When Samantha Eve posted a TikTok video comparing cheating boyfriends to math tests in 2019, she wasn’t planning to become a digital sensation.

The heartbroken high schooler was simply looking for an outlet to process her first breakup. That video exploded to millions of views overnight, launching a career that would see her amass over 14 million followers across platforms and land her a coveted spot as a featured creator at VidCon 2025.

“I was so hurt because my first boyfriend cheated on me,” Samantha recalls from her California home. “That is what set it off for me.”

The rest, as they say, is history.

Crafting Content That Resonates

Five years into her creator journey, Samantha has transformed from a teenager posting lip-sync videos into a multi-platform entertainer known for her unhinged comedy and distinctive visual content. Her signature style involves painting herself as emojis and beloved characters, such as Bibble from the Barbie movies—content that consistently generates millions of views and deep audience engagement.

“I’ve just always been like this. I have always been, not insane, just out there,” Samantha explains. “It wasn’t a thing where I sat down and I was like, ‘Who do I want to be?’ It was just, I’m going to be myself.”

This authenticity has become her business strategy. Working nine-hour days to film and edit content, Samantha maintains creative control over every aspect of her brand. Her manager, Sam Saideman, coordinates paid opportunities, provides support during creative burnout, and works on developing new revenue streams for Samantha, while the ideas and execution remain firmly in her hands.

The Business of Being Real

Instead of chasing trends and monetization at any cost, Samantha’s approach to brand partnerships prioritizes something else. She’s turned down lucrative sponsorship offers that didn’t align with her values—a decision that might seem counterintuitive in the ‘attention economy’ but has proven sustainable for her career.

“I turned it down. No amount of money will make me do that,” she says of a particularly generous offer that didn’t match her content or beliefs. “My audience is my family. That’s my best friend. I don’t want to just use them for money.”

This selective approach to partnerships reflects a broader shift in the creator economy, where authenticity and audience trust increasingly outweigh short-term financial gains. For Samantha, maintaining that trust means being transparent about her struggles with mental health and OCD, topics she initially hesitated to share.

“Many influencers post the great parts and the highlights,” Samantha observes. Her decision to open up about anxiety, physical health challenges, and creative burnout represents a calculated risk that paid off, deepening her connection with fans who see social media as more than entertainment.

When burnout strikes, Samantha has developed an unusual but effective creative process. “I go on the hammock and I put on adventure music or sounds that you would hear in a movie when there’s something chaotic going on,” she describes. Sometimes she’ll sit there for two hours; other times just ten minutes. But the ideas come.

VidCon: Full Circle Moment

This week, Samantha will achieve what she calls a “dream come true” as a featured creator at VidCon in Anaheim. For someone who grew up watching her favorite YouTubers attend the convention but could never afford to go herself, the invitation represents more than professional recognition—it’s validation of a journey that began in a PetSmart parking lot, where she hit one million TikTok followers while buying cat food with her mom.

“I even get emotional talking about it because it’s like, ‘What?!’ How am I here?” she says. “I’ve grown up in the valley so away from fame and that life. I never thought I would be having this opportunity.”

At VidCon, Samantha will participate in “A Werewolf at VidCon,” an interactive session that plays to her comedic strengths, alongside meet-and-greets with fans and collaborations with fellow creators. It’s a schedule that would overwhelm many, but Samantha frames it differently: “I wouldn’t even say it’s busy. It’s just going to be very fun.” She will also be at the “Crown The Creator” session at the same event.

The Platform Paradox

As TikTok faces ongoing regulatory scrutiny and potential bans, creators like Samantha must navigate uncharted digital territory. Her response to the platform potentially disappearing is tellingly emotional: “Cry,” she says immediately, before adding she would “post somewhere else so I can find my best friends.”

Samantha’s content strategy focuses on finding platforms where her content naturally fits rather than chasing every new app or trend. “I’m very excited to join the ones that my content fits,” she explains, demonstrating a maturity that belies her years in the industry.

Beyond the Algorithm

Looking forward, Samantha hasn’t abandoned her pre-creator dreams entirely. She still plans to pursue nursing, specifically psychiatric nursing—a career path that aligns with her content’s underlying mission of spreading positivity and supporting others through difficult times.

“I think it’s always important to consider your audience,” she advises aspiring creators. “Don’t promote something that’s not going to be good for your audience just for money.”

For creators struggling to find their voice in an industry often criticized for its superficiality and burnout culture, Samantha’s path offers a different model: one where vulnerability becomes strength, authenticity drives business decisions, and success is measured not just in followers but in genuine connections. As she prepares for her VidCon debut, she embodies a new generation of creators who understand that in the attention economy, the most valuable currency isn’t views—it’s trust.

Her advice to aspiring creators remains refreshingly simple: “Be yourself. Be bold. Believe in yourself. Everything is possible and be consistent.”