After seven years in digital content creation, Amina Maz has transformed from a law student into a prominent UK social media voice. Her strategic path—marked by viral social experiments, mainstream media attention, and a recent shift to lifestyle content—demonstrates how calculated risks can lead to sustained success.

“I was very real with my parents,” Amina recalls about her decision to leave law school. “I told them if I got my law degree, I would put it on the wall and do nothing.” This candid conversation initiated her path into content creation.

Her social media career began when a classmate’s prank channel needed a female participant. “I felt like I never really fit into the mold of society,” she explains. “It was like a group of misfits that came together… The rebel in me thought it was cool and I could do something with it.”

The broad appeal of her content became apparent early on: “When we went to meet and greets, you would see the different type of people that watch the content; everyone from like a lawyer to a doctor to just like your average 15-year-old, which was so interesting to me.”

Creating Social Impact Through Strategic Content

Simple pranks developed into meaningful social commentary under Amina’s direction. Her legal background and interest in psychology influenced their approach to content creation, resulting in viral social experiments addressing urgent societal issues.

“Coming from that perspective of really loving psychology and the legality aspect in life, I  steered our group to doing more social experiments,” Amina explains. 

Her first significant experiment examined domestic violence awareness: “I pretended to be a pregnant woman… seeing how people would react to someone being an abuser. When we portrayed this scenario, the staff told us to leave and said, ‘You can do this at home.’” She adds that these experiments revealed challenging social realities. “People didn’t intervene until I got punched in the stomach,” she notes about the domestic violence experiment. “It just shows you that people don’t want to put themselves in risk’s way.” 

Her work gained significant attention, leading to features on Sky News and coverage in major publications like the Daily Mail and The Mirror.

Facing the Industry’s Dark Side

The shift from viral content creator to respected lifestyle influencer presented unique challenges, particularly as a woman in a male-dominated field. 

“Generally, in social media, you get judged for everything you do, including what you do or do not say, wear, etc.,” Amina shares. “Transitioning from where I had come from in terms of pranks and then the luxury market and having people aware of my law background trying to take me seriously was challenging.”

She discusses the industry’s concerns, particularly during the rise of the #MeToo movement. “The media industry is one of the most toxic places generally for a woman,” she notes, adding, “Especially if you are young and impressionable; you can be very vulnerable to many things like fame, money, or anything enticing. It’s hard for people to understand that their actions might have consequences.”

Throughout her career, Amina has maintained strong ethical principles despite industry pressures. “I’ve always understood that the industry comes with so many different things,” she reflects. “There’ve been propositions throughout the years, but I declined and always chose my integrity over everything else.” She stresses the importance of maintaining personal values, particularly for new creators: “When they’re young, sometimes they fall into the trap because they are so impressionable.”

The challenges extended beyond personal interactions to the business aspects of content creation. In Amina’s case, a crucial moment arrived when some of her collaborators faced legal consequences for an art gallery heist prank gone too far. 

“Some of them went to prison for the [heist] prank,” she reveals. “It was funny because the judge was laughing himself while watching the [prank] video.” However, Amina points out that people chasing views tend to take things too far. “The police told us we were doing things so influential that people started copying us, but not in a good way.” 

Amina notes that this experience prompted her to reassess her content direction, ultimately leading to her transition into lifestyle-focused content.

Strategic Rebranding and Business Growth

In a calculated move, Amina recently removed over 100 million views of content from her earlier career. “I know it’s still around in news articles, but I didn’t generally want people to profit from my image when I’m no longer involved,” she explains. “That’s more a business decision than anything.”

This decision followed careful consideration. “I went on a two-year social media hiatus after the YouTube incident,” Amina shares. “At that time, my mental health came first, and I was trying to put myself back together to pave my way forward.”

After the ordeal of the YouTube controversy, Amina focused on turning a negative experience into a positive opportunity. She tapped into her love for filmmaking, which has always been a constant source of inspiration.  

“I co-created and produced a prison reality show called ‘Love Locked Down,’ which coincided oddly just before the COVID lockdown. The show brought couples into a prison environment to face the ultimate test of love through a series of challenges. My content creation journey has deepened my passion, and I hope to further immerse myself in filmmaking and podcast production. I hope to produce more content on my YouTube channel next year.”

Currently, Amina creates lifestyle, beauty, and wellness content, partnering with brands aligned with her values. “I saw a gap in the market for my niche,” she explains. Her work with Oh My Cream exemplifies her current approach: “I used to love going for a facial and getting a massage. Now, I can combine the two, make it work, and play.”

Strategic Plans for Platform Expansion

With her 30s approaching, Amina is developing strategic expansions across new platforms. “That will be my goal for 2025,” she reveals. “I’m putting the pieces together to be multi-platformed and create TikTok content more geared towards the beauty and wellness industry.”

Recent brand partnerships highlight this new direction. “I’ve recently partnered with Rabanne Beauty to go more into the beauty space and makeup,” she shares. Travel content is also planned.

For up-and-coming creators, particularly women facing cultural or gender-based barriers, Amina offers direct advice: “Just do it and don’t listen to anybody. It’s all about trial and error and knowing what works and what does not. Today is the day that you need to do it… You need to overcome many hurdles in the industry.”

She emphasizes the importance of business acumen from day one, reflecting on her experience: “I know this is what I would do differently. When I was starting, I wouldn’t say that I was as business-minded… that’s the type of attitude that I would present now.”

The variety in her work continues to inspire Amina. “You just don’t ever have a mundane day,” she shares. “It’s just such a variation of cool things you’re doing. I keep it that way. I’m so grateful for every single experience. Every day, I wake up and say, ‘Okay, what’s next?’”

“My life is colorful,” Amina concludes. “I’ve not ever had a straightforward path… I’m a risk taker. I wouldn’t say I’ve ever had a conventional life story.”