By Danielle Williams
By day, I’m a PR executive at Penguin PR. But once I clock off, my life looks a little different – I create social media content for over 20,000 people as a part-time micro-influencer.
Let me introduce myself, as this is probably the first time you’re hearing about me! My name is Danielle, but online I go by @D_dubzz, a playful twist on my initials, DW. I create cosplay content on TikTok and Instagram.
I never set out to become a content creator when I first started cosplaying; it was a happy accident. I began cosplaying at the age of 14, which means I’ve been doing it for over ten years now, and my goodness, how the cosplay scene has changed in that time.
When I first started cosplaying, I’d occasionally post a photo on Instagram, simply hoping to make a few friends within the community. I never imagined I’d reach such a large audience.
Like many other creators, my content creation journey really took off in 2021 during lockdown. Being confined to my home meant I couldn’t attend any cosplay events in person, so as a community, we were forced to move online.
I started filming in-character videos on TikTok and posting them daily. During the pandemic, it became popular to collaborate with other creators using the duet feature on the app, it was almost like a digital alternative to meeting face-to-face.
Collaborating boosted my following
I collaborated with many creators, some of whom have become my closest friends to this day. Once restrictions were lifted, I was finally able to work with them in person, and those collaborations truly helped boost my following to where it is today.
It still feels quite surreal that a few casual TikToks, posted simply to keep myself entertained during such an uncertain time, have now led to me having an audience of over 20,000 people.
Now, in a world full of influencers with millions of followers, 20,000 might not sound like much. But imagine 20,000 people packed into a venue like the Vaillant Arena over the course six nights. That’s the size of the audience I speak to regularly, and when you put it that way, it feels like something to be proud of.
I say this not to boast, but because it’s all too easy to downplay our achievements. Sometimes we just need a shift in perspective to recognise how far we’ve come.
Being a part-time micro-influencer isn’t quite as glamorous as you might think. From the outside, it can look like a life filled with glitzy events, red carpets, and endless PR packages. But in reality, it’s made up of countless small, often tedious tasks that can make you question whether it’s all worth it.
My day usually starts like anyone else’s: bleary-eyed, coffee in hand, staring at my phone. But instead of checking the BBC News app for any breaking headlines, I’m on TikTok, scanning for trending content that could spark my next video idea.
Trends come and go overnight. While not everyone fits my niche, when something does, I have to act quickly to stay relevant and maximise reach. That’s the chase all content creators are constantly in, staying visible in an endlessly moving feed.
Your niche defines you
Your niche is everything. It’s what defines your content, builds trust with your audience, and gives your page purpose. If you stray too far from it, people notice. And they don’t always forgive easily. Which adds an extra layer of pressure to make the perfect post.
This is something I often worry about. As a creator who relies heavily on the characters she’s cosplaying for her brand, will my audience lose interest if they feel like they don’t know the real me?
When I’m not working at Penguin PR, I’m also currently studying journalism at the University of Derby. Studying journalism has really helped me take the leap to rely on myself as a brand, and I’ve started to make the transition into making this type of content and it’s already been performing well!
Currently on my content creation day, I’ll set up my equipment: tripod, lighting, and sometimes a backdrop, depending on the content. I always hope I had the foresight to charge everything after the last shoot. There’s nothing more frustrating than a dead battery when you’re ready to film.
TikTok is currently prioritising high-quality content, so putting in that extra effort matters. Every corner you cut is putting you at risk of every content creator’s nightmare, having your video flop.
Once the setup is done, I’ll film for a few hours based on the plan I’ve created earlier in the day. If I’m lucky, I’ll get the shot in one take. If not, I can lose hours redoing scenes until I get the right result.
And that’s only half the job. There’s still editing to be done, a process that can be surprisingly time-consuming. By the time I’m finally ready to post, I then need to work out the optimal time to publish, find the best hashtags, and hope the algorithm is in a good mood.
Public opinion is all-important
Then there’s the public scrutiny. Being myself, online means opening yourself up to comments on your appearance, your choices, your values. Say the right thing at the right time, and you could find yourself going viral. Say the wrong thing, and it can all disappear just as quickly.
And then, the next day, you start all over again.
That might sound dramatic, but it’s the reality for many creators. Of course, there are huge perks.
Content creation is, in many ways, an easier job than most. You work from home, make videos about things you love and when you do get paid, whether in money or gifted products, it feels both surreal and incredibly rewarding.
There are moments I’ll never forget. Attending a Marvel premiere in Leicester Square, getting a close-up view of my favourite celebrity, or watching a film before its release — those experiences are unforgettable, and I’m genuinely grateful for them.
Creators create spaces to share passions
But to pretend it’s effortless would be a disservice. A lot of people assume content creation is easy. It’s not. We are fast, snappy, free entertainment. We create spaces to explore shared passions, offer a little joy after a tough day, and try to make something that connects with people.
We’re also just individuals trying to do something we care about.
Being a content creator has changed my life. I’ve made lifelong friends, experienced things I once only dreamed of, and travelled to places I never thought I’d see.
Yes, it’s exhausting. Yes, I question it sometimes. But I truly love doing it, and I have no plans to stop any time soon.
So, if you’ve been thinking about posting your first video, this is your sign. Be prepared to put in the hours and the effort but most importantly just take the leap. It might just change your life, too.
