However, the landscape in early 2022 was turbulent. Instagram was desperately trying to clone TikTok (leading to the infamous "video hell" update). Creators were burning out. For Candy Grettel, 2022 was the year she had to answer a critical question: Am I a model who uses social media, or am I a content architect who models?
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“2022 was the year I tried to become a brand instead of a person. You can’t be a candy in a world that’s starving. So in 2023, I’m just going to be Gretchen. But, you know, with sprinkles.” However, the landscape in early 2022 was turbulent