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Confidence, perseverance, courage: Jackie Leigh’s voyage through adversity

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Jackie Leigh

Photo courtesy Jackie Leigh

Opinions expressed by Digital Journal contributors are their own.

When Jackie Leigh first decided to start posting content online, her life was anything but business as usual. The world was in the middle of a pandemic. She spent most of her time at home, just like anyone else. The school was out.

Still, none of that prepared her for the effects her burgeoning online presence would have on her life when things started going back to normal, and school resumed. Knowing that she worked better in a less structured environment, she attended online school.

“It’s gratifying to do what I do, but life has some tough moments, and you have to do what works best for you,” Jackie Leigh explains. “And the trick is to enjoy the good and deal with the bad, like with anything else in life.”

When it comes to enjoying the good and having an influencer career that’s reaping the rewards, her confidence was the one personality trait she found to be the most important. “I am shy and quiet, but I’m confident about myself,” she explains. “I say what I want, try to do what I want, and I don’t need to meld in a group to be safe. I’d rather be interesting and risqué than safe.”

Her confidence has also protected her from some of the more sinister aspects of having a career that involves taking pictures and posting them online. Body image issues are prominent among models and creators who cannot help but compare themselves with the impossible standards presented in photoshopped images.

Her weight isn’t something she obsesses over. It’s normal for her weight to fluctuate, and there are better things to obsess over when one is in the content creation business. Things like making sure to post the exact right picture from the dozens, and sometimes even hundreds, of photos she takes for every social media post.

While confidence helped her deal with the challenging bullying situation, her courage enabled her to persevere and continue building her online career. All of it happened at a time when her life was a bigger mess than the ordinary teenager’s life– her mom was undergoing an operation to treat her cancer at that time. Yet, she never flinched, never veered.

“I’ve never had too many friends. I’m a shy and quiet person,” she explains. “But I’m not afraid to say or do the things that others are too afraid to, and I’m not afraid of possible consequences. I don’t want to spend time at a place where I might be jumped. But having that happened to me, I learned it only gave me more power to be even more invested in what I do.”

Setbacks and all, Jackie Leigh, made her choices, and she’s firmly decided to live by them. With her career kicking off even more, this year and her expansion to other platforms, she’s hopeful she won’t need to reach for all those traits that helped her through the tumultuous first years of her online career. “It’s good to know those personality traits are there,” she adds.



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Key Notes on Building Your Brand via Your Social Profile Visuals [Infographic]

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Key Notes on Building Your Brand via Your Social Profile Visuals [Infographic]

Looking to give your social profiles a visual refresh for the new year?

This could help – the team from Giraffe Social Media recently put together an overview of the whys and hows of building your brand via your social profile visuals.

There are some good notes here – a key consideration is consistency, which ensures that you’re building your brand with every post and update.

Check out the full infographic below.

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Publicis Performance Marketing Unit Acquires Influencer Platform Perlu 01/30/2023

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Publicis Performance Marketing Unit Acquires Influencer Platform Perlu 01/30/2023

Publicis Groupe-owned performance marketing agency CJ, which specializes in affiliate marketing, has acquired Perlu, a Syracuse, New York-based influencer networking and technology platform.
Perlu’s platform enables companies to activate, network, and collaborate with a community of influencers.   

Perlu will initially retain its name and organization as it is
integrated …



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Reports Show that Facebook Usage is Up, as Meta Continues to Develop its AI Targeting Models

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Reports Show that Facebook Usage is Up, as Meta Continues to Develop its AI Targeting Models

While Facebook is no longer the cool app, especially among younger audiences, it remains a key platform for many users, and its capacity to keep people updated on important updates from friends and family is likely to ensure that many continue to return to the app every day for some time yet.

But more than that, Facebook usage is actually increasing, according to internal insights viewed by The Wall Street Journal, which also include some interesting notes on overall Facebook and Instagram usage trends.

As per WSJ:

Data gathered in the middle of the fourth quarter showed that time spent on [Facebook] was up worldwide, including in developed markets, over the course of a year.”

Which seems unusual, given the subsequent rise of TikTok, and short form video more generally. But actually, Facebook has been able to successfully use the short-form video trend to drive more usage – despite much criticism of the platform’s copycat Reels feature.

Indeed, Reels consumption is up 20%, and has become a key element in Meta’s resurgence.  

How is it finding success? Increased investment in AI, which has driven big improvements in the relevance models that fuel both Reels and its ads, which are also now driving better response.

On Reels, Meta’s systems are getting much better at showing users the Reels content that they’re most likely to be interested in. You’ve likely noticed this yourself – what was initially a mess of random clips inserted into your Facebook feed has now become more focused, and you’re probably finding yourself expanding a Reels clip every now and then, just to see what it’s about.

Reels has actually been too successful:

“Because ads in Reels videos don’t currently sell for as much as those sold against regular posts and stories, Reels’ growing share of content consumption was denting ad revenue. To protect the company’s earnings, the company cut back on promoting Reels, which lowered watch time by 12%.

So again, while Meta has been criticized for stealing TikTok’s format, it’s once again shown, just as it did with Stories, that this is a viable and beneficial pathway to keeping users engaged in its apps.

You might not like it, but replication works in this respect.

But for marketers, it’s likely the development of Meta’s AI targeting tools for ads that’s of most interest.

Over time, many performance advertisers have been increasingly recommending that marketers trust Meta’s AI targeting, with newer offerings like Advantage+ driving strong results, with far less manual targeting effort.

Advantage+ puts almost total trust in Meta’s AI targeting systems. You can choose a couple of targeting options for your campaigns, but for the most part, the process is designed to limit manual impact, in order to let Meta’s systems determine the right audience for your ads.

Which may feel like you’re ceding too much control, but according to Meta, its continued AI investment is now driving better results.

Heavy investment in artificial intelligence tools has enabled the company to improve ad-targeting systems to make better predictions based on less data, according to the interviews and documents […] That, along with shifting to forms of advertising less dependent on harvesting user data from off its platforms, are key to the company’s plans to overcome an Apple privacy change that restricted Meta’s capacity to gather information about what its users do outside its platforms’ walls, the documents show.”

That’s likely worth considering in your process, putting more trust in Meta’s targeting systems to drive better results. At the least, it may be worth experimenting with Meta’s evolving AI for ad targeting. 

It’s not all good news. Meta also notes that while time spent in its apps is on the rise, creation and engagement is declining, with fewer people posting to both Facebook and Instagram than they have in the past.

That’s particularly true among younger audiences, while notably, usage of Instagram Stories is also in decline, down 10% on previous levels.

So while Meta is driving more engagement from Reels, which draws on content from across the app, as opposed to the people and Pages you follow, that’s also led to a decline in user posting.

Is that a bad thing? I mean, logically, engagement is important in keeping people interested in the app, and Meta also relies on those signals to help refine its ad targeting. So it does need users to be sharing their own content too, but if it can get more people spending more time in its apps, that will help it maintain advertiser interest.

In essence, despite all of the reports of Facebook’s demise, it remains a key connective platform, in various ways, while Meta’s improving ad targeting systems are also helping to drive better results, which will keep it as a staple for brands moving forward.

If you were thinking of diversifying your social media marketing spend this year, maybe don’t reduce Facebook investment just yet.

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