To Share or Not to Share
Photography by Kate Grewal
From a young age, we're taught that sharing is caring, but is that true regarding business? Opinions differ, but most individuals seem to believe the competitive nature of capitalism requires secrecy and information hoarding, which is why you won’t find every successful entrepreneur doling out free advice on social media. A certain amount of discretion may be wise. After all, Heinz and Coca-Cola aren’t going to share recipes born of numerous iterations and hard work. Their products are unique, and that’s what brings in their revenue. But at Culina Creative, we believe sharing has its place in the business world–especially in the food styling industry.
Objections to Sharing Industry Information
Many factors cause industry leaders to resist sharing valuable business information with budding entrepreneurs on social media. Fear is one such factor. For many individuals, their know-how is their livelihood; anxiety around losing personal value and profits can contribute to information hoarding. Additionally, resistance to change, selfish ambition, and desire to retain clients may foster hostility toward entrepreneurs who freely share valuable business information online.
The Positives of Sharing Industry Information
Though some fear and caution are warranted around sharing information with new or aspiring food stylists, there are not enough strong objections to prevent experts from educating aspiring business owners on social media. Sharing on social media can positively impact both professionals and novices. Check out these three reasons to stop gatekeeping and become a sharer.
1. Sharing on Social Media Improves Your Credibility
When you create resources such as courses, reels, and tutorials, you gain credibility. That credibility leads to trust, which in turn leads to future conversion and partnerships. For instance, if a client sees your YouTube tutorial on creating the perfect cake for photo shoots, he or she may be more willing to hire you after seeing proof of your expertise. Additionally, brands that make and sell cakes may be inclined to reach out for a partnership.
2. Sharing on Social Media Brings Online Traffic
You could have a professional portfolio, an enviable landing page, and copious amounts of perfectly crafted copy, but none of those things are useful if you don’t garner much online traffic. Sharing your work on social media and linking to your site can result in more online traffic, which makes you easier to find when people are searching for the business services you offer.
3. Sharing Impacts and Inspires
While this reason to share your expertise freely may come last, it is no less important than the others. Never underestimate the positive impact you can have on aspiring food stylists. Your inspiration could change a life. In turn, the inspired individual may become an expert who develops techniques and tools you never thought of. Thus, the cycle of inspiration continues, and everyone is positively impacted—including you!
A Word of Assurance
Some may still feel trepidation about sharing food styling techniques online. We understand that fear can cause hesitation. However, please note sharing food styling techniques does not create competition or take potential jobs away from stylists. As with anything, becoming a successful food stylist requires extensive practice. Watching or reading content does not create experts; dedication does. All your content does is benefit your online presence and encourage others.
Let Us Share With You!
Culina Creative owner Diana Jeffra doesn’t believe in gatekeeping. Across her social media platforms and blog, you’ll find tips, tricks, and tutorials to help aspiring food stylists and those new to the industry. Check out more of our blog posts and follow Diana on Instagram, Pinterest, and TikTok for more awesome and insightful content. Happy food styling!