Popular beauty and lifestyle creator Fei Yang, known to millions as heyitsfeiii, announced a major career pivot from full-time content creation to professional content marketing and social media management.
The 31-year-old digital veteran, who rose to fame during the initial wave of K-pop and K-beauty trends on YouTube, shared that she is slowing down her upload schedule to focus on building a sustainable business helping other brands grow.
Yang cited the mental toll of the “fight or flight” mode associated with fluctuating brand deals and declining engagement as the primary driver for her decision to seek stability outside of the traditional influencer model.
The transition marks a significant shift for Yang, who has spent over 10 years building a digital community of more than 1.5 million subscribers.
She admitted that her channel had faced a period of stagnation, a common occurrence for many millennial creators as platform algorithms evolve to favour newer trends and formats.
Instead of continuing to “double down” on content that was no longer yielding results, Yang began leveraging her decade of experience in scripting, filming, SEO (Search Engine Optimization), and platform metrics to land clients in the corporate sector.
Yang emphasized that she is not leaving social media entirely but is moving away from the pressure of weekly production.
She has already begun her new journey, revealing that she secured her first marketing client within weeks of making the decision to pivot.
By reformatting her professional identity, she aims to break the “dead YouTuber” stigma, which suggests that creators have no viable career options once their views begin to decline.
Aspiring creators can learn from Yang’s approach to financial and professional longevity. Throughout her 20s, she focused on saving and investing her earnings from AdSense to provide a safety net for this exact transition.
Her new venture focuses on content marketing, which involves creating and distributing valuable, relevant content to attract and retain a clearly defined audience for businesses.
As the first generation of career YouTubers enters their 30s, many are seeking roles as consultants or managers, proving that the skills learned while building a personal brand are highly transferable to the traditional job market.
Fei Yang plans to continue sharing her journey through “follow me to work” vlogs on Instagram and TikTok, documenting her evolution from a solo creator to a marketing specialist.
