Nikkie de Jager, better known as NikkieTutorials, started uploading YouTube videos at the age of 14. She started posting videos in 2008 sharing her tips and tricks on her everyday makeup looks. As the years went on, Nikkie started to do more creative and inventive looks.
In 2015, she posted a video called “the power of makeup” which blew up on YouTube. The video showed her with half of her face bare and the other half in full glam makeup. This began a trend where every makeup artist and YouTuber recreated the look. 
She began to increase her followers exponentially after the video. She became known for her experimental looks and her blinding highlight. Because of this, she did a collaboration with Ofra cosmetics to make 7 highlighters.
In September 2018, Nikkie had 10 million followers on YouTube and 11.2 million followers on Instagram. She continues to set trends and create popular content. The week of Halloween, she posted 7 videos of elaborate Halloween makeup looks. Each video had millions of views.
Nikkie transformed from a 14 year old girl who loved makeup and wanted to share her knowledge to a 24 year old success story.
Nikkie has definitely taken advantage of the expansive nature of technology throughout society. As people become more immersed in tech, expansion in technological businesses occurs. Nikkie’s ability to find a niche in the tech world is an example of a young person being able to have success early. This generation of people has grown up with technology and has found ways to make a profit on that.
Youtube has led many people to success, even Justin Bieber may not have been discovered if it were not for the power social media has. I have always admired people who can become successful on youtube, there are so many people out there making youtube videos, but I think it takes a natural talent to connect to people you cannot see and inspire them.
I love seeing how she used a popular niche and something she has a natural talent for to create a fan base online. YouTube has such an incredible tool base to reach customers and following in a visual and audible way.