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The Stylatude

Inside Influencer Content Creation with Karen Yeung & Leo Thom

  • Writer: Chantelle.F
    Chantelle.F
  • Nov 16, 2025
  • 6 min read

Modern Entrepreneurs, Parents & Partners in the Creator Economy



Today, when kids are asked what they want to be when they grow up, “singer” and “actor” now sit alongside a new dream: “I want to be a YouTuber.”

But the reality behind that dream is far from just turning on a camera.

Influencer or the OG Youtuber, couple Karen Yeung (@iamkareno) and Leo Thom (@shotbyleo) treat content creation as what it truly is: a full-time, modern-day business. Their work lives at the intersection of creativity, production, entrepreneurship and family life.


With more people watching YouTube and social content than traditional TV, running a channel today is closer to running a mini production studio just with a much smaller team and much higher expectations.


Modern Influencers as Production Houses

Behind the fun, colourful feed is a two-person operation that mirrors a full crew. Between them, Karen and Leo move between roles like:

  • Creative director

  • Hair & makeup artist

  • Photographer

  • Audio & lighting technician

  • Videographer

  • Stylist

  • On-camera talent

  • Marketer

  • Bookkeeper

  • Editor

  • Driver

…often all in a single day.


When we recently worked with them on a photoshoot, we wanted to celebrate who they are on and off camera: modern entrepreneurs, new parents, and partners building something together.


The shoot pulled from vibrant ’90s aesthetics and shared Asian cultural references — a visual language that sits at the heart of Karen’s content. For Leo, usually behind the lens, it was a rare moment in front of the camera. For us at The Stylatude, it was an opportunity to capture the dynamic of an influencer couple who understand that content isn’t just aesthetics it’s operations, emotion and long-term brand building.


Many years ago, Leo backed Karen’s social media dream. In turn, Karen helped Leo step fully into photography. Today, they run their social media business side by side, as co-creators and co-parents. Here, Leo takes us behind the lens of their world.



Behind the Lens with Leo

From LinkedIn to Full-Time Creator

For those who don’t know you yet, how would you introduce yourself?

Leo: I am a commercial and editorial photographer focused on high-end beauty and fashion. I used to work as a web developer at LinkedIn. However, when Karen’s influencer career took off, she had to move to LA and I decided to move with her. I think most people know me as Karen’s partner, an IG husband!



Finding Photography

What was your path to photography?

Leo: I first started taking landscape and cityscape photos around late 2014. It was an escape from my corporate 9–5 job that had me in the office all week.

Around the same time, my wife began her influencer career making styling videos on YouTube. I started helping her with videos and photos and haven’t stopped since. Over the years, I slowly began taking portraits of my wife and her influencer friends.

I became serious about studio photography in 2019. Up until then I relied heavily on natural light for portraits and was always intimidated by the studio environment. All the beeping flashes, wires, stands everywhere… I was truly scared because I didn’t know what any of it did.

I made it my 2019 resolution to face that fear head-on and learn as much as I could about studio photography. In a relatively short time, that fear turned into inspiration. I see the studio now as an arena where I get to play with creative ideas.



In Front Of vs. Behind the Camera

Do you prefer to be in front of, or behind, the camera?

Leo: Behind, definitely. I like to think of myself as a technical person. Not saying modeling isn’t technical, but I feel modeling can be led with emotion. You can’t take a picture on emotion alone — you need to balance a lot of factors for a successful shot.

The fun for me is applying what I know in a tactical way to affect the image.



The Invisible Technical Work of Influencer Content Creation

What’s the “invisible” technical part of content creation that you’re in charge of?

Leo: I’m in charge of lighting, camera operating, sound for videos and file management. I know a lot of other influencer partners do the same level of work.

It’s fun, but people don’t realise we’re often doing the work of two or three people on set.


Living With a Public Persona

Has your life changed since you started appearing more in Karen’s videos?

Leo: More people “know” who I am before they actually meet me, which can be good or bad. We trade a bit of our privacy to produce entertainment for others, and in that exchange, I lose a little bit of control over “who I am”.

I used to struggle with this because I don’t think I’m particularly good at crafting my own online persona, haha. People sometimes make big assumptions based on small moments they see on screen.

I’ve become more comfortable with others forming opinions about me before they meet me. I remind myself that the people who really care will take the time to get to know the real me.



Creativity, Block & Inspiration

Is Content Creation an Art?

Is vlogging or content creation a kind of art for you?

Leo: Yes, I’d definitely consider it an art. I look up tremendously to creators like Casey Neistat. Video for me has been a beast I respect from afar. I don’t think I have the capacity to vlog for myself — I’d get too caught up in the planning and the execution would suffer, haha. But I really respect those who do it regularly.



Dealing with Creative Block

Have you ever struggled with creative block?

Leo: Absolutely. The image of a “pure artist” is someone constantly churning out amazing work, but it’s completely natural to need a break.

Whenever I face creative block, I go into what I call “learning mode”. The world isn’t as binary as this next example, but I like to think about creative mental states as either “creation mode” or “learning mode”.

If your creation mode is slowing down, you can always turn to a book, a video tutorial or a private lesson to keep honing your craft until inspiration hits again.



Where Inspiration Comes From

Where do you find inspiration?

Leo: Print magazines, Instagram and the urban environment. We recently moved to Hong Kong from the suburbs of Orange County, California. Those two places are polar opposites, and that contrast gives me a lot of visual stimulation.



Any creative experiments you want to explore next?

Leo: I want to focus on my photography and keep exploring new genres. I feel I’ve reached a level where I know the rules, lighting, composition, camera operating. Now it’s time to break the rules.


Working Together as Partners, Parents & Co-Creators

Business, Marriage & the “IG Husband” Role

Is it a curse or a blessing to work with your spouse?

Leo: It’s a blessing! I get to see my beautiful wife every day for work, hahaha.


How do you distribute the workload? Do you have any permanent duties?

Leo: I’m on the production team, Karen is on the creative team. I handle things like camera work, audio, and communicating with our management team on creative deliverables. Karen is the main talent, make-up artist, creative director, editor and marketer.



The Silliest On-Set Arguments

Living together, raising a child and working together can be intense. What’s one of the silliest arguments you’ve had on set?

Leo: 99% of the time, if we have an argument on set, it’s because… we’re hungry. We’re just hangry.

It can start from something small like:

“The light doesn’t look good from this side, you should set it up over there.”“No, I know better, I do the lighting!” “No, but it’s my video!”

It spirals from something tiny. Then we’ll stop and ask, “Hey, are you hungry?” We realise we are, we get some food, slow down and reset.


A Note to All the IG Husbands

Many audiences don’t realise how much time and effort goes into quality content — especially for an ‘IG husband’. Anything you’d like to say to them?

Leo: We have such amazing partners, and a lot of the time the audience doesn’t see how much work goes into it. So keep your head up and keep going with all the work you’re doing — it’s great.

Your partner appreciates it, I’m sure you appreciate it too, and many of the people who watch your partner’s content also appreciate your work, even if they don’t say it out loud.

Just know you’re doing something really meaningful. Maybe you didn’t choose this path, maybe you kind of fell into it, like I did. But it’s an amazing opportunity. Be proud of yourself.


Family, Legacy & What Comes Next

Karen and Leo’s daughter, Dove, is growing up with a front-row seat to what creativity, discipline and partnership look like in real time.


Balancing work, passion and personal life is never simple. But their story is a reminder that a modern creative business can be built by a small, tight-knit team — grounded in trust, shared values and a lot of invisible labour behind each “effortless” post.


For us at The Stylatude, this is exactly the kind of creator story we love: one that sits at the intersection of visual storytelling, content strategy and real life — the same space we help beauty, fashion and lifestyle brands navigate every day.


Leo's photography website: https://www.shotbyleo.com/ 


Instagram:


Photograph credits:

Photographer: @shotbyleo @courtneyw.studio⁠⁠

⁠⁠Family assistant: @joshyyeung


Creative team @the.stylatude⁠⁠

CD Styling / MUA: @carcar.caroline 

Hair Stylist: @katstyleone⁠⁠

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