The PA Diaries

Hi!

Hi and welcome to The PA Diaries.

So, um... I'm really happy you're here. And I'm just gonna be honest with you, this feels a little weird. Like, I'm sitting here, talking into a microphone, and normally? That's not me. I'm the one in the background, you know? I organize stuff, I prepare stuff, I think about all the little things... so that everything just runs. Hopefully.

And now I'm the one talking. Which is kind of funny.

So, if you don't know me yet — I work in the influencer world. On the assistant side. So, like, planning, emails, calendars, shoots, all of that. And next to that, I'm building my own thing. It's called Influencer Beyond. But I'll tell you more about that later. And don't worry, this is not gonna be a sales podcast. Promise.

I wanted to do something just for me for a really long time. A place where I can just... talk. About what's on my mind. Not about anyone's private life, and nothing confidential from my job, obviously. More like — what I've learned. What I see every day. And the stuff that, I feel like, nobody really talks about.

Like, how much work goes into one Instagram post. Or why it's so hard to give tasks away. Even when you really, really want help.

So maybe you're an influencer. Maybe you're an assistant. Maybe you're self-employed, or you're thinking about starting something. Or maybe you just like listening to people who are still figuring it out. Then, yeah — you're in the right place.

And just so you know, I'm not here to be, like, the perfect business girl. I'm still learning so much. Some days I'm super productive. And then other days my to-do list just grows and grows and I don't tick off anything. I think we all know that, right?

So today I wanna talk about the work nobody sees. The people and all the stuff behind the content. Organizing, delegating, communication, boundaries, money... and how you can actually build a business out of creative work, without it being chaos every day. And at the end, I'll tell you why I started Influencer Beyond.

So — get comfy. Grab a coffee. Or take me on a little walk.

But before we start, one question. If you turned off your phone tomorrow... for a whole day... would your business still run?

Hm. Think about it.

Okay. Because that's kind of what today is about.

The work behind the content

Okay, so let's start with the first thing. The work behind the content.

When we open Instagram, we only see the finished thing, right? A reel, maybe thirty seconds. Nice outfit, good light, the right song. We scroll. And two seconds later we're already on the next video.

What we don't see is everything that happened before.

Someone had to have the idea. Someone had to decide what the video is actually about. Where do we film? When is there time? Which products do we need? Who films, who edits, who checks it at the end? And if there's a brand involved, then you also have briefings, approvals, changes... more changes... and a deadline that was "flexible". Until it wasn't.

That's a lot of steps for one little video. And yeah — it really is.

Of course not every post is that much work. Sometimes the best video is the one you filmed in five minutes, in your pyjamas. And honestly? I love that. But as soon as you want to post regularly, and you have brand deals, and maybe a few people working with you... then "let's just see how it goes" doesn't really work anymore.

And I think we really underestimate the mental part of all this. It's not just doing things. It's remembering that they need to be done. Knowing what information is still missing. Asking at the right time. And noticing when one appointment moves... and suddenly three other things don't work anymore.

Like, imagine you're planning four videos for next week. Sounds easy, right?

But for video one, the product hasn't arrived yet. Video two only works in daylight. The brand for video three still hasn't answered. And the person who films video four only has time on Thursday. For one hour.

So it's not really four videos anymore. It's more like a puzzle. With missing pieces.

And I think that's where working professionally really starts. Not because everything has to be perfect or super formal. But because you see that creative work also has this organizing side. And that side deserves just as much attention as the final result.

There's one thing I keep telling myself: a good plan doesn't kill creativity. It actually makes room for it. Because if you spend all your energy looking for the right file, or wondering if someone saw your message... then you're searching. You're not creating.

And one more thing. Behind a lot of successful creators, there are other people. Assistants, managers, editors, designers. Not every team has all of that, and that's totally fine. Some people have one assistant. Some people do everything alone. You really don't need a huge team to grow.

But it's so easy to only value what we can see. Views, likes, pretty photos. The work that makes sure a deadline doesn't get forgotten? That never shows up in your Instagram stats.

And maybe you know this feeling. You worked all day, you're tired in the evening... and you still feel like you didn't really do anything. Because you answered messages, moved appointments, checked things, fixed problems.

That counts too. That's exactly the work that keeps everything running.

Just because nobody sees it doesn't mean it's not important.

Organization

Okay, and that brings me to number two. Organization. And I'm warning you — I could talk about this for hours.

I know, for some people organization sounds about as fun as doing taxes. Spreadsheets, folders, some complicated app with forty buttons. But for me, it really just means one thing. Less unnecessary stress.

Be honest. Have you ever looked for a message you were one hundred percent sure you saved? You go through WhatsApp, your emails, your notes, your camera roll... and in the end you find it in a screenshot from three weeks ago. Somewhere between a meme and a picture of your lunch.

It's kind of funny. Until a deadline depends on it. Then it's not funny anymore.

So let's say you have three brand deals. Two shoots. Five ideas. One invoice that still isn't paid. And someone on your team is waiting for your feedback. As long as all of that is in your head, it maybe works for a while. But one stressful day, and it all falls apart.

And that's not because you're messy! It's just that our brain isn't made to be a calendar, a to-do list, an archive and a reminder app. All at the same time.

So what actually helps? For me, it doesn't start with the perfect tool. It starts with being clear. What do I really need to write down? Where do my tasks live? Where are my documents? And can other people find things without asking me every five minutes?

I love simple systems. And by simple I don't mean they can't do much. I mean they're easy to get. When I open a task, I wanna see right away — who's doing it, until when, what should come out of it, and what happens next. Because if I have to fill out ten fields before I can even start... then the system is just one more thing on my list.

A really good first step is to write down everything you do in a normal week. And I mean everything. Not just the big stuff. Answering questions, renaming files, checking briefs, forwarding invoices, moving appointments. All of it.

And then mark the things that keep coming back. Because if something happens every week, you can usually make it easier. Maybe with a template, or a checklist, or just by always doing it on the same day. Sounds small. But it really adds up.

And organizing is not about control. It's not about watching every step someone takes. It's about clear expectations. When everyone knows what to do, nobody has to keep asking. And your team actually gets more freedom to just do their thing.

I used to think a good system has to be perfect from day one. Now I see that totally differently. A system can grow. You can start with a simple list and add a calendar later. Totally fine. I'd much rather have a small system that people actually use... than a big, beautiful one nobody opens after two weeks.

So maybe tonight, take ten minutes and ask yourself three things. What am I always looking for? What do I almost forget, like, every time? And what do I have to explain again and again?

The answers usually show you exactly where to start.

Delegating

Which brings me to number three. Delegating. Or, how I like to call it — why help sometimes means more work at the beginning.

On paper, giving tasks away sounds really easy. In real life? Surprisingly hard.

A lot of self-employed people get to this point where they're like, "Okay, I really need help. I can't do this alone anymore." And then someone comes and asks, "Sure! What can I help you with?" And then... silence. Because there's so much to do. But nobody can say what exactly to hand over.

And honestly, I know this from my private life too. My husband has his own business, and sometimes I help him. And when I ask him what I can take off his plate, he usually just looks at me... and thinks about it for, like, quite a while. And not because there's nothing to do. It's the opposite! There's so much going on in his head that it's hard to pick one thing and explain it. So — love you, babe. But it's true.

And I get it. When you build something yourself, and you're used to doing everything alone, you just know what comes next. But for someone else, none of that is visible. Because it's not in their head. It's in yours.

So delegating isn't just forwarding a task. It's handing over responsibility, in a way that someone can actually understand. What should happen? Until when? What's important to know? Can they decide on their own, or should they ask first? And how do you both know it's really done?

Like, if you say, "Can you take care of this email?" — that can mean anything. Should they sort it? Answer it? Find an invoice? Book a meeting?

It's so much better to say something like, "Can you check new requests every morning, sort them by what's urgent, draft replies for the important ones... and if something's not clear, just mark it for me." Now that's a task someone can actually work with.

And we need a bit of patience here too. When someone's new in a team, they just can't know everything right away. Good onboarding takes time at the start. But it saves you so much time later.

And I can say this very personally. When I started as a personal assistant, I was honestly overwhelmed. It took me months to really understand the people I work with, and to get to a point where everything just runs. And that's completely normal. It's kind of like any relationship. It just takes time to get each other.

Sometimes I feel like we want help... but at the same time we expect the other person to read our minds. And that's not meant in a bad way. It just happens when you're stressed and you think something is obvious. When really, it's only obvious to you.

And to all the assistants listening — you're allowed to ask questions. Asking early is so much better than spending two hours on the wrong thing. That's not unprofessional at all. It's actually the most professional thing you can do.

And yeah, I have to laugh at myself a little here. Because in the beginning, I spent forever working on the wrong things. Just because I was too shy to ask. Asking costs nothing. Doing everything again costs a lot.

So if you take one thing from this part, let it be this. Before you hire someone, write down what they'll really take over. Not just a job title. The actual tasks, decisions, results. Because help only feels like help when both sides know what it means.

Communication & boundaries

And that brings us to number four. Communication and boundaries. And honestly, I think this might be the most important one.

Everyone says communication is important. Yeah, we know. But in real life, information gets lost so fast.

You send a message. The other person reads it between two meetings and reacts with a thumbs up. Which — sorry — I do all the time. You think everything's clear. They think it was just a little update. And three days later you're both looking at each other like, "Wait... who was supposed to do that?"

So with tasks, I always try to make four things clear. Who's responsible. What exactly should happen. Until when. And where the result goes.

It also helps to separate information from tasks. If I tell you a meeting moved, that's information. But if I want you to update the calendar and tell everyone, that's a task. And then I should say that clearly.

And then there's feedback. Nobody likes getting their work back with just, "Hmm... no. Do it again." Because — what should change? The tone? Is something missing? Too long? Too short?

Everyone sees things differently. I love pink, maybe you love blue. I think beige is the most beautiful color in the world, and you maybe think it's black. I can't read your mind. So I'd always rather get clear, honest feedback. Then I can actually fix it.

And the other way around — try not to take feedback personally. I know, easier said than done. Especially when you put your heart into something. But in the end it's about a great result. And you can be professional and still be human.

Okay, now boundaries. Because honestly? In a team, this is everything.

In our industry so much happens on the phone that work and free time just kind of... melt together. A message can come at seven in the morning. At ten at night. On a Sunday.

In the beginning, I answered everything. Ten at night, eleven at night, weekends. Even at a wedding, or at a birthday party. Because I always thought, ah, I'll just quickly reply.

But it's never just one quick reply. Right?

Not every message after work is a problem. Sometimes things really are urgent. But I think you should agree together on what urgent actually means. Does this need to happen right now? Or is tomorrow morning totally fine? If nobody ever talks about it, you end up feeling like you always have to be online.

And if you have clear working hours — let's say forty hours a week — and you already worked them... that doesn't mean you have to answer at midnight too.

In the long run, that's really exhausting. Not because of one single message. But because you never really switch off. I noticed it myself. Every day started to feel the same. The weekends kind of disappeared. I never had one full day where I could say, today I'm doing nothing. And at some point you just feel completely drained.

So rest is just as important as being productive. Even one real day off makes such a big difference for how you start the next week.

What helps a lot is clear agreements. Normal tasks in one shared place. Urgent things clearly marked as urgent. And everything else answered at set times.

And I really love a kind way of working together. A thank you when someone did a great job. A quick update when something moves. An honest message when something won't be ready in time. Small things. But they make such a big difference.

People sometimes think being professional means being distant. I don't see it like that at all. You can be warm and still be clear. You can be nice and still have boundaries.

So if you're someone who always answers straight away, even after work... maybe this is your sign. You're allowed to not answer every message in the same minute.

Your phone will survive. I promise.

Creative, but also a business

Now I wanna talk about something a lot of people underestimate at the beginning. Content is creative. But it's also a business.

Most people start because they love it. They film, they share their ideas, they build a community. And then one day, the first brand slides into the DMs. So exciting!

But suddenly it's not just about being creative anymore. Now there are questions. What exactly are you delivering? When are you posting? How many rounds of changes are included? What's the brand allowed to do with your video? When do you get paid? And what happens if they change the timeline... again?

Not very glamorous questions. But really important ones. And you can save yourself so much stress if you write down what you agreed on, before you start. Doesn't have to be complicated. It's just so both sides know what the deal is.

For example, a brand wants one reel. You make it, you post it, and you think you're done. And then later they ask if they can also use it as an ad. That can be extra. It's called usage rights, and it's worth talking about separately. And for anything legal, it's always a good idea to ask someone who really knows.

And then of course... invoices. I know. Nobody started making content because they dreamed about invoices. But if you earn money, it's just part of it.

Which invoices did you send? Which ones are paid? What's still open? And where are all your documents? I really recommend a simple overview from day one. Don't wait until there are suddenly twenty open things and you just wanna cry. A spreadsheet is fine. A tool is fine. As long as you can see what's agreed and what's done.

And by the way — on the Influencer Beyond website there's a free invoice generator. So if you don't have an easy way to make invoices yet, feel free to check it out. Link's in the description.

Okay. That was my one little ad. Promise.

Because in the end, you can be super creative and work professionally at the same time. One doesn't take anything away from the other.

Productivity, the realistic version

There's one more topic that's really personal to me. Productivity.

And no, I don't mean waking up at five, taking a cold shower, drinking a green juice, working ten hours... and still feeling like you didn't do enough. I mean — how do you use your time in a way that doesn't leave you completely exhausted at the end of the day?

I used to think productivity means ticking off as many things as possible. And of course, that feels amazing. But at some point you realize not every task is equally important. You can do ten tiny things... and still avoid the one thing that would actually change something.

We all have that one task. And you probably know exactly which one I mean.

So every morning I ask myself — what really has to happen today? What would be nice, if it works out? And what can easily wait until tomorrow?

I also try to group similar stuff. So all the organizing messages get answered in one block, instead of jumping between different topics every five minutes.

And I learned that a daily plan needs a little bit of air. Because if you plan every single minute, one small surprise is enough to mess up the whole day.

It also helps to know when something is done. Especially with creative work, you can always make it a little better. One more edit. One more color. One more font. Sometimes that's worth it. But sometimes, good really is good enough.

And can we talk about comparing ourselves for a second? On social media you see someone starting a business, launching a podcast, working out every day, making the perfect breakfast... and then you look at your own day and you're like, well. I worked. And I did some laundry.

But we only ever see a tiny piece of someone's life. Never the whole picture. Not every day has to be huge progress. Sometimes progress is one hard decision. One simpler process. Or just letting yourself take a break.

So next time you have a really full day, write everything down. Pick the three most important things. And start with one of them, before you get lost in your messages.

You don't have to do everything every day. And if it doesn't work out? Tomorrow's a new day.

You can be ambitious and still be kind to yourself.

Why I'm building Influencer Beyond

Okay, before we finish, I wanna tell you why I'm building Influencer Beyond. Because for me it's not just an idea for a website. It's really connected to everything we talked about today.

I see how many pieces come together behind the content. Ideas, shoot days, tasks, brand deals, approvals, documents, invoices, contacts. And usually every single piece is somewhere else. Some of it's in a message. Some in a spreadsheet. Some in the calendar. And the most important thing? Of course — in a screenshot.

It can work. But it costs so much time and energy. And honestly, it's exhausting. Not just for the creator. For the whole team.

So at some point I asked myself, why isn't there one place where you can see everything important in a creator business? Not to make it more complicated. But so you can open it in the morning and right away get what's going on.

And that's where Influencer Beyond comes from. It's been in my head for about two years now. So it definitely didn't happen overnight.

What matters most to me is that it actually works in real life. I don't wanna collect a hundred features just to say it can do everything. I want it to solve real problems. So people search less. It's clearer who does what. And nobody has to answer the same question five times a day.

And I'm learning so much while building it. Because having an idea is one thing. Actually making it real is a whole different story. Suddenly it's all about decisions, priorities, texts, design... and of course you question everything along the way. Do we really need this? Is it too complicated?

There are days when I'm super motivated and it feels like we're flying. And there are days when I look at my list and I'm like, okay... where do I even start? Sometimes I just leave things for a day or two. And that's okay too.

Right now I'm trying to use exactly what we talked about today. Setting priorities. Making tasks clear. Writing things down. And not trying to solve everything at once. Because I can't talk about organization and then build my own project in total chaos. That would be a little embarrassing.

So if you wanna build something yourself — start with a problem you really understand. Listen to the people who have it. And try to build something that makes their day easier. Not just something that looks pretty in a presentation.

And if Influencer Beyond sounds interesting to you, you can join the waitlist on influencerbeyond.com. But even if not — I really hope you can take something from today into your own work life. Because that's what this is all about.

Three questions & bye!

I don't wanna end with a long, boring summary. So instead I have three questions for you to think about this week. Maybe on a walk. Or with your first coffee tomorrow.

First one. What costs you way too much energy at work? And I don't mean the hardest task. Sometimes it's a tiny thing that happens every day. Looking for information. Waiting for a reply. Explaining something for the hundredth time.

Second one. Which task shouldn't only live in your head anymore? Maybe it's something only you know how to do. Your checklist before a shoot. Or the steps you always go through before you post. Try to write it down once. Doesn't have to be perfect. Just clear enough that someone else could get it.

And the third one — my favorite. If someone could help you for two hours a week, starting tomorrow... what would you hand over? And try to be really specific. Not just "help with reels." But what exactly?

I really hope these questions help you as much as they helped me. In my job as a PA, and while building Influencer Beyond.

And thank you so, so much for listening to my very first episode. Honestly, it still feels a little crazy to say that. It really means a lot that you were here. I hope you took something with you. And I'd love to have you back next time.

This was The PA Diaries. Bye bye — and see you soon!