a quicker turnaround than my usual campaigns, but I thrive on a good challenge! Racing against the clock gets my adrenaline pumping! In order to make this project a success, I sent over two mood boards showcasing various outfit options for different scenes that I was planning to film. I also made it my mission to source the perfect loft studio for the shoot. To get myself in the right headspace, I listened to the beautiful background song of FA’s Trailer (“Masks (Cinematic Mix)” by Sanctuary) while going about my daily routine a week before filming. I even wrote the script for everything I would say, as well as the copy for the captions. I watched and studied the OG Fatal Attraction film, and even found some props to use in my own version. With everything in place, I got to get creative with different themes.
Side note: I also think I manifested that campaign. I grew up in a christian asian household where celebrating Halloween was forbidden growing up. SO in university days to now – I LOVED playing around with bloody gory makeup during Halloween . I created fake ripped skin, to fake maggots.. And put in endless amount of hours and energy into halloween.
SO ACTING creepy / scary / somewhat psychotic to promote my first Thriller campaign was EXCITING for me (is that weird to say? haha).
This campaign allowed me to act scary for the first time, and I loved every minute of it.
After several months, I was given the chance to present a campaign for TIFF x Paramount Thriller. At first, I doubted my ability to land another project, but the FA campaign taught me that you never know unless you give it a shot. And guess what? I landed the project! I was paid not only to attend the premiere at TIFF, but also to produce content promoting the Korean award-winning thriller that was about to hit Paramount Plus. While at another TIFF event, I found myself searching for the bar when I stumbled upon a creepy-looking basement. Without hesitation, my creator mode kicked in and I decided to shoot some footage for the Thriller campaign right then and there – before returning to the party. This journey as a creator has trained my eyes and mind to spot opportunities for creative ideas wherever I go!
Digital Camera ANSWER : 13. Lucky number 13 aha!
For you, what’s the most rewarding aspect of being a creative?
As a content creator, there is nothing quite as rewarding as using my creative abilities to inspire change, share my knowledge, and shape opinions. Through this platform, I have the power to express and impart ideas that align with my passions in an authentic manner.
As a social butterfly, I thrive on interactions with like-minded individuals and have found a powerful tool to amplify my voice, speak up about topics that interest me, and support brands and products that align with my values.
During my university days, I always knew what was happening WHEN – from Greek Life to School and Local events and activities, I would be the one to message all of my sorority sisters and friends and round up people to join me for all the exciting events and opportunities.
I feel like I am still that same girl – but now with a broader audience, I can use social media to shout from the rooftops about what I believe in and support. The social media world is constantly evolving, offering endless opportunities for creative growth, self-expression, experimentation, and personal and professional development.
When I began my content creation journey, I had no prior knowledge of photo or video editing, voice-overs, social media management, sourcing influencers, or even how to set my rates. But I took my Samsung smartphone (I am not married to Androids – but I am a HUGE fan of Samsung for camera quality), started creating, and six years later, this creative outlet has become an artistic and personally fulfilling passion.
Each campaign I take on provides valuable learning experiences, particularly as a micro-influencer, where it is particularly fulfilling to use my influence for positive purposes.
One of the most memorable campaigns I was involved in was promoting the Co-Motion Festival for Harbourfront Centre to support deaf and disability identified visual artists.
Whenever I take on a campaign, I make sure to fully immerse myself in the experience. It’s not just another project for me, it’s an opportunity to learn something new and see the world in a fresh perspective.
While it wasn’t required for me to attend, I ended up purchasing tickets and checking out one of the concerts myself.
I haven’t been to many concerts in my life, but that Co-Motion concert lead by Alex Bulmer – definitely helped to broaden my horizon and see things in a different POV. Aside from the incredible performances and the lyrics of the songs,
seeing the deaf community experience music in their own way (ie: placing hand on railings) and individuals in wheelchairs dance with passion and joy was incredibly moving
This eye-opening experience reminded me that :
1) Music can be felt in different ways, and it is not just about hearing it.
2) Life is about adapting our circumstances and finding ways to enjoy it, regardless of our limitations.
3) There are unique ways of experiencing the world, and it is important to embrace and celebrate our differences!
Another campaign that I especially enjoyed working on was one for a Luxury nail care brand called Mini-Luxe- to raise awareness about the exploitation of nail salon workers and labor abuse in the nail salon industry. I got to educate my audience about a company that is implementing ethical practices and empowering workers in the nail-salon industry.
In 2024, I would LOVE to take on more charitable campaigns and attend events that help raise awareness for non-profits or to give those in need a voice.
As I look towards the future, I like to remind myself to never stop dreaming and evolving, and my phone’s screensaver reflects that with a note-to-self, that says : THE SKY’S THE LIMIT, BETTY GLAM !
The beauty of content creation is that it’s a continuous learning process, and I am excited to see where this journey takes me next. I am beyond grateful for this content creator/influencer life and lifestyle, and am always striving to do more with my platform to promote self-love, kindness, and positive change.
Have any books or other resources had a big impact on you?
Earlier this summer, I downloaded the Headway App and even subscribed to their annual membership (promise this isn’t sponsored).
The app is designed to deliver bite-sized learning content in short, easy-to-digest lessons.
I love a good Netflix Binge-watch session when I am on the subway or getting ready, but these days I will dedicate time to listen or read books (or summaries) from the Headway app when I am on the go, getting ready in the morning or before I go to bed.
I would highly recommend this for people who have busy schedules and limited time to devote to learning.
The app uses a spaced repetition algorithm that helps users retain information more effectively.
I learned that with micro-learning, users are presented with information at intervals that are scientifically proven to enhance memory retention. I find that I am able to recall or put into action what I learn from these books on Headway.
I have gone through a wide range of courses and topics, covering everything from languages and coding to personal development and business skills. It is such a versatile tool for all types of learners.
The app is highly customizable, allowing users to set their own goals and tailor their learning experience to their individual needs. As someone who is serious about learning and personal growth -this has been such a powerful tool… and I am constantly raving about the app to my friends, colleagues and audience online!
According to my profile, I have finished 74 summaries so far (since July / August 2023).
Some books I would recommend are :
– TED Talks Storytelling Techniques by Akash Karia
– Creative Confidence by Tom Kelley & David Kelley
– The Motivation Manifesto by Brendon Burchard
– Pitch Anything by Oren Klaff (Where the author provides an innovative 6-step method for pitching, presenting, persuading, negotiating and winning the deal).
– The 80/20 Princeiple
– The Laws of Likability by Michelle Tillis Lederman – which teaches you about networking, being your authentic self and the power of likability because “People do business with people they like.”
– How brands grow – What Marketers Don’t Know – by Byron Sharp.
– So Good They Can’t Ignore you – by Cal Newport
If you end up reading any of these, I would love to know!
Contact Info:
- Website: bio.link/itsbettylam
- Instagram: instagram.com/itsbettylam
- Linkedin: https://www.linkedin.com/in/betty-sy-l/
- Other: Joint Instagram page I share with other content creators : instagram.com/glamfriends.to , I handle socials for Bisha Hotel Toronto -this is my first time working in the Hospitality & Tourism industry, I am loving it so far. Come take a look ! : Instagram.com/bishatoronto