STYLISA FoundHers July: Shereen Patel on Building Influence With Purpose, Not Just Reach

When people think about influencer marketing, they often think about content, campaigns and follower counts. What they don’t always see are the conversations happening behind the scenes about value, representation, fairness and who gets access to opportunities.

For this latest STYLISA FoundHers interview, I sat down with Shereen Patel, Founder of SoSher Media, a global influencer and talent management agency working with creators and brands around the world. From tackling pay disparities within the creator economy to helping brands think more carefully about representation and inclusion, Shereen is using her platform to challenge industry norms and advocate for a more equitable future. In this conversation, she shares her journey, the lessons she’s learned as a founder, and why community, authenticity and purpose matter more than ever.

Shereen Patel, Founder of SoSher Media and advocate for greater equity in the creator economy.

Let's start at the beginning. What led you to build SoSher Media, and what gap did you see in the industry that you felt needed to be filled?

After a career pivot from the corporate world to the printing industry, I accidentally formed a new business. While managing merchandise and gifting for creators, I gained a front-row seat to the creator economy and the systemic inequities hiding behind the filters.

The inspiration wasn't just a business idea; it was a response to blatant exploitation. I watched brands approach a creator with 3 million followers for high-effort deliverables, offering nothing but "free product." Meanwhile, I saw white creators with a fraction of that reach sometimes as low as 20,000 followers, securing substantial checks for the exact same work.

As the Black Lives Matter movement gained traction, the data confirmed my observations: a massive, race-based influencer wage gap existed. It became clear that while talent is distributed equally, opportunity and fair compensation are not.

I built SoSher Media to disrupt this cycle. We aren't just an agency; we are a correction to the market. By advocating for transparency and pay equity, we ensure that creators are compensated for their actual impact and value, moving the industry away from "gifting" and toward a future of professional respect and financial justice.

Influencer marketing has evolved rapidly over the past decade. When you first started SoSher Media, how different did the landscape look compared to today?

In a landscape that shifts daily, I’ve seen budgets tighten and trends evolve. When I started SoSher after the COVID-19 lockdowns, the market craved highly polished, curated inspiration. However, the "bedroom creator" era has matured.

Today, we’ve moved beyond pure aesthetics. My focus shifted toward community, engagement, and educational value. We’re seeing a rise in "trusted leaders"- creators who possess genuine authority and a distinct voice. I now advocate for a roster built on interaction rather than just aspiration, ensuring our creators provide the meaningful value today’s audiences demand.

You work at the intersection of brands, talent and audiences. What do you think brands still misunderstand about working with creators and influencers?

Too many brands are still obsessed with vanity metrics, chasing follower counts while ignoring the messy reality behind the scenes. In my conversations with industry insiders, it’s clear that ‘follower politics’ often trumps professional integrity. I’ve seen creators who are difficult to work with or completely unaligned with a brand’s values continue to land major deals simply because their numbers look good on paper.

The result is a lack of authenticity. These creators often fail to genuinely promote the product or build a real brand affiliation, leaving brands with high reach but zero resonance. At SoSher, I push back against this "metrics-first" trap. We prioritise organic brand affinity and long-term efficiency over raw numbers. I believe true value lies in creators who actually love the brands they represent, ensuring that the partnership feels like a natural extension of their voice rather than a forced transaction.

Bringing women together, creating space and building community.

SoSher Media represents an international roster of talent and content creators. What qualities do you personally look for when deciding who to represent?

I prioritise creators who have something meaningful to say - those driven by purpose and value rather than just ‘stunting’ on socials for freebies and invites. I look for individuals with genuine influence who impact their audience positively. In such a chaotic world, I believe shared values are essential.

Because we collaborate with these creators daily, professional traits like reliability and kindness are non-negotiable. While the industry is often treated as a numbers game, I focus on those who make commercial sense without sacrificing character. They must be easy to work with and, crucially, fun to watch. You have to actually enjoy their content to represent it authentically.

Ultimately, our roster is built on a balance of data-driven results and human connection; we want partners who are as professional behind the scenes as they are engaging on screen.

Many people see the finished content online, but they rarely see the work behind it. What actually goes into managing a successful creator partnership or campaign from your side?

Securing a brand deal is an intensive process that often begins with pitching, which can take years of persistence before yielding results. Alternatively, brands reach out directly when they notice a creator is emerging or popping off. Once interest is established, we enter a cycle of rigorous negotiations covering deliverables, budgets, timelines, and payment terms. I prioritise completing supplier forms early to prevent any avoidable payment delays.

After the contract is settled, the creator develops a concept based on the brand brief. This stage involves back and forth feedback and amendments to ensure total alignment. Only then does the creator produce the final content for live publication. People often underestimate the sheer volume of behind the scenes work involved, particularly when navigating tight turnarounds. It is a complex operation that requires meticulous management to ensure every partnership is a success.

The creator economy has opened up entirely new career paths. From your perspective, what separates creators who build sustainable careers from those who struggle to maintain momentum?

Sustainable careers in the creator economy are now defined by the ability to adapt and evolve. We are seeing many creators struggle to maintain momentum, engagement, or brand deals because they have failed to move past their original style. This space is increasingly saturated and volatile, making a long-term mindset essential for survival.

The creators who are truly thriving are those who have diversified their income streams. They recognise that relying on a single platform is a risk. By focusing on purpose-driven value, they successfully monetise through affiliate links, digital products, and their own brand lines. They are expanding their reach by hosting events, launching podcasts, and publishing books. It is becoming very clear that the creators who view their work as a long-term business, rather than a fleeting moment, are the ones flourishing. Those who could not shift their mindset from the COVID era are unfortunately being left behind.

Your agency also works with brands on diversity consultancy and ethnic inclusion within campaigns. Why do you believe representation within influencer marketing is still such an important conversation today?

Many brands are still getting it wrong by refusing to invest in expert consultancy. This oversight often leads to a poor industry perception and damaged reputations. I recall a specific example where a brand hosted an Iftar event but failed to provide a dedicated prayer space. In my view, this is quite shocking.

If you truly understand Ramadan, you know it is deeply rooted in spirituality. Many creators who may not be strictly religious throughout the year still use this holy month as a period for reflection and spiritual growth. By neglecting these fundamental needs, a brand signals that they are only interested in the aesthetic or the influence of the community, rather than the people themselves. At SoSher, I advocate for authentic inclusion all year round. Brands must move beyond surface-level participation and ensure their activations are culturally respectful and practically inclusive. Without that foundation, they risk alienating the very communities they are trying to reach.

Creating spaces where women can connect, collaborate and grow.

Have you seen genuine progress in how brands approach diversity in influencer campaigns, or do you feel there is still work to be done?

While I have observed some progress regarding diversity, a significant amount of work remains. We are certainly seeing more creators of colour, but the issue is that they are often the same handful of individuals. Whether at exclusive events or in major brand deals, casting calls frequently default to a small group of macro creators. This repetition suggests that brands are still prioritising vanity metrics over genuine representation.

The core of the problem is that many brands are failing to look for organic brand affinity. They chase high follower counts rather than seeking out creators who have built deep, authentic connections within their communities. Often, the large scale creators being cast do not necessarily possess the strongest or most engaged audiences.

True progress will only happen when brands shift their focus away from surface level numbers and start valuing the unique voices and organic loyalty found across the spectrum of the creator economy. There is a vast pool of diverse talent that remains untapped because the industry is stuck in a cycle of casting for optics rather than impact. I continue to push for a more inclusive approach that rewards authentic influence.

Running a global agency inevitably comes with its own pressures and challenges. What have been some of the biggest lessons you have learnt as a founder along the way?

Building SoSher as a solo founder has provided so many pressures and challenges. I quickly realised that the industry is incredibly competitive, even amongst talent agencies. It often feels like a dog-eat-dog world where people are hesitant to share insights or advocate for one another.

I have also learned that mistakes are entirely normal. It is actually better for them to happen early in the business journey, yet they are rarely discussed. Most people only highlight the wins and the impressive numbers (especially on LinkedIn), which creates a distorted reality. Embracing these early hurdles has been vital for growth. Success is not just about the big figures; it is about navigating the unspoken difficulties and building resilience in a highly secretive and pressured environment.

Many women are building businesses in the digital and creator space right now. What advice would you give to someone who wants to launch their own agency or platform in this industry?

If you are considering launching an agency, my advice is to simply go for it. While I learned on the go, I highly recommend having a solid plan in place. Navigating various platforms and industry shifts is much easier when you have a clear strategy as your foundation.

Self-belief is equally vital. It is often noted that women can struggle with confidence more than men, despite possessing immense creativity and intelligence. I believe our confidence needs to match, if not exceed, our capabilities. You must have an unwavering faith in your vision to thrive in this space. Success requires a blend of structured planning and the courage to back yourself completely. Find your niche, trust your instincts, and ensure your self-assurance is the engine driving your business forward through every challenge.

Looking ahead, where do you see the future of influencer marketing and creator partnerships going over the next five to ten years?

In my view, the most apparent shift in creative marketing will involve tighter budgets paired with significant opportunities for creators who put community first. The winners in this evolving landscape will be those who are purpose driven, wielding positive influence and delivering measurable impact. These creators are no longer just faces on a screen; they are the new pillars of trust.

However, because this industry is still in its infancy and remains incredibly volatile, we cannot predict its exact trajectory with absolute certainty. It is essential for anyone in this space to maintain a robust backup plan. Despite this unpredictability, it is an incredibly exciting time to be involved. As traditional media continues to decline, influencer marketing is stepping in to fill the void, offering a more dynamic and personal way for brands to connect with their audiences.

I believe we are witnessing a permanent shift in how value is exchanged. At SoSher, we are preparing for a future where authenticity is the only currency that matters. While the path ahead may be uncertain, the potential for those who lead with integrity and community focus is limitless.

When you reflect on your journey so far, what moment or milestone stands out as the one that made you pause and think, this is working?

The milestone that truly confirmed that this working happened last year during my pregnancy. Despite being a solo founder, I managed to double the agency’s revenue while simultaneously seeing our creators’ earnings double or even triple.

It was an incredibly wholesome feeling to achieve such significant growth during a deeply personal transition. Realising that I could scale the business and deliver life changing financial results for my roster while preparing for motherhood proved that the model was both sustainable and impactful. It reinforced my belief that when you lead with purpose and support the right talent, the numbers will follow. That period was a powerful testament to the resilience of the agency and the genuine value we provide to the creators we represent.

Finally, if you could give three pieces of advice to women and girls who want to build something of their own, what would they be?

If you have ambitious goals, you must understand that you are the only one who can make them happen. No one is going to hand you success; you have to do the work yourself, regardless of how difficult it becomes or what life throws your way. If you are a firm believer in your vision and a true grafter, things will eventually work in your favour.

However, hard work is only half the battle. Being kind and honest is equally vital in business. Having a strong work ethic is essential, but being a genuine ‘people person’ will carry your business into rooms you haven't even entered yet. Word of mouth and a respected personal brand are incredibly powerful tools. By treating people well and being consistent, you build a reputation that precedes you, opening doors that talent alone cannot.

A massive thank you to Shereen Patel, for agreeing to be interviewed and becoming a part of the STYLISA FoundHers community. If you’re interested in finding out more about her work:

Visit the SoSher website: https://www.sosher.co.uk

Connect with Shereen on LinkedIn