Júlia Sette: Running, Content Creation, and the Full-Time Dream

From Pure Running to Digital Influence

Júlia's passion for running began early, at 14-15 years old, in Leblon, Rio de Janeiro. Her childhood was marked by a pure and innocent relationship with the sport, before the era of social media, where running was just a natural part of daily life, without the pressure of pace or distance. She read American magazines and blogs, becoming a go-to person for shoe and supplement tips for friends and coworkers, even before she was an "influencer."

After years working at TV Globo, Júlia started road running in her early twenties, participating in races like the Pão de Açúcar race through company health programs. In 2014, the need to "maintain sanity" during her weekly trips to São Paulo led her to sign up for her first half marathon, the Rio International Half Marathon, without a coach or a watch.

Digital content creation emerged with Instagram in 2015, initially in a relaxed way, posting for friends. Colleagues from the Nike Running Club (NRC) and Nike marketing encouraged her to make her profile public, boosting her online presence. Júlia always had a preference for videos (stories, reels, TikTok), finding greater creative freedom in this format than in photos.

At a moment of professional and personal overload, Júlia deleted her Instagram account, a radical decision at the time. She would return to the digital scene after the pandemic, encouraged by her husband and partner Luiz Otávio, who convinced her to invest in videos, a format that represented her better.

Professionalism in Content Creation

Júlia offers valuable tips for those looking to start content creation, emphasizing professionalism:

• Authenticity is mandatory: Being yourself is the foundation.
• Treat it as a job: Value yourself and approach the activity seriously, avoiding being dazzled by it.
• Focus on the community: Don't make content solely about yourself. Add value, bring in other voices, and listen to the community, avoiding being held hostage by performance or personal beauty.

Her relationship with other creators is one of collaboration and admiration, believing that "there's an audience for everyone." She values the trust of brands, who see her not just as a creator but as a professional offering insights and ideas, such as in the launch of her protein with Dobro. Júlia seeks inspiration from international profiles like Laura Green and Filibowden, in addition to bringing her passion for cinema into her content.

The transition to dedicating herself exclusively to content creation occurred in 2023, with the support of Luiz Otávio, who had already left his job months earlier. The decision was the result of years of financial planning and intense dedication, approaching the project like "training" for a big goal, such as a sub-3-hour marathon or an Olympic qualifying time. The break was natural, marking the beginning of a new phase of success.

Performance, Ultras, and the Future of Content

Currently, Júlia no longer seeks the "thrill of performance" (PR, speed) due to the high risk of injuries, which have affected her in the past with stress fractures. Her priority is not getting injured, ensuring the continuity of her work, which she defines as an "invisible performance" for the intense routine of travel and coverage.

Even so, Júlia still pursues some personal goals. To achieve the long-dreamed-of Boston Marathon qualifying time, she ran the Indianapolis Marathon last November. Her strategy was to choose a race "without anyone" to focus solely on her performance and secure the qualifying standard, which she had already achieved twice before but without finalizing participation.

Her next big challenge is the Comrades Marathon in South Africa, a long-held dream she deeply respects. After her experience at the Two Oceans Marathon in 2023, Comrades became a priority goal. To prepare, she cut back on many trips and commitments in the first half of the year, dedicating herself to a specific training cycle in Rio de Janeiro, taking advantage of the "running Disney" the city offers.

Júlia also commented on the growing popularity and quality of Chinese running shoes. She highlights the disappearance of prejudice and the excellent performance of brands like High Racer (mentioning the High Wings model), Li-Ning, Anta, and 361, which are gaining global market share with innovations and high-quality products.

Regarding the future of content creation, Júlia firmly believes in the value of long-form videos (YouTube). For her, this format allows for adding more value and building an engaged and genuine community, unlike short videos that can go viral but attract a less connected audience. YouTube is the platform she enjoys working on the most and hopes to maintain long-term, betting on the quality and depth of the content.

The journey of Júlia Sette inspires with authenticity and passion, showing that with dedication and professionalism, it's possible to transform a passion for running into a rewarding career. Her story is a reminder that the most important thing is to have fun, be yourself, and do things for yourself, in every step of running and life.