Perihan El Etreby has proven to be an expert in various fields; working as a chief editor, Marketing & PR professional, event manager, educator, and consultant. With her rich background in e-commerce, business development, and digital marketing, she brings a holistic perspective to PR. For these various reasons, we were keen to host Perihan and share her expertise with our readers of influencers, marketing managers, social media professionals, and enthusiasts regarding “Influencer Marketing”.
Perihan graduated in 2018 from the Arab Academy for Science, Technology and Maritime Transport majoring in E-Commerce, where she immediately decided to travel to the UK to have her Master of Arts in creative writing from the University of Bath in 2019. Perihan finished writing her debut novel, which was shortlisted for the Janklow and Nesbit Prize in 2020. Perihan has led several of Egypt’s pioneer magazines; she currently serves as the Editor of He Magazine, Sports & Fitness, and has previously held editorial roles at Identity Magazine, and Luxuria Lifestyle in the UK. Beyond her career-driven endeavors, her passions encompass traveling, diving, and various sports… reflecting her dynamic and multifaceted personality.
Influencers Today: First an Alexandrian, and now living in El Gouna for the past 4 years. How was the transition like? And what do you love most about El Gouna?
Perihan El Etreby: This was one of the best decisions I’ve ever made. Initially, I came to El Gouna for just a month, planning to return to the UK to finish my Master’s and work there. But something about this town captured my heart, and I found myself hoping to live here someday. To my delight, luck was on my side, and within two months, I secured a job and made the move.The transition was a mix of excitement and fear. I felt an instant connection to thi place—the cozy atmosphere, the unhurried pace of life,the sunny weather, and the warmth of the people. However, as a career-oriented person in my early twenties, I had to come to terms with the fact that El Gouna wasn’t just a holiday destination anymore as I perceive it; I worried about potential limitations for my career growth and the possibility of missing out on opportunities elsewhere.But what truly enamors me about El Gouna is the vibe—it’s rightfully known as “A state of mind.” Waking up to the sound of birds, strolling leisurely whenever and wherever I want, and escaping the city traffic—it’s refreshing. I cherish the simple things we often overlook in bustling cities. Moreover, the diversity of people in El Gouna is a pleasant surprise. Despite its small size, you’ll always encounter new experiences and meet fascinating individuals you’ve never come across before. All in all, my decision to make El Gouna my home has been a rewarding one. This town’s charm, its “state of mind,” and the sense of community make me grateful for the opportunities and experiences it offers. I’ve found my little slice of paradise here.
Influencers Today: You have been providing consulting services across different sectors in public relations, marketing and branding. What is your professional opinion regarding the new trend of “influencer marketing”, and how organizations can best utilize it?
Perihan El Etreby: Influencer marketing has become an integral part of the modern marketing landscape, offering organizations an opportunity to connect with their target audience in a genuine and relatable manner. I mean, you’ve got these social media stars who have a loyal following, and when they promote your brand or product, it can create a real buzz. By carefully selecting influencers, setting clear objectives, creating engaging content, adhering to ethical guidelines, and analyzing results, organizations can maximize the potential of influencer marketing to achieve their promotional goals and strengthen their brand presence in the digital age. One of the downsides is that some people use it inauthentically by paying influencers to advertise without actually believing in it.
This can seriously mess with the credibility of both the influencer and the brand they’re promoting. Thankfully, the audience is pretty smart these days. They can tell who’s being real and who’s not. That’s why organizations have to be super selective when choosing influencers to work with. Finding influencers who truly believe in your brand and align with your values is key to building that trust with the audience. So, in a nutshell, influencer marketing can be a game-changer, but you’ve got to be careful and stay true to your brand. Authenticity is everything these days, and the audience knows it!
Influencers Today: You have attained your Master of Arts in Creative Writing from the University of Bath, England. How was the learning experience in the UK? And how did this degree impacted your writing style?
Perihan El Etreby: The entire experience was simply incredible, both on personal and professional levels.
Surrounded by like-minded individuals who shared the same passion and talent for writing, coming from diverse
backgrounds and cultures, was truly stunning. It went beyond just writing and sharing our work—it was about the
profound human and intellectual connections formed with these fellow writers. For any writer, this is one of the
greatest inspirations ever.
Learning from best-selling authors and reputable professors had a significant impact on enhancing my skills.
One key lesson I took away was that there’s always room for growth, even for the most talented individuals.
Developing communication skills, embracing feedback, and diving deeper into psychology and history were crucial
steps in this journey. Sharing my work with these professionals, who offered constructive feedback, allowed me to leap forward in my writing. Initially, I was meant to finish a manuscript of 40,000 words to earn my degree. However, the process of continuous learning and honing my craft led me to complete a full manuscript of over 100,000 words. Finishing my first book was an incredibly significant achievement—a profound reminder of the struggle and effort put into every single page, leaving me utterly speechless.
Influencers Today: You have been the Editor in Chief of Sports & Fitness Magazine for the past 3 years. What’s your opinion regarding sports’ professionals becoming influencers and bloggers? And how can influencer marketing enhance the sports industry?
Perihan El Etreby: Yes, it’s a great pleasure to be working with the Sports & Fitness team; I consider them like family, and I keep discovering more of my potential every day in that place. In the sports industry, influencer marketing offers a double win. Sports professionals share their passion with a wider audience, building their personal brand while creating an authentic connection with followers who trust their dedication and expertise. For brands and sports-related businesses, partnering with influential athletes allows access to a targeted and engaged audience, benefiting both parties. However, since it involves people’s health, authenticity is crucial. Some influencers exploit trust, lacking necessary expertise, and deceiving their followers. This can lead to disappointing and dangerous consequences. As time passes, word-of-mouth and shared experiences expose such practices. Yet, until then, many might suffer from misleading guidance.
InfluencersToday: What pieces of advice do you have for Nano & Micro Influencers who want to work more on their personal branding?
Perihan El Etreby: For Nano Influencers and Micro Influencers looking to boost their personal branding, here are my top tips:
· Be Authentic: Stay true to yourself and your passions. Your audience connects with genuine personalities.
· Find Your Niche: Focus on a specific topic or area that sets you apart.
· Engage with Your Audience: Interact and respond to comments. Building a strong relationship fosters loyalty.
· Create High-Quality Content: Showcase your skills and creativity. Quality content stands out and attracts new followers.
· Collaborate with Others: Partner with fellow influencers or brands to expand your reach and visibility.
· Be Consistent: Post regularly and maintain a consistent style. It reinforces your brand identity.
· Utilize Multiple Platforms: Don’t limit yourself to one social media channel. Explore different platforms to diversify your audience.
Remember, personal branding takes time and effort. Stay persistent, stay authentic, and success will follow!
Influencers Today: What about well-established Influencers, how can they further work on themselves?
Perihan El Etreby:One common mistake I’ve observed among influencers is complacency after achieving a certain level of success. Some influencers tend to maintain the same rhythm, lacking innovation
and failing to add further value to their audience. They might stick to familiar content formats, avoid exploring new trends, and miss opportunities
for growth. To stay relevant and continuously engage their audience, established
influencers must be open to change and consistently
seek ways to enhance their content and brand.
Embracing evolution is key to long-term success in the ever-evolving world of influencer marketing. It’s very important also to give back and engage in philanthropy or social causes to use their influence for positive impact and build a deeper connection with the audience.
Influencers Today: Perihan, we admire your social media content about the routine of your day. It’s so inspiring, soothing and full of positivity. Would you like to share some positivity tips for our readers to add to their routines?
Perihan El Etreby: Thank you for this great feedback! One of my life-changing habits is waking up early between 5-6 am. It brings me peace of mind and allows me to plan the day ahead. But if you’re not an early riser or cannot do that, here’s another gem: the “Morning Agenda.” This powerful routine involves two things:
1- Setting intentions for the day;
2- Creating a focused To-Do list with no more than 9 points. Trust me, it works wonders.
And let’s not forget about the magic of morning workouts. Getting active early on fills me with energy and sets a positive tone for the day.
So overall, just embrace the power of mornings, whether you rise with the sun or not. These simple habits can transform your life.
