Beauty Creator Ester Tania talks about brand partnerships

We turn to some popular YouTubers to try their best Tips and Tricks to be successful and as a pioneer on the Internet to better understand the ups and downs of life.

This week we spoke to Ester Tania (@estertaniaj), a beauty artist with a total of 2.5 million followers on TikTok and Instagram.

Tania is widely known for her “Storytime” videos, in which she puts on makeup and tells dramatic and controversial stories about breakups, cheating and other relationship dramas. In her videos, Tania says the stories she reads were submitted anonymously by fans. In addition, Tania posts videos on product reviews, unboxing, lifestyle, travel, health, fitness and self-care.

Tania has worked with a remarkable number of high profile brands including Disney, Hulu, the National Football League, ColourPop Cosmetics, Glossier, Anastasia Beverly Hills and Pretty Little Thing. Besides her career as a creator, Tania is also a professional actress, with credits in popular series and films such as master of nothing, Luke cage, city ​​on a hilland The Comedian.

In an interview with Passionfruit, Tania shared what she learned about brand partnerships, her best videos, her favorite shooting and video editing tools, and more.

What social media trends are you currently paying attention to?

I love keeping up with trending videos, but I’ll focus on my own original content for now. I will always participate in makeup trends as long as my audience doesn’t have to pay for new products!

What kind of video formats and styles do you find best for you on TikTok?

The story times when applying make-up have always worked well. Everyone loves the crazy voiceovers with makeup. I also have a smoothie, skincare, and What I Eat in a Day series that help me personally connect with my audience.

Do you have any advice for adapting content to TikTok as opposed to Instagram? What are the pros and cons of each platform?

That’s the part I haven’t figured out yet! Instagram users are very different from TikTok users. I find TikTok users are more open and my community is bigger. Instagram can be a bit scarier because they don’t understand the concept of a storytime. It definitely takes some getting used to. I think repurposing your TikTok content on Instagram is fine, but staying consistent is key.

What are your favorite beauty content creation tools?

I used to film all my content on the TikTok app which makes editing very easy, but if you lose your phone or the app won’t save – that’s the worst case scenario.

I started filming with my new Sony ZV camera and editing with Final Cut [Pro,] which I had been doing for YouTube for about 10 years. I think the higher quality videos are refreshing for my audience and I have more control over how I edit with Final Cut.

I also use Amazon’s Yongnuo lights which are very affordable! It’s about learning how to use the lights you need to make it more interesting to look at. From there it’s all about getting creative with makeup or the content I’m shooting that day.

What do you wish you knew about content creation tools when you first started as a creator?

Well I started creating content on my YouTube channel in 2013 and back then I felt like I needed a good DSLR camera, lens and editing software so I spent a lot of money to get it , only to fail on YouTube.

For TikTok, I chose to do the opposite. I created content on my phone and used what I had instead of investing in new lighting and setup. I didn’t need those things. You can create amazing content with just your phone and a window.

What are some of the ways you make money?

The best thing I ever did was sign with my management at Dulcedo. They help me close brand deals and that has gotten me a long way. I’ve built relationships with brands I never thought I could ever meet. I now earn enough money to pay my rent and I couldn’t before.

What monetization advice do you have for aspiring creators?

Find a good niche you love and apply it to trendy sounds and everything that’s trending online. Trends helped me when I started.

I would also say charge more than you think you should. At the end of the day, the brand will negotiate, so don’t worry. Design an amazing short email pitch and send brands emails every day. You can also take this pitch and send it through [direct message] also. Think of yourself as your manager.

What are some red flags in brand partnerships that make you sure you don’t want to work with a brand?

I love having creative control because I know what works for my audience. It is important that the brand is open to your suggestions as you are the creator.

Also, the pay is so important! Send your bills as soon as they’re posted and track them if they’re unpaid. Don’t be afraid to ask for what is yours.

A big red flag for me is bad bedside manners. If the brand is even a little rude to you, it’s best not to work with them again. It means they don’t respect or value you, and it can lead to worse. I once had a mark break midway after I’d already filmed all of the content. This left me with hours of unpaid work and I could tell it would work out because they spoke to me via email. Always trust your instincts!

How do you get in touch with fans?

I go live as often as possible and answer as many questions as possible. This is really something so important.

What are your current goals?

Continuing! I have a lot of projects ahead of me and I’d like to announce things soon, but since I’m doing everything by myself it’s taking a little longer.

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Jaclyn Diaz

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