The rise of social media influencers has changed how people view trends and decisions online and in the real world. From a number of platforms, these influencers have built an audience around their passions and lifestyles that continue to grow with their content. However, with this power comes an understanding of not only creating trends, but also facilitating change.
Jasmine The is one of those content creators on the rise with over 700,000 subscribers on YouTube as she continues to grow her audience on other platforms through her fashion, beauty and lifestyle content. She began her YouTube journey at age 13 making stop-motion videos of American Girl dolls. As she got older, Le was drawn into the world of beauty and fashion by YouTubers michelle phan (@michellephan) and Ashley Rouss (@best dressed). In doing so, she started making videos where she shared her own raw and personal experiences online.
“I didn’t really do beauty until I was fifteen or sixteen and that’s when I found my niche,” Le said. “When I started watching @best.dressed I was inspired by how open she was to a lot of things. At first I felt like I had to stay in that bubble, but then I saw how much point she was integrating different types of content on her channel and I continued to do so not only because it was fun, but because I felt my subscribers felt less alone in their experiences.
By creating a safe atmosphere for its followers, Le strives to bring Asian representation within its platform and the media itself. In the past, Le recalls the hardships she faced growing up in Huntington Beach, a predominantly white, conservative area. Having to endure racist remarks and hurtful stereotypes as a young girl hurt her for being Vietnamese, so she did everything to give up that part of herself in order to belong.
“I remember I wanted nothing more than to be white because to everyone I was just the Asian girl,” Le said. “I know what it’s like to be ‘the other’ and I want to use my platform to do good because there’s no point being an influencer if you’re not influencing people to do what it takes.”
Taking on this responsibility by bringing Asian representation online brought more viewers to her channel, especially women of color who saw themselves in her. Le’s channel became an outlet for expression that reflected her passion for beauty and fashion while inspiring young girls to feel beautiful in their own skin. Online, her followers have built a community that has also found solace in “girl talk” and sharing their experiences together.
His efforts were quickly recognized by major brands, including Savage X Fenty, a brand widely known for celebrating fearlessness, confidence and inclusiveness. Le became their next ambassador to showcase Asian women in their lingerie designs in hopes of freeing women like Le from feeling insecure about their own bodies.
“For me, being a Savage X Fenty ambassador was the brand that told you you were successful,” she said. “When I got the text from my manager, I dropped my phone and started freaking out! I was so shocked!”
In addition to being an ambassador for Savage X Fenty, Le attended the annual Head in the Clouds festival after being invited by the organizers, 88 up. This music production company is renowned for showcasing Asian R&B and rap artists, including Rich Brian, Joji, and NIKI. In November, Le not only met other Asian content creators at the event, but even found herself meeting NIKI backstage, who had actually reached out to her personally after uploading her “Boob Job” vlog. ” on Youtube.
“88rising was one of the first brands to reach out to me and I really love their mission to represent Asians in the industry and give them the recognition they deserve,” Le said. “It was a real looping moment for me because I’ve always tried to be that representation at events where I’d stick out like a sore thumb, but it was really nice to be seen by a really cool brand. like that.”
With the spotlight on Le, it’s easy to forget that she’s actually a student at San Diego State, finishing her four years as a business marketing major this spring. Although her heart has always been in content creation, Le was initially drawn to marketing for her creative side in graphic design and her own background in representing major brands.
Balancing a life online and at school has had its challenges. Le thought back to her early years at SDSU where college came first and YouTube came second — she would record and edit a video in three to four hours and post it once a month. But last year YouTube became a career for Le and she finds herself more dedicated to her content than ever, with her latest green screen video taking six hours to shoot and 40 hours to edit. Asked about her future plans, Le hopes that social media will be at the center of these and that she will continue to grow through her platform.
Nonetheless, Le shares the same sentiments as most of the senior class about graduating from college. The thought of earning a degree can be unsettling, especially with your whole life ahead of you.
“It’s kind of terrifying but also exciting because it’s all part of growing up,” she said. “I can’t stay at the same stage of my life forever, but I think overall I’ll look back on my college days and be happy about it – I think it’s really about the people you care about. circle.”
Looking back, Jasmine knows she will hold on to the memories she made at SDSU, because it gave her a chance to rediscover herself and realize her true calling. As a message to his viewers, Le said, “Being authentic and being yourself is so true because people will always have their opinions, so might as well do what makes you happy! luck chasing what he loves because there is so much life to live not to enjoy.You don’t want to be on your deathbed regretting giving up that dream you don’t least tried, so go live your best life.