This story was originally published on the creator Newsletter about the people who drive the creative economy. get it Send it to your inbox.
Eli Ralo She is a 23-year-old living in New York City who revisited her favorite childhood activity during the pandemic that led to the TikTok viral outbreak and the subsequent influx of “jar content.” Now two years later, Rallo (534.1k TikTok followers) with a book deal in development at HarperCollins, audio notationand brand deals, you know a thing or two about changing gears.
Rallo didn’t expect to make social media her full-time job. Eli’s giant glass jars filled with gluten-free animal crackers, sour candies, cheese puffs, and other treats made for unique blends and TikTok virality quickly gained traction.
The Observer: What made you first make TikTok?
Eli Rallo: Like a lot of other New York City creators. I was doodling on TikTok during the pandemic and it spread very randomly. So it was not intentional. I never thought this would happen. So Tiktok’s success story has been very pandemic.
How did you switch from one type of content to another?
I’m very fortunate that it was a bit smooth for me. Sent when I left home for New York City. And I told everyone on Tik Tok that I wouldn’t be posting that much jar content. So if you want to unfollow me, kind of unfollow me now sort of, and end up following more people. So this was really crazy. And I didn’t quite know that this would be a thing at all. I feel like they embraced the switch in content which was really cool.
What types of branding deals do you usually do?
It’s a mixed bag, some fashion, skincare, I’m into restaurants, and Broadway shows. I work at Spotify, Amazon Prime and Google. It really depends. Like, I’m really lucky to have put myself in a place where a lot of different brands feel inclined to work with me.
Did you expect TikTok and social media to be your full-time job? How did that happen?
I was kind of doing trial and error. I knew I had two major degrees in case I needed to get back into the corporate world and I also had a huge amount of family perks. That was an obvious safety net.
So I decided, you know, I’m going to give it a try, and then TikTok and Instagram were my full-time ways to make money for a while, and then my podcast became profitable. Now this earns quite a bit of money, and my primary livelihood is the advance from my book deal.
How was your book journey? How approached you to write this book?
I He was posting a lot of my writing on Substack and now my agents saw it and reached out to me. They said they noticed that I wanted to write a book and that they were very inspired by it, that they liked my writing style and would like to talk about something.
What is your book specifically about?
It’s called me I didn’t know I needed this. It is a complete relationship from start to finish. So the first part is about getting into relationships. The second part is about the relationships themselves. The third part is about our relationship with ourselves. It has a lot to do with the ways I’ve made mistakes and the ways I’ve messed up and what kind of what I’ve learned moving forward and how I hope to apply these things in the future and what I’m learning as I go forward, it’s a personal essay style, my stories, a few stories, a little bit of advice.
Since the pandemic there has been a trend of “real” and more realistic influencers, what do you think about that?
I never want to pretend that it’s me, you know, because I want to make sure I like being humble and also remember that my life is really ambitious and it might not be as connected as some people say it is to them. So I guess something about that for me is just being true to myself every single day.
I don’t want to try to be real or try to be honest or try to be close because I think that totally mitigates the point if you’re trying to be authentic that you’re not authentic.
I want to be a writer, and I hope people will really invest in my writing when the time comes.
This interview was originally published on the creatora Newsletter about people who support the creative economy. Get it in a file Inbox before connecting to the Internet.