As everyone knows, Suzanne Jackson is the top fashion and beauty blogger in Ireland. Over the years the entrepreneur has built up an impressive empire that is making her an absolute fortune. Suzanne started her blog SoSueMe.ie while working a dead-end job as a receptionist. The Irish blogging scene in 2010 was a ghost town and the term “social media influencer” had no meaning. The words “influencer” and “blogger” have quickly developed negative connotations due to various controversies online.
She initially grew her following by blogging about fashion trends, reviewing beauty products and promoting herself via social media. Platforms such as Facebook, Instagram and Snapchat played a massive part in building her brand in the early days. Suzanne received so much free exposure on Facebook before they tweaked their news feed algorithm, forcing companies to pay if wanted their posts to be seen by fans. Back then there were very few female fashion bloggers, so SoSueMe had little competition. Today, there are literally hundreds of MUA’s with their own blogs and YouTube channels trying to replicate SoSueMe’s success. The market has become so saturated it’s difficult for any of them to attract much attention unless they are savvy digital marketers.
With a large following on social media and SoSueMe.ie pulling in millions of page views every month, big brands are throwing money at her to promote their products. She has partnered with nearly all the major Irish and UK beauty brands. 250,000 followers on Instagram is a huge following, Mrs Jackson could easily charge at least €10,000 for simply posting a sponsored photo on Instagram due to her reach and influence online. SoSueMe realises she can’t be peddling weight loss pills or teeth whitening kits because her followers are mainly young naive teenagers who will buy anything she recommends. She’s probably turning down insane money from advertisers to maintain her brand image and not repel her audience.
There are so many avenues through which she earns money its mind boggling! She makes money through selling sponsored content, banner ads, workshops, event appearances and social media posts. To maximise her earning potential, she decided to create her own range of products instead of just promoting other company’s products.
In 2017, her company SoSueMe Limited posted a tidy profit of €401,104. She is also co-director of Sanfran Cosmetics Ltd along with entrepreneur, Fran Gorman. The company is doing remarkably well flogging make-up palettes, fake eyelashes and other branded beauty products. Sanfran recorded strong profits of €225,097, bringing her total for the year to well over half a million euro.
Due to privacy concerns, she recently made the decision to change her company’s status to unlimited as her accounts were publicly available online. She setup a holding company Glowbelle Limited to acquire both Cohar and SoSueMe Limited. Her earnings are fast approaching the million dollar mark, so it’s understandable she doesn’t want the media reporting about how much money she makes.