Content creator Elsa Arca’s rise from a small town in Kazakhstan to social media stardom offers a compelling glimpse into the dynamics of the creator economy. Her journey, marked by success and significant personal challenges, exemplifies today’s influencers’ obstacles while shedding light on content creation opportunities, from gaining a million TikTok followers in just one month to performing as a featured creator at VidCon. As she focuses on meeting the demands of multi-platform content production on Instagram, TikTok, and YouTube and exploring new avenues, her experiences provide valuable insights for those seeking to understand the nuances of this fast-paced ecosystem.

Born with dreams of becoming a YouTuber, Elsa initially faced challenges due to language barriers and visa restrictions. “It was always my dream to live in the USA,” she says. “I wanted to be a YouTuber because we didn’t have TikTok then. I saw a lot of foreign YouTubers, and that was just my dream, but I didn’t believe in it.”

Elsa persevered despite initial setbacks, including parental restrictions on social media use. She began by creating DIY content on YouTube, showing only her hands. Later, she transitioned to TikTok, where her artistic skills in customizing iPhone cases garnered significant attention.

“In one month, I gained 1 million followers,” Elsa recalls. Her dedication was evident as she spent up to six hours customizing a single phone case for her daily content. The breakthrough came when she joined the XO Team, a prominent TikTok house in Russia. “We became the most popular [TikTok] house in the world,” she states. This success led to her move to the USA two years ago.

Now, Elsa is expanding her creative horizons beyond visual arts. “I also love music,” she shares. “I wanted to write a song myself, and I’m working on that. I want to share my feelings with all the people.”

How Elsa Founder Her Path In Content Creation

Elsa’s journey as a content creator has been marked by significant personal and professional challenges. The most formidable obstacle she faced was opposition from her family, who disapproved of her career choice.

“The main challenge in my life was my family because they didn’t want me to do that,” Elsa reveals. “It was tough and [a] long process because I always tried to tell them that this is the job of my life, that I love to do that.”

The conflict escalated to the point where Elsa had to make a difficult choice. “They told me, ‘Do you want to live with us and stop using social media, or will you continue to do what you do right now, but you will not have all of us,'” she recounts. This ultimatum led to a painful estrangement from her family.

Despite these personal challenges, Elsa remains committed to her craft and consistently reinvests in her content. She explains her strategy: “I always try to invest that money again in my social media. For example, I have Instagram and want to take more professional photos. So I rent a studio, paid [for a] photographer, editor, and everything else.”

Elsa’s dedication extends to creating specialized spaces for content production. “I have one room. It’s like my studio. So I have a classroom… for my YouTube shorts,” she says. According to the thriving influencer, this approach is based on continuous investment in one’s craft. “If you love what you do, you must invest in this because you earn money with your social media. So you should invest more in your social media.”

VidCon: A Dream Realized for Elsa

VidCon—a hub for YouTube enthusiasts and content creators on various online video platforms, has become an annual convention for digital creators and influencers. Over the years, it has evolved to welcome various creators from social media giants like TikTok, Instagram, and Twitch. The event features Creator tracks, live performances, interactive meet-ups, and more. VidCon 2024 took place in Anaheim from June 26 to 29.

Elsa places VidCon as a milestone in her career. What began as a dream two years ago has become a reality, with the influencer participating as a featured creator. “Two years ago, I bought a ticket because I had just moved to the USA, and I wanted to see what [VidCon] is,” Elsa recalls. “Right now, I’m here as a featured creator. This is my dream came true.”

Elsa’s VidCon experience was highlighted by her performance in the “NIGHT OF AWESOME” community track. She describes the intense preparation: “We had rehearsals every day for the last two weeks. We already knew all the moves and dances because we had rehearsals for our four songs for performance.”

The performance itself was a mix of nerves and exhilaration. “Literally five seconds before you need to go to the stage, my heart was [racing],” Elsa admits. “When you go on the stage, your mind turns off. And you just do it because we had rehearsals almost every day for the last two weeks.”

The impact of her performance was immediately felt. “After the show, your followers came to you, saying, ‘Oh, it was amazing. We love that,'” Elsa shares. This connection with fans proved to be a powerful experience for her.

Reflecting on VidCon, Elsa describes it as “super energetic” and advises first-time attendees: “Don’t be shy. Everyone who was there wanted to speak with somebody. They wanted to meet new people so they could be here, too. So don’t be shy and just go and talk.”

Debunking Misconceptions About Content Creation

Elsa addresses common misconceptions about content creation, emphasizing the demanding nature of the profession. “Some people think that being an influencer is not a real job. They’re like, you just have a lot of [views], you earn money for nothing,” she explains. However, the seasoned content creator stresses the constant work involved: “We work every day because we need to shoot content for all social media, for YouTube long-form videos, YouTube short videos, TikTok, Snapchat, Instagram.”

The pressure to stay relevant in a shifting industry is a major challenge. Elsa notes, “You have to check all social media because all social media have different trends. For example, Instagram Reels has one trend, TikTok has another trend, and YouTube is like another content. And you have to check all of the social media every day.”

Despite these hurdles, Elsa encourages newcomers to the field. “It’s never too late,” she says. “Everyone can find their followers, and everyone can find their audience. You just have to choose your sphere and what you want to share with others.”

Personal Goals and Projects

As for her future, Elsa aims to explore new creative avenues. “My main goal is to find myself because I wanted to do music more, and I want to find my type of music and my style,” she reveals. Additionally, the thriving influencer plans to expand her presence on YouTube: “I need to find my niche on YouTube.”

In her parting words, Elsa offers aspiring creators a simple yet powerful message: “Just never give up.”