Alright – so today we’ve got the honor of introducing you to Victoria Graf. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Victoria thanks for taking the time to share your stories and insights with us today. Some of the most interesting parts of our journey emerge from areas where we believe something that most people in our industry do not – do you have something like that?

This is my favorite type of question, specially in the social media space. I think in general, and as an industry, we have just labeled my role/career as “Social Media”, but I see social media as more of a skill. I’ve worked in so many different industries—cultivated meats, the LA-influencer market, podcasts, housing, auto, scripted TV, celebrity brands, and in the end the day to day is different for each of these but the results will always be connection, strategy and storytelling. Social media is a tool first and foremost, and that isn’t necessarily the way that a lot of my peers perceive it.

Social media has helped me learn and practice storytelling in ways that I really believe only digital platforms can. They truly reconstructed narratives and entertainment. It isn’t just about posting content; it’s about storytelling, community-building, and understanding human behavior.

This shift in perspective has shaped how I approach my work. I don’t see myself as just a “social media person” but as someone who translates ideas, brands, and narratives into digital experiences that resonate. And when you view social media as a skill rather than a job, it opens up a world of possibilities—you’re not confined to a single industry, and your work can evolve with new platforms, technologies, and cultural shifts.

Victoria, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

When I graduated college, social media was definitely not part of my life plan. I was excited and focused on pursuing a career in audio production. But when the pandemic lockdown happened, I found myself freelance editing in Houston. Quickly, I noticed a huge opportunity. I had the skills to shoot and edit content, and suddenly everyone needed a stronger online presence.

I landed a job at a small boutique agency, where I created content for all of their clients. That’s when I realized just how naturally the social media workflow clicked for me. Even though it was all new, it didn’t feel like I was fighting an uphill battle. I genuinely enjoyed the process, and it blended my strengths: production skills and customer service. So I stuck with it.

Looking back, social media had always been orbiting my life anyway. In high school, I started my dance team’s Instagram account. In college, I ran the Latinx student organization’s page. And at one point, my roommates even gave me a “Most Likely to Be Kermit the Frog’s Twitter Admin” award at a party.

Today, I run a variety of accounts based out of LA, across all different industries. I love being the bridge between them. To me, social media has always felt more like a skill set than just a job title. I’m especially proud of the community-building side; reading comments, starting conversations, connecting with people I might never meet otherwise. There’s so much value in those small interactions. I’ve learned a lot from strangers on the internet. Additionally, planning and creating content is really fulfilling.

Is there mission driving your creative journey?

Yes! Emphasizing the “SOCIAL” part of social media! I like to make content and captions that are more community based than just promotion. One of my client’s pages is really good at this and I really enjoy developing and planning content for it.

All good brands know that having a fan base/ community/ audience is the end goal, so I make sure to prioritize community in my strategies.

Is there something you think non-creatives will struggle to understand about your journey as a creative? Maybe you can provide some insight – you never know who might benefit from the enlightenment.

Growing up, my dad always said, “every brain is its own world,” and I think that’s exactly what social media has become. These platforms and their algorithms give you exactly what you seek out and consume — creating a highly personalized, almost invisible ecosystem around each person.

It’s wild to scroll through someone else’s feed or discovery page and realize how different their entire online world is. No matter how viral something feels, it doesn’t mean everyone sees it. That wasn’t always the case — everyone once knew “Charlie Bit My Finger.” Today, there’s no single piece of media that everyone experiences.

For non-creatives, I think that’s a tough shift to fully understand. It’s not about chasing a million likes anymore; it’s about building a world that looks and feels the way you want it to. Success is way more personal now — and honestly, way more interesting.

Contact Info:

• Instagram: https://www.instagram.com/vickytoria_g