‘Stay curious and consistent’

Luke Magro is a model and influencer with almost 9,000 followers on Instagram and over 3,500 on TikTok. He is renowned for his hilarious reels, (shirtless) cooking tutorials, and weekly fashion-inspo.
Luke Magro

Describe your social media game: The main pillars of my social media game are things I actually love most: fashion, fitness, food, and fun, cheeky content. 

Your followers tend to be: The majority are young women that share one or more of my passions, particularly cooking. They are also always up for a good laugh.

What made you take up such a career? I started creating content about nine months ago. The first collaborative project came quite spontaneously and, shortly after, other brands started approaching me. I was already established as a model at the time, so it made it easier to create content for clothing brands, but I felt that I wanted to bring my fun and creative side to the content as well.

Which was the turning point? After my Zou Bisou Bisou video, which went viral and which my followers and the brands I worked with loved, I got a lot of encouragement. From then on, I started enjoying the process even more and got more creative and daring with my content. In my opinion, the recipe for success is to stay curious and consistent; to always keep learning; and not to be afraid of criticism, of being different, of expressing yourself the way your gut tells you. Always believe in your product.

What do you believe is the role of an influencer? I think there are different roles you can choose from as an influencer. To me, it’s to entertain and educate while being responsible in delivering content that doesn’t harm anyone.

Why do you believe your content is relatable? Most content creators do ‘in your face’ advertisements. I try to deliver the message in a way that is relatable and fun for the viewer while still delivering the message needed. Emotion is the most powerful delivery tool. 

Who do you follow online, and why? I follow some Maltese content creators; many are good friends and I’m curious about how they choose to bring the message along through their content. I also follow big content creators abroad for inspiration on what I can improve. 

TikTok – evil or amazing? TikTok is a fun and unpredictable platform where most content is raw and super diverse. Its algorithm is quite unfair with what gets good views and not, I find. The only evil thing about it is the comments section, which is so full of comments that are aimed to provoke and can easily affect someone who’s vulnerable. 

I want to up my social media game. What do I do? People are inspired by someone with a passion. So, bring your passions and find the niche that relates to it, no matter how small it may be in the beginning. Post consistently. Also, make sure to interact with your audience. If something doesn’t work, change the way you deliver the message not the message itself. 

How often do you post? Currently, I post around four times a week. I think it’s a healthy balance for viewers not to get bored and for myself to have time to prepare the concept and produce a refined post without compromising my sanity.

Can spontaneity and influencer co-exist? I think that depends upon the character of the person. I’m not the spontaneous type so I plan everything ahead to keep up with schedules and deadlines. I’m a person who loves routine in general, so…

Any nasty stalker stories? Not really. Sometimes I receive messages or images which are not suitable to mention here. Other than that, no crazy fans running after me… Till now!

Follow Luke on @luke_magro_ on Instagram. For other Sunday Circle features about content creators check out this interview with Marie Claire Portelli or with Raphael Vella.

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