Who says college life can’t go viral? Abby Annantuonio ’28, a marketing communication and advertising major, is living proof. With over 16,000 TikTok followers, one million likes, and brand partnerships with names like L’Occitane en Provence, Bloom, Jellycat, and Touchland, she turns everyday moments—shopping hauls, lifestyle tips, and daily vlogs—into content fans can’t scroll past, all while balancing life at the Nest.
What started as a fun way to share her day-to-day quickly blew up into a full-on creative hustle. Annantuonio has built a platform that reflects her personality, sharpens her marketing skills, and opens doors for a career beyond campus. We sat down with her to get the scoop on her influencer journey, and see how she makes it all happen behind the scenes.
This interview has been edited for clarity and length.
How did you first get into content creation? What inspired you to start sharing your life online?
Annantuonio: I first started posting in 2020 during COVID and grew to 10k followers in just a few months. But heading into high school, I started to feel embarrassed and stopped posting. After graduation, I picked it back up and quickly grew my audience again. At first, it wasn’t easy—being consistent and finding things to post every day was a real challenge. It wasn’t until last summer that I felt like this could be a real job.
I started a series reviewing local coffee shops, and people loved it. I even had people recognize me in stores as “the girl who does the coffee reviews.” As much as I enjoyed those, I didn’t want that to be my only focus. When I went back to school, I shifted toward shopping reviews, daily vlogs, and more lifestyle content. Honestly, it’s hard to pick just one area to focus on because I love sharing all aspects of my life, so I stick to the things I enjoy and let that guide my content.
What was the biggest challenge when you first started posting?
Annantuonio: The hardest part was staying consistent and coming up with ideas. I’ve gotten better, but posting three times a day is still tough. I probably put at least 40 hours a week into social media, between brainstorming, researching, contacting brands, and editing. It’s still challenging, but it has become easier with time.
What strategies or habits helped you grow your following the most?
Annantuonio: I’ve built habits that help me stay ahead. When I film, I record extra videos so I have backup content for days when I don’t feel like filming. I also study the videos that perform well and create similar content to see what works. Watching other creators gives me inspiration and helps me stay current with trends.
How do you keep your audience engaged and connected?
Annantuonio: It’s definitely hard, especially on TikTok where people scroll quickly through their For You Page. I try to listen to comments and ask my audience what they want to see. The key is making yourself recognizable so people stop scrolling and actually engage with you.
Have collaborations or partnerships helped your growth?
Annantuonio: I love doing collabs—even with small brands—because they help me reach new audiences and gain followers. Collaborations also teach me how to be professional, meet brand expectations, and edit content in ways that align with their vision. It’s helped me grow a lot.
How long did it take before you felt confident in your account?
Annantuonio: Honestly, I still don’t feel fully confident. This industry is strange, especially when you see accounts with millions of followers. But I celebrate the little wins and view each bit of growth as success. Some content I’m more proud of than others, but I see it as an art. Nothing will ever be perfect, and I find joy in the imperfections.
How do you balance school, cheerleading, internships, and creating content?
Annantuonio: It’s definitely hard, but this year I was able to stop working a part-time job, which has been huge for my time. I’m grateful that I make enough through content creation to focus on school and cheerleading. I batch my content during the week, especially on busy class days. I’ll film around 10 videos at once and spread them out over the next few days. That way, I can stay consistent without stressing. I also make sure to finish schoolwork ahead of deadlines so I don’t feel overwhelmed.
How do you stay authentic while appealing to a larger audience?
Annantuonio: I won’t work with any brand I don’t genuinely connect with. For example, if I get a TikTok Shop product I don’t like, I simply don’t post about it. Staying authentic means only promoting things I truly believe in.
How has being a marketing student shaped your approach to social media and content creation?
Annantuonio: Being a marketing and advertising student has definitely influenced how I post. I think more strategically about how to market myself to my audience. I’m still learning, but I love applying my education directly to my platform.
What lessons or skills from your influencer journey have helped you in school or your career path?
Annantuonio: I’ve learned so much about how platforms work, how brands reach out to creators, and how to manage professional relationships. Being an influencer has given me skills that will help in any future career—whether in marketing or just continuing to create content.
What advice would you give to students who want to start creating content or building their personal brand?
Annantuonio: Just start posting. Take every opportunity you’re given and be willing to put in the time. You won’t blow up overnight. It takes patience. Most importantly, be yourself.
What are your goals for the future as an influencer and in your career?
Annantuonio: I dream of making this my full-time job and inspiring others to do the same. I want to build a community of people who care about the things I do. I truly believe social media is the future, and I want to be a part of it.