Starting her journey at the age of 17, interviewing strangers about relationships in London’s Hyde Park, to winning the reality TV show, Survival of the Fittest, viral fashion and beauty influencer, and DEEP IT! podcaster, Mariam Musa knows a thing or two about what an audience wants. And being one of the first Black women to secure a fast fashion deal, there’s no better person to host Channel 4’s latest UNTOLD documentary, The Secrets of a TikTok Shop and the 24 billion pound phenomenon it’s created within the e-commerce industry. 

We got the opportunity to talk about her latest hosting gig, the social media journey she’s been on since 2015, filming her own videos on YouTube, and a TikTok trend she thinks could be in need of a little ReVamp. 

You’re hosting a new show called The Secrets of a TikTok Shop, tell us a little bit about it and what the audience can expect?

It’s about the rise of TikTok as an e-commerce platform. People are buying from there more than ever. It’s really interesting because so many people such as the everyday person to small businesses are expanding on the platform, leaving their jobs and using TikTok Shop full time. It’s insane. We also get to see under the glossy surface of it all and the realties of it. It’s been so interesting speaking with people and hearing the impact it’s making. There’s a sense of relatability. 

Do you think this show will change people’s perception of fast fashion?

I think it will. We dive into so many ways people use TikTok Shop, I think it's going to open people’s eyes to the platform and what the opportunity it gives people really means.

You’re a huge influencer who’s been in the game a long time. Would you say the way you operate and work has shifted? 

When I started social media, I was very makeup-heavy. Super edited photos and, you know, all that heavy stuff. Now I think with social media, we’re in a transition where anyone can do it — it’s not just about perfection. I think that’s the best thing. I’ve learned to just go for it and to be lighthearted with social media because we know there’s also a dark side to it. 

What do you think are the biggest misconceptions of being an influencer?

I think the biggest one is that social media is just a surface-level, superficial thing. It’s so much more than that. It’s a community and a real, genuine partnership. You know what I mean? It’s life-changing. People have become business owners from it, and it can really open doors. And I think there's a misconception that it’s just pictures and funny TikTok videos, stuff like that, but it's a lot of work.

I guess that’s why so many people do and don’t do it right. It seems like it takes a lot of perseverance to treat it like a job before you even get paid from it.

You need a lot of endorsements, and yeah, you need to keep going. With social media, people might see a lot of glitz and glamour but there’s always a lot of no. It’s hard, and you need to genuinely show up for yourself.

Did you see that kind of energy when you were working with people from The Secrets of a TikTok Shop as well?

Yeah, they were really on it. Like on it. And you know, with TikTok as well, I feel like people are reaping what they’re sowing. I think with TikTok Shop that’s what’s making people just keep on joining and coming back. It’s insane.

You mentioned earlier, the word community. How has that word changed for you over the years, especially now with your podcast, DEEP IT!?

On social media you get a lot of validation from likes and being seen. Thinking it’s important but now, I understand that building a community is what’s important because they genuinely care. When you have a job where you have to constantly show up for yourself and cheer yourself on that community who really listen to you impacts how you perform. I work with brands and we’re seeing that numbers aren't everything. It's the community you have and that impact. The community is what makes customers keep on coming back on places like TikTok Shop.

Has your relationship with social media changed since becoming a mother?

I think I’m better at setting boundaries. Social media can consume you sometimes so I’ve learnt how to distance that. Also, I think I've learned how to appreciate my privacy with aspects of my life. As I got older I realised I didn’t like being out and about and everywhere all the time. Social media is broad so it’s okay to actually have pieces that you keep off there. You have to understand how to love social media for what it is and give what you can, but also go back and add to your peace and safe space.

In your podcast, you get to control the narrative. How important is that to you?

I think, naturally the podcast is all about us being ourselves. And who else can we be but be ourselves? So when I think control, it's more than our podcast allows us to be us. Not worrying about having to amend anything because our podcast shows that's how we are. It’s nice to have a platform where you and your girl (co-host Adeola Patronne) are polar opposites, but just mesh so well. You know, you love the girls, you love the dolls, and you just have your conversation. Your bestie and you joke around and you have a community that get it, you know?

You’ve done so much already, what else do you have on your radar?

So many things. I’m really into this hosting and documentary stage. I'd always love to host some type of dating show. I love love. God willing, that could be something.

Lastly, if there was a TikTok trend you could ReVamp to fit who you are and what you represent, what one would it be?

Okay, so I would say, probably the “It Girl” and Clean Girl” aesthetic. It’s so exclusive and I feel like with how I am, your happy go lucky, free spirited girl who’s a mum. and chaotic, I would want to change it to be more inclusive. You don't have to look rich, you don't have to be all of that. I think “It Girls” are boss babes. You don’t have to have a certain look to be a boss babe.

You can watch The Secrets of a TikTok Shop on Channel 4 Documentaries YouTube channel.