Luca Schaefer-Charlton never expected his seventh-grade lip-syncing videos to lead anywhere. Now, at 20, he’s juggling brand deals with Nintendo, cultivating millions of followers across platforms, and eyeing a leap into reality TV. 

Known online as “MostlyLuca,” this Vancouver native embodies the new breed of digital entrepreneur, turning smartphone screens into stages and transforming trends into a full-fledged career. 

Luca shares his content creation journey, the challenges of growing up under the digital spotlight, and the delicate balance between staying true to himself and propelling strategic growth.

The Viral Spark

Luca’s journey began in seventh grade when he posted videos for fun. “I always wanted to be a content creator, but I didn’t ever think it would happen,” he says. 

His trajectory changed when one of his videos unexpectedly gained traction. “I looked at my phone, and one of my videos had gone viral a bit, and I was so excited.”

The young creator’s early content consisted mainly of lip-syncing and dance videos. 

“Back then, I was just posting lip-syncing of songs. I was doing dumb little dances,” Luca recalls. However, his content now focuses on relatable, personal experiences.

Luca’s realization that content creation could be a viable career came with his first brand deal. “They wanted to pay me some money to use a sound in one of my videos. And I was like, ‘Oh, you want to pay me for something I’ve been doing for free?'”

Balancing his budding career with school and extracurricular activities posed initial challenges. “I was managing school, my soccer practice, swimming lessons, and I’m just kind of posting whenever I have free time,” he explains. 

His age also presented obstacles, particularly when attending industry events. “[My parents] were always super supportive. They took time off, and it was usually my mom [who] would come down with me.”

Now focusing on content creation full-time, Luca aims to produce more relatable content. “I’m trying to post more about me, more stuff I’m feeling and going through,” he says, reflecting on his growth in the industry.

Adjusting Content for Each Platform

Luca’s approach to content creation varies across social media platforms, reflecting the diverse demographics of his audience. 

He focuses on relatable content on Instagram and TikTok, where he maintains a primarily female following. Snapchat, however, serves as a behind-the-scenes look into his daily life, attracting a predominantly male audience.

This strategy allows him to connect with followers more personally, showing them aspects of his life beyond the polished content on other platforms.

Despite the demographic differences, Luca maintains a consistent content strategy, noting that the varying audience composition across platforms results more from algorithmic distribution than intentional targeting.

Building and Sustaining an Audience

Luca attributes his success to consistently creating relatable content. 

“Being consistent, letting them know you’re there, not to forget about you posting as much as you can,” he says, describing his approach to keeping his audience locked in.

Community engagement plays a crucial role in Luca’s content creation process. He actively interacts with followers through live streams on TikTok and Twitch, as well as Snapchat’s question-and-answer feature. 

“Being able to livestream means I get to talk to them in real-time,” he explains. “They can comment in the chat while I’m playing video games, and I get to converse with them.”

To stay creative, Luca adapts current trends to his style. “I try to find a current trend that’s doing well or that a lot of people are liking, and then I kind of try to find a way to put my little spin on it,” he says.

Aligning Passion with Partnerships

Luca aims to align with brands that genuinely resonate with his interests and values. “I don’t ever want to collaborate with a brand that I don’t truly know, don’t like, or wouldn’t use,” the influencer tells us. 

Given his lifelong affinity for the brand, he cites his collaboration with Nintendo as a particularly successful partnership. 

“I grew up playing Nintendo. I love Pokemon. I have Pokemon tattooed on me,” he says, highlighting the natural fit between his brand and the gaming giant.

When it comes to collaborating with fellow creators, Luca prioritizes organic connections. “It’s just got to flow,” he notes, describing how many collaborations arise spontaneously from existing relationships. 

Luca expresses interest in future collaborations with Nintendo, citing his previous experience as a career highlight. 

He also harbors aspirations beyond the traditional creator sphere, mentioning a dream collaboration with actor Adam Sandler. 

“I love all the movies he’s in. I just feel like I could come up with a funny video that we could do together,” he says, hinting at potential crossovers between social media and mainstream entertainment.

Personal Growth and Resilience

Luca’s journey as a content creator has been transformative, particularly regarding personal growth and resilience. The young influencer reflects on the challenges of public scrutiny and its impact on his character development.

“It’s made me much of a stronger person,” Luca says, discussing the effects of constant online exposure. “Being on social media, anybody can say whatever they want about you.” 

He admits to initial sensitivity towards negative comments, which influenced his content choices. However, this experience has ultimately strengthened his resolve. 

“Now I feel like my skin’s much thicker,” Luca points out. “I’m a much stronger person. It takes a lot to really, like, upset me and offend me.”

He advises creators to stay true to themselves. “I wouldn’t want to post about something I don’t like forever. I want to post stuff that makes me want to post more.”

The Rewards of Content Creation

Luca expresses interest in expanding his digital footprint. “One thing I’d like to pursue is doing YouTube full time,” he reveals, hinting at the platform’s distinct challenges compared to short-form content on Instagram or TikTok.

The Canadian-born also has ambitions outside of social media. 

“Another thing that I want to do is I want to be in some kind of reality TV show,” he shares, citing his competitive nature and lifelong interest in the genre. “I’d be open to a dating show. I’d be open to a game show, a survival show, completing challenges, or something.”

Despite these aspirations, Luca remains grounded in his appreciation for his current position. He cites fan interactions as the most rewarding aspect of his career. 

“The most rewarding part is meeting my supporters,” he says. Recounting a memorable encounter in Paris where fans waited hours in the rain to meet him, Luca says he was genuinely amazed at his impact. “It was such a surreal feeling. It was crazy.”