For Pasha, the journey to becoming a full-time creator can be challenging, but the unparalleled creative freedom and flexibility make it all worthwhile.
In the busy world of social media, where attention is currency, Pasha (Pavel) Grozdov has carved out a distinct niche. From posting TikToks while juggling his full-time job to now living in New York City as a full-time content creator working with big brands including Sony, Ralph Lauren, Microsoft, Mercedes-Benz, YSL and Coca-Cola, Pasha's journey is not just about viral fame but also about the intricacies and challenges of building a sustainable career in digital content.
As part of our 'Ask Me Anything' series, members of the Sydney Alumni Community asked Pasha about creative inspiration, standing out on social media and what it's really like being an influencer.
Standing out in a crowded digital world
As someone who now posts for an audience of 1,000,000+ followers across TikTok and Instagram, Pasha understands the nuances of engaging audiences and mastering the elusive algorithms of social platforms. "In the very noisy world of content creation, standing out requires a strategic approach," he says.
But in a digital landscape saturated with content and distractions, an alum asked, "What are your top three tips for getting cut-through?"
Pasha broke down his recipe for winning attention into 3 steps:
- Be Authentic - For Pasha, being genuine is the key to engagement. "Share your true thoughts and experiences," he says "For example, when vlogging, instead of saying I did this, this and this," say "This, this and this happened to me and it made me feel X, Y and Z. It's not just about being unique…it's about being real and relatable."2.
- Engage actively - Pasha reminds us that content creation is not a one-way street, it's a form of connection. "Engage with your audience by responding to comments, asking questions, and creating content that encourages participation," he says. "Most creators just put out content without engaging much, so make your followers feel like they are a part of your family to stand out more."
- Be consistent (with a twist) - Posting consistently allows you to sustain your audience's attention, but you also need to keep them on their toes. "Maintain a reliable posting schedule so followers know what to expect," says Pasha. "But surprising them occasionally will keep their interest piqued. Whether it's exploring a new topic, experimenting with a different format, or introducing a guest, mixing things up can enhance engagement."
Balancing artistic vision with audience expectations
Our alumni were also curious about how to balance content that is tried and tested with content that explores your creativity, one alum asked, "How do you balance making content or saying something you really want to do and say yourself, and your audience's preference - would you compromise some of your ideas and put the followers first?".
Pasha explained his strategy of using the 80:20 rule. "80% of my videos are in established formats that resonate well with my audience and that I enjoy making. This creates a stable base of content, like my travel videos, corporate content, and savage quotes, so my audience always knows what to expect. The remaining 20% is where I get to experiment. This is the space for trying out new ideas."
Concerned about how the elusive social algorithm might react to these new ideas, another alumni asked about the influence of the algorithm influences content and some strategies for "winning" the algorithm game. Pasha recommends that creators view the algorithm in more practical ways.
"The way I see it is that algorithms are designed to give the people what they want to see. They are created and trained by humans, so naturally, they pick up on what we like and show more of that" he explained.
To crack the algorithm code, Pasha recommends increasing your engagement by creating not only content people want to watch, but content people want to like or comment on, and to stay up to date with rules as platforms can update their content preferences from time to time.
Pasha now works with big brands including Sony, Samsonite, Ralph Lauren, Microsoft and more.
Navigating the transition from 9-5 to full-time creator
Reflecting on his transition from a traditional career to full-time content creation, Pasha acknowledged the challenges and rewards. One alum wanted to know what the transition is really like, asking, "How did make the transition from traditional 9-5 to full-time content creation... Do you ever feel anxiety about changes in the creator economy and how do you deal with that if so?"
"Leaving a regular paycheck was daunting, " he admitted. "The unpredictable earnings from content creation demand meticulous financial planning: I saved diligently, preparing myself for the toughest economic scenarios. And I only made the leap to full-time content creation when the earnings from a single ad surpassed my monthly salary," he explained.
His journey underscores the resilience required to thrive in an ever-changing digital landscape, where adaptability and foresight are essential.
Pasha emphasised that the freedom and flexibility that come with controlling his schedule and creative output also came with financial uncertainties.
"Creative freedom and lasting ownership of my content are empowering," he shared. "But without the structure of a traditional job, staying disciplined is crucial."
As the landscape continues to evolve, Pasha remains committed to authenticity, engagement, and creative exploration-values that have not only shaped his career but also endeared him to a global audience hungry for genuine connection and compelling content.
The 'Ask Me Anything' alumni series is designed to unlock the Sydney Alumni Community, bringing together esteemed alumni and industry leaders to share their expertise and insights via the Sydney Alumni Community Network on LinkedIn. Join today.
