What and where did Paco de Miguel study?
He studied Communication at the Universidad Panamericana, he did not finish, but he always liked acting and his innate talent opened the doors for him to become an influential figure, without having planned it.
He found his niche in comedy and his unique and memorable characters were gaining recognition and identification with the people. Some of the most iconic are Lety Mondragón, Caro Acampa, Iván Sandarti, Meli Cervantes and Regina. Each one is a quirky and humorous depiction of everyday life situations.
The young man, who is 23 years old today, has positioned himself as one of the largest content creators on TikTok, although his largest income comes from Facebook and from collaborations with various brands such as OXXO, Corona, Metamucil, The Home Depot, Croque, McDonald’s, Febrez, Xbox and Starbucks.
“When I collaborate with a brand, I always try to make it organic, to put the brand in a situation where the character is present and that people can feel identified with,” he says.
Paco de Miguel assures that you can live as a content creator, as long as you are constant and understand that success is ephemeral; “You have to know how to reinvent yourself and get on top of trends,” he points out.
His advice to young people who want to work as content creators on social media is to give it a try and don’t get discouraged if it doesn’t go well at first. “This is how we all started.”
Today, he is convinced that being a content creator is not a traditional career, but rather a profession that led him to other paths in his professional life: an upcoming series on Amazon and the reality show Bake Off Celebrity México, which will be hosted by Angélica Vale. “If you are faithful to what you do, you are good and you like it, you can achieve it,” he says.
The creator economy boom
Paco de Miguel is not the only content creator to have experienced this kind of success on social media. Bruno Cicero, Head of Agencies at Google, ensures that YouTube has become a rich and diversified ecosystem where brands and content creators can develop their interests and reach diverse audiences.
Cicero points out that on YouTube, content creators have complete control over what they produce and how they present it. This flexibility allows creators to tailor their content based on the preferences of their ever-evolving audience.
“Every day it is much easier to be a creator, borders are broken, a television channel or a schedule is no longer needed. You can talk about what you are passionate about and you will surely find people who are passionate about the same things that you are you,” he points out.
In the case of Paco de Miguel, his approach to character creation and comedy resonated deeply with his audience, leading to increased visibility on the platform. His ability to connect with people through authenticity and humor made him a successful content creator on YouTube and other platforms.
Strategies to grow on YouTube
So what are the key strategies that content creators and brands can employ to grow on YouTube? Bruno Cicero shares some of the best practices that Google makes available to you, though he points out that there’s no single recipe for success.
“I really hate being this person who tells you there is no silver bullet or recipe. Something close to the secret recipe is the full understanding of your audience.” Additionally, content creators can target specific niches and customize their content to meet the needs and preferences of their audience.
Another strategy is the use of the short format to generate demand. Short videos, like those commonly found on platforms like TikTok, are effective in attracting the attention of new viewers and building interest in the channel.
However, Cicero says that the user experience on YouTube goes beyond just one video. Creators can use the short video as an entry point to attract new followers, and then offer an ongoing experience through additional content, live streams, and other formats.
“Creativity is going to continue to be vital from a content and creation perspective. Users are in control.” As consumers have access to a greater diversity of content, quality and authenticity become critical factors in standing out and retaining audience attention.
On the other hand, it is important to look beyond traditional metrics like views and number of subscribers. While these metrics are important, they don’t tell the whole story. There are qualitative aspects that must also be considered.
“There are creators who live for their channel and there are those who do it as a hobby,” says the manager. This means that goals and definitions of success can vary considerably from one creator to another. Some may be more interested in monetizing their content and generating revenue, while others may view audience growth as a key indicator of success.
For some creators, recognition and validation are important components of success. On YouTube, receiving a plaque of recognition for reaching a certain number of followers is a significant achievement. This may not be the main goal for all creators, but for some it can serve as a form of motivation and recognition of their work.
Cicero advises “don’t put your eggs in one basket.” In a world where there is an oversupply of content and a wide variety of ways to reach audiences, it is important to diversify and explore different platforms and approaches.
“The first thing I would tell them is to know everything out there and create content everywhere. It’s not just about creating content based on what the creator loves, but also understanding what the audience is looking for and enjoying.”
Cicero also stresses the importance of having a clear idea before you begin. “Don’t go through life testing the water, without any clear idea. Know very well what I want to communicate, what topic I want to develop, enrich myself with that topic and then create the content.” Having a clear vision and purpose can guide creators on their creation journey.
The manager ensures that YouTube continues to be a platform in constant evolution, and the opportunities for brands and content creators continue to expand.
According to the study “Influencer Marketing Hub: The State of Influencer Marketing 2022”, carried out by the Goldfish agency, 93% of people who work in marketing have used influencer marketing in their promotional campaigns. In addition, in Latin America it is estimated that there are more than 34 million influencers in all social networks.