Welcome to Creators on the Rise, the place—in partnership with international creator firm Jellysmack—we discover and profile breakout creators who’re within the midst of extraordinary development.
Stephanie Margarucci was lonely.
As a self-described delinquent teenager going by a tough patch, she didn’t have the sorts of IRL mates and connections she has now.
Instead, she had YouTube.
For her, discovering the platform was like discovering a sprawling, low-key home celebration the place every room held a special, attention-grabbing, inspiring particular person making cool movies about cool stuff. Those creators and their content material saved Margarucci firm when she wanted it most. And a few of them, like choreographer Matt Steffanina, did greater than that: his how-to-dance movies helped Margarucci sharpen the talents she wanted to go from the sidelines to being a central participant in a number of hip hop dance crews.
Becoming a aggressive dancer was the beginning of Margarucci’s climb out of what she says was a “darkish time.” Another essential a part of that climb was assembly Marcus Olin, a fellow creator who’s now her boyfriend.
During her time on dance crews, Margarucci snagged herself a status for “consuming” the competitors. So when she and Olin determined to attempt their fingers at making the type of content material that had been a lifeline for Margarucci, she took the nickname she’d been given, BeastEater, and made that her digital identification.
@beasteaterHer response on the finish 😩🥺 LINK IN BIO ##makingthecut ##grwm ##gymtok♬ Rica – Beasteater
The two of them launched TikTookay accounts in late 2019. Margarucci’s very first add (under) was a weak second for her–however, she acknowledges, a humorous one, too. At the time, she wasn’t comfy together with her quick coiffure, so usually wore wigs. While making an attempt to movie a dance video, a very…let’s consider enthusiastic transfer resulted in her wig taking sudden flight.
Margarucci wasn’t eager on your complete world seeing her in an under-wig cap, however when she confirmed the video to Olin, he inspired her to put up it. She lastly did, and to her shock, it racked up greater than one million views. The feedback folks left–about referring to the video, about discovering it hilarious–reminded her of how YouTube creators’ movies had been relatable to her, and the way they’d all the time been in a position to make her smile.
Since then, Margarucci (and Olin, who has his personal account however often options in Margarucci’s movies, and vice versa) has centered on making a mixture of dance and comedy content material. Over the previous two years, her account has grown to greater than 14 million followers, and within the final two months has seen extra visitors than ever.
@beasteaterYALL MY WIG FLEWWWW WHY AM I POSTING THIS ##comedy ##ad 😩💀♬ original sound – 🥀🖤 ฬเкค🥀🖤
In the primary week of August alone, Margarucci’s TikTookay content material collectively garnered greater than 31 million views, 4.5 million likes, and 14.2K shares.
Much like YouTube content material helped Margarucci construct the foundations of her dance profession, her personal TikTookay content material is now serving to her construct out to extra issues she’s all the time wished to do, like debuting her personal merchandise and turning into a singer/songwriter. And, most significantly, it’s letting her observe within the footsteps of the YouTube creators who impressed her to seek out her means out of the darkish.
Check out our chat together with her under.
Tubefilter: So, for many who don’t know you, inform us just a little about you! Where are you from? What did you rise up to earlier than rolling onto social media?
Stephanie Margarucci: My identify is Stephanie Margarucci, however I’m primarily referred to as BeastEater! Fun truth, lots of people don’t truly know my actual identify! I’m a proud and really fluent Argentinian. I can communicate Spanish, and it all the time appears to blow folks’s minds. Before social media, I used to be a passionate hip hop dancer and choreographer! I used to be in a number of dance crews, and it’s truly how the identify BeastEater was born. The identify was made for me at a dance competitors after I “ate the competitors.” I turned BeastEater that day within the dance group, and I needed to undertake the identify for my socials.
Tubefilter: You’re a choreographer by commerce. How did you fall in love with dance? How has your choreography + comedy + social media presence all tied collectively?
SM: I fell in love with dance after I began coming throughout all of the YouTube movies of World of Dance performances. As nicely, a choreographer referred to as Matt Steffanina would put up the craziest dance movies, then would add how-to video to be taught the choreography at residence! It all began then and there studying by myself till I believed I used to be prepared for dance crew auditions. Being a choreographer helps me so much after I movie TikToks ’trigger I can choreograph a TikTookay in my head after which “carry out” it in a means after I movie it. I do know what to do subsequent ’trigger I put all of it in my head, like a dance I simply created and realized!
Tubefilter: You obtained your begin on YouNow, however as your supervisor put it, just lately hit “mega-stardom” on TikTookay. Can you stroll us by your journey from YouNow to, nicely, now? When and why did you be a part of YouNow? How has TikTookay helped you develop in methods different platforms didn’t?
SM: I used to be a really delinquent particular person for a really very long time, so I wouldn’t have something to do, and what would treatment my boredom was going into the App Store and looking out on the high downloaded apps and downloading all of them. One was Instagram, and one was YouNow! I’d go examine them out and waste a while ’trigger I didn’t exit to the flicks with mates our go get meals after college across the nook. I’d watch YouTube movies at residence with my mother and sisters.
It was truthfully the door that opened in my eyes, making me understand I need to do precisely that–affect folks and make them chortle after they really feel like they’re utterly alone. When I didn’t have mates and have locations to exit to, I’d be watching YouTube movies being comforted, feeling every thing I wanted to really feel. It was a digital connection that lit up my world.
I went by a darkish time and thought It would by no means be lit up once more, till I in the future unintentionally met my wonderful now-boyfriend Marcus Olin and adjusted my life perpetually. We each began TikTookay collectively, posting something we thought was humorous. We gave it a go only for the world to provide us a lot love that I honestly didn’t know was there. When I sat there watching YouTube movies, not having mates however nonetheless feeling beloved from these movies…I’ll do every thing and try to provide that to folks.
@beasteaterMy home smells so good 😩😭 ##luckycharms ##cerealcandle ##candle ##melting ##CinderellaMovie ##ArmaniMyWay ##HBCUpride♬ virgo – Jadu Jadu
Tubefilter: How has your content material advanced through the years and throughout a number of platforms?
SM: I’d say ever since I used to be just a little child, I’d all the time simply do and say issues that have been actually random, and I all the time made folks chortle! I really like seeing folks chortle, so my thoughts is all the time operating actually all the time, going and pondering of random totally different concepts. Filming so many movies has simply superior my head just a little bit, I’d say, to have the ability to provide you with the randomest issues generally. I have a tendency to put in writing my random concepts in my notepad on my cellphone.
I’ve seen much more folks laughing together with the movies and wanting extra, so I attempt put up on a number of social media apps, so simply in case some folks don’t have sure apps they’ll nonetheless chortle and get a smile on their face!
Tubefilter: What made your TikTookay account take off? Was there one specific video that obtained large viewership and sparked sudden development?
SM: I used to put on wigs after I first began TikTookay ’trigger I disliked my quick hair a lot and it was so broken from totally different extensions and a lot dyeing! So I used to be filming a TikTookay and it was to Katy Perry’s track “Firework,” and I used to be pulling plastic Walmart luggage out of my mouth. I began dancing when the beat dropped and whipped my head ahead and backward, and my wig went flying completely accidentally and I used to be staring on the digicam in my wig cap trying bald and shocked!
I used to be so embarrassed however saved laughing, so I confirmed my boyfriend and he laughed so exhausting. He stated I wanted to put up it, and I saved saying no for a bit, being so embarrassed, however then I got here to my senses not too lengthy after and posted it as a result of it’s genuinely actually humorous! TikTookay completely beloved it, and so did everybody else, so I saved being simply myself in all my movies! It’s my first uploaded TikTookay–in the event you scroll down, it’s nonetheless there!
Tubefilter: How has TikTookay helped you develop professionally?
SM: Of course TikTookay has helped a LOT! TikTookay is household, they usually present absolute all like to anybody who exhibits the app itself love! Literally anybody who posts a number of instances in a day constantly, whereas additionally truly utilizing the app, will get love proven again from TikTookay! TikTookay sees the trouble folks put in and pushes wonderful issues your means if it matches! My viewers helps and helps me in something I honestly present I care about. I’d say every thing I do is all because of my viewers. I was the viewer watching and needing to smile, so I owe all of it to my viewers.
Tubefilter: As you talked about, you’re courting Marcus Olin, and naturally the 2 of you present up fairly often in each other’s movies. How does the collaborative course of work to your content material? How a lot time do you spend on collaborative content material versus solo content material?
SM: Marcus Olin is my boyfriend, and let me inform you, he’s one of the best one there may presumably be! He’s an incredible assist system. We each have a schedule we abide by daily, and we now have sure instances for TikTookay content material! We each movie what we now have deliberate. If it’s with out him, I’ll movie what I have to movie then circle again to see if I’m wanted for a video or the opposite means round! We genuinely spend all our time collectively, solely separating if it’s a prank or one thing alongside the strains of that!
@beasteaterI didn’t count on him to react like that..😳 @marcusolin ##datenight ##ootd ##xgamesmode♬ original sound – BeastEater
Tubefilter: Due to your latest spike in views/followers, do you have got any new plans or targets to your content material profession? Do you suppose content material will probably be a full-time pursuit for you long-term?
SM: This is my dream. I’ve wished to make folks chortle and smile for therefore lengthy in some type of means that that is already a full-time, long-term pursuit. I’m the happiest I’ve ever been placing smiles on folks’s faces and assembly my viewers in public at random instances! It all occurs for a motive. People deserve all of the happiness and love on the earth and I’ll proceed to unfold that. I’ll by no means surrender.
Tubefilter: What’s your favourite a part of making content material as a complete?
SM: Being comfortable is truthfully my favourite a part of making content material. It makes me chortle so exhausting. I create these reminiscences in my head, and each time a video is being filmed, it provides my butterflies in my abdomen. It’s one thing I actually look ahead to doing–and seeing folks’s reactions is ever sweeter. It’s an incredible, optimistic, comfortable time. I adore it.
Tubefilter: What’s subsequent within the instant future for you and your channel? Where do you see your self in 5 years?
SM: Surpise surpise, nice query. We are literally dropping the good merch ever, I consider, this Friday! We made it actually customized and put our private contact within the merch, so be looking out. I’m very pleased with it and on a regular basis we took to excellent it for our viewers!
One factor I’m additionally very, very enthusiastic about is I’m truly going to start out filming my music video for my first single I simply launched on my birthday, “Rica”! No one actually is aware of something simply but, so there’s just a little tea I simply dropped: there will probably be a music video to “Rica”!
Where I’m, I see myself marrying and having youngsters with the wonderful man I’m with, so I’d positively like to see him get on his knees within the subsequent 5 years and perhaps we are able to advance to a household channel with our personal youngsters!
Jellysmack is the worldwide creator firm that detects and develops the world’s most proficient video creators. The firm’s proprietary video optimization know-how and information drive social viewers development, unlocking new income streams and amplifying monetization.
Currently residence to over 150 influential Creators together with PewDiePie, MrBeast, Brad Mondo, and Bailey Sarian, Jellysmack optimizes, operates, and distributes creator-made video content material to Facebook, Instagram, Snapchat, TikTookay, Twitter, and YouTube. Jellysmack-managed content material boasts 10 billion international month-to-month video views and a cross-platform attain of 125 million distinctive U.S. customers, making it the biggest U.S. digital-first firm in month-to-month social media viewers.
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