How Digital Creator Cosette Built Her Platform Larger Through Videos & Branding

Cosette Rinab is a woman with a duty to create and inspire. She has worn many hats from working in performance marketing at hint water, Editor in Chief at Odyssey USC, and founder of her own Social Media Marketing Agency before stepping in front of the camera and pursuing her career as a creator. I had the pleasure to talk with Cosette about the key to great content, the challenge of being a boss, and finding your purpose.

What inspired you to become a digital creator?

CR: “I have always sought a way to express myself creatively, however, I never truly found that before TikTok. After downloading TikTok, I naturally started expressing myself through videos on the platform and found my voice. I never started with the intention of being a ‘digital creator’, it just happened that people were enjoying my videos and I was able to garner an audience from it!”

What do you think it takes to be a great content creator?

CR: “I believe the most important aspect of being a great content creator is having our own voice and being authentic. You might have your 15 minutes of fame for copying a viral video you found, but sustainable, long-lasting growth will only occur if you are original and stand out from what everyone else is doing.”

What’s the best piece of advice you received when you were starting out as a creator?

CR: “The best piece of advice I have received is to be yourself. As simple as it is, there are way too many creators who are trying to be someone that they are not, and your audience can see right through it!”

What is the hardest thing about being a boss that isn’t obvious to the public eye?

“The hardest part about being your own boss, in my opinion, is being able to be taken seriously. As a young female who creates comedy videos, when negotiating deals often times I am communicating with older businessmen/women who work corporate 9-5 jobs. While I know my worth and am able to communicate with brands in a professional manner, I still sometimes find it difficult to be treated as an adult and a professional in the social media industry being in the position I am in.”

Who are some people that inspire you and why?

CR:“Some of my biggest inspirations are creators who started on their own and have been able to build out brands and different sources of income. For example, Bethany Mota and Amanda Steele both started as YouTube creators and since then have both build out successful clothing lines, as well as worked as models and ambassadors on larger campaigns off of social. My ultimate goal is to be able to not just have my content live on one platform, but have my name be represented across multiple mediums.”

In moments of adversity, how do you build yourself back up?

CR: “It is no secret that with a social media presence comes many internal struggles and social pressure. In moments of adversity, I always remind myself of how far I have come since beginning and how many friends and memories I have made along the way. If all I walk away with is good friends and amazing memories, that would be enough for me to rationalize the amount of time and effort that goes into it.”

What advice do you have for someone who hasn’t figured out their purpose yet?

CR: “When I first began creating content, I had no idea what my voice would be. My biggest piece of advice would be to create every type of video and more. Dance videos, comedy videos, singing videos, dip your feet in everything! You won’t know what you love until you know what you don’t.”

Has a mistake ever led you to success?

CR: “With every mistake comes a learning experience. I have had situations throughout my career thus far that I wish things had panned out differently, but I have learned valuable lessons from every one of my mistakes.”

What traits are you most proud of?

CR:“Having worked on the brand side as well as the creator side, I am able to confidently communicate with brands in the way they best understand. I would say I am most proud of my professionalism when communicating for brand deals.”

What’s your personal affirmation or scriptures that remind you to never give up?

CR: “Whenever I am having a hard time balancing my career with my other responsibilities, I tell myself “You can do anything, but not everything”. I love setting some of my favorite quotes as my phone and laptop wallpaper so I can constantly remind myself of that.”

About Cosette Rinab

Cosette Rinab, originally from New York City, got her start working in the social media industry at the age of only 14 years old, helping smaller businesses and creators develop their online presence on Instagram. Cosette has been able to garner a following of over 1,500,000 followers on her personal TikTok, while also having grown other accounts such as @SoYummy and @Blossom. She now consults with high–end brands on how to grow their TikTok and gain success on the platform as well as attends press opportunities to share her knowledge on TikTok. Cosette is currently pursuing a Bachelor of Arts with a focus in Public Relations and Advertising.