Eddie Infante taught himself to edit video in middle school. That detail matters because everything that came after — the 12 million TikTok likes, the food and coffee roadmaps for Los Angeles, the brand partnerships, the vibe-checks that his audience trusts more than a filtered review — was built on a foundation he laid long before anyone was paying attention.
COVID sent him home with nothing to do. He started making TikToks for his friends. Then a video got 10,000 views and he didn’t know 10,000 people. Seven years into building an audience, he still sounds genuinely surprised by that part — which is probably exactly why it works.
Q&A
What is your go-to ritual after you post something?
When I first started TikTok, it was — post, and then the second you see the view count starting to increase, get off the app. Now, when I’m posting online, I like to reply to all the comments. I want to hear my audience’s perspective. If I post a coffee video and they didn’t like it, I want to know what they would recommend. Next time I go, what do they want to see? I like having those conversations online.
How do you decide what to post and what to keep private?
If it came down to it, I would love to be one of those day-in-my-life creators and post every second of my life. But that’s just not me. What’s really important to me is having pillars. Especially with my friends and family — I always know to protect them. I never try to post my family because they didn’t sign up to do online stuff. I did.
Tell us something your followers might not know about you.
People don’t realize I have a twin. An identical twin brother. I don’t really talk about him too much. We are polar opposites — he’s not online at all. Part of me wishes he was. I would milk that by doing twin content. Like, how exciting would that be? A whole series of twin content.
What is your favorite app?
I love going on Yelp. I have lists on Yelp that I don’t even think I promote — I just do it for me. My top 10 favorite coffee shops in LA, in Long Beach, food I have to try. If I know I’m going to visit San Diego, I’m creating a list of places I want to try while I’m there. That’s the joke with my friends — I always have the itinerary.
What advice would you give yourself when you were first getting started?
Not to take it so seriously. I love filming, I love recording, I love editing. But I used to edit down a lot of my personality because I was like, I don’t want to be seen a certain type of way. I would cut out all the jokes I’d make because I was just trying to get to the point. But if there are a thousand people saying the same thing, what will set you apart? We’re not heart surgeons. It should be fun.
Watch his full episode here!