{"id":20,"date":"2019-07-11T13:41:01","date_gmt":"2019-07-11T17:41:01","guid":{"rendered":"http:\/\/grad.journalism.torontomu.ca\/influencerindustrycanada\/?page_id=20"},"modified":"2019-07-23T08:19:04","modified_gmt":"2019-07-23T12:19:04","slug":"alexandra-nikolajev","status":"publish","type":"page","link":"https:\/\/grad.journalism.torontomu.ca\/influencerindustrycanada\/alexandra-nikolajev\/","title":{"rendered":"Alexandra Nikolajev"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]<\/p>\n<h2><span style=\"color: #3598f0;\"><a style=\"color: #3598f0;\" href=\"https:\/\/www.instagram.com\/lexniko\/?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">@lexniko<\/a><\/span>: The perfect side-hustle<\/h2>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/2&#8243;][vc_column_text]<\/p>\n<blockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/Btyh3ZyBZrO\/\" data-instgrm-version=\"12\" style=\" background:#FFF; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\"> View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div 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;\"><\/div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div 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)\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<p><\/a> <\/p>\n<p style=\" margin:8px 0 0 0; padding:0 4px;\"> <a href=\"https:\/\/www.instagram.com\/p\/Btyh3ZyBZrO\/\" style=\" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;\" target=\"_blank\">When he\u2019s being s\u2019cute but then asks to split the cheque&#8230;\u27a1\ufe0f \u2022 #ad Wearing the latest @dynamiteclothing collection and you can use the code ALEX15 for 15% off all regular priced merchandise til April 30, 2019\u202c weeeee happy shopping on this snowy day! #lookdynamite #yawerebasic #snowdays<\/a><\/p>\n<p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\">A post shared by <a href=\"https:\/\/www.instagram.com\/lexniko\/\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px;\" target=\"_blank\"> alexandra nikolajev<\/a> (@lexniko) on <time style=\" font-family:Arial,sans-serif; font-size:14px; line-height:17px;\" datetime=\"2019-02-12T17:06:56+00:00\">Feb 12, 2019 at 9:06am PST<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text]<span style=\"font-weight: 400;\">While the industry can be financially rewarding for some, like the Decoelis, Alexandra Nikolajev is hedging her bets. \u201dWhile I think the space can certainly be lucrative in Canada, it would mostly be for your top-tier content creators,\u201d she says. \u201cAnd the money can absolutely be fluid. Ine month you\u2019re booking multiple campaigns and the next month you get a one-off.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The 33-year-old, who has been blogging for the past eight years and considers herself one of the \u201cOG bloggers,\u201d knows this first hand. As the face behind @lexniko, a lifestyle and entertainment blog and Instagram account that reaches over 27.4k people daily, 33-year-old Nikolajev shares her favourite pair of pleather pants from H&amp;M on her main feed or her unfiltered thoughts on the latest <\/span><i><span style=\"font-weight: 400;\">Bachelor<\/span><\/i><span style=\"font-weight: 400;\"> drama on her Instagram stories. She\u2019s built up a following as the \u201cchatty best friend,\u201d or your online GFF (Gossip Friend Forever).\u00a0 \u201cAll that I feel like I&#8217;m doing is what you would be doing if you were sitting at home with your girlfriends,\u201d Nikolajev says of her interaction with followers. \u201cIf you met every Monday and watched <\/span><i><span style=\"font-weight: 400;\">The Bachelor<\/span><\/i><span style=\"font-weight: 400;\">, you\u2019d sit around and you gossip about it.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In 2017, the Toronto-based content creator took the leap to full-time, moving to Los Angeles, shooting content and working on collaborations, but she says she missed the consistency of a full-time job outside of the industry. With her entire livelihood then riding on paid collaborations with brands, she says was pitching herself to any and every brand, regardless of whether or not they were a good fit for her or if she even really liked them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These days, she\u2019s back to content creation part-time. From 9-5, she works in integrated sales at Sportsnet, a job that, like blogging and content creation, appeals to her interests in understanding data and numbers. Using the few evening hours she has after work to hammer out content for her blog, <\/span><i><span style=\"font-weight: 400;\">I\u2019m a Little<\/span><\/i><span style=\"font-weight: 400;\">, and running around Toronto on the weekends to shoot, edit and plan new content for her Instagram followers. All in between interviewing contestants from <\/span><i><span style=\"font-weight: 400;\">The Bachelor<\/span><\/i><span style=\"font-weight: 400;\"> franchise and <\/span><i><span style=\"font-weight: 400;\">The Real Housewives<\/span><\/i><span style=\"font-weight: 400;\">. \u201cWith the exception of (one) year, I\u2019ve always had a full-time job while blogging. So I am used to doubling down,\u201d Nikolajev says. \u201cYou\u2019ve got to treat some Saturdays or Sundays as full workdays for the blog, go out and shoot content.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And, she adds, \u201cI love [having] the ability to monetize my side hustle.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nikolajev points to a Valentine&#8217;s Day themed collaboration with dating app, Bumble. The collaboration required her to host a dating event and post a meme about being single, a collaboration that touched on two of her favourite topics: memes and singledom. \u201cFor me, I talk and joke about being single. I talk about relationships, so partnering with [Bumble] is such a natural fit.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, monetizing her side hustle is a lot of work. \u201c[But] I mean, I don&#8217;t think anyone would say that it doesn&#8217;t feel good,\u201d she says of her success. \u201cI&#8217;m in shock a little bit that anybody would care what I have to say to the point where they&#8217;re like, \u2018Why aren&#8217;t you live-storying <\/span><i><span style=\"font-weight: 400;\">The Bachelor<\/span><\/i><span style=\"font-weight: 400;\"> tonight? Or I want your opinion.\u2019 Sometimes, I&#8217;m baffled.\u201d\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text] @lexniko: The perfect side-hustle [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/2&#8243;][vc_column_text] [\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text]While the industry can be financially rewarding for some, like the Decoelis, Alexandra Nikolajev is hedging her bets. \u201dWhile I think the space can certainly be lucrative in Canada, it would mostly be for your top-tier content creators,\u201d she says. \u201cAnd the money can absolutely be fluid.&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"class_list":["post-20","page","type-page","status-publish","hentry","description-off"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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