Algorithms vs. Authenticity in Content Creation - E52

Feb 13, 2025

Angela Onuoha, a renowned trichologist and content creator based in Amsterdam, discusses striking the perfect balance between authenticity and social media algorithms. She shares her daily routine and strategic approach to content creation, emphasizing planning while remaining adaptable. Angela explains the significance of individuality in a crowded space, advocating for genuine connections despite the pressures of trends. Her journey inspires others as she aims to empower through education, promoting diversity in beauty and simplifying complex topics like cosmetic chemistry.

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ADVICE

Weekly Planning for Creators

Plan your week on Sunday, including meetings, content creation, and filming schedules.
Be flexible, as the digital landscape changes quickly, and adapt your schedule as needed.

ADVICE

Platform-Specific Posting Strategy

Post every other day on established platforms like Instagram to avoid audience fatigue.
Post daily on newer platforms like TikTok to maximize visibility and reach a new audience.

ADVICE

Content Repurposing and Differentiation

Repurpose content across platforms like TikTok and Instagram while tailoring it to each platform's audience.
Consider different content formats for each platform to optimize engagement.

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The importance of personality and sharing well-researched knowledge outweighs the value of viral content. In this second part of Rei’s talk with trichologist and content creator Angela Onuoha, we hear about her daily routine, the strategic choices behind her content creation, and how she balances authenticity with platform algorithms. Angela breaks down her structured yet flexible schedule, emphasizing the importance of planning and adaptability in a fast-paced digital world. The conversation offers unique insights on maintaining authenticity, the challenges of content creation on platforms like Instagram and TikTok, and her aspirations for the future, using her expertise to demystify hair care science.

Angela is the most established and well-known trichologist and Cosmetic Chemist within the creator space. Her advocation for diversity has made her a true force for good within the beauty industry.

Angela isn’t just an influencer, she is an educator who is leading input into efficacious formulations and the importance of ingredients. She is working with the globe’s leading hair care brands, advising on product diversity and launching new innovations through her own channels. As a half Nigerian, half Dutch woman who has unfortunately experienced racism first-hand, Angela has been on a journey of self-acceptance, and is on a mission to empower and inspire others.

If you’re interested in exploring how brands create cultural influence, join Rei and global brand executive Ana Andjelic on their new podcast “Hitmakers: How Brands Influence Culture”. Every two weeks, Ana and Rei talk about brands that made a dent in culture - through their product, aesthetics, content, business model, or technology - and unpack how they did it.

Timestamps:

0:03 A Day in the Life of a Content Creator

3:52 Balancing Content Creation and Audience Engagement Across Platforms

8:21 Uniqueness in Simplifying Science and Personal Interaction

10:06 Balancing Content Quality and Algorithm Challenges in Content Creation

15:10 Angela Onuoha's Ambitions in Brand Collaboration and Offline Presence

16:51 The Importance of Truth Over Image in Social Media

Episode References:

Angela Onuoha | Instagram
Hitmakers Podcast | YouTube
Hitmakers Podcast | Apple Podcasts
Hitmakers Podcast | Spotify
Rei Inamoto | Instagram
Rei Inamoto | X
I&CO | Corporate Site

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