In the ever-evolving world of social media, where trends fade as quickly as they appear, staying relevant is no easy feat. But for Alyssa McKay, that challenge has been nothing more than an opportunity to thrive. With over 15 million followers across platforms and a billion views a month, the 25-year-old has built an empire out of her creativity, business acumen, and sheer determination. From growing up in foster care to becoming a self-made millionaire, her journey is nothing short of inspiring.
Born and raised in Portland, Oregon, Alyssa spent much of her childhood in and out of foster homes. Seeking an escape, she turned to content creation as a creative outlet, never imagining it would one day become her career.
“I started creating when I was super young, like 10 years old. I would watch kids make music videos on YouTube and thought it was the coolest thing ever, so I started doing it too,” Alyssa told Celeb Secrets in an exclusive interview. “I actually still have a YouTube channel with those old videos, but I can’t get into it anymore. It’s so embarrassing, but also kind of funny.”
Her time in foster care shaped much of who she is today. “I had to grow up quickly and learn how to fend for myself. But that experience also made me who I am. It made me strong, independent, and determined to build something better for myself.”
Fast forward to 2018, a then-18-year-old Alyssa started posting on Musical.ly, the predecessor to TikTok. When the app transitioned, she already had a solid following, but it wasn’t until 2019-2020 when she began posting her signature “rich girl” skits, diss tracks, and rap parodies that she truly blew up. “I just woke up one day and thought, ‘this seems fun,’ so I did it,” she laughed. “I never expected it to become my full-time job. I mean, I saw people like Baby Ariel and Loren Gray with millions of followers, but I didn’t think that was something I could actually turn into a career.”
@alyssamckayyy what a time
Despite her growing success on TikTok, Alyssa had no idea just how lucrative Snapchat could be. “At first, I was just posting for fun. I treated it like a daily vlog, just sharing whatever was going on in my life,” she explained. “Then, I started noticing how engaged my audience was. People were responding, interacting, and actually waiting for my updates.”
It wasn’t until she got her first major payout from the platform that she realized this could be a full-time gig. “I remember checking my earnings and being completely shocked. I was like, ‘Wait, I can actually make a living off of this?’ It was a game-changer for me,” she recalled. “That’s when I really started treating it like a business. I became more strategic, consistent, and intentional with my content.”
Alyssa quickly became one of Snapchat’s top creators, posting over 100 times a day and developing a dedicated fanbase. “It’s wild, but I love it. My followers are like my extended family,” she said. “Some people don’t understand the grind, but it’s really like any other job — you have to show up every day.”
Unlike many influencers who come and go, Alyssa has mastered the art of longevity in the digital space. She attributes her success to adaptability and passion. “You have to love creating or it won’t last. If you keep doing the same thing forever, it won’t work. Platforms change, trends change, and you have to evolve with them,” she explained. “A lot of creators get stuck trying to do the same thing that made them famous years ago, but if you don’t grow with your audience, you’re going to get left behind.”
Alyssa’s content has evolved significantly over the years, as she now incorporates behind-the-scenes insights into her daily life, beauty routines, personal challenges, and unfiltered moments that make her audience feel like they truly know her. “People love the real, raw moments, so I give them that. Whether it’s me ranting about my day, trying on new outfits, or giving advice, I always keep it 100% authentic.” She’s still posting on Snapchat after all these years, where she is the most-viewed female creator globally. “Snapchat has been a game-changer for me. I post over 100 times a day and I haven’t taken a day off in three years,” she said.
Her audience — whom she calls her chosen family — has been her rock, and she takes pride in fostering genuine connections. “Growing up in foster care, I struggled with making real connections. Social media became my outlet, and now I feel like I have this huge extended family. My Snapchat followers are the best. They hype me up, give me fashion advice, and even call me out when needed. It’s like having millions of best friends.”
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Beyond content creation, Alyssa has expanded her brand into fashion. As the Co-Founder and Creative Director of Beyond Lost NYC, her high-quality streetwear brand, she’s proving that influencers can be just as business-savvy as Fortune 500 CEOs. “We wanted to create something ethically sourced and high-quality. We spent two years perfecting it, and now even celebrities are wearing our pieces. The response has been insane.”
But building a business wasn’t easy. “Starting a clothing brand is so much more complicated than people think. Setting up an LLC was a nightmare, dealing with manufacturers, and making sure everything was perfect took so much work. But I wanted to make something that my followers would actually love and wear, so we involved them in the process — getting their opinions on colors, designs, and fits. I think that’s what makes it so special.”
Despite her success, Alyssa is deeply aware of the struggles others in the foster care system face. “Not everyone gets out of it the way I did. It’s hard,” she admitted. “That’s why I try to be really open about my journey. I want other kids in the system to know that they aren’t alone, that they can build something amazing for themselves no matter where they start.”
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Looking ahead, Alyssa has her sights set on acting, returning to her first love before social media took over. She recently filmed a pilot and has other acting projects in the works. “I just do what feels right in the moment. If something clicks, I run with it. That’s how I’ve always worked,” she said. “Before social media, I was already acting. I’ve done a movie and a TV show, so I’d love to go back to that world. It feels like coming full circle.”
From viral rap battles to business meetings with major CEOs, Alyssa McKay is a force to be reckoned with. Her journey from foster care to digital stardom is proof that with talent, passion, and an unstoppable work ethic, you can build an empire on your own terms. And if her track record is anything to go by, she’s just getting started.
You can connect with Alyssa by giving her a follow on Instagram and TikTok at @alyssamckayyy and subscribing to her YouTube channel here. You can keep up with her brand Beyond Lost on Instagram here and shop her viral sets here.
