Ashley Costic’s personality pops both in person and through the camera lens of her TikTok videos about fashion, makeup and shopping.
Whether it’s answering questions about her success as a social media influencer or informing and entertaining her 315,000 followers, the 21-year-old Kent State University at Stark student is engaging, personable and magnetic.
But her throngs of online followers may be surprised to learn Costic has struggled with anxiety since middle school.
“Just being in a classroom, I’d be nervous,” she said. “I just felt like I had to have a certain persona. I guess I just felt talking to people was difficult for me and how I was perceived. I just wanted to make a good impression for myself, and I wanted to be liked at the end of the day.”
Those nerves fade when she’s on camera.
“TikTok, I feel it definitely helped me break out of my shell,” said the 2023 Wadsworth High School graduate. “Knowing people were going to see me. I can be my real self right through the screen and not worry about people judging me in real time.”
And she’s exceled on camera to the point where she earns an income from her influencing work.
In fact, Costic said she could work full time as a content creator and social media personality but is determined to earn a degree in communication studies at Kent Stark in Jackson Township, where she’ll resume classes Aug. 24.
“I’m not sure exactly what I want to hone in on just yet because in the industry of social media, there’s so many opportunities,” she said of a future career. “But I want to take what I learn and apply it. I feel that (public relations) would be so cool, or I could focus on the analytics of videos and what does good and what doesn’t.”
‘It still feels surreal.’
The Akron-area resident is an accomplished influencer who also has 17,000 followers on Instagram, 38,000 subscribers on YouTube and 12,000 followers on Snapchat. Besides fashion, makeup, skincare and shopping-themed videos, the college student also offers a peek into her life, including vacations, working out and concert outfits. She also suggests Halloween costume ideas and samples new flavors of Alani Nu energy drink.
“Growing up, I always loved being in front of the camera,” Costic said. “Every Friday night, my brother and I would have a dance-off and make little videos. My brother was doing crazy flips off the bed.”
Costic started her TikTok account while in high school. Creating “Get Ready with Me” videos spurred her interest in the social media platform. Such videos show content creators preparing for an event or activity like going to school or a party while giving tips on makeup, hair and outfits.
While there’s no surefire secret to online success, Costic said she keeps her videos fast-paced and full of personality.
“I try to be as bubbly as I can and show emotion and not just sit in front of a camera in my pajamas with a camera in front of my face,” she said. “I just have fun.”
Brand deals and sponsorships earn income
Costic is surprised by her own reach and the millions of views her videos have garnered. A single TikTok video tallied 5.6 million views.
She’s been noticed on campus and when out shopping or vacationing in North Carolina. Costic was invited to the Coachella music and arts festival and New York Fashion Week and attended a party in Los Angeles for high-profile influencers.
“I feel very proud of the accomplishments,” she said. “And it’s cool to become an influencer, but I never thought it would go anywhere. I made videos for fun. It still feels surreal. I still act like a normal person outside (of social media). I go to school, I go to the gym and lay in my bed somedays.”
Costic earns enough money through brand deals (essentially product endorsements) to drop out of college and work as an influencer full time. Brand deals and sponsorships are arranged through a manager.
She promotes clothing, makeup and accessories on her TikTok account. Brand deals have included the Australian-based female clothing company Peppermayo; Sol de Janeiro, an American skincare and fragrance brand; YSL (Saint Laurent), a Paris-based fashion and beauty company; and the Los Angeles-based Edikted, an online fashion brand.
“I didn’t even know how much money you were able to make off TikTok,” she said. “Especially with brand deals. I find it crazy how much a brand is willing to pay. They’ll pay me high amounts for a 30-second deal.”
Individual brand deals can pay $5,000 to $7,500, Costic said.
“But I want to focus on being a student first and foremost because social media is never promised,” she said. “Social media could shut down and then my (social media) would not be there.”
‘Home run presentation’
Lisa Waite, a senior lecturer emeritus in communication studies at Kent State University at Stark, said Costic remains grounded despite her immense online audience.
“I am most impressed by her humility and the way she maintains a strong sense of self and personal values in a role that can easily pull people away from them,” said Waite “Ashley is not only capable (but) she’s bright, with an impressive academic record and a genuine commitment to her education.”
Waite said Costic transforms on camera.
“In class, she is a quiet spirit — thoughtful, observant,” she said. “… Yet she has the ability to morph her persona in ways that fully engage and captivate her online audience.
“That kind of versatility is not accidental. It reflects a deep understanding of audience, message and platform.”
Costic had been a student in Waite’s rhetorical criticism course. After hearing of Costic’s social media prowess, Waite invited her to be a guest speaker in a pop culture communication class.
Interest in Costic’s presentation, “Influencer 101,” extended beyond her peers, Waite said.
“We had a few local professionals attend,” the educator said. “And they had questions about their own social media practices. Ashley was able to share insight with them, which they received with gratitude.”
Maintaining sizable online viewership is both a nuanced and complex process, Waite noted.
“(Costic) is very skilled at experimenting with techniques and adapting to her fan base for success,” she said. “This includes technology proficiency, product decisions and of course the right messaging and delivery style. In addition, she is learning about small business practices, salary negotiation and responding to national and international invitations.”
Regarding Costic’s decision to stay in college, Waite said: “She is not chasing short-term success. She is building a foundation for long-term impact.”
What kind of free swag does Ashley get?
Perks of being an influencer include receiving free clothing, makeup, accessories and other products. Many of which Costic shares with friends and online followers.
Four or five packages typically arrive at Costic’s home daily. They range from new flavors of Alani energy drinks to Pink Palm Puff, a social-media driven apparel company popular among Gen Alpha and founded in 2023 by a 15-year-old girl.
“I get to the point where I don’t know where to put it,” Costic said with a smile and laugh.
‘Her content feels relatable.’
Followers like Izzy Moriarty, 16, of Buffalo, Missouri, enjoy Costic’s videos.
“Her content feels relatable,” the teen said. “She shares parts of her everyday life in a way that makes people feel connected, and she seems like someone who’s just being herself instead of trying to be perfect.
“I think Ashley stands out because she’s authentic,” Izzy added. “She doesn’t seem to put on a different personality for social media, and that makes her content feel more personal. She also interacts with her community, which helps her followers feel appreciated.”
Izzy aspires to be an influencer herself.
“I’d love to be a lifestyle and beauty creator who also shares everyday moments, fashion, nails and creative projects,” she said. “Ashley definitely inspires me because she shows that you can build a community by being yourself and staying consistent. I also admire that she’s continuing her education while creating content, which shows it’s possible to balance different goals.”
The downside of social media
Influencers also subject themselves to negativity.
“People are going to talk no matter what,” Costic said of potential critcisms. “And I’ll just do what I’m going to do at the end of the day.”
Social media is both fun and work. Reviewing products, recording clips, and editing and crafting videos takes hours. Costic said she strives for perfection.
“I want the video to sound and look as perfect as possible and make it as authentic as possible.”
‘That almost made me tear up.’
Beyond the swag and perky videos, social media makes an impact, Costic said.
“I get DMs (direct messages) from younger girls,” she said. “They say, ‘You’ve really helped me look better at myself.’ They just feel better about themselves and feel more confident through my content, which is huge to me — even if I’m inspiring one person and inspiring other girls to post videos.”
She also promoted a woman’s small business that sells handmade bracelets and clothes online.
The business owner “said you put food on my table for my kids and my family,” Costic said. “That almost made me tear up a little. … Just knowing that I’m doing good for other people makes me feel good about myself.”
Reach Ed at ed.balint@cantonrep.com. Follow on Instagram at ed_balint and TikTok @edwardbalint.
This article originally appeared on The Repository: ‘I just have fun.’ Kent Stark student talks about becoming a TikTok sensation | Exclusive
Reporting by Ed Balint, Canton Repository / The Repository
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By Ed Balint, Canton Repository | USA TODAY Network
