"I love the feeling of people telling me that they’ve experienced the same things I share—it’s such a unique connection, almost like realizing you’re not alone in how you live or feel."
Q. Can you share your journey into the world of digital content creation?What inspired you to pursue a career in digital brand strategy and how do you stay up-to-date with the latest trends and best practices?
I started my content creation journey back in 2019. Initially, I would post videos occasionally, but it wasn’t something I took very seriously. However, in 2022, everything changed. I was feeling stuck and dissatisfied with my job, so I decided to take a leap of faith. I left my job to give content creation my full attention. At the time, I promised myself I’d try it for six months and see where it led me. And now, here I am—three years later, doing what I love every single day.
What truly inspired me to pursue a career in digital brand strategy was my sheer love for creating videos.
I genuinely enjoy the entire process, from brainstorming ideas to filming and editing. For me, it’s not just about the output; it’s about the journey of telling a story, connecting with people, and creating something meaningful.
When it comes to staying updated with the latest trends and best practices, I make it a point to follow the right people in the industry. Engaging with creators and thought leaders helps me stay informed about what’s happening on the internet and how I can evolve my content. This constant learning and adapting keep me on my toes and ensures that I’m always ahead of the curve.
Q. As a digital content creator,what type of content do you enjoy creating the most and how do you decide which platforms to focus on?
The type of content I enjoy creating the most is definitely funny, relatable content. I love the feeling of people telling me that they’ve experienced the same things I share—it’s such a unique connection, almost like realizing you’re not alone in how you live or feel. That sense of shared experience makes creating relatable comedy so rewarding.
Lately, I’ve also grown to love making vlogs. It allows me to share my personal life with people who are genuinely interested, and it creates a deeper bond with my audience. There’s something special about letting people into your world and hearing their reactions to it.
When it comes to deciding which platforms to focus on, it really depends on the type of content. For vlogs, YouTube works best for me because it has a diverse audience across all age groups and provides a better reach for longer, more detailed content. On the other hand, for relatable, funny, or even educational content, Instagram is my go-to. It’s quick, engaging, and perfect for shorter, high-impact videos. I love how these platforms allow me to tailor my content and reach the right audience for each format
Q. Your lifestyle content has resonated with many followers.Can you share your approach to creating engaging lifestyle content, and how do you collaborate with brands for influencer marketing campaigns?
My approach to creating engaging lifestyle content starts with observing and connecting with people. I spend time meeting new people, whether it’s at my native place or while traveling, and I pay attention to how they talk, react to situations, and their general outlook on life. These observations inspire many of the characters and scenarios I bring to life on Instagram. Talking to people helps me come up with relatable situations that I can present with a comedic twist, making the content feel authentic and engaging.
Traveling also plays a big role in my creative process. It exposes me to new environments and experiences that often become content ideas. For example, the struggles of packing for a trip can turn into a funny, relatable video. Additionally, following the right creators and staying curious about everyday scenarios helps me refine my ideas and stay creative.
When it comes to collaborating with brands, I work closely with my agency, Collective Artists network,, which helps connect me with brands that align with my content and audience. At the same time, many brands approach me directly to collaborate.
The reason brands love to work with me is because my content revolves around daily life—relatable, everyday scenarios that almost everyone connects with. This versatility makes it easy for me to integrate any brand naturally into my videos while keeping the content engaging and authentic. Whether it’s through the agency or direct outreach, I ensure every campaign feels genuine and resonates with my audience.
Q. What are some of the biggest challenges you’ve faced in your career,and how have you overcome them?
One of the biggest challenges I’ve faced is staying consistent while keeping my content creative. It’s not always easy to come up with fresh ideas, but I’ve learned to take breaks, find inspiration in everyday life, and not stress about being perfect all the time.
Another challenge is dealing with negativity online. While most of my audience is super supportive, some comments can get to you. I’ve learned to focus on the positive and stick to my style, which helps me stay grounded.
Lastly, figuring out social media algorithms can be tricky. Sometimes, even the best videos don’t perform well. But I’ve learned to trust the process and focus on creating content that feels right for me and my audience
Q. How do you think the digital landscape will evolve in the next 2-3 years,and what advice would you give to aspiring digital brand strategists and content creators?
I think the digital landscape is going to keep evolving with a stronger focus on authenticity and niche content. Audiences are getting smarter and more selective, so creators who bring genuine, relatable content will stand out. We’ll also see more integration of AI tools in content creation, making it easier to experiment with different formats and styles. Plus, platforms like YouTube Shorts and other short-form video spaces will continue growing, offering creators more ways to engage.
My advice to aspiring content creators and digital brand strategists is simple: stay authentic and consistent. Focus on what makes you unique and lean into that. Also, never stop experimenting—try new formats, learn from trends, and always stay curious. And remember, it’s okay to start small. Build a community that resonates with your content, and the rest will follow.
Q.How do you ensure that your online presence remains authentic and relatable to your audience and what strategies do you use to foster a sense of community with your followers?
I stay authentic by sharing real-life moments and being true to myself—what you see is genuinely who I am. I engage with my followers by replying to comments and DMs, and I also have a broadcast channel where I can be even more personal.
It lets me connect directly with my audience, where they can reply and interact with me, creating a deeper connection. To build a sense of community, I encourage conversations, ask for opinions, and share behind-the-scenes moments, making my followers feel involved and heard.
Q. Finally, what’s next for you? Are there any exciting projects or initiatives on the horizon that you can share with us?
There are definitely some exciting projects coming up, but right now I can’t share too much about them. When the time is right, everyone will get to see it. I’m really looking forward to what’s next, and I can’t wait to share more with you all soon!
Bio
Steffy Sunny is a comedy creator with a following of more than half a million. Though she primarily creates content in Malayalam, her humor transcends language, appealing to a broader audience. A self-described "typical Delhiite," Steffy is optimistic, sociable, and outgoing. She began making videos in 2019 and became more consistent in 2021.
Steffy’s content often explores the generation gap between 90s/2000s kids and their non-digital parents, highlighting the contrasts with warmth and humor. She also appeared in the Malayalam film "Paaltu Janwar" alongside Basil Joseph.
Interviewed By Irene Elina Eldhose
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