Meet Manuela Castro

We recently connected with Manuela Castro and have shared our conversation below.

Hi Manuela, thanks for sharing your insights with our community today. Part of your success, no doubt, is due to your work ethic and so we’d love if you could open up about where you got your work ethic from?

I believe my work ethic comes from a mix of my upbringing and my own personal drive. Growing up, I saw firsthand the value of dedication and resilience—whether it was through my family’s sacrifices or moments where I had to push myself to achieve something I cared deeply about. I was born in Medellín, Colombia, where my parents were raised. When I was just three years old, the three of us moved to the U.S. At the time, I was too young to understand the magnitude of their sacrifice, but as I’ve grown older, it’s something I deeply admire. Now that I’m 25 and living in a new city, I can’t imagine what they went through to give me a better future. I was raised in Greenville, South Carolina, but I moved to Los Angeles in 2019 because I felt like I was living in a bubble. I knew I had the potential to do something bigger, even if I didn’t know exactly what that was at the time. Moving 2,000 miles away from my family and everything I’d ever known required a strong work ethic and a belief in myself. Fast forward to now, and I’ve worked with over 200 brands that people know and love. Don’t get me wrong—creator burnout is real. There are days I don’t feel like getting up, putting on makeup, and filming. But then I remind myself how much I’ve always wanted to be where I am today. I think about all the creators who are struggling to get opportunities while I’ve been fortunate enough to work consistently without needing to pitch myself in months. My mom always used to tell me that there are people in the world who struggle just to have food on their plate, so why would I complain about having too much work? Her words have stuck with me. Someone out there is in the hospital, on bed rest, or dealing with challenges that prevent them from doing what they love. My dad worked two or three jobs just to make sure my mom and I were taken care of. He never complained—he just got up and did the work. My mom, on the other hand, sacrificed her law degree to start a new life in the U.S. for our family. Those sacrifices are a constant reminder to me that there’s no room for excuses. I have the privilege of pursuing my passion, and that’s something to be grateful for every day. That said, it’s not always rainbows and butterflies. Staying disciplined and motivated takes effort, especially when things get hard. But I’ve learned that showing up every day is what separates good from great. When I was 17, I had to grow up fast and raise myself due to difficult circumstances. I worked two jobs at that age just to get by, so now, when I feel like slacking off, I remind myself of what I overcame back then. If I could handle that at 17, what’s my excuse now?

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

I’ve been a full-time content creator for almost three years now, and it’s been an incredible journey. In that time, I’ve had the privilege of working with over 200 amazing brands that many people know and love. What makes this career so exciting for me is the creative freedom I have to bring ideas to life. Every project is an opportunity to tell a story, connect with an audience, and showcase a product or service in a way that feels authentic and engaging. What I find most special about what I do is the ability to inspire and connect with people on such a personal level. Whether it’s sharing a day in my life, highlighting a product I truly believe in, or simply being open and relatable, I love knowing that my content can make someone’s day better or help them discover something new. Something I always emphasize is the importance of staying genuine. My audience trusts me because I’m selective about the brands I work with and make sure everything I promote aligns with my values. This career is a mix of passion, strategy, and hard work, and I wouldn’t trade it for anything. For anyone wondering about what it takes to succeed in this space, I’d say it’s all about being consistent, finding your unique voice, and being open to learning and growing along the way. It’s not always easy—creator burnout is real—but the reward of doing what you love and building connections makes it all worth it. At the end of the day, my goal is to create content that feels real, valuable, and fun, both for the brands I collaborate with and the audience I share it with.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Confidence:
You have to let go of worrying about what others think. Whether it’s posting a video, a reel, or a TikTok, you need to embrace being a little “delusional” in the best way—just put yourself out there without overthinking it. If you’re constantly second-guessing yourself and sitting on multiple video drafts, you’ll end up holding yourself back and I see this A LOT.

Resilience:
There were definitely times when things didn’t go as planned—brand deals fell through, content flopped, or I doubted myself. Resilience is what kept me moving forward. It’s about knowing that setbacks are temporary and being willing to try again, even when it’s tough. For anyone starting out, I’d recommend focusing on your “why.” Why are you doing this? Let that be your anchor when things feel uncertain.

Adaptability:
This industry is constantly changing—whether it’s trends, platforms, or algorithms. Learning to adapt quickly has been crucial for staying relevant and growing my brand. My advice here is to stay curious and open to learning. Don’t be afraid to experiment with new formats or ideas. Pay attention to what’s working and adjust your strategy as needed.

What do you do when you feel overwhelmed? Any advice or strategies?

When I feel overwhelmed, I like to take a step back and go for a walk. It helps clear my mind and gives me a moment to reset. I also think about 11-year-old me and how I’m living the dream she always hoped for. Reminding myself that the stress I’m feeling now is something someone else might wish for puts everything into perspective and helps me feel grateful, even in challenging moments.

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