Bötschi asks Zoë Pastelle, influencer: "Who is Lara Gut-Behrami?"

She has been posting a picture on Instagram every day for five years: this is how Zoë Pastelle, 19, became one of Switzerland's most successful influencers. A conversation about the constant pressure, famous people and what is really important in life.

A café on Löwenplatz in Zurich, all expensive, all beautiful people. The journalist (51) has a date with a teen idol (according to "Blick"): Zoë Pastelle, née Holthuizen, wears her hair long and a green velvet jumpsuit.

She is not yet 20 and already has over 190,000 followers on Instagram. And that's without any bare skin. Well, almost. Pastelle greets the journalist with a hug, even though she doesn't know him yet, and orders a cappuccino ("with soy milk, please").

Ms. Pastelle, I'll ask you as many questions as possible over the next 30 minutes - and you answer as quickly and spontaneously as possible. If you don't like a question, just say "go on".

All right.

Can you explain who you are in two or three sentences?

My name is Zoe Pastelle. I'm an actress and influencer. And I do what I enjoy and have fun doing in life.

On your Instagram account, you write "actress, fashion lover, creative mind, hungry for life". - How do you prefer to satisfy your hunger?

With creativity.

To wake up in the morning: espresso or tea?

Coffee.

Always with soy milk?

I've been vegan since I was seven. My brother Kai got me interested in the subject. Together, we then convinced our mother, and since then the vegan diet has been our family thing, so to speak. Initially, I was mainly concerned with the welfare of the animals. Today, I am convinced that my health is also better thanks to the vegan diet.

Who would you like to have breakfast with?

Ui, difficult question. With ... with ... oh man, I've just blacked out. With some cool celebrity ... oh no, with Albert Einstein.

She starts almost every answer with a laugh. Haha. I wonder if laughter has a protective function. If you laugh, you don't have to answer - and you're still friendly.

As an influencer, you are living the dream of many teenagers. What career did you dream of as a 12-year-old?

I wanted to be a ballet dancer, I wanted to be on stage. Even earlier, I dreamed of becoming a singer.

The trauma of your youth?

Do I have a trauma? I don't think so.

Is your cell phone on now?

Yes.

What would you rather do, eat a bag of insects or go a whole day without your cell phone?

Be without a cell phone for a whole day.

How many times have you been on Instagram today?

Once - this morning.

Why do people need privacy?

For peace of mind.

What memories do you have of the day you uploadedyour first picture to the Instagram photo platform?

When I was 15 or 16, I unfortunately deleted a lot of pictures from my early days. That's why, to be honest, I can't remember which photo I uploaded first.

Is it really true that you became an influencer because of the sayings of your schoolmates? They all allegedly called you a "Hollywood star" .

No, I didn't become an influencer because of that. And anyway, I struggle with that job title. I see myself as a creative person who gets to do lots of cool things. It was never a career goal of mine to become an influencer. In my life, I've always done what I enjoyed. I never listened to others, never listened to my teachers, never listened to my classmates. I always went with the flow, but still remained single-minded.

Which social media do you use today?

I'm mainly active on Instagram. I'd like to do more on YouTube in 2019.

Zoë Pastelle is your stage name - who came up with it?

Pastelle is my middle name. My family name is Holthuizen. It's Dutch, and because practically no one can pronounce it correctly, I use Pastelle on Instagram. Zoë means life in Greek. So together with Pastelle, you could translate it as "the colorful life".

From prima ballerina to influencer - have you ever regretteddropping out of yourdance studiesat Zurich University of the Arts (ZHdK)?

Not at all. Just like I don't regret having started studying dance. It was one of my best experiences. I learned discipline and independence. At the same time, I'm glad that I went in a different direction with acting afterwards.

Why?

Acting is even more my passion.

In 2017 you had 156,000 followers, today you have over 190,000 followers - only a moderate increase compared to the Kardashian sisters Kim, Kourtney and Khloé.

I am convinced that the number of followers and likes will become less and less important. Instead, content will become more and more important. For me, content has always been more important anyway, as well as reaching exactly the community I want to reach with my Instagram account. What's the point of having a billion followers if half of them are fake?

How do you rate yourself as you sit here right now, as famous or already very famous?

I can't judge that myself.

Do you agree with the sentence: "Everyone knows you, but no one knows exactly why?"

I don't see it that way. There are many people who are really interested in me. I also try to show more and more of what goes on behind the scenes. My concept for the new year is to give even more insight into my life, to make my appearance more approachable.

When you started working as an influencer, you didn't know where it would lead. Do you know today?

Of course, there are guesses as to where it might lead, but nobody can really know. It's possible that the day after tomorrow a new medium will come onto the market and the internet will change completely. Or when I think of the recent data scandals at Facebook and Netflix, I could well imagine that the authorities will crack down harder on data protection in the future. For me, I can only emphasize once again: I don't just want to post pretty pictures, I want to focus even more on the actual content, I want to be able to make a difference.

What exactly do you want to change?

As I mentioned, vegan nutrition has been an important topic for me for years. I want to develop this even further in 2019. I also plan to work with brands that produce sustainably and naturally. For example, I recently supported a campaign for a recycling system. At the same time, I'm aware that as an influencer I'm often jetting around the world, so I can't be a big advocate for sustainability. But I am allowed to address these issues and draw attention to them.

Influencers are regularly criticized in the media. They are said to produce uncritical wishy-washy content.

Personally, I've only had one negative experience with the press so far. Basically, I think it's important, especially for a journalist, that new topics are always looked at from two sides. Just because you don't know something or haven't dealt with it enough, you shouldn't condemn it in advance. Even if I can imagine that someone who doesn't spend four or five hours a day dealing with social media might find this kind of work strange.

That's right, the Swiss media always write enthusiastically about the Fräulein miracle. Momoll, some even compare her to Hollywood stars: "Equipped with a similar delicacy, elegance and sense of style as Hepburn, the Zurich native has built herself into the successful 'brand' Zoë Pastelle at just 19 years old."

Has Instagram ever threatened to block your account because you showed too much skin in a picture?

No.

Can you describe a photo that you wouldn't put on Instagram?

A picture of me eating a steak will never be seen on Instagram. And I would never let myself be dressed from head to toe in fur for a picture.

In the SRF documentary "The World of Influencers", you say that you "really enjoy creating a perfect picture". What fascinates you about perfectionism?

I expressed myself imprecisely at the time. I actually meant to say: I like to tell a story with a picture. Yes, of course I also love perfect pictures, but I also like spontaneous, unposed photos and snapshots.

In another interview you said: "I always know exactly what I want and don't let anyone hold me back. There's no giving up with me!"

That's a distinct character trait of mine. I think if my friends were sitting at the table with us right now, they would all confirm it. Once I've set my mind to something, I just go for it!

Can you forgive mistakes?

Yes.

When are lies okay?

Lies are never really okay.

When was the last time you had self-doubt?

I'm a pretty self-confident person, but of course I also have doubts from time to time.

A few days ago, you lost 73 followers in one fell swoop.

You know more than I do.

Do you have doubts when you notice that your follower numbers are falling?

No, because to be honest, I hardly ever look at these figures.

Why not?

It's a waste of time.

Are you a lucky person?

Yes.

In 2017, you starred in the movie "Blue My Mind" by director Lisa Brühlmann. How did that come about?

I applied for the casting and got the part.

There's the famous scene in the film where you stand on a highway bridge with your girlfriend and pull up the top. Weren't you afraid that there might be an accident because of this performance?

I think most drivers were focused on the road and didn't pay any attention to us.

Did you go completely naked?

We don't need to discuss that now.

Actress - has that been your dream job ever since?

Yes, that's why I attended the European Film Actor School in Zurich. After graduating last fall, I actually wanted to move to Berlin and look for an agency. But everything turned out differently.

In what way?

There were so many influencer jobs coming in at the time that I didn't have time to move. But that was okay because - as I said - I'm a person who goes with the flow. I think I'll be more active in the film business again in 2019. But I'll see where it goes when the time comes. Maybe it doesn't even have to be Berlin, there are so many other exciting cities. And anyway, I would like to keep Zurich as my base.

Now I need your very personal tip for success: as a 51-year-old man, how can I make my Instagram account more successful and even become an influencer?

Oh, I'm probably the wrong person to answer this question. When I started Instagram, it wasn't about generating as many followers as possible. In my case, the number grew naturally over the course of four years. Today, there are influencers who get 300,000 followers almost overnight. It took me four or five years to build up my community. I'm sorry, I can't give you an answer to your question about how you can become a successful influencer. Also because Instagram is constantly changing its algorithm. I myself no longer understand when the best time to post a picture is - and how many times a day you should do it. But basically, you can perhaps say that if you want to set up a successful account, you should decide on a main topic. This allows you to narrow down your community. In concrete terms, this means that you shouldn't post a picture of a bouquet of flowers one day, a selfie of you eating a hamburger the next day and Louis Vuitton shoes on the third day.

Influencers make a living by collecting seemingly perfect moments from their lives in an online photo album, publicly for all to see on Instagram.

Seemingly perfect? Okay, if that's your opinion. - So yesterday, for example, I didn't feel like it, so I didn't upload a photo.

But don't worry, dear followers, Zoë Pastelle is really only that listless in very, very, very exceptional cases. According to her own statements, she has only not uploaded a picture to Instagram on two days (!!!) in the last four or five years.

What would happen if you didn't upload a picture to Instagram for a whole week?

I wonder what would happen then.

What's your favorite thing to do when you're not in the mood for perfect pictures?

Lots of things. Yoga, for example. My New Year's resolution is to finally complete my yoga training in the New Year. But not because I want to become a yoga teacher, but because I'm fundamentally interested in the philosophy behind it and would like to write more about yoga on my Instagram account.

What else do you do in your free time?

I paint, listen to music with my friends and enjoy going to concerts.

What was the last concert you went to?

It was at an event in Paris last week. I can't remember the name of the band at the moment, but it was mega good. Really wow!

Some of the seemingly perfect Instagram pictures are paid moments, sponsored by a company: you pose in these pictures with shoes, drinks, glasses and recommend them to all those who follow your online photo album, your followers. - Can you tell me how much a perfect moment on Instagram with Zoë Pastelle is worth to companies?

I'm not asking you how many you've earned today.

How much did you earn in 2018?

I don't know that.

Why do you think influencer marketing is particularly successful?

You get an insight into someone's life because they share private pictures. This creates an apparent closeness, for example to celebrities. It has also happened to me at events that I have greeted someone and then realized afterwards that I don't even know this person personally, but have simply been following them on Instagram for a long time. In addition, the community that an influencer addresses is clearly defined - unlike, for example, a poster that is hung up somewhere in the city and it is unclear who will walk past it, with an Instagram account it is clear who follows it.

In the SRF documentary "The World of Influencers" , you say: "I try to do everything I enjoy." - What do you enjoy most as an influencer?

There is something that fascinates me equally in both of my professions, as an influencer and as an actress: I can show myself in different roles. Even more so in acting, because you can also play roles that are completely out of character. It's fun and challenging at the same time. As an influencer, I can also inspire people. Just recently, a user sent me a super sweet message.

What did she write to you?

I would have encouraged her to eat vegan in future.

You are invited to fashion shows all over the world - what's the craziest event you've ever been to?

That was the "Harper's Bazaar Icon Party" in Manhattan during New York Fashion Week. Swarovski Switzerland invited me. I got an insight into the very, very, very top celebrity world. Everyone, really everyone was there - from Selena Gomez to the Kardashians and supermodel Cindy Crawford. I took a picture with her daughter Kaia Gerber, who is also a successful model. You know what, I was the only one in the room who was a no-name person, so to speak.

How do you stay authentic as an influencer?

I always say that I only publish on Instagram what I would share with my best friend.

New Instagram accounts are created every day. Do you think the market will soon be saturated and there will be no more room for new accounts? Or to put it another way: what will you do if Zoe Pastelle is no longer in demand on Instagram from the day after tomorrow?

To be honest, I'm not afraid of that. I feel something like a basic trust in the universe. I believe that in life I will always do what suits me, what I want to do. And anyway, I still have so many ideas in my head that I haven't been able to realize yet. So if the Instagram hype ends tomorrow, I'll finally have time to do all the things I haven't had time for yet.

Perhaps this time will come sooner than expected: the advertising agency Jung von Matt/Sports analyzed the 1,200 best-known influencers for an influencer study. The result: the boom is over.

Influencers have a few special characteristics: They are young and often become famous when they are under 20. - How have you managed to withstand this pressure?

The pressure is great, that's true, and the level is rising every day, partly because more and more people are joining in who have an extremely high level of expertise. However, my USP is and remains that I am genuine and always remain true to myself. It would be pointless in the long term if I tried to ape other influencers. I have to do my thing. Maybe my success is also down to the fact that I've reinvented myself time and time again over the last few years.

Can being an influencer even make you ill? Elle Mills ...

... I was in Berlin with her a few months ago ...

... published a video last summer entitled "Burned out at 19". In it, she confessed that she was wrong, that being a Youtuber wasn't her dream job.

Okay, I didn't know that.

Spanish gaming superstar Ruben Gundersen ran the third-largest YouTube channel with 30 million subscribers before announcing in May 2018 that he would be taking an indefinite break because he could no longer cope with the pressure.

I can well imagine that something like this can happen. The pressure really is extremely high, and it's not normal for people who aren't even 20 to have to do so much.

You're 19, why do you do so much?

People expect something. But I admit, it's sometimes difficult to deliver a new highlight every day.

How do you manage it?

A lot of my friends aren't at home in the Instagram world. I think they ground me. My best friend also takes my phone away from me from time to time. But I've actually got a pretty good handle on it. People I meet say to me again and again: "Wow, that's amazing, we've been sitting at the table together for four hours and you haven't even looked at your phone." Personal contact is super important to me - and I love talking to people.

Once again, how do you cope with the pressure?

Oh, I don't know how I do it either. My mother is certainly also a rock in the surf. And of course my brother Kai. And also very important: yoga. I'm completely at peace with myself there, and that's important for being creative and staying that way. I also meditate regularly.

Lara Gut-Behrami deleted all her social media channels a few weeks ago: have you thought about it?

Who is Lara Gut-Behrami?

One of the best female ski racers in Switzerland.

I understand people who delete their accounts or want to take a break. At the same time, I think it's a shame to make everything disappear. After all, there's always a lot of time and work behind it.

Basically, do beautiful people have it easier in life?

It depends on how you classify easier. There are people for whom the meaning of life is to have as many fancy parties as possible. In that sense, beautiful people have it easier. But that's not the meaning of my life.

But you also like to go to cool parties often.

That's true, but it's not the most important thing in my life. The most important thing in my life is relationships with people, with my family, with my friends.

What quirks of your best friend drive you crazy from time to time?

I find her quirks cute. For example this one: She often says I need to take a break, that I should go to the mountains for a week. She's probably even right.

And what annoys your mother the most?

My mother does far too much for me. There is no one in the world who does as much for me as she does. So every now and then I have to say to her: don't always do everything for me, do something for yourself too.

Do you have to be eternally grateful to your parents?

I think so.

Do you often think about the future?

Not often - I'm a person who lives very much in the present.

What can women do better than men?

A lot of things.

What can men do better than women?

Nothing.

Starting a family - yes or no?

One day for sure, not at the moment.

Which men do you find exciting?

Humorous ones.

In love?

The starry sky knows.

Your absolute favorite influencers?

I like Jana Elisi's yoga blog, I like to be inspired by my friend Nadia Damaso when it comes to food, and I think Lena Lademann's fashion tips are really cool because she never takes life too seriously and likes to poke fun at our industry.

Her Instagram account reads: Paris, Berlin, based in Zurich, it continues. Home - what does that mean to you?

Home is where my family lives, where my friends are. Home is where I can ground myself. My home is Zurich. I'm a city kid.

Your next appointment?

I'm meeting with a photographer afterwards to discuss an upcoming shoot. And after that, I should finally study for the theoretical car test, because that's coming up soon. Unfortunately, I've learned almost nothing so far and therefore urgently need to get behind it. But that's typical of me - I do everything last minute.

Saying goodbye - and again: a hug.