The rise of social media has provided a generation of Latine creators with a platform to display their skills, accumulate followers, and transform that visibility into lasting ventures. However, many now face the greater challenge of moving beyond the original platform that brought them recognition.
Turning viral success into business ventures
Desi Perkins first recognized the impact of her influence when a partnership with an eyewear company generated $7 million in sales within just 12 minutes. This unexpected success led her to launch DEZI Skin, a product line she developed in every aspect—from product design to financial planning.
Perkins acknowledged that while influence can attract attention, it cannot replace a strong product, healthy profit margins, efficient operations, or customer loyalty. She focused on creating a brand that relied on repeat purchases rather than one-time spikes. “Influence can create attention, but it cannot replace a strong product, healthy margins, good operations, or customer loyalty,” she said. The brand now sells through its own website and select retailers, targeting buyers who may not recognize her connection to YouTube.
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Perkins also integrates her Mexican-American heritage into the brand’s identity. Product names, ingredient lists, and marketing materials incorporate Spanglish, a blend of Spanish and English, and cultural references tied to her background, rejecting the idea that creators must suppress their roots to appeal to wider audiences.
Authenticity in music, makeup, and brand-building
Chilean-born singer-songwriter Katteyes grew up in a working-class neighborhood and began posting videos as a teenager. After a decade of digital content, she signed her first music contract at age 18, later revealing she did not fully grasp the terms of the agreement.
Shifting from short-form videos to full songs required rebuilding her audience from the ground up. Katteyes paused brand partnerships for a year, accepting a significant drop in income to focus on recording and promoting her debut single across streaming services. She attributes social media’s fast pace to teaching her how to engage fans but emphasizes that authenticity drives long-term support. “I want everything I do to feel 100% mine, whether I’m involved in the choreography, the technical production, the visuals, or every detail of a show,” she said, noting that her Chilean heritage remains central to her public image.
Makeup influencer KathleenLights transformed her popular review channel into a personal cosmetics line called Lights Lacquer. She insisted on controlling every aspect of the product, from formulation to packaging and branding, aiming to attract customers who had never seen her videos. The brand reflects her Cuban-American background, with color palettes and naming conventions inspired by family traditions.
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Beyond product lines, some creators have expanded into live performances and acting. Maleni Cruz, a Dominican-American comedian, recently left a full-time dance career to focus on acting and stand-up comedy, explaining that she needed to prioritize one path over maintaining two demanding roles.
Breaking free from platform-defined identities
Laith Ashley discusses the difficulty of moving past the initial perception that defines a creator. “I have tried my best to expand beyond what people first discovered me for, but it’s hard to break free from the boxes you are put in based on how you’re perceived, especially if you’re POC,” they said.
Ashley also notes that visibility does not automatically translate to creative freedom. “The issue I had was that I wasn’t allowed to perform beyond it,” they explained, adding that audience expectations often restrict artistic choices.
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Ashley advises emerging creators to prioritize authenticity and enjoyment. “That’s how you create a fandom, a family that can follow you for years because they connect with who you really are,” they said.
Early Instagram virality and the challenges of sudden public exposure
Photo Credit: Stefanie Keenan/Getty Images. Looking back, creators note how social media has evolved over the past ten to fifteen years. When Instagram first launched, it functioned mainly as a personal photo-sharing app rather than a professional creator platform. Early users posted images of themselves, friends, and family without any expectation of commercial reach. One creator recalled that a single photo went viral overnight, thrusting them into the public eye without preparation for the attention that followed.
The internet as a sanctuary and creative space
Orion Carloto reflects on how the internet became a lifeline during formative years.
