Fashion brand founder-influencer Amanda Steele on 'OG YouTube' and the importance of organic content

To be able to say that you’ve been an influencer for almost half of your life is a feat -- even for digitally native Gen Zers. 

Multihypenate Amanda Steele, 22, has spent 12 years creating content for social channels including YouTube and also boasts the titles of fashion brand founder of Steele and working actress. 

“Most of my success came from me doing it so early,” said Steele, of her influencer career. “When it gets overly saturated, whatever platform you're using, it's just hard to get your content seen.” 

Steele, who launched her YouTube channel in 2011 with dreams to become a fashion designer, branched into makeup as the beauty industry took over social media. Now, as the founder of her own clothing line, Steele -- which she describes as “model-off-duty style" -- her aspirations in fashion have come full circle. The line includes “leather pants, so it’s edgy and sophisticated,” along with blazers and baggy jeans.

“It’s not super trendy,” said Steele. “But you can walk into a business meeting or you can go out with your friends or get brunch, all in the same outfit.”

Most recently, the creator has branched off into the acting world, starring in "Paradise City" on Amazon Prime. But this doesn’t undermine the power of social media platforms like YouTube, Instagram and TikTok, where she has about 6 million cumulative followers. 

“YouTube will always be there,” said Steele. “TikTok is where our brains are at right now, the short-form content. But now we have Reels, and we can do that on Instagram, too.”