Meet Rachel Westerfield

Alright – so today we’ve got the honor of introducing you to Rachel Westerfield. We think you’ll enjoy our conversation, we’ve shared it below.

Rachel, thank you so much for taking the time to share your lessons learned with us and we’re sure your wisdom will help many. So, one question that comes up often and that we’re hoping you can shed some light on is keeping creativity alive over long stretches – how do you keep your creativity alive?
How do you keep your creativity alive?

I keep my creativity alive by weaving storytelling and collaboration into every aspect of my work.
I recently started working for Secret NYC as a Staff Writer Intern. I make video content for social platforms and write articles; both centered around capturing the vibrant energy of NYC’s ever-evolving scene. For each piece of content, I learn the story behind each restaurant/establishment/event space/etc. and often get to talk to the owners. By learning the story firsthand and getting to experience these restaurants and events from a storyteller’s perspective, I get to dive a bit deeper into the purpose and heart of the establishment. I think of my content as a collaboration between the establishment’s story, the experience, and my camera. Giving the gift of valuable exposure to small (and larger) businesses has been amazing. Being trusted with someone’s story and hard work is a big responsibility, and I try to showcase those aspects through how I create and edit my content.
As a Content Creator at Ipsa provisions, I channel my creativity into developing strategic social media content that aligns with the brand’s values and rotating seasonal offerings. Collaborating with the head chef on hands-on content and crafting outlines for content shoots has allowed a space for my critical thinking skills to come through.
I have been a freelance Content Creator for a couple of years and worked with about 30 brands. Working with each brand is different regarding freedom and purpose within my creativity. I have worked in food, wellness, fitness, skincare, and beauty. Each niche requires the right type of creativity to resonate with the brand’s customer base, the brand itself, and my voice. Each brand is a mini creativity challenge with different rules and goals. The versatility in working with various brands allows me to continuously adapt and infuse creativity into each unique partnership. At the end of the day, working with brands on UGC content is all about building a sense of community through social media to connect and engage authentically.

I like having multiple roles that require me to think about how to mold and bend my creativity into different narratives and purposes. There are so many ways to show your voice and editing/work style, and having multiple purposes keeps me in touch with different styles and expressions of creativty.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
The basis of my journey started with my love for expressing and giving joy through food.

In high school, I created an independent study on Jewish food’s history and cultural significance. Every week, I would pick a dish, research it, cook/bake it, and bring it to school for faculty and friends. Based on my school community’s love, curiosity, and support, I started a catering business and babka stand at a farmers market. My babka later won Dominique Ansel’s Everyone Can Bake Competition and was showcased at the Dominique Ansel Workshop in NYC for a weekend in February 2022. Through both businesses, I learned about connecting with friends, family, and strangers through food. Food is a huge shared experience that differs from person to person based on culture and upbringing, but it is easy to find common ground with old and familiar faces on the joys of sharing and connecting with food. I also worked at one of Nashville’s most beloved restaurants, Butcher and Bee, for about eight months. The head sous and exec chef were so kind and taught me a lot about food’s technical, storytelling, and sustainability aspects. I learned so much from them and am extremely grateful to have worked in a fast-paced and intense yet kind and caring kitchen. The team there is truly the best, and their food is outstanding. Do check out Butcher and Bee if you get a chance!

As I moved to NYC and started studying media and businesses, I focused more on working on my food Instagram @bigworld.greatfood. I started working with restaurants around the city and brands in different niches, including food, health/wellness, and beauty.
If you are anyone you know is interested in UGC, here is my portfolio link! https://www.canva.com/design/DAFdU-c6Tf0/lm1t9aZHzvucs-dNGy-Beg/view?website#2:home

I have most recently started working for Secret NYC and Ipsa Provisions as a videographer/editor.

Secret NYC has been a blast! I love visiting unique restaurants, events, museums, and other event spaces to learn the story and meet the people behind them. Most of my work for Secret NYC is making content for their Instagram account @secret_nyc. I am most recently working on writing articles for them as well.

Ipsa is a fantastic, fine frozen food delivery company that is rapidly growing, and I have loved trying out their food and working hands-on with the head chef and marketing director. I also love filming in their NYC kitchen and getting all the behind-the-scenes for what goes into the delicious food. Check them out on Instagram at @eatipsa.

I am continuing to do more freelance work with brands and have also started to be a ghost editor for content creators looking to have an extra hand on their time. (Do contact me if you are looking for an editor!)

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
The most significant quality that helped me the most throughout my content creation process is being flexible- whether with how I make my own content, brand content, or content for Secret NYC and ipsa. Being flexible doesn’t mean scrapping your voice and style; it means channeling it into a set of guidelines. Learning new techniques and approaches to content has made my content & skillset more interesting and versatile.

The second skill that I have found most helpful is finding a mentor in your work or personal creative environment. Actively learn from the successful people around you and those who create/work with you. Content creation has a lot to do with the combination of trends and brand image. Brand image and voice tend to stay consistent, but trends are forever changing. Learning the core values of brands and understanding how the brand team and managers go about showcasing the values in the context of trends and unique, independent content will make you a valuable team player.

The third thing that helped me the most is genuinely loving to make content and work with brands. If you want to be a content creator, you have to love it. Content creation is demanding due to social media’s hyper-emphasis on the now. Anything is easier when you are genuinely passionate about it, and content creation has so much creative freedom. You don’t have to have a big, loud personality or a specific look; you just have to be passionate and consistent. There have been times in my content journey when I had piles of packages on my doorstep and tons of restaurants that I needed to film content for versus times when I wasn’t filming for any brands and didn’t have any restaurants lined up. For a while, I sent about 20 emails and Instagram DMs daily to brands and restaurants, and I wasn’t getting any inbounds. The next day, when I stopped reaching out to brands, I had three inbounds in my inbox. Brands will find you if you keep pushing out good content; you just can’t exactly predict when. Keep pushing out content that makes you happy and is your best effort. Find what you love.

Okay, so before we go we always love to ask if you are looking for folks to partner or collaborate with?
Always! Besides Secret NYC and ipsa provisions, I am currently acting as a ghost video editor for a food content creator and a couple brands. I am flexible with what collaborating might mean! Whether it is for a big one time project, 3 projects a month, or 5 projects a week, I am always looking to work with people, brands, restaurants, event spaces, etc. I am currently taking on more clients and brand retainers and would love to get some new long term projects!

Contact me at rachelwesterfieldugc@gmail.com

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