Alusha Fernandes, a 24-year-old from Mapusa, found her passion for marketing and content creation through an organic journey. While pursuing her BBA in Navi Mumbai, she developed a deep appreciation for exploring Goa’s hidden gems. What started as a personal account in 2014 evolved into a dedicated platform showcasing cafés, restaurants, and unique experiences across Goa. With a keen eye for aesthetics and authenticity, Alusha curates engaging content that resonates with her audience. Working as a social media manager at a Mumbai-based company, she balances finely between both her careers...
Starting out
I began my page in 2014 as a personal account during my school days. Over time, I gained a following organically due to my popularity among peers. Initially, my posts were random but always centered around food and exploring Goa. In 2021, I decided to refine my content, curating an aesthetic feed dedicated to travel, cafés, and restaurants in Goa. Since then, I have remained consistent, turning my page into a guide for discovering restaurants, offering reviews, and showcasing unique experiences across the State.
Passion for sharing
Being an outgoing person, I naturally felt comfortable sharing my experiences online. I enjoy providing insights into the places I visit – whether it's a café, restaurant, or hidden gem – and helping others discover new spots. It brings me immense joy when people find value in my recommendations.
Content planning
I plan my weekly content in advance and structure it accordingly. Recently, I started a dedicated Goa series, ensuring at least one post per week. For reels, I design cover pages and use engaging hook lines to capture attention. My aesthetic is simple and minimal, making it easy for my audience to connect with my content.
Commitment to authenticity
Authenticity is the key to building a strong personal brand, and I take that seriously. Every post and reel is entirely my work – from capturing the content to editing and executing the final output. Engaging with my audience, considering their opinions and delivering content that resonates is essential.
First collaboration
Becoming a content creator was never my goal; it happened organically as I remained consistent with my posts. In 2021, I received my first collaboration invite from a local café. At the time, I had no knowledge of brand partnerships, so I simply documented my visit and shared pictures and stories. By February 2022, I started receiving more collaboration requests, which reinforced my love for content creation.
Overcoming challenges
One of my biggest challenges initially was finding someone to accompany me for shoots, but I’m grateful for my family and friends who supported me. Today, I’m happy with how my content has evolved. Passion drives my creativity, and to me, that is the most important aspect of this journey.
Building an online presence requires dedication and consistency. From brand collaborations to travelling for shoots, editing reels, and planning creatives – I manage everything independently. Many nights, I edit reels at 2 am but I genuinely enjoy it, so it never feels like a burden.
Staying updated
I keep track of trends by saving trending audios and reels on Instagram. I incorporate popular music while ensuring it aligns with my style. Additionally, I research various brands and content creators who inspire me. Observing industry trends and learning from fellow creators helps me refine my approach and stay relevant.
Dealing with algorithms
The unpredictability of social media algorithms can be challenging. Sometimes, I have high expectations for a reel, but if it underperforms, it affects my mood. However, I use these moments as learning opportunities, adjusting my content strategy accordingly. A structured schedule with reminders and calendar plans helps me balance content creation and personal life.
Other interests
Music has always been a big part of my life. As a child, I played the keyboard and bass guitar, and I’ve always loved Goan music. I also enjoyed singing and frequently participated in school competitions. If I weren’t a content creator, I would have loved to be part of a Goan band.
I also find driving therapeutic. Solo drives help me clear my mind – on stressful days I take my car out, grab a bite, and just drive around for fresh air.
Animal welfare
I am deeply passionate about animal welfare. Over the years, I have rescued and found loving homes for over two dozen puppies. I strongly advocate for pet adoption over shopping and encourage people to give rescued animals a chance.
Career growth
Managing my page has given me firsthand experience in brand building, audience engagement, and content strategy. Working as a social media manager has deepened my understanding of digital marketing. Attending industry events and networking with fellow creators have also contributed to my growth.
Future plans
I see myself continuing in this field for the long run. If opportunities arise to expand and explore new avenues within content creation and marketing, I will embrace them. One of my biggest goals is to showcase Goa beyond its beaches and nightlife. I want to highlight its rich heritage, traditional cuisine, and unique cultural experiences to a global audience.
Advice to aspiring creators
If you’re passionate about content creation, go for it – but be prepared for hard work. Success requires consistency, dedication, and long hours of effort. Choose your niche wisely and plan your content strategically. Criticism and doubts from others are inevitable, but staying motivated and true to your vision is crucial. There will be moments when you feel like giving up, but always remind yourself why you started. This field has immense potential, and with the right mindset, you can carve a meaningful path.
