By Valentina Grigoletto. Cover courtesy Angie Tutorials.
A few months ago, I had the opportunity to meet Angie Tutorials aka Angelica Siciliani Fendi during the GenZ Lab organised by the Guess brand in Switzerland, where Angie gave an engaging presentation on digital content creation for IG and TikTok.
Please meet Angie Tutorials: from content creator to coach
Angelica Siciliani Fendi is a content creator and coach. In 2023, she published her first book, Created to Create, in collaboration with Fabbri Editori (Mondadori). Through her educational tutorials on technology and content, she helps a community of over 950,000 people learn how to use apps, devices and platforms to find their creative voice online.
Angie is fresh, dynamic, and engaging. She not only entertains the audience with her excellent communication skills, but she is also a content coach who can guide and educate professionals and amateurs on successful content creation. Angelica’s inspirations are diverse, and in this interview she shares insights on current fashion brand strategies, along with valuable advice for today’s youth and students. So sit back and enjoy Angie’s advice!
The essence of educational content creation is Angelica’s Angie Tutorials project a mantra
Angie, where did the idea of “teaching” and sharing your experience and expertise in digital content creation come from?
I’d say it’s something that comes naturally. The niche, the topic, or the style of storytelling a creator chooses is, in my opinion, an intrinsic part of who they are. When I was a kid, for example, I was very curious about everything around me. I would ask my mom how the hair dryer worked or everything tech-related around me. I wanted to know how it could work like that; I tried to simplify the “magic,” which is what I aim to do through my tutorials – to dissect what seems impossible to create into some simple little move with your phone or some app. I used to play video games, too, and I always wanted to go to the next level and figure out how to get through the next challenge. It felt like a natural choice for me.
At some point, I really wanted to be a teacher. I went to college and pursued a Master’s degree; I loved every class and was always at the front of the class. In short, I was always “Academy Driven”! When I came across a platform that offered an opportunity to do more than just share daily life, I immediately thought of education.
What are the most popular strategies right now for creating content for luxury and beauty brands?
I believe that fashion and beauty brands that can create engaging and captivating content understand the importance of investing in a large amount of content. In the Luxury world, some brands were initially hesitant to embrace authenticity and transparency on social media platforms, fearing it might compromise their image. However, those brands that found interesting ways to create compelling and authentic content have now risen to the top! It’s important to move beyond traditional approaches based on big productions and metrics; you should create valuable content regularly that not only connects with viewers on a personal and human level but also contributes something meaningful to the community.
People watch TikTok because it’s fun, authentic, and unpredictable, so it’s essential to follow that trend. The key advice is to understand that consistently creating regular, creative, and personal content is the path to success.
Are there creators/influencers or others who have inspired you to create strategic content and advice on different digital platforms?
Of course! There would be so many, and for different reasons. One person I feel like mentioning is @jera.bean, a creator I have followed since day 1. She is also a content coach based in Austin, Texas, and I had the opportunity to meet her this year, and we became friends. She is the content creator who has motivated me the most, pushed me and inspired me so much in my journey.
We met while working on a project together at the Cannes Lions Awards in June. When I saw her, I was so excited that I wanted to take a picture with her, as if I had just seen Brad Pitt! Then I went from fan to friend. @jera.bean is the most humble and nicest person in the world.
Angie Tutorials main advice on how to engage the target audience
What does a fashion brand’s target customer look for on social channels today? How do you think they feel more engaged and connected with the brand?
Right now, users and brands have gone beyond entertainment and product storytelling or “behind the scenes” to engage the people watching. Some brands are asking for direct feedback not only for content creation but even for developing the product itself; some brands have really found a narrative that has led to the creation of a product or a pop-up, thereby building an audience alongside the brand. It is no longer about passively scrolling but feeling part of the narrative and the creation of the product itself.
For example, Kit Price and Calum Harper, two well-known models on the runways and on social media for showing their daily lives, were chosen as Gucci’s brand ambassadors precisely to provide the audience with a glimpse behind the scenes of a fashion show and establish a direct connection by engaging in conversation and building a community.
Is there a brand you particularly like because of the way they communicate and their engaging content?
When it comes to TikTok, the funny thing is that you can become famous on the platform by creating specific content. Even luxury brands have found success by maintaining their brand reputation while also adapting to the language of the platform. For example, Prada started conducting behind-the-scenes interviews with runway show attendees and models; Loewe uses trends in a very spontaneous and flexible way, incorporating products or the brand’s lifestyle into colours and shapes; Gucci collaborates with creators. I personally like Burberry a lot because they have dared to incorporate a TikTok twist into their content while still maintaining the style of the creative director from the 2000s. I think it’s a combo that works very well.
I also really like the beauty brand Gisou, which was created by an influencer. The brand is inspired by the founder’s family of farmers who produce honey. She used this “secret” ingredient to start her skincare and make-up line. The content she creates is fantastic, regular, and in line with the platform and current trends, and communicates the real strength of the brand. That authenticity and believing in your mission is what works best.
More secrets from the world of content creation by Angie Tutorials
Can you share a fun fact about your work as Angie Turorials that few people know?
It’s not an easy question, but two things come to mind. First, when making transitions and needing to change outfits, I leave my shoes, or rather some mule shoes (like slippers!) slipped off and positioned perfectly to avoid unnecessary movement.
Second, I don’t know about you, but when I go to bed at night after spending way too much time online for work during the day, I find myself humming TikTok tunes next to my boyfriend, who can’t take it anymore!
Is the marketing of positivity, the culture of the dream, the fairy tale, the “if you dare, I will too” putting too much anxiety on young people?
Yes. It’s frustrating, even for those with a lot of followers. I think we are moving toward revealing reality for what it truly is – showing imperfect skin and the fat rolls that are sometimes visible and sometimes not. More than anxiety, I fear this may lead to a kind of staged authenticity.
For example, when I presented my book Created to Create, people in the queue would then come up and ask me mostly about the psychological implications of my work, and that’s something I’ve always wanted to address (spoiler alert!), perhaps through a podcast. It would be beneficial to discuss this with a mother who sees her daughter spending too much time online and understandably worries or with a young man who receives positive feedback online but is unsure how to move forward. It also applies to those working in companies (like I did) who wish to turn their passion into a full-time job. It’s important to understand that the number of followers is not a solution to overcoming difficulties.
Learning from failure: how Angie Tutorials cope with it
Have you ever failed? Is there one failure that has taught you more than the others?
There are far too many to recount, but the most striking experience was right after I completed my Master’s program. I had been far along the interview process for the Estee Lauder undergraduate program, but it was cancelled due to Covid-19. I reapplied the following year, but unfortunately, I was not accepted. However, I learned that you should not focus on just one opportunity; it’s important to always have a backup plan, especially as a content creator, since platforms can change or even shut down at any time. It’s essential to bring your skill set and be ready for life’s changes. Having corporate experience and my academic background still gives me the confidence to face challenges and be prepared for any situation.
Angie, what are your next steps and future goals?
I am in a very happy moment as I am close to realising one of my biggest dreams: I have been invited to the launch of the new iPhone16 at Apple Park in Cupertino, California. This opportunity allows me to meet the whole team, and as a content creator, being involved in this tech event is truly a dream come true for me! I have nurtured my relationship with the brand for years, and I am truly overjoyed.
What advice do you have for Istituto Marangoni students looking to elevate their social media presence and showcase their skills?
My advice would be to avoid copying anyone and trying to fit in. Instead, strive to be different and unique, even though I know it’s hard to do. Differentiating yourself is crucial on any platform, especially when trying to make a name for yourself in competitive industries like fashion and beauty.