Fashion and Lifestyle Creator Joseph Arujo Talks TikTok and Using His Voice for Good

19-year-old Joseph Arujo is a fashion and lifestyle creator who aims not just to entertain, but to make a real difference in the world.

With nearly a million followers across his social media channels, he's known for his keen sense of humor, as well as his bold sense of style and focus on real impact. He got his start on TikTok reading nightly bedtime stories live to his followers before focusing more on his passions as a creator, continuing activism and mental health awareness campaigns, all while studying as a freshman at UC Berkeley. We got the chance to chat with Joseph about his work, and what it means to him to get to use his voice as a force for good.

Sweety High: Can you tell us how you got your start in social media? When you began, did you ever see yourself getting to where you are today?

Joseph Arujo: I've always considered myself a creative person with a wild imagination. I got my first taste of the spotlight in the fourth grade with a lead role in my school play Broadway Bound, and from there, my passion really shifted from the stage to the camera!

To be honest, I never thought my dreams of pursuing a career in social media would actually become a reality. It was always an idea that was scratching at the back of my head, but seeing it come to life has truly been magical. I love sharing all that's going on in my life with my followers, and I can't wait to see what the future holds!

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SH: How have your goals as a creator changed since you first started putting yourself out there?

JA: During the pandemic, I started doing LIVE storytimes for my followers every single night on TikTok. I kept that up for over two years, but eventually my content evolved to focus more on my interest in the fashion and lifestyle space. As I continued to post, I built a loyal audience and started getting opportunities to work with brands and collaborate with so many talented creators. It was a slow process, but over time, my channel began to grow, and I was able to turn my passion into a full-time career.

@joseph Spreading Kindness at #UCBerkeley ✏️📚 #school #collegelife #university #berkeley #sf #sanfrancisco ♬ Love You So – The King Khan & BBQ Show


SH: What does it mean to you that you get to use your voice to be an advocate for important topics like mental health awareness in your community?

JA: It's incredible to think about the power social media has to change someone's life. With a platform like mine, I believe I have an obligation to use my voice and make a positive change in the world. For me, that "change" is spreading mental health awareness, especially in the Latinx community. Coming from a culture where mental health issues are often stigmatized, I want to use my influence to break that stigma and let my followers know that it's okay to not be okay sometimes. Always know that there is someone there for you and something to look forward to in the future.

@joseph everyone is welcome to storytime 📚🧸 #josephsbedtime #storytime #reading #books #booktok #story #read #childhood #trauma #bedtimestories #bedtime #bedtimestory #casatiktok #tiktokpartner #learnontiktok #education ♬ As It Was – Harry Styles


SH: What kind of content do you have the most fun creating?

JA: I absolutely love filming day-in-my-life videos. Usually when I vlog my day, I'm up to something really exciting. From attending The Grammys in 2022 to the Babylon Young Hollywood Party in December, I want to give my fans a behind-the-scenes look at what it's like to walk the red carpet and be part of these exclusive events.


SH: What kind of content do you find the most rewarding to create?

JA: The most rewarding content for me is filming videos with my friends! If you know me in person, you know that I always have my phone in hand and I'm filming literally everything. One way or another, my friends always make appearances in my videos, and I feel like they're a permanent part of my content.

One of my most successful series on TikTok was blindfolding my friends and having them try different Hispanic foods. We all had so much filming, ate so much food, and everyone at home was able to laugh along with us!


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SH: What does it mean to you to be a community leader for the TikTok Diversity Collective?

JA: It was an honor to be selected as a community leader in the TikTok Diversity Collective. I think the best part of being in this initiative is the impact I'm making on the greater TikTok community. TikTok has over 1 billion monthly active users, and the ideas that I've suggested to TikTok have led to progressive changes affecting everyone on the platform. Our group is responsible for adding pronouns to all profiles, developing the creator portal and implementing a "crediting creators" tool on the app. TikTok is listening to their creators, and I'm honored to be one of the diverse voices contributing to this cause.

@joseph all because of you guys ♥️ #TikTokPartner #CasaTikTok #josephsbedtime @tiktokcreators ♬ original sound – kooze


SH: Is there anything else you'd like to add?

JA: Thank you, Sweety High, for having me! Make sure to check me out on TikTok @joseph and see what it was like going to London Fashion Week on my Instagram @josepharujo.


For more on our favorite creators, click HERE to learn how Angelo Bahu helped his family donut business, Yonutz, go totally viral on TikTok.