The content creator Julia Leivas has built a career that combines behavioral analysis, trends, and personal experiences in the digital environment. With a degree in accounting and currently living in Madrid, the influencer has found in social media a space to transform information into reflection, addressing topics ranging from financial habits to the impact of the internet on people’s lives. In an interview, she discusses her career transition, the challenges of the profession, and the role of responsibility in the age of digital influence.
With a degree in accounting and experience working for several companies, you now focus your efforts on creating digital content. How did your journey in this field begin, and at what point did you realize you wanted to pursue this path?
For me, working online was always a distant dream. From a very young age, I enjoyed recording vlogs, and my personal YouTube account is full of archived videos documenting my life. This was at a time when influencers and bloggers didn’t even exist, so I never considered turning it into a job. Over the years, while pursuing my career in accounting, I realized how much I enjoyed talking and expressing my ideas and opinions, something that isn’t always possible in the corporate world. That’s when I decided to strive to start doing something that already fascinated me: traveling and creating content. I took a few months off to do an exchange program in Canada, and that’s where my life as a content creator began, even if initially for just a few friends. Since I always enjoyed watching longer videos on YouTube, I decided to create a channel to finally express my opinions. In March 2025, I posted my first video and realized I could turn this into a career. Gradually, I built a community and addressed topics that spark people’s interest. I do research and dissect the subjects, which ends up being useful both for me and for those who follow me. It was in this process that I understood that this is exactly what I love to do.
Currently, her content follows a line of analysis of behavior and trends. What led her to develop this editorial approach, and how does she usually choose the topics that become videos?
I watch many channels from the United States that address these topics, and I’ve always liked what they call “video essays,” which are longer, research-based videos. In my content, I use other people’s videos as support to react while I talk about a particular subject. However, these videos are not the main focus, but rather complements; the topic I choose is what guides the entire video. I usually define the topics in two ways: through recommendations from my audience on Instagram or from research I do on the internet, while reading news, watching YouTube, and following content in general.
Today, a large portion of internet users are influenced by the content they consume online. How do you see the power of communication and influence that the digital environment currently exerts?
I start from the premise that it can be both a blessing and a curse. It’s a blessing when you choose to follow and keep up with people who create what I call “good content,” which doesn’t lead you down a negative path, but awakens the best in you. On the other hand, it can be a curse when you associate with people who influence you to do harmful things. I see many people in this scenario who are called digital influencers, but who don’t want to take responsibility for their own influence, especially when they do or promote something that could be considered almost criminal. This is even more evident in the context we live in today, with the popularization of betting and other practices that I consider extremely dangerous.
Your background in accounting also comes through in some of the topics you address, such as debt and the population’s financial habits. In your view, does the solution to this scenario mainly involve a change in people’s behavior, or does the country’s economic context still weigh more heavily?
I believe both. I research the topic extensively and understand that there are people who earn astronomical salaries and yet live surrounded by debt and maintain a disorganized financial life. At the same time, there are people who go into debt simply because they can only afford the basics to feed themselves, and end up being impacted by unforeseen events, such as accidents or other unexpected situations. In the general context of my audience, the main factor is related to a lack of healthy financial habits. Many people end up in debt due to superfluous expenses, and it is precisely at this point that I seek to help.
Despite the many debates about the negative impacts of social media, they also bring people closer together and broaden access to information. Do you see your channel as a space that can help the public reflect more deeply on everyday issues?
Yes, I believe social media can be very good, as long as you use it wisely, and not the other way around, as I always say. Today, it’s possible to access practically all information in the palm of your hand. One example is X, which has become one of the largest news outlets and, at the same time, a social network. Even so, I believe it’s essential to use them sparingly. In my case, I see my channel as something that goes far beyond short reaction videos. There’s a message behind it: I want people to reflect, understand the information I research and that I’m sharing in a simpler way. For me, one of the best parts of the internet is the possibility of consuming and sharing content that truly adds value. This also stems from the fact that I consume a lot of YouTube content as well.
Many people still see the influencer profession as something glamorous or as a simpler alternative to traditional careers. In practice, was there anything about this profession that surprised you?
I used to think that too, haha. But today I see that it’s an unstable profession, like so many others when you decide to become an entrepreneur. For me, it’s basically the same logic: you are your own business and, for it to work, you need to work hard. I imagined it would be simpler in a way, but that’s because we end up using influencers with millions of followers as a reference, as they are the most valued. In practice, however, the reality is different: communities of nano and micro influencers tend to be much more active and engaged.
Today you live in Madrid, a city with striking cultural differences compared to Brazil. How was your adaptation process, and what has changed most in your routine since that decision?
I used to live in FlorianĂłpolis, but I’m from a small town in PiauĂ, so the change from one reality to another was already quite significant. In the case of Madrid, the biggest impact I felt was the language barrier. Today I speak Spanish much better, but at the beginning it was challenging. Since I already felt almost like an immigrant in my own country, due to regional differences, this adaptation wasn’t so different here. This feeling of “being on the outside” has always been part of my experience, in a way.
During this time building your career in the digital world, what was the biggest lesson this experience taught you, both professionally and personally?
The greatest lesson I’ve learned, personally, is understanding the power of resilience. I realized that each day is a new battle, that things are always changing, and that it’s necessary to constantly research and study, as in any profession, and that’s something I truly find wonderful. I have the desire to pursue postgraduate studies and even a master’s degree in my field, to continue deepening my knowledge and, at the same time, pass this knowledge on to my audience in some way. It’s something that makes me very happy.
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