Mira Müller-Steinmann

Being an Equestrian Influencer

Ever wondered what being an equestrian influencer is like? We agree, it does sound like a dream: Riding every day, sharing horsey content AND getting paid. We checked with Mira Müller-Steinmann, successful Grand Prix rider and equestrian influencer, if this actually is everything there is behind it. Spoilers: It’s not that easy, and it involves a lot of setting boundaries. How does Mira find balance between her life and a job that requires being online almost 24/7 and why is authenticity so important to be a successful content creator? Read on to find out!

Why not start with your typical schedule first? Can you describe what a day in the life of a full-time influencer might look like?
Sure! My work and personal life tend to blend together, as I work every day of the week. With the help of my manager Josephin and my team, I’m able to spend most of my time at the stable, riding and creating content with the horses.

Here’s a rough idea of what my daily routine looks like:

  • I wake up between 6 to 7 am, regardless of whether it’s a weekday or weekend
  • From roughly 7 to 9 am: I spend around 2 hours in the morning doing office work, such as editing and uploading content, and managing invoices – I handle all of this myself
  • After that: Off to the stable, I usually spend 5-7 hours there. I have a lot to do there, since I have my own stable and have to take care of many things. Several days a week my groom, Luca, helps me with filming and content.
  • In the evening, I take a short break to have dinner before spending about 2 more hours uploading more content.

As an influencer, your social media reach is incredibly important. How did you get the word out about your account in the beginning?
I think it was my consistency that helped me gain some traction. I made sure to post regularly and keep my followers engaged. One thing that helped a bit was a German Facebook group called “Pferdetrends” (Horse trends). It had around 20,000 to 30,000 members, and people would post things like outfits from the latest collection of company so-and-so. And I proudly shared our outfits there (laughs). I also remember some big pages featuring our pictures and tagging me, which gave me some extra exposure. But nothing more than that really.

“It was my consistency that helped me gain some traction.”

Your influencer journey started with Facebook, then came Instagram. How do you keep up with the constantly changing social media trends?
I try to stay current with social media trends, but it usually takes me a bit longer than others to adapt because my focus is on the horses, and I can’t devote as much time to social media. It’s definitely important to engage with these platforms, but it doesn’t mean you have to do eeeverything. For instance, I don’t have a YouTube channel, but I recognize the significance of TikTok. Well, I have to say we’re still trying to push our TikTok account at the moment (laughs). My assistant Luca is taking over the reins for TikTok and is experimenting with ways to improve it because I don’t have the time. Personally, I don’t use TikTok at all, but I appreciate its value to us and am willing to participate. I just need someone to help me stay on top of it all.

Do you still find Facebook relevant for your work as an influencer these days?
No, not really. I still have the account, but I don’t really know why actually. If I use Facebook, I use my private account, but I don’t use it as a part of my business anymore. My page is also inactive and invisible. I don’t want to delete it, but I don’t use it at all anymore.

Your social media accounts have always been in German. Have you ever thought about writing in English to reach a wider audience?
Yeah, I’ve thought about it, and I’ve had people ask me about it, too. But honestly, I’m not sure if it’s really necessary. Firstly, Instagram has a translation function now. And secondly, I’m not sure if my target audience really is international. I do write some captions in English for special occasions, but it’s not something I do regularly. I think I would feel comfortable writing in English as well, but right now I just don’t know exactly if it’s really necessary for me to take that step.

Do you personally handle your Instagram account, including writing and uploading posts? Are you the one pressing the “send” button?
Yes, I do everything myself. Sure, I could have my manager upload promotional videos that are ready. But I think it wouldn’t be authentic enough if I didn’t do it myself. Some professional riders have others manage their social media accounts, but I find that you can usually tell if someone does that and that makes it very impersonal. Compared to some colleagues, I try to keep my content focused on riding-related topics and don’t share too much personal or private information anyway. But if I don’t share many personal things AND didn’t even upload the content myself, I’m afraid my account wouldn’t feel authentic anymore.

Do you personally respond to comments and direct messages on Instagram, too?
Yes, that’s also me! Engaging with my audience is extremely important to me. Even though I might not always respond to WhatsApp messages right away (laughs), I make sure to prioritize answering Instagram messages. If I receive similar questions or comments from multiple people, I try to address them in my Instagram stories or posts. But I always try to respond to as many individual comments as possible. It’s part of my job to be present, answer questions about myself, my horses, or my products. On average, I dedicate about 4 to 5 hours a day to social media.

Your job isn’t the typical 9-to-5 office job. It must be hard to disconnect after work…
Absolutely! I love what I do, so it’s even harder to switch off. It’s tough to draw a line between work and personal life, especially since with Instagram, the lines between private and professional use are blurred. That’s why I don’t use it much for personal stuff anymore. I only follow a few people and mainly companies or colleagues that I enjoy or admire. I’m trying to use Instagram less and less to have more free time. I’ve been also thinking about taking an Instagram-free day regularly where I don’t post anything, don’t check stories, and don’t do anything work-related. It’s my next goal, and I’m determined to make it a consistent habit. Finding balance is tough, and it’s something I see many people struggling with.

“It takes a lot of discipline to establish clear boundaries and stick to them in this profession.”

What is something that people don’t know about being an influencer?
I believe that one thing people often don’t grasp is the extent of the job and how it spills over into one’s personal life. Sure, there are days when I don’t film content at the stable, maybe once or twice a week. However, that doesn’t mean I don’t post on social media on those days. I just plan out my posts and content ahead of time. While I love my job, it can be challenging because it feels like my whole life revolves around it. Moreover, some people still don’t understand that this is my career and still ask me how I can afford all of this with my horses. Posting and responding to messages is just the tip of the iceberg – there’s a lot of behind-the-scenes work involved, such as communicating with brands, content planning and preparation, responding to emails, and editing videos.

Is there anything you don’t like at all about your job?
I wouldn’t say “not at all,” but I do find it challenging to navigate the expectation of sharing everything. Especially if you start sharing more personal things, people often expect you to explain all details and every experience. I don’t think that’s right. Even though it’s my job to entertain others with my life, there are still things that should remain private. It’s a difficult balance to strike, but I’ve been able to protect my privacy by not sharing too many personal details, so it’s not a major issue for me.

 “Even though it’s my job to entertain others with my life, there are still things that should remain private.”

Do you feel like your followers want to know more about your personal life? 
Definitely, but I’m good at keeping boundaries and letting them know if I don’t want to share something or if I can’t talk about it at the moment. As I mentioned, I’ve made a point to not share too much private information ever since the beginning. Unfortunately, it seems that people are often more interested in others’ personal struggles or gossip, which I think is an unhealthy trend. Many of my colleagues struggle with this. Thankfully, I’ve been able to avoid most of it by being careful about what I share.

And what would you say is the best part about your job?
The entirety of it is just great. I get to live my dream. Without this job, I wouldn’t be as successful in this sport because I wouldn’t be able to invest enough time. Also, I wouldn’t have gotten to ride so much without being a professional rider. I have the privilege of choosing which horses to ride, purely for my own interests and content creation. I’m incredibly grateful for this opportunity, as it allows me to fulfill my goals and wishes.  While the job can both be a bit of a curse and a blessing at times, I wouldn’t want to trade it for anything else.

“While the job can both be a bit of a curse and a blessing at times, I wouldn’t want to trade it for anything else.”

Thank you so much, Mira. Talk to you soon!

To follow Mira, check out @miraaams on Instagram.

Read part 1 of the series: From Hobby to Career

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