This blog post is based on a recent interview with Anet Põlismäe on the Inspire Moms to Lead podcast show TEEL, where this small child’s mother and successful entrepreneur shares her journey and tips.
Have you ever looked at successful Instagram accounts and wondered “How do they do it?” Anet Põlismäe knows the answer – and surprisingly, it’s not “I sit on my phone 24/7”. She has created two highly successful brands, growing the first to over 6,000 followers and the second from zero to 1,500 in less than six months.
How It All Started: When Covid Came Knocking
Life is funny sometimes. Especially when you’re watching “Desperate Housewives” and thinking: “Pfft, marketing? I’ll never do that!” But fate loves a good joke, and marketing became Anet’s passion.
Let’s start from the beginning. In 2020, when Covid came knocking (or rather, locked us all at home), Anet received a layoff notice. Many would have collapsed on the couch and watched Netflix. But Anet? She started… working out.
“I was working out at home and noticed all my workout clothes were in terrible condition – see-through, no pockets.” And that’s how her first brand – Beachlabel – was born.
Zero Knowledge? No Problem!
“I knew absolutely nothing about fabrics, design, or clothing production,” Anet admits. But did that stop her? No! She ordered sample fabrics (many of which turned out to be transparent – oops!), experimented, and learned. Some money went to waste, but the lessons were invaluable.
Running a Business with a Baby – Mission Impossible?
When Beachlabel was well-established, Anet decided to sell it and started a new brand – Brand Boost Co. All while having a small baby! When asked how she manages it all, the answer is simple: “I don’t!” she laughs. “I only have 15 hours a week when my child is in daycare.”
But those 15 hours are enough to generate five-figure monthly revenue. Yes, you read that right – FIVE FIGURES. PER MONTH! In less than six months. With a baby.
The Secret to Instagram Success (hint: it’s not a perfect feed)
If you think Instagram success requires living in a Pinterest-worthy home and creating perfectly curated photos, we have good news. According to Anet, it’s much more important to know exactly who your target audience is and what problems you’re solving. True, work is needed, but you don’t need to become a social media robot posting only perfect pictures.
Stories vs Posts: Where Does the Money Come From?
Here’s a juicy detail many don’t know – stories are actually more important for sales than beautiful feed posts! And you should create them EVERY DAY!
Here’s a sample weekly plan:
- Post some useful advice during the week (show you’re smart!)
- Share a personal story (show you’re a real person!)
- Post information about your product (show you have a solution!)
- Share customer feedback (show you actually work!)
UGC – The Magic Word That Can Transform Your Marketing
UGC (user-generated content) is like that friend who recommends a great restaurant – you trust them much more than the restaurant’s own advertising, right? That’s why UGC works better than traditional influencer campaigns. And bonus – it’s much more wallet-friendly!
UGC content is an excellent and affordable solution for entrepreneurs, but also a great way to earn extra money while raising small children.
How to Start as a UGC Creator?
According to Anet, you don’t need a professional video studio or fancy camera. “I make most videos in my car or while walking,” she admits. “Seven seconds of honest content is much more valuable than a perfectly staged photo.”
Her tips for beginning UGC creators:
- Start with brands you already use and love
- Don’t worry about perfect aesthetics
- Focus on authenticity and your real experience
- Don’t be afraid to start small – even a €50 project is a start!
You Don’t Need to Be Perfect (Seriously, Don’t Be)
If you have a small child, messy home, and you’re never “picture perfect” – congratulations, you’re exactly on the right track! Authenticity sells better than perfection today. This trend is already dominant abroad and is steadily moving to Estonia. So if your child just spilled coffee during your “perfect” story filming – maybe that’s exactly the content your followers want to see!
“I have nothing aesthetic here at home, considering I have a small child,” Anet laughs honestly. Yet she’s managed to grow her brand from zero to 1,500 followers in less than six months – all while working only 15 hours a week!
How to Manage It All (When You Only Have 15 Hours a Week)?
Take one day a week and prepare lots of content. Yes, you might look a bit crazy making 10 different videos in a row, but it’s better than daily stress of “what should I post now?” And don’t be afraid to reuse good old content – if it worked once, it will work again!
Starter Pack for Beginning Content Creators
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- Know exactly who you’re posting for (if you say “everyone,” you’re actually posting for no one)
- Simplify, simplify, simplify (you’re not making a documentary, you’re making an Instagram story)
- Forget perfection (seriously, forget it!)
- Be consistent (better three regular posts per week than one “perfect” monthly post)
- Use stories for sales (that’s where the magic happens!)
