Gabriel Feitosa, a 32-year-old entrepreneur and content creator, is transforming the world of dog grooming through creative styling and social media prowess. From humble beginnings in São Paulo to viral fame in the United States, Gabe’s journey reflects the evolving landscape of niche professions in the digital age.

Gabe’s career began at age 12 in Brazil, where he discovered a passion for grooming dogs. “It was the kind of job that I needed to find,” he says, noting his family’s financial struggles. “I thought it was just incredible, the fact that someone could deal with dogs all day and make money.”

Recognizing the artistic potential in dog grooming, Gabe pursued opportunities in dog shows. “I saw that the haircuts were actually a sculpture,” he explains. “Even if you’re doing a round head, you have to sculpt it with the scissors.”

His ambition led him to the United States, where he initially worked as an assistant to a renowned breeder. After a series of career shifts, including a marriage and relocation to San Diego, Gabe found himself at a crossroads during the COVID-19 pandemic.

“When Covid happened, the person that I was sharing the business with said, ‘I’m going to hand out the building,'” Gabe recounts. “I didn’t have much of a choice. I kind of took over the building, even not knowing what I was going to do with the space at the time.”

A turning point came when Gabe participated in ABC’s “Pitch Perfect” show. “I didn’t consider myself a creative groomer,” he admits. However, the show’s challenges inspired him to explore transformative grooming techniques.

Gabe’s breakthrough on social media coincided with the show’s airing and his newly renovated store launch. “I had a video that had the first 50 million views,” he says, describing the viral post that catapulted him to online fame.

The Complexities of Content Creation and Entrepreneurship

The viral success, however, came with challenges. Gabe faced backlash from viewers concerned about animal welfare. “I got letters and emails and people telling me that I should kill myself,” he reveals. 

Rather than retreating, he saw an opportunity to educate. “I’ve been doing this for 20-something years. I know exactly what I’m doing,” he states, expanding his content to include educational material about dog breeds, grooming techniques, and industry insights.

Time management emerged as a critical challenge in Gabe’s new role. “The hardest part is trying to manage the quality of the work that I’m doing,” he explains. Balancing grooming with filming creates constant tension: “I have to focus on the dog, but also make sure I get all the shots and groom in a reasonable time.”

The physical demands of grooming compound these challenges. “Grooming is also very physically tiring work,” Gabe notes. Despite this fatigue, he must transition to video editing, demanding additional focus after his grooming work is complete.

Gabe’s workload has also shifted dramatically. “Right now I only do four dogs a week,” a significant reduction from his previous schedule. This change allows him to focus on other aspects of his expanding enterprise, including managing employees and maintaining quality standards.

The pressure to consistently produce engaging content is relentless. “Creator burnout is also a reality,” Gabe admits. “You want your videos to perform. You don’t want to spend all this time making content for the viewers not to go through.” He describes the cycle of posting on social media as starting a timer, allowing him to “breathe for, like a few hours” before the process begins again.

Adapting to these demands has required new skills. “I’ve learned to delegate more, and I’ve learned to let go of control,” Gabe says. Despite these efforts, he acknowledges the ongoing struggle for balance: “I don’t think I have found a balance. I’m certainly… almost there.”

From Clippers to Clicks: Feitosa’s Digital Strategy. 

Gabe’s social media strategy attracts clients from across the country, with people flying from New York and Miami for his services. More significantly, it’s reshaping perceptions of the dog grooming industry. “People now see that dog grooming is actually a form of art,” he says proudly. “And it’s actually very artistic and very technical.”

This shift in public understanding aligns with Gabe’s career aspirations. “That was my goal from the start, to show the world how cool dog grooming is. And I feel like social media has done that for me,” he reflects.

Gabe’s strategy evolves with his audience. “Initially it was only music with the creating from dogs,” he explains. As viewers’ interest grew, he began “introducing more of my personality on the design and on the videos as well.” This personal touch resonated strongly with his audience.

Gabe’s content now spans entertainment and education. “I feel like this is the type of content that people really appreciate… if you’re watching a video and you’re entertained, but you also learn something at the end,” he says. 

Adapting content for different platforms is crucial to Gbae’s strategy. He creates videos precisely “one minute .01 long” to optimize for multiple platforms simultaneously. “I can post the same video on Facebook, YouTube, Instagram and TikTok,” he explains. 

Gabe tailors his engagement strategies to each platform’s strengths. “I do post stories mostly on Instagram only. Every day I go there and I talk to my audience. I create polls and questions,” he says. He also uses different languages to connect with his diverse viewership.

Insights for Aspiring Content Creators and Future Goals. 

Gabe emphasizes the importance of technical skills in content creation. “Watch tutorials of how to film, how to do lighting, how to do editing,” he advises. This focus on production quality complements existing expertise, as Gabe notes, “If you have a niche you’re already halfway there.”

The groomer stresses the critical nature of engaging viewers quickly. “You got to catch the person in three seconds, 3 to 5 seconds,” he says. For those uncomfortable on camera, Gabe suggests keeping clips short: “Keep your clips from 2 to 3 seconds max.”

Gabe recommends a gradual approach to developing on-camera presence. “Slowly, start adding yourself more in the videos,” he advises. He also highlights the value of captions as an alternative to voice-overs for conveying messages.

Planning is crucial in Gabe’s content strategy. “Eventually when you get more experience, you can write a script, at least an outline of what your video is going to be,” he explains. 

Gabe encourages authenticity and persistence. “Just put yourself out there because no matter what you do, there are people that can connect with you,” he says, emphasizing the diverse nature of online audiences.

Looking to the future, Gabe has set ambitious goals for expanding his business and media presence. “I would like to open another store,” he reveals, indicating plans for physical business growth. He’s also eyeing broader media opportunities: “I would like to have a TV show that might be happening hopefully soon.”

Product diversification is another key aspect of Gabe’s future plans. He mentions working on “a collection of dog collars” set for release later this year, as well as a collaboration with a boho-style brand. These ventures suggest a strategic move to leverage his brand beyond grooming services.

Gabe remains committed to his social media presence, expressing hope that he can “keep going my social and connecting with people all over the world.” 

For aspiring content creators and entrepreneurs, Gabe’s journey and advice highlight the potential for niche skills to translate into broader business opportunities in the digital age. His story demonstrates how combining specialized expertise with effective content creation can lead to diverse business ventures and media opportunities.