Swedish content creator and member of HypeFactory’s Talent Management team Mathilda Högberg has built a decade-long career that spans multiple platforms, such as Instagram, YouTube, and TikTok. Her journey, which began with her gender transition, offers valuable insights into the intersection of personal authenticity, brand partnerships, and LGBTQ+ advocacy in the digital age.

Mathilda’s story showcases the power of inclusive content creation and the impact of representation in the creator economy. From fostering meaningful connections with her audience to handling brand collaborations with a focus on uniqueness, she breaks down the challenges and opportunities facing LGBTQ+ creators in today’s digital marketplace.

Finding Freedom and Self-Expression in the Digital Realm

Mathilda began her online journey before the term “influencer” was coined. Initially unaware of social media’s global reach, she viewed it as a way to connect with friends and family. Her entry into content creation coincided with a significant personal transition. “I had just transitioned, so I joined social media with my new name and identity,” Mathilda explains. “It was just [a way] for me to express myself. I have always loved taking pictures; it was a way for me, like other women, to come out of my shell.”

For Mathilda, social media initially served as an escape from her small-town background. “In the beginning, I did not tell anyone that I was trans. Social media was an escape, like being Mathilda and nothing else.”

The shift from hobby to profession came as a surprise to the young digital creator. “It was kind of a shock the first time a brand reached out to me,” she recalls. However, she notes that it took “many years” before she could pursue content creation as a full-time career.

As her following grew, Mathilda faced the challenge of deciding when to disclose her trans identity to her audience. “I walked around for years before I was fully comfortable telling everyone,” she says. “I remember the day I just posted a video of me telling everyone I was trans. And then I just turned off my phone and went to a spa because I didn’t want to deal with it.”

The Pressure of Perfection: Mathilda Notes Social Media’s Evolution and Impact on Creators

Today, Mathilda’s content strategy varies across platforms. “I post mostly about my trans journey. But my Instagram is really where I just post my highlights. It’s not all about being trans there,” she explains. “On Snapchat, I can just post about my day and nothing else. On TikTok, I post some little videos.”

Reflecting on the evolution of social media, Mathilda notes the increasing pressure to produce polished content. “When I started ten years ago, it was so chill. I just posted whatever I wanted,” she says. “But as the time went on and more and more people started posting, it felt like I needed to up my game.”

Despite initial feelings of competition, Mathilda now views her fellow content creators as allies. “Now I feel like we’re all family. And when I meet these girls at events, we’re friends. And it isn’t that competition anymore.”

Fostering Inclusivity and Making a Positive Impact

Mathilda prioritizes creating an inclusive and welcoming environment across her social media platforms. She emphasizes the importance of using inclusive language and maintaining an open attitude toward her followers, especially those new to LGBTQ+ topics.

“I’ve had this idea of never becoming angry with my followers,” Mathilda explains. “Sometimes people who’ve never talked to a trans person before and are very new to the LGBTQ world, I want them to feel welcome too.” She encourages questions from her audience, stating, “I’ve always told my followers that there are no stupid questions. We all learn this is everyone’s first time on earth.”

Mathilda’s approach has led to meaningful interactions with her audience. After coming out publicly in Sweden, she received numerous messages from parents seeking to understand gender identity. One message stands out: “I remember a mom saying, ‘Thank you so much. I have a trans daughter, and I have never known how to talk about it with her. But now, ever since I saw you, I have set up a meeting with a psychologist to help her.'”

These interactions have profoundly affected Mathilda. “It’s tough. When you’re a content creator, you’re mostly in your house; you don’t meet other people. So it’s a peculiar experience to know that you affect these people,” she reflects.

Balancing Advocacy and Personal Boundaries in LGBTQ+ Content Creation

Mathilda offers nuanced advice for LGBTQ+ content creators: Focus on authenticity while respecting personal boundaries. She encourages individuals to be true to themselves but cautions against feeling obligated to be public advocates.

“I just want to let everyone know they’re valid,” Mathilda states. “Even though it’s challenging, especially with social media.” The content creator addresses pressure to come out publicly: “If you don’t feel like that is something you want to do, you shouldn’t do it.”

Mathilda reflects on her journey of living “in stealth” before coming out publicly. She emphasizes, “You don’t owe anyone your journey, and you don’t owe them anything. Do what makes you happy and post what you want to post.”

Balancing openness with privacy has been challenging for the Swedish social media star. “I felt like I shared too much about my journey,” she admits. “I talked too much about private stuff that I wouldn’t talk about today.” She’s learned to set boundaries while maintaining her commitment to education: “I say that it’s always okay to ask, but sometimes you won’t get an answer.”

Representation Matters: The Power of LGBTQ+-Focused Brand Collaborations

Mathilda’s approach to brand collaborations builds on authenticity and representation. She highlights her long-standing partnership with KetchBeauty, a brand curated for trans people, as particularly successful. “I think many people who followed me responded very positively to that because they felt seen,” Mathilda explains.

When considering partnerships, Mathilda prioritizes personal alignment with the product. “If I would purchase it myself, that is the first thing,” she states. “My morals are very strong when it comes to brand collaborations. I don’t do them too often.”

Mathilda believes maintaining audience trust is paramount. “For me, it’s worth more to have a good relationship with my audience rather than having a lot of brand collaborations,” she emphasizes.

Regarding the success of LGBTQ+ content in brand partnerships, Mathilda notes, “I think there’s a correlation between LGBTQ+ content performing better. Just because I feel like a lot of LGBTQ+ people don’t feel seen in media.” She adds, “Now, with the age of the internet and being online, they can fully see themselves in other people and have a community that’s never really been seen before.”

Social Media’s Role in LGBTQ+ Visibility and Support

When it comes to her approach to LGBTQ+ advocacy on social media, Mathilda describes it as developing organically. “From the moment I started posting about it, I’ve just wanted to share my journey,” she explains. “Being a role model or being an advocate for trans people kind of came second hand.”

Mathilda stresses the key role of online communities for LGBTQ+ individuals, particularly young people in unsupportive environments. “Having a means to go online and find those communities can benefit them,” she says. Drawing from her experience, Mathilda adds, “I wish that social media were bigger when I transitioned.”

While acknowledging improvements in platform policies regarding LGBTQ+ content, Mathilda sees room for enhancement. She notes that previous censorship issues have primarily been addressed: “That doesn’t happen anymore. So I think they try to do what they can to make it more inclusive to everyone.”

However, the seasoned creator expresses concern about current algorithms limiting the reach of LGBTQ+ content. “I want my content to reach people unfamiliar with being LGBTQ+ plus,” she states, advocating for broader visibility to promote understanding and awareness.

Envisioning a More Inclusive Future

Mathilda identifies online hate as her primary challenge as a content creator. “Sometimes I feel like my existence is just political,” she explains, noting the difficulty of facing unwarranted criticism for simply existing in digital spaces.

Despite presenting a strong front, Mathilda admits to being sensitive to negative comments. Her coping strategy involves reminding herself that online attackers “know your name, but you don’t know theirs” and that their words lack real-world impact.

As for the future, Mathilda’s goal is to normalize trans identity. “Hopefully, in the end, my goal is never to have to tell everyone that I’m trans, and it’s just a formality,” she says. “I don’t want it to be a big deal.”

Mathilda concludes with an empowering message: “Remember that you are valid. Your journey is your own and no one else’s.” She emphasizes the importance of self-acceptance and not rushing one’s journey, which is advice she wishes she had received when she was younger.