Camila Coelho on Content Creation Today – WWD

It was in 2010 that Camila Coelho uploaded her first YouTube video.

“My first, first video was so bad,” said the 34-year-old, pregnant with her first child. “There was such yellow lighting. I had no idea what I was doing.

It was a makeup tutorial; she was a makeup artist at the time, working behind the Dior beauty counter at a department store in her native Brazil.

“It was for the World Cup, so I did this game theme,” she continued. “The eyeshadow was green and yellow, because of Brazil. It’s the worst makeup, but people loved it. I mean, a lot of people reacted. And then it continued from there.

Today, Coelho has over 10 million followers across social media platforms, a namesake fashion line at Revolve, and beauty brand Elaluz, found at Ulta Beauty.

“We’ve seen incredible growth and love for the brand over the past year and a half, and I’m so excited to be in the categories I’m most excited about,” she said of Elaluz. . She recently expanded the best-selling bronzer category (with the “Brazilian Blur Body Brush” and “Sun Riser Illuminating Primer”).

When it comes to fashion, she hopes to “evolve by continuing to make other women and other people more confident, and that means starting to think about other shapes and curves,” she added. “Revolve has done an amazing job expanding internationally. My biggest goal would be to be able to reach more people.

For both companies, buyers have been primarily women from diverse backgrounds, ages 18 to 49, she revealed, “including, but certainly not limited to, my fellow Latina women. I certainly seen that shine through in who buys with my brands.”

With over a decade of experience in social media, Coelho shares his thoughts on what it means to be a content creator today:

WWD: What are the biggest changes you’ve seen in the industry?

Camila Coelho: One of the best and biggest changes I’ve seen in the age of influencers is this incredible growth in collective creativity. Content creators can put their own spin on how they share something to get the most out of a brand partnership. It’s so important, when content creators do what they do, because they’ve built a community of people who trust them – so the freedom and flair that every creator can have to create authentically is super necessary.

I think a challenge in the world of influencers is just that there’s so much out there. It’s amazing, because it helps to give new and old brands a new breath and new life in the hands of many creators. However, for the consumer, it takes some time to find your community of influencers who vibrate with you, who you can trust and want to support.

WWD: Influencer or content creator? How do you differentiate between the two and what do you think most reflects your work and why?

CC : Content creator. Anyone on social media is something of an influencer – you influence someone with what you share. A content creator is someone who really invests time, effort, and creativity into creating something that you can learn from. When I started, I knew I wanted to share makeup looks, because that’s what people came to see me for. Then it turned into a fashion. When creating content, I always make sure it has a purpose and allows my audience to learn something new. A content creator creates content with intent, whether on behalf of a brand to best represent it with a target audience in mind, or to motivate and inspire others for fun and enjoyment.

WWD: What are brands doing today when it comes to influencer marketing? what are they doing wrong?

CC : I think the best brand-influencer partnerships happen when brands take the time to really identify the talent they want to work with long-term and build a real relationship. It certainly takes planning and anticipation, but it’s definitely worth it and the brand and influencer communities can feel the difference.

WWD: Where do you see influencer marketing going? How do you see it evolving?

CC : I really think influencer marketing is here to stay. Trusted voices are so necessary in a product saturated world. I think we will continue to see more and more digital platforms emerging that allow influencers to create content as well as broader representation. Influencers, like everyone else, evolve, so the one constant we can count on in this space is change. We might as well have fun going through all of this.

WWD: You’ve shared a lot about yourself online over the years, but in 2020 you spoke about a struggle most ignored, your experience with epilepsy. What made you want to tell this personal story?

CC : As a teenager, I struggled with that, because I felt different. It took me a while to accept it and my mother always told me that I didn’t need to tell anyone. Even on social media, it’s the only thing I’ve kept to myself all these years. But it got to a point where I started thinking about having kids, and epilepsy was the main thing on my mind. I knew by sharing my story that there would be other people I could learn from who are struggling with the same thing.

The day I was about to announce was one of the toughest for me, but I felt like I lifted 100 pounds off my shoulders. Seeing hundreds of people share their own stories following me sharing mine was how I made my own decision about how I wanted to try and start a family.

WWD: What would your fans be surprised to know about you?

CC : That I always think about the next meal.

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Jenny T. Curlee