This post is in paid partnership with Adobe.
Photo: Amber Torrealba
The word algorithm can send shivers down the spines of even the most successful brands, but as the classic phrase goes, if you can’t beat em’ join ‘em. And by that we mean, beat the algorithm code by creating the content it’s looking for. Sounds easier said than done but one person who has done that is pro skimboarder Amber Torrealba. The California native started out in basketball (she played for seven years) before realizing her passion for skimboarding, and eventually taking it pro.
But while she truly has carved out a successful career in the skimboarding world, Torrealba has also made a splash as a videographer. She creates and edits her own videos for Instagram, garnering 120,000 followers and 440,000 on TikTok, too. Her passion is clear. You can tell she loves what she does and it gives a visual window into her world. It’s why Adobe asked her to be an ambassador for the brand. As an Adobe Premiere Rush Ambassador, Amber was involved in the early stages of Premiere Rush, beta testing the app and providing feedback on features and the direction of the product.
Now, she travels to conferences like Create & Cultivate (where she hosted an exclusive workshop) to share her knowledge on building a brand, growing a following, and social media content creation. Amber also hosts workshops and training on how to use Premiere Rush and is a member of the Rush Insiders. And while Instagram hasn’t officially said that video is prioritized over photos, since it auto-plays in your followers’ feeds, it definitely grabs their attention over a static image while they’re aimlessly scrolling. In short, videos compel people to stop and look.
Ahead, Torrealba talks us through her career trajectory, how she built a personal brand on Instagram using video, her partnership with Adobe, and her tips for creating compelling videos for social media.
On turning her passion into a profession…
I realized my passion for skimboarding after changing paths from skateboarding and basketball where I grew up in Florida. After practicing every opportunity I could in college and after work, I eventually turned pro. I didn’t know at the time how I was going to make a living off of it, but I knew I wasn't going to give up. Just as much as I would train, I was building my brand through photo and video edits using programs such as Premiere Rush for social media. I gave up everything I had to drive to California and pursue this career, and my life changed from there.
On the key to her success…
It’s always been about how much work I put in, and how patient I am through the process. Everything has taken persistence and time to develop, and I just had to stay strong through the ups and downs, believing in who I am and what I love. My key to success was that money was never a driver for me, I just want to do what makes me happy every day.
On turning a personal brand into a business…
During and after college at UCF, I was working on a lot of digital design, ads, and really loved photography. But after making my first edit on Instagram, I was hooked on how many different aspects of creativity went into making a video—it was like surgery on the timeline. I taught myself everything based on what made me stoked and the type of vibe I wanted others to get from my videos.
I didn’t see many girls making videos of action sports, and I was always the only girl at the skatepark or skim spot, so I wanted to throw some media out there. I would film everything and travel solo to different parts of the world for sponsors, which helped me learn how to develop my flow with editing. I then realized how impactful video could be, not only for my brand but for others as well.
On creating content that stands out online…
The best tip I can give is to find your own style and continue to grow with it. What’s helped me stand out is the type of editing, transitions and feel my videos give. This I could only learn through years of practicing and learning from my own work. I always value feedback from many different perspectives to help me continue to see how the market is changing as well.
On making mistakes…
Some of the biggest mistakes I’ve made are where to invest time. Time is one of the only things we can’t get back, so where and what brands you spend it with has been vital for my career. There have been times where I didn't invest enough time in a brand or relationship when I should have. But it’s also taught me to never give up and there’s always another opportunity around the corner if you create it.
On being an Adobe Ambassador…
I’ve been creating videos on-the-go with Adobe now for two years, and Premiere Rush has been a huge addition to my workflow. I was involved in the early stages of Rush while filming the video release, providing feedback for the features, and now hosting workshop presentations and working with the Rush insiders group. It’s been awesome to partner on videos that fit with both of our brands and inspire more people to get into video editing through workshops and passion projects.
On using Adobe Premiere Rush for editing videos on-the-go…
Using Premiere Rush is by far the most fluent and efficient way to create video on-the-go for me. I’ve been able to turn around projects for my clients and events within hours because I have everything I need to edit a quick project in Rush. Having multiple tracks, aspect ratio, titles, speed control and other features I’d usually need my computer to do, helps me get things done right on the spot. This has allowed me to have more time to do what I need on my trips and to get started on a project that I could finish later in Premiere Pro. The fact that I can work on the same project on my phone and then finish it on another device, is extremely helpful. I also love using it for vlogs, creative vertical videos, stories, and sharing directly to apps like TikTok and Instagram.
On growing a social following of 680K…
It really comes down to branding and valuing the community. Using Rush I’ve been able to keep my branding consistent across social media platforms such as using its titles and transform features. There has to be a reason for people to spend their time watching your work, and I try to make sure I think about that when creating videos to keep people engaged. I love giving others a perspective that they might have not seen or thought about when it comes to video or a vibe, such as using audio, voiceover, and color grading features in Rush. If you find your own style and be consistent, it can start to resonate with your audience.
On the secret to making a viral video…
I think a post on any platform is more transparent than some realize. Social media has been around for a while so everything is saturated. What attributes to the success of the post is more of a well-rounded concept. Is it so relatable, or so far unrelatable that it draws attention? The keyword is attention. If you can unlock the secret to gain someone’s attention through the proper presentation, going viral is more in the picture.
On her top five tips for creating viral videos…
Uniqueness, creativity, vibe, story, and authenticity. There are so many different ways to edit your timeline of a video, but it comes down to the final export, and how you would feel if you were someone else that just scrolled to your video, given there are a million other ways to spend their time instead. What makes them want to watch yours?
The best way to get started in video editing is to just start, and learn through your work. Rush has been the easiest way for me to grab and go, import to a timeline and quickly get started.
To learn more about Adobe Premiere Rush, visit adobe.com. For more information on Torrealba, visit:
Missed out on Gina Bianchini’s incredible session from our Offsite? No worries! We’re sharing her insights on building a thriving community that feels like a real network, not just an audience.