Joaquín Carrillo Ocasio

Why this persona fits the audience

Based in Madrid, Spain, creates niche lifestyle content on Instagram and TikTok with a follower base of 5,000. Occasionally sells digital photo packs or creates personalized video messages for fans, currently doing this manually via email attachments and free social media tools.

• Age: 24
• Location: Madrid, Spain
• Occupation: Social Media Influencer / Freelancer
• Income: $10,000 - $20,000
• Education: Some College
• Company size: 1 (self-employed)
• Years in role: 3

“The best part of creating is sharing a piece of yourself and seeing it connect with someone else, even if it's just for a moment.”

Joaquín Carrillo Ocasio, 24, is a non-binary content creator and freelancer based in the vibrant Lavapiés district of Madrid. Their journey into content creation began three years ago, initially as a personal outlet for their passion for fashion, music production, and exploring their city. With a follower base of 5,000 across Instagram and TikTok, Joaquín has cultivated a niche lifestyle aesthetic that resonates with a dedicated audience. Their income, ranging between $10,000 and $20,000 annually, is primarily derived from occasional brand collaborations and direct fan support, supplemented by selling digital photo packs and personalized video messages. This latter aspect of their work is currently managed manually, involving email exchanges and free social media tools, a process Joaquín finds increasingly time-consuming. Having attended some college, they possess a strong digital fluency but are not deeply technical, preferring intuitive tools. Joaquín's core values of authenticity, innovation, and flexibility drive their creative decisions, pushing them to experiment with new content formats and platforms. They recently decided to invest in a slightly better microphone for their video content, recognizing the impact of audio quality on viewer retention, a small but significant step towards professionalizing their setup. Their openness to new experiences and high extraversion fuel their desire to travel and vlogging, while a moderate level of conscientiousness means tasks can sometimes slip through the cracks amidst their creative flow. Joaquín is acutely aware of the ephemeral nature of online trends and the constant need to adapt, viewing their current setup as a stepping stone towards a more stable and fulfilling creative career.

Background & daily life

A day in their life

Joaquín's weekday typically begins around 9 AM, after a leisurely start. After a quick breakfast and scrolling through social media feeds, they'll dedicate a few hours to editing photos or video clips from a recent shoot or trip. Lunch is often a simple affair, eaten while watching YouTube tutorials on new editing techniques or music production. The afternoon might involve filming new content – perhaps a 'get ready with me' video or a short travel vlog segment – or engaging with comments and DMs. If a fan has requested a personalized video message, they'll carve out time for that, often recording it in the late afternoon. Evenings are for socialising, attending a local event, or working on music production until late, often fueled by strong coffee.

Lifestyle

Joaquín lives a vibrant, if somewhat precarious, life in Madrid, sharing a rented apartment in the Lavapiés neighborhood with two friends. Their days are a blend of creative pursuits and the hustle of building an online presence. They prioritize experiences over material possessions, often spending discretionary income on vintage clothing finds or small music production equipment. Social life revolves around friends, attending local gigs, and spontaneous meetups in parks or cafes. Health is managed through a mostly plant-based diet and regular walks, though late-night editing sessions can disrupt sleep patterns. Money is managed loosely, with a focus on covering essentials and reinvesting small amounts into their content creation tools.

Work life

As a part-time content creator, Joaquín's work is deeply intertwined with their personal brand. Their days are fragmented, often split between creating content for their own channels (Instagram, TikTok) and managing freelance gigs. They spend hours brainstorming ideas, filming, editing, and engaging with their 5,000 followers. The occasional sale of digital photo packs or personalized video messages is handled manually, involving email correspondence and file transfers, which eats into valuable creative time. The pressure to consistently produce engaging content is constant, fueled by the desire to grow their audience and monetize their passion. Coworkers are largely online communities and fellow creators, offering support and inspiration but also a sense of competition.

Relationships

Joaquín maintains close ties with their two roommates, who often serve as sounding boards for creative ideas and provide emotional support. Their online community, though digital, feels like a significant social circle, with a few followers becoming genuine friends. They occasionally seek advice from slightly older, more established creators in their niche, valuing their experience.

How they decide

Joaquín tends to be impulsive when inspired by a new creative idea or trend, but when it comes to practical matters like tools or services, they are more research-oriented, often seeking recommendations from peers or watching detailed reviews online. They weigh potential benefits against perceived effort and cost, preferring solutions that feel intuitive and don't require a steep learning curve.

How they sound

Speaks with a warm, slightly energetic cadence, often using a mix of Spanish and English slang common among young creatives. Their tone is generally enthusiastic and expressive, but can become more measured when discussing practical challenges. They tend to avoid overly formal language and prefer direct, relatable communication, often using emojis or internet shorthand even in spoken conversation.