Throughout Caribbean history and on the global stage, engineers have been the pioneers, innovators, and trendsetters of our socio-cultural landscape. The analytical mindset that comes from being an engineer is uniquely applicable across many facets of life. This same mindset now finds relevance in the world of influencer marketing, a growing industry still in its infancy.
As an industry, influencer marketing is still in the early stages of its maturation cycle, being less than a decade old. This creates opportunities for fresh, new cerebral approaches to gaining traction in the business. In observing the unique career trajectory of Shanz Lafayette, it’s hard not to admire the exactitude with which she has “engineered” her brand resonance over the last few months. Through her brand, Strands of Shanz, she has built a space that combines intellect, creativity, and authenticity to deliver content that resonates deeply with her audience. Her strategic content creation has led to a remarkable 261% growth in her audience since October—a testament to her ability to connect with her followers in authentic and engaging ways.
“One of the things people might not associate with engineering is storytelling, but it’s a key part of the discipline. Whether it’s presenting research findings or explaining complex concepts, engineers learn how to create a narrative that connects the dots. That’s something I’ve carried into content creation—understanding how to tell a story that resonates with my audience. And of course, engineering also taught me the more traditional skills of research and testing. I take the same analytical approach when creating content: figuring out what my audience wants, experimenting with new ideas, and refining my approach based on what works. It’s about finding creative solutions and constantly improving, which is the same mindset I used as an engineer,” she opined.
Her content strikes a perfect balance between relatability and refinement. Known for her highly engaging haircare tips, styling tutorials, and effortless outfit inspiration, Shanz has carved a niche that’s both aspirational and approachable. The typical perception of influencers is often defined by a heavy emphasis on their physical appearance and communicative charisma but not necessarily on intellect.
“I work in product marketing for a tech company, where I take very technical products and figure out how to position them in the market. It’s a role that’s surprisingly complementary to my work as a creator because both require understanding people—whether it’s customers or followers—and finding creative ways to connect with them. Balancing both can definitely get hard, though. My job is very demanding, and there are times when I’m completely heads-down with work. That’s when things can get a little hectic, and I do find myself scrambling to keep up with content creation. That’s why I rely so much on planning and organization. Tools like the Notion app are a lifesaver for staying on top of everything, and I try to map things out in advance—brainstorming, filming, or editing—so I don’t fall too far behind. I’m also really lucky to have a supportive partner who helps with a lot of my content creation, which makes things so much easier (and honestly more fun).”
Every fiber in her being and every strand of “Strands of Shanz” debases the schema we have adopted about influencers. Her presence in the content creation market has been refreshing, as evidenced by her fast-growing following on both TikTok and Instagram. The pristine nature of her content, paired with her incredible ability for audience and market segmentation, is what has set Shanz Lafayette apart thus far. As a proud Smith College and Dartmouth College graduate, it’s evident that the discipline and analytical skills derived from her educational background have propelled her astronomical rise as a content creator.
“At the end of the day, it’s all about doing the best I can to stay organized and give enough energy to both roles without burning out—even if it doesn’t always go perfectly. When I first started out, I was sharing tips about hair growth, and I remember thinking how much I would have loved to learn the same things I was teaching many years ago. I essentially built the content I wished I had back then—as a Black girl with relaxed hair who wanted to grow her hair but didn’t know where to start. And so, connecting with people who had the same goals and were finally getting answers was so rewarding. As my content has evolved, I’ve found an even deeper love for this space because it allows me to express myself creatively. Whether it’s brainstorming ideas or putting a unique spin on something, it’s both challenging and fun. Like I mentioned before, it’s something I do with my partner, which makes it even more special. Plus, I’ve made so many amazing connections through this journey—it’s incredible to meet and engage with people who resonate with my content. At its core, content creation lets me share, grow, and connect in ways I never imagined, and that’s what makes it so fulfilling,” she dotingly stated.
In closing, Shanz was asked about the importance of debasing professional objectification as a Caribbean woman, and she boldly asserted, “It’s incredibly important to me because professional objectification is something I’ve experienced firsthand, and it honestly sickens me. As a Caribbean woman, I sometimes feel like my work is overshadowed by how I look. There have been moments where I’ve second-guessed what I post on the internet, thinking, ‘Are my pants too tight? Is my top too fitted?’ because I know that instead of focusing on what I’m saying, people might leave inappropriate comments about my appearance. Even when I talk about serious topics, I’ve received comments like, ‘People only listen to her because she’s pretty.’ It’s frustrating and disheartening because it reduces all the effort and thought I’ve put into my work to something so superficial. That’s why I’m so intentional about showing that Caribbean women are multi-dimensional. We can embrace beauty and culture, but we also bring intellect, creativity, and ambition to the table. Through my content, I hope to challenge those stereotypes—not just for myself, but to create space for other women to be seen for their true worth. At the end of the day, it’s about shifting the narrative so that Caribbean women are valued for everything they bring to the world—not just their looks.”
