Maia Sethna talks to us about the journey that led her to content creation and more in this interesting tête-à-tête.
Maia Sethna is a fashion & lifestyle digital Content Creator & Consultant. For her, content creation began as a hobby before she pursued it full-time. Maia has worked as a model and an actor and has also gained professional experience in luxury travel and hospitality, working for her family's business. And all these accomplishments only begins to describe her talents and varied endeavours. To shed light on her life as a popular digital celebrity, we recently have a chat with the multi-faceted Creator.
Take a look at our conversation with Maia Sethna here:
What made you start creating content? And when did you start creating content?
"I come from a background in luxury travel and hospitality and spent several years working for my family’s businesses. Prior to which I spend some time acting and modeling. Fashion has been a part of me for as long as I can remember. I would sneak in fashion and beauty magazines under my desk and read them instead during math class. Content creation is something that started off as a hobby; I began writing on a blog, I would interview interesting personalities and friends.
I began shooting the outfits that I would wear to work or outfits that brands would occasionally send me and began posting them on my Instagram feed, along with images from my travels. It’s been 2 and a half years now that I decided to dive in and focus on this entirely."
What according to you makes your content stand out?
"In an ocean of content and content creators, the only thing that one can do is to remain authentic and think outside the box. Your audience wants to connect with you and see the ‘real you’ which is why they follow you. I try to do as much of that as possible."
< style="padding:16px;"> < style=" display: flex; flex-direction: row; align-items: center;"> < style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"> < style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> < style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"> < style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;">< style="padding: 19% 0;"> < style="display:block; height:50px; margin:0 auto 12px; width:50px;">< style="padding-top: 8px;"> < style=" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;"> View this post on Instagram< style="padding: 12.5% 0;"> < style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><> < style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"> < style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"> < style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);">< style="margin-left: 8px;"> < style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"> < style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)">< style="margin-left: auto;"> < style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"> < style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"> < style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"> < style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> < style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"> < style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;">
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How do you choose what to promote on your feed and what not to?
"My niche Luxury Lifestyle, Fashion, Luxury, Beauty & Travel, so I usually work with brands and take on projects that fit in this space and resonate with me."
One instance/experience that made it all worthwhile?
"It’s the smallest of things that have the biggest impact; when a client reaches out saying that a post I did for them worked out really well for them or when a follower sends me a sweet, supportive message!"
What does a regular day look like for you?
"Juggling 100 things! I’m packing up boxes to return outfit to designers or unpacking boxes and steam ironing outfits before a shoot. Going through emails, answering calls – there’s always a lot of back and forth with PR teams and brands before a project gets finalized. There is a lot that happens behind the scenes – all you (my audience)see is that one perfect picture on Instagram. I wish I could show you all the chaos and madness that goes on behind the scenes! :D"
< style="padding:16px;"> < style=" display: flex; flex-direction: row; align-items: center;"> < style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"> < style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> < style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"> < style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;">< style="padding: 19% 0;"> < style="display:block; height:50px; margin:0 auto 12px; width:50px;">< style="padding-top: 8px;"> < style=" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;"> View this post on Instagram< style="padding: 12.5% 0;"> < style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><> < style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"> < style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"> < style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);">< style="margin-left: 8px;"> < style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"> < style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)">< style="margin-left: auto;"> < style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"> < style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"> < style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"> < style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> < style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"> < style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;">
A post shared by Maia Sethna Malhotra (@maiasethna.in)
How do you make moolahs?
"As a content creator and storyteller, I charge a fee for my work. Most influencers have a media kit with associated costs for creating static posts, stories on Instagram, blog posts, event attendance, and creating video content."
Where do you get inspiration for your posts?
"Honestly, it’s a mix of various things. When I work with brands they usually provide a loose brief (at times it can be pretty rigid) so I plug in my ideas and share it with the brand. There are a lot of brands that give me the creative freedom to create what I like and what’s “on brand” for me. I love creating my own, non-sponsored, content too, that’s when I can really have fun. There is a bit of research, referencing and mood boarding involved. There are some fun trends to try out these days especially with video content.
Sometimes, I try to plug in a message. For example, during the lockdown, I created a series on mental health. I shot this with Aishwarya Nayak over Facetime. Let's face it, this year has really taken a toll on everyone's mental health. As someone who has battled with mental health issues like depression and anxiety, I wanted people to know that there is no shame in reaching out for help and talking about your problems. Similarly, I created some imagery with Tanvi Vora on the mindful consumption of fashion, highlighting the various ways to recycle and repurpose clothes and other items we no longer want in our closets."
Have you ever received a weird or funny brief from any brand for collaboration?
"Haha, I mean, there have been a few. But I have then gone to the client and said that this brief doesn’t resonate with me, can we do this a different way."
< style="padding:16px;"> < style=" display: flex; flex-direction: row; align-items: center;"> < style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"> < style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> < style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"> < style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;">< style="padding: 19% 0;"> < style="display:block; height:50px; margin:0 auto 12px; width:50px;">< style="padding-top: 8px;"> < style=" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;"> View this post on Instagram< style="padding: 12.5% 0;"> < style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><> < style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"> < style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"> < style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);">< style="margin-left: 8px;"> < style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"> < style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)">< style="margin-left: auto;"> < style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"> < style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"> < style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"> < style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> < style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"> < style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;">
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If not an influencer, what would your full-time profession be?
"Perhaps content creation for a high-end brand or publication, perhaps a full-time job in the luxury travel and hospitality space. I have been fanaticizing about being a human rights lawyer – maybe in another lifetime!"
Any message/tips for upcoming bloggers and influencers.
"Spend some time thinking about what genre you want to focus on, what you want your page to look like, and what brands you want to work with. Try to be as authentic as possible. Don’t let people push you around."
Check out how the Quick 5 went...
Favourite meme template on social media?
"Dog memes are the best but also the “Literally no one...” memes."
One celebrity you want to collaborate with?
"Deepika Padukone – girl's got some serious style goals!"
< style="padding:16px;"> < style=" display: flex; flex-direction: row; align-items: center;"> < style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"> < style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> < style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"> < style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;">< style="padding: 19% 0;"> < style="display:block; height:50px; margin:0 auto 12px; width:50px;">< style="padding-top: 8px;"> < style=" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;"> View this post on Instagram< style="padding: 12.5% 0;"> < style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><> < style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"> < style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"> < style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);">< style="margin-left: 8px;"> < style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"> < style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)">< style="margin-left: auto;"> < style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"> < style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"> < style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"> < style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> < style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"> < style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;">
A post shared by Maia Sethna Malhotra (@maiasethna.in)
Your favourite Influencer?
"Leonie Hanne and Negin Mirsalehi"
Weirdest or funniest comment you have received?
"My inbox is full of some hilarious DMs that will keep you entertained for weeks. People ask me some really random questions! I’ll let you take a peek."
Favourite face filter?
"Luminous by Paola Alberdi, Faux Foundation by Sophie, and Cali Glam by Jademunster."
You can check out all the interesting updates from Maia Sethna here.
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