We were lucky to catch up with Tonia Ranco recently and have shared our conversation below.
Hi Tonia, thank you so much for agreeing to open up about a sensitive and personal topic like being fired or laid-off. Unfortunately, there has been a rise in layoffs recently and so your insight and experience with overcoming being let go is relevant to so many in the community.
This all happened in February 2024, when I found myself laid off after more than 20 years at a tech company. I had always juggled my full-time job with my part-time passion for content creation, but the layoff pushed my husband and me to seriously consider making content creation my full-time gig. It was something we had thought about for a while, but I didn’t expect it to come up so suddenly.
After some thoughtful discussions, we decided to take the plunge. I made a conscious choice to use my fear as motivation instead of letting it hold me back. So far, I have no regrets, and I’m really looking forward to this new journey as I continue to grow and thrive.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
I was 47 when my husband suggested I start making YouTube videos. Honestly, I thought he was a bit crazy. He mentioned, “I bet there are many women your age who don’t know where to begin with makeup.” The thought of becoming a beauty influencer scared me, especially since I grew up hearing about the things that were “wrong” with me—like my lips and eyes being too big. The idea of putting myself out there and facing criticism made me hesitant for a long time.
As I looked for influencers who were Black and over 40, I found almost nothing. There were plenty of white influencers in that age group, but very few women of color. This lack of representation ultimately inspired me to start my journey.
I truly love it when someone messages me to say I’ve encouraged them to wear makeup again or that a product I suggested has worked for them. That connection is one of the main reasons I wanted to pursue this path. About a year ago, I started creating story-time videos on TikTok to share my life experiences. To my surprise, they really took off! It’s exciting to see that people actually look forward to my stories.
Looking ahead, my husband and I are launching a podcast together. Working with him is always a joy, and it’s not just my safe space but also my happy place. I’m eager to continue creating content and growing my amazing community.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Reflecting on my journey, three key qualities really stood out:
Video Production Skills: Getting the hang of shooting and editing videos was a game-changer for me. I spent time learning about lighting and sound, which made a big difference in the quality of my content.
Understanding My Audience: It was crucial to know who I was creating for—what they liked, their age, and their interests. I also made it a point to engage with them through comments and feedback, which deepened my connection with my audience.
Content Strategy: Having a solid content strategy helped me set clear goals, like building brand awareness and growing my audience. Developing a content calendar allowed me to keep my posts organized and consistent.
For those just starting out, here’s my advice on honing these skills:
Video Production: Dive into online tutorials about filming and editing. Practice as much as you can, and don’t hesitate to experiment with different lighting and audio setups to find what works best for you.
Understanding Your Audience: Take the time to really research who’s engaging with your content. Use analytics tools to gather insights, and connect with your audience directly through comments or polls to get a better sense of their preferences.
Content Strategy: Start by defining what you want to achieve with your content. Create a simple content calendar to plan your posts and ensure consistency. Regularly check in on your performance to tweak your strategy as needed.
By focusing on these areas and keeping a mindset of continuous learning, you can build a strong foundation for your content creation journey.
What’s been one of your main areas of growth this year?
In the past 12 months, my biggest area of growth has been my consistency in posting. Initially, I was filled with excitement and motivation, but I quickly learned that when views, likes, and comments were low, it could be discouraging. The key takeaway for me has been that you can’t focus solely on metrics. While they matter, if that’s your only goal, it’s easy to lose motivation. I always advise others to post what they genuinely enjoy; your true audience will find you.
My platforms really took off during the pandemic. I began sharing dance videos on TikTok, and to my surprise, people started commenting on my skin, makeup, and hair. This feedback made me realize they actually wanted to see more of that content! As a result, I began migrating my YouTube content to TikTok. Eventually, my husband and I started collaborating on videos, and that partnership has proven even more popular.
I love that social media has no age limit, and I believe that the unique quirks that make you who you are can be your greatest assets in achieving success.
Contact Info:
- Website: https://bio.site/Rancobeauty
- Instagram: https://www.instagram.com/rancobeauty
- Facebook: https://www.facebook.com/Rancobeauty
- Youtube: https://youtube.com/@rancobeauty
- Other: https://www.tiktok.com/@rancobeauty
Image Credits
Bridget Daehler Photography
so if you or someone you know deserves recognition please let us know here.
