Today we’d like to introduce you to Gigi Justiniano.
Hi Gigi, we’d love for you to start by introducing yourself.
My content creating journey really started in 2020. I had always wanted to be on the big screen as a kid, so when social media blew up, I realized that I could make my own “movies” whenever I wanted to. Short form content became a side hobby that eventually turned into something I really loved doing.
Then I started practicing classical Pilates where I met a teacher (turned friend) who needed someone to create content to help attract more clients during a time when the whole world seemed to live behind a screen. I dove into learning about editing and the art of storytelling, experimenting with different shots, studying what captured people’s attention, and figuring out how to create content that felt both authentic and engaging in an ever-evolving digital landscape.
Fast forward to today, I’ve had the opportunity to work with wellness brands, athletes, nonprofits, and small businesses, helping them tell stories that connect people to something bigger than a product or service. What started as a creative outlet became a business, but at its core, my work is still driven by the same thing that drew me to content creation in the first place: a love for storytelling.
I’ve come to realize that the most powerful content isn’t about going viral. It’s about making people feel seen, inspired, understood, or curious enough to take action. Whether I’m creating content for a sauna lounge, a marathon runner, or a local business owner, my goal is always the same: to find the human story at the center of it all and bring it to life in a way that resonates.
Looking back, every chapter of my journey has been built on curiosity. I said yes before I felt ready, learned by doing, and trusted that each opportunity would teach me something new. That willingness to keep learning, experimenting, and telling meaningful stories is what has brought me to where I am today.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Definitely not!
Like a lot of people who started creating content around 2020, I think I underestimated how much time and effort goes into building something sustainable. Learning how to shoot and edit videos was one thing. Learning how to run a business, find clients, manage expectations, and consistently deliver results was another challenge entirely.
One of the biggest struggles was dealing with the uncertainty. Social media changes constantly. What works one month may not work the next. Algorithms evolve, trends come and go, and there were plenty of moments where I questioned whether I was good enough or if I should pursue something more stable.
Another challenge was learning to value my work. In the beginning, I said yes to almost everything because I wanted experience. While that helped me grow quickly, it also taught me the importance of boundaries, pricing my services appropriately, and recognizing the value I bring to my clients.
I’ve also had to navigate a lot of personal growth along the way. Building a business forces you to confront your own fears, whether that’s fear of rejection, fear of failure, or fear of putting yourself out there. There were times when opportunities didn’t work out, clients said no, or projects didn’t perform the way I hoped. But each setback taught me something that ultimately made me a better creator and business owner.
Looking back, I’m grateful that it wasn’t a smooth road. The challenges taught me resilience, adaptability, and confidence in my abilities. They also helped me realize that success isn’t about having everything figured out. It’s about being willing to keep learning, experimenting, and showing up even when the path forward isn’t completely clear.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’m the founder of Main Character Media, where I help brands tell stories through social media and content creation. Over the years, I’ve worked with wellness brands, athletes, nonprofits, small businesses, and entrepreneurs, but no matter the industry, I’m always looking for the human story behind the brand.
I create content, develop social media strategies, and help businesses figure out how to show up online in a way that feels authentic and actually connects with people. Anyone can post pretty photos or jump on trends, but I think the content that sticks is the content that makes people feel something.
What I’m most proud of is that I built this business from a hobby. I started creating videos because I genuinely enjoyed it, and somewhere along the way it turned into a career. I never set out to start an agency. I just kept saying yes to opportunities, learning as I went, and following what excited me.
I think what sets me apart is that I don’t really think of myself as a marketer first. I’m a storyteller first. I’m naturally curious about people, what drives them, what they’re looking for, and how a brand fits into their lives.
At the end of the day, people don’t remember every post they see. They remember how something made them feel. That’s what I’m always chasing when I create content.
Where do you see things going in the next 5-10 years?
I think one of the biggest shifts we’re already seeing is that social media has become increasingly saturated with ads. Every platform is trying to monetize attention, and as a result, people are constantly being sold to. Audiences are getting smarter and more selective about what they engage with because they can immediately tell when something feels overly produced or transactional.
Because of that, I think we’re seeing a return to authenticity. People are craving content that feels real and relatable. The videos that perform well aren’t always the most polished ones. They’re the vlogs that feel like you’re on FaceTime with a friend, the behind-the-scenes moments, the honest conversations, and the stories that make you feel connected to another person. People are more likely to cheer on the “underdog” rather than jumping into someone’s story that’s already successful.
I also think we’re moving away from the idea that bigger is always better. For years, the goal was to get as many followers as possible. Now, brands are realizing that a smaller, engaged community can be far more valuable than a massive audience that doesn’t really care.
AI will definitely continue to change the way content is created, but I don’t think it will replace human creativity. If anything, it will make authenticity even more important. When anyone can generate content, the things that become valuable are perspective, personality, lived experience, and genuine connection.
Over the next 5 to 10 years, I think the brands that win will be the ones that feel the most human. The ones that tell stories, create community, and make people feel like they’re part of something rather than constantly being marketed to.
Contact Info:
- Instagram: https://www.instagram.com/gigixsocials/
- Other: https://www.instagram.com/maincharactermedia.co/
