Ever want to know what it’s like to be a food content creator? Rising social media star Nasim Lahbichi (lahbco) spills on the highs and lows of his nontraditional career — and why he rejects the title “influencer”
In October 2020, Thrive Market reached out to me about doing an ad, and that’s when I realized I could start making a living doing this. I eventually worked with TikTok on a campaign called “Learn on TikTok.” They were reaching out to creators who were teaching others how to dance or how to cook or doing arts and crafts. Realizing that what I’m producing is worthy of compensation was a turning point. Educating people is still my main goal, but making a living off it allows me to do more.
I will say, though, I basically worked for free for six to eight months before I started making money from it. My friend Justine [] and I talk about this a lot. We’re both very transparent about what we’re being paid, so that way brands can’t take as much advantage of other creators. There’s such a discrepancy between how much certain operators are being paid.
There’s a lack of empathy associated with many influencers. I call myself a content creator because, at the end of the day, I am a creator. I personally don’t like to be called an influencer because I think there’s a negative connotation with that category of creators. When I think “influencer,” I think of YouTubers who care more about followership, analytics, and sponsorships. There’s a lack of empathy associated with many influencers. I call myself a content creator because, at the end of the day, I am a creator. I like to think that I build community and create a space for people to learn.
A typical week for me includes lots of filming, recipe development, meetings, and moderating comments and engaging with the community. I test my recipes nonstop. I’ve been working on a chocolate cake recipe. I made seven chocolate cakes last week, five of them in two days. It’s super frustrating to have seven cakes not work out and know that I have to do this for an ad that has a certain deadline. I will usually film four hours, three or four days of the week.
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