This week, in our getting to know series we ask Eloise Head, who is also known as Fitwaffle, about her journey as a food and fitness blogger.

When did you first set up your social channels, and what got you started? 

Fitwaffle actually started as a Fitness/Food account on Instagram and an online blog in 2015. My previous job before Social Media was a Personal Trainer and a Fitness Center Manager.
I wanted to show people that you could eat the foods you love and still live a healthy lifestyle. I wanted to breakdown the idea that there are ‘good’ and ‘bad’ foods.

I quickly found that the photos of food on Instagram (especially indulgent foods) were getting the most attention. I also preferred taking photos of food.

By early 2017, Fitwaffle had shifted and become solely food based and that’s when the following really started to grow.

How has the digital landscape changed for you and how you share content since then?

I used to only post photos on Instagram. Now at least half my content is video based. Videos seem to get a lot more engagement with my audience and they’re more fun to make.

When I first started the account, Instagram Stories didn’t exist. I now I talk a lot more on Stories and almost use them as a mini vlog, to connect with my audience more on my day to day food adventures.

Now looking forward, I am trying to create more video style content. I’ve got on board with TikTok and just hit over 100K followers on there. I’m also trying to focus more on YouTube to expand Fitwaffle outside of just İnstagram and increase the content I can offer to my audience.

What advice would you give a brand or PR representative looking to potentially work with you on creating content?

I think letting the creator take the reigns is important. The more creativity a creator can have, the better the content they will produce. The worst experiences I’ve had with brands/PR’s is when they try to control exactly what content goes on your feed, even if it’s not a great fit. It just ends up looking forced and fake.

What kind of projects do you enjoy doing most?

Right now, anything dessert based or video based. Mostly because desserts are my favourite and videos are performing well, so the results are likely to be better!

Also, it’s fun doing new things and putting myself out there. So content such as stories where I’m talking to the camera or posts where I’m in the photo/doing something on video are great and help put a personal stamp to the brand.

What advice would you give someone looking to build their social channels?

Find your niche and get really good at it.

For example, I believe just ‘food’ is too broad. You need to be really specific with what you’re posting and get really good at creating that content.

Post often. Aim for at least once a day, but make sure the content is good. There’s no point posting ‘ok’ content just for the sake of posting… which means, you’re going to need a lot of good content! If you can’t capture your audience with the cover of your content, they’re unlikely to click it.

Our consumer PR agency specialises in connecting everyday brands with everyday people across four core sectors; Consumer PRFood and Drink PRRetail PR and Sport, Health & Wellbeing PR