Latina Content Creators, Ready to Level Up? Meet the Woman Helping You Negotiate Better Deals

Navigating the world of content creation as a Latina can be challenging. But Christen Nino De Guzman is on a mission to change that. As the Founder and CEO of Clara for Creators, a platform that helps content creators build relationships and negotiate deals with brands, she’s using her experience to empower Latinas to build lasting and successful personal brands.

Christen, who has worked at top companies like Instagram, TikTok, and Pinterest, is passionate about creating space for Latina creators in a competitive industry. Here’s her advice on advocating for yourself, finding the right mentor, and building a brand that stands the test of time.

Overcoming Cultural Challenges in the Creator World

For Christen, advocating for inclusivity in the creator community has been a long and difficult journey. “Over the course of my career, I have helped lead many programs for Hispanic creators and tried to help spotlight creator talent that I saw,” she shared. But even with her efforts, she often faced pushback. “Many times I worked with amazing talent who represented our community well, but they were not always seen as ‘brand safe.’”

Breaking down these stereotypes is no easy task, but Christen is determined to change perceptions. “It’s hard to shift people’s perceptions of what a ‘Hispanic’ should be like, look like, or represent. In some ways, we’ve made progress because we are being included more and highlighted for things like Hispanic Heritage Month. Still, in other ways, many companies only want to include a specific type of ‘Hispanic’ or Latina that fit a particular mold,” she explained.

Christen’s work with Clara for Creators is proof that the diverse and multifaceted nature of the Latino community is its strength. “I hope the work I’ve done on platforms has helped change perceptions that our community is diverse, and that’s what makes it so special!”

Advocating for Yourself and Negotiating Better Deals

Latinas in the content creation world often face a unique set of challenges, including one of the highest wage gaps. But Christen is here to remind creators that they can and should advocate for themselves—especially when negotiating deals.

“If they ask you what your rate is… instead, ask them what their budget is,” she advised. “As a creator, you might think $1,000 is a lot. But maybe they were ready to pay $2,500!” According to Christen, there are so many negotiation points for brand deals beyond just the dollar amount.

“It’s important to remember that there are ways to advocate for yourself aside from just the dollar amount! Payment terms, deliverables, and usage rights are all factors that can impact the value of a deal,” she added. By being strategic and knowing your worth, you can make sure you’re not underselling your talent.

The Importance of Mentorship for Latina Professionals

Mentorship is a crucial part of Christen’s own success, and she encourages other Latinas to seek out mentors in their field—especially those who don’t look like them.

“Finding a mentor is so important! My advice would be to have many mentors… all different types!” Christen shared. “There are probably so many people at work or in your industry that you can learn from. Set up monthly coffee chats with these people, and get to know people you admire or respect. Networking over time can be really powerful.”

Christen’s own career was shaped by mentors who challenged her and gave her new perspectives. “One of the most powerful mentors I had was an engineer I worked with at Pinterest. I thought we had nothing in common, but he taught me a lot. He was so different than me, but it was refreshing to learn from someone who saw things differently.”

Her advice? “A mistake many people make is they look for a mentor who kind of ‘mirrors’ them—learn from lots of different types of people! Even if they are different than you!”

How Content Creators Can Build a Brand That Lasts

In a rapidly evolving digital world, Latina content creators need to think beyond just one platform. “It’s so important not to be completely dependent on the platforms. Owning your audience will ensure you are set up for success long-term and not devastated if your account gets banned,” Christen warned.

Her advice? Diversify your presence. “It could mean creating your own newsletter and gathering emails from your audience or launching your own product line or website. I have worked with so many creators who build an audience and then it gets taken away,” she explained.

With platforms like TikTok facing potential bans, it’s more important than ever to build a long-lasting, multifaceted presence. “If you are intentional and have a strong vision for yourself and your online brand—you can create something BIG!” Christen emphasized.

Leveraging Opportunities for Latina Content Creators

Christen believes that now is the best time for Latina content creators to build their brands and take advantage of the opportunities available. “Many of these platforms are prioritizing Latinx creators. In the past few years, we’ve seen dedicated programs to help creators grow and get more opportunities,” she noted.

Her final advice for creators? “Diversify your presence across all the platforms and stay true to yourself! Make content that is original, tells a story, and that your younger self would be proud of!” And most importantly, “It’s okay to take breaks, but remember that many times posting consistently can help you stay top of mind to brands, get discovered, and bring in more deals!”

Christen Nino De Guzman’s journey to becoming a Latina CEO and advocate for creators is a testament to the power of resilience and community. Her work is paving the way for future generations of Latinx creators to shine, thrive, and build brands that stand the test of time.