Creators Are Still Breaking Out on Instagram. Just Ask These 10 Rising Stars

Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

Creators Are Still Breaking Out on Instagram. Just Ask These 10 Rising Stars

Photo by Brett Jordan on Unsplash

The rivalry between TikTok and YouTube gets a lot of attention lately, but don’t forget about Instagram.

The Meta-owned photo sharing platform remains one of the top downloaded apps, according to Apptopia, which collects and analyzes app data. Although the most popular creators these days are largely coming from YouTube and TikTok, Instagram is still producing stars, said Evan Britton, founder of Santa Monica-based Famous Birthdays.

“I think that it's hard for creators to get engagement on Instagram because there's no For You Page, per se,” Britton said, referring to TikTok’s recommendation feed that can help videos go viral. “But that said, Instagram is still enormous, and creators are breaking out on Instagram. And when creators get significant Instagram engagement, it's very meaningful because there's no For You Page.”

With that in mind, Famous Birthdays provided dot.LA with its latest list of creators that have recently seen a surge in popularity. The company, which launched a decade ago as a sort of Wikipedia-for-internet personalities, ranks online influencers based on activity on its platform, which it says is visited by tens of millions of users monthly. Using that data, Famous Birthdays identified 10 Instagram stars who jumped high in its rankings during June. In these cases, fans are not only watching and commenting on their videos, but are now taking time to look up their bios on Famous Birthdays.

The list, for example, includes DJ and fashion influencer Zack Bia, who attended the University of Southern California and served as creative director for a Los Angeles-based hospitality company called The h.Wood Group, according to his Famous Birthdays bio. Bia’s ranking rose from No. 2,907 on June 1 to No. 2,075 as of Tuesday.

Another creator named Sofia, who uses the Instagram handle @sofiacastillo_ to post modeling and travel photos, saw her Famous Birthdays ranking leap from No. 155,879 to No. 46,318 as of Tuesday. That happened at a time when she added nearly 31,000 followers, according to Social Blade, a social media analytics tracker.

The rankings—largely driven by search queries on Famous Birthdays’ website—are an indicator of fan engagement and a real-time measure of popularity and culture, Britton has said. The company sells its data insights to social media platforms, talent agencies and brands looking for clues about influencers on the rise.

Meta, the owner of Facebook and Instagram, is among the many companies trying to cut into Culver City-based TikTok’s dominance in the short-form video space. Instagram launched Reels in 2020 to similarly let creators make short videos edited with music and effects.

But the rising stars identified by Famous Birthdays are largely getting Instagram engagement the old-school way: by posting photos to their profiles. Unlike TikTok’s For You Page, fans have to follow creators on Instagram to see their pictures.

“It means that the creators have a strong connection with their fans on Instagram,” Britton said.

Here are 10 Instagram stars who had breakout months in June, according to Famous Birthdays (list sorted by highest jump in ranking):

sofiacastillo shares modeling and travel photos. July 6 ranking: 46,318. (June 1 ranking: 155,879)
Bre Sheppard is a lifestyle blogger who posts fashion and wellness content. July 6 ranking: 25,158. (June 1 ranking: 111,578)
Mikhaila Peterson writes a health and food blog called Don’t Eat That. July 6 ranking: 22,044. (June 1 ranking: 45,821)
Meredith Joy Good posts travel, food and fashion photos. July 6 ranking: 36,273. (June 1 ranking: 57,470)
Karly Mathias posts videos of herself and her friends dancing. July 6 ranking: 11,611. (June 1 ranking: 30,204)
Lillee Jean is a glamor model and aspiring actress who runs a makeup blog. July 6 ranking: 8,342. (June 1 ranking: 21,274)
Savageshawn shares comedy and prank videos. July 6 ranking: 12,921. (June 1 ranking: 20,699)
Kendalle Sands shares dance and lip-syncing videos. July 6 ranking: 1,417. (June 1 ranking: 2,501)
Zack Bia is a fashion influencer, DJ and entrepreneur. July 6 ranking: 2,075. (June 1 ranking: 2,907)
Andrew Davila is an internet personality who established himself on Instagram. July 6 ranking: 194. (June 1 ranking: 324)

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Decerry Donato

Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

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Mullen Automotive Pays Millions to Settle Lawsuit with Qiantu

David Shultz

David Shultz reports on clean technology and electric vehicles, among other industries, for dot.LA. His writing has appeared in The Atlantic, Outside, Nautilus and many other publications.

Mullen Automotive Pays Millions to Settle Lawsuit with Qiantu

Image Courtesy of Mullen Automotive

Like a zombie from the grave, Mullen Automotive’s electric sports car grift lives once more. Earlier this week, the Southern Californian company announced that it had resolved its contract disputes with Chinese manufacturer Qiantu and would begin to “re-design” and “re-engineer” the DragonFLY K50 platform for sale in the United States.

On the surface (or if you just read the press release) this would seem to be excellent news for the Californian EV startup. But the saga of the Mullen/Qiantu partnership is long, and in the context of their shared history, the deal’s terms look considerably less favorable for Mullen.

How the TikTok Ban Could Impact LA Employees

Kristin Snyder

Kristin Snyder is dot.LA's 2022/23 Editorial Fellow. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.

How the TikTok Ban Could Impact LA Employees

Evan Xie

From mass layoffs to the rocky economic climate, tech workers have had a rough few months. TikTok hasn’t been immune to these issues. In July, the company laid off about 100 employees across the globe, and then cut at least 20 advertising employees one month later. In January, TikTok cut a handful of people from its HR department over the team’s “limited practical value” to the company.

But TikTok also faces a problem different from any of its competitors—the US government is assessing whether or not its platform should be banned from the country. Leaving TikTok’s current 32,000 headcount in jeopardy of mass layoffs.

Though the company’s Chinese ownership is at the root of its political dispute, TikTok’s US headquarters are in Culver City. First opened in January 2020 with 400 employees, the location brought employees back to the office twice a week in July 2022. TikTok has not released information about how many employees work out of LA, but its Mountain View office houses roughly 1,000 employees. LinkedIn lists around 1,000 LA-based employees, but that number is slightly muddled by influencers listing TikTok as their employer. Offices in New York City, Austin and Nashville round out its US footprint.

Of course, TikTok could still be bought out by another company. But it's unclear what company would pay TikTok’s fee, which ranges from $40 billion to $100 billion. Experts have noted that major tech companies like Google and Meta already run their own social media platforms, so buying a competitor would open them up to antitrust scrutiny.

Others point to Microsoft and Oracle as potential buyers. But both companies have undergone recent layoffs this year, which brings into question how many TikTok employees would be kept aboard. Microsoft has also funneled $10 billion into OpenAI, which means the company might not be interested in diverting funds to a social media platform. Whoever the new owner is, the company could potentially scrap TikTok’s Culver City office, leaving a gaping hole in LA’s tech scene.

Still, any TikTok employee who survives a potential sale may benefit from a change in ownership. Even before the company was under political fire, TikTok faced scrutiny for cultural differences between its Chinese owner and its US offices. Last year, multiple employees across the country spoke out about being pressured to adhere to China’s “996 policy,” which has employees work 9 a.m. to 9 p.m., six days a week. Its content moderates have revealed taxing work environments that exposed them to graphic content. And even high-level executives have struggled as TikTok’s parent company, ByteDance, maintained decision-making authority.

If Congress does vote to ban TikTok, that could leave thousands of employees across the country in search of new jobs. And it couldn’t come at a more difficult time. Meta, Snapchat and Twitch, among other social media companies, have all had mass layoffs in the past few months. Which means there’s already a pool of unemployed tech workers in search of work, a number of whom have decidedly turned to other fields.

It’s unclear what the long-term timeline of the TikTok ban looks like and when the government’s ultimate decision will hit employees. But LA’s tech scene might need to brace itself for a mass wave of employees seeking a new home. And this time, they won’t have TikTok to document their employment woes.

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