Luisa Fernanda Cataño Ríos, better known as Luisa Fernanda W, is not only one of Colombia’s most influential digital personalities today, but also one of the pioneers of content creation in the South American country. Beyond her online fame, she has successfully branched out into music and entrepreneurship.
Born in Medellín in July 1993, Luisa began her journey on social media before turning 20, inspired by popular Mexican content creators. She was studying social communication in college, so stepping in front of the camera came naturally. Her outgoing personality made it easy to film skits and humorous videos for her YouTube channel.
“Social media is a roller coaster. If you're only chasing numbers and views, this isn't the place... I believe you can accomplish really positive things, but only if you do it out of love for your career.”
In the beginning, Luisa didn’t follow a structured content strategy, but after noticing other Latin creators growing exponentially and monetizing their content, she realized that she had to put in more effort into her work. In 2015, she traveled to the United States to attend an influencer convention where companies like Facebook, Instagram, and YouTube shared key platform updates, she said in an interview with Forbes Colombia in 2024.
Despite not speaking English at the time, Luisa overcame the language barrier and absorbed the valuable insights. “I realized the opportunities social media offered to generate income. After that, I focused on putting that into practice, and that’s when my platforms really took off. It was crazy, but it was also thanks to the dedication and effort I put in from day one,” she told the outlet.
As a recognized influencer, Luisa leveraged her reach to branch into music, modeling, television, personal businesses, and even publishing. In 2018, she released her book 'Todos Somos Poderosos' (“We Are All Powerful”), and the following year, she appeared on "MasterChef Celebrity."
In 2020, she released her debut single “Chanel,” and has since released more tracks and collaborations, including some with her partner, the musician Pipe Bueno. “Music is something I’ve been passionate about since I was a child. When I make a decision, I give it my all,” she said to the Dallas News.
On the business side of things, Luisa has proven to be a savvy entrepreneur. She entered the beauty industry with her makeup brand Divva, which went through a restructuring last year. She’s also ventured into the restaurant industry with her own establishment, Rancho MX, located in Cajicá, in the north region of Bogotá.
“A lot of people talk about discipline, and yes, you need it — but you also have to be consistent with who you want to be and what you want to project.”
With nearly 25 million followers across Instagram and TikTok, 4.5 million YouTube subscribers, and several successful ventures under her belt, Luisa Fernanda is a prime example of how hard work, consistency, dedication, and authenticity can lead to incredible results.