Loren Gray, a successful content creator, social media personality, and entrepreneur, highlighted the importance of prioritising genuine connections with the viewers while remaining steadfast to personal values.
“I didn't start social media from a place of looking to build a business. I was a lonely pre-teen in my room, and that audience followed me through my childhood and teenage years,” she told attendees of the Web Summit Qatar yesterday (February 28).
From a bullied teenager to a global influencer with more than 50mn followers on TikTok, Gray was sharing her insights on the natural expansion of her social media following at the session.
She pointed out that this foundation was built through shared experiences and personal growth, fostering natural engagement and loyalty over time. Her entry into social media, she added, was not planned but stemmed from a desire for connection as a lonely pre-teen.
About staying relevant and ahead of the curve in both social media and music, Gray said her brand is an extension of her authentic self, making it easier to gauge what content resonates with her audience without compromising her comfort or values.
“I’m not going to do something that makes me uncomfortable just because I think it’s going to get numbers,” Gray said, underlining her commitment to authenticity as a key factor in her longevity as a content creator and musician. She recently released her debut album, marking another milestone in her multifaceted career.
Regarding her presence on a number of social media platforms, she revealed a selective approach, focusing primarily on TikTok, Snapchat and Instagram. She explained that creating original content for every platform was impractical and opted for syndication, tailouring content to platforms that align with her audience and interests.
“I focus on the ones that excite me, that my audience loves, that my demographic loves and I syndicate content from there. Facebook I don’t have the app on my phone, that is why,” she said.
Gray also shared her experience with YouTube, recognising the challenges of balancing long-form content with the demand for consistent short-form content. She noted the platform’s shift towards shorter content formats and emphasised the significance of doing what excites her than conforming to trends or platforms that don’t align with her strengths.
For aspiring content creators grappling with self-esteem and public scrutiny, she offered advice based on her journey, suggesting finding a balance between online presence and personal well-being. She urged them to establish boundaries and prioritise self-care amid the pressures of social media.
“In the beginning, especially being so young, it was really difficult for me. But with time, I’ve learned to separate my self-esteem from public opinion,” said Gray, who began her career at the age of 13.
