Latina influencer Erika Cruz (@TheErikaCruz) is a Self-Discovery Coach and Yoga Instructor from the Bay Area who has been featured on Detail Therapy Podcast, As Told By Women, and The Wellness Glow up Podcast.
As the proud daughter of Mexican Immigrants, Erika was aware of the lack of resources that were available to her growing up. After leaving a corporate tech job, she began creating content on social media, following her passion of connecting women in her community with the tools to kill it. Her content took off on TikTok and she never looked back. She continues to help bring out the best in people and as she likes to say “help badass women find fulfillment and align with purpose through mindset and mindfulness.”
Do you see yourself as an Influencer?
I do. I resisted this term for a long time because it made me think of skinny tea and convincing people to buy things they don’t need. However, I’ve come to realize that we all have influence, and that’s not always a bad thing. Social media is here to stay and we might as well use it for good. I use IG and TikTok as an effective way to educate people about mindfulness and self-development. I influence people to be the best version of themselves and live the life they feel called to live.
When did you start creating content on social media, and what was your motivation for getting started?
I started to create content on Instagram in 2016. I wanted a creative outlet because I was working a 9-5 in Tech with minimal creative expression.
How did you find your own voice in the space?
I found my voice when I stated to live authentically. We’ve all heard “be yourself” but the truth is that we don’t always know who we are. We are influenced by everything around us since the time we are born. I tried many things before finding my current niche, I tried travel blogging, food blogging, became a yoga instructor, and finally landed on my current niche: self-discovery for Latinas
Who is your primary audience, and what do you think keeps them coming back to your channels?
Latinas and women of color. They come back because they find my content relevant and relatable.
In what way does being a multicultural, Latinx, affect your content?
It’s the basis of my content and connection. I speak to the latinx and first-gen experience. My community feels seen and heard by my content and it is the most fulfilling job.
Do you think it’s harder for Latinx creators and influencers to be taken seriously or noticed?
Yes and no. Yes by some brands and even by ourselves. We aren’t charging our worth and need to start asking for more. And no because we have a huge community of people that need to see our content. The market for followers is there.
Which social platforms do you prefer?
TikTok and then IG. My career as a content creator took off on TikTok.
Do you work with brands? Can you share any brands or campaigns you have worked on that you are particularly fond of?
I worked on a huge Burt’s Bees TikTok campaign that was focused on Self-love. It was very aligned with my content and ended up being promoted throughout TikTok for a day.
What are your thoughts on working with brands to make ends meet?
In my business, I don’t consider brand deals when calculating projected income. I rely on my coaching services for income. Any brand deals that come my way are just a bonus.
How do you select brands you work with?
They have to align with my values. If I wouldn’t purchase the product or service with my own money, I won’t do the partnership.
What would be your dream brand partnership?
A mindfulness app such as calm or headspace. As well as Nike
If you were to give someone advice who is thinking about getting into content creation, social media and the world of influencing, what would it be?
Stop overthinking and just start.
Tell me about a time when you really impacted someone’s life with your social media content. What was the result?
I’ve had people tell me on TikTok that my videos have stopped them from taking their life. When I am feeling doubt, I remember these comments.
What have been your keys to success?
Trusting my intuition.
If social media did not exist, what would you be doing right now?
I would probably still work at the tech job I was at and volunteering.