HOORAE Media’s Lydia Zenaye Closes out Lunch & Learn Series with the ‘Inside Scoop’ on Breaking into the Industry

By Mycah Hart-Powell

In a culture where ‘if it wasn’t posted, it didn’t happen,’ Lydia Zenaye is breaking the mold. As a social media coordinator at Issa Rae’s HOORAE Media, Zenaye navigates the delicate balance of posting content that feels right and relevant. On November 13, 2024, the Charlotta Bass Lab hosted Zenaye for this semester’s final Lunch & Learn—an event that packed the house and left USC Annenberg students inspired, informed, and connected to a valuable new contact.

Zenaye’s journey to Hoorae Media was anything but traditional. With a bachelor’s degree in molecular biology, she initially dreamed of becoming a doctor, aided by her family’s belief in her strong science and data skills. However, after leaving her job at a maternal health clinic during the COVID-19 pandemic, Zenaye reevaluated her path. She sought a fulfilling career where her creativity did not have to take a backseat to her analytical skills.

Though this was a huge pivot for Zenaye, she leaned into her strengths. She began crafting her content and leveraging her social media profiles into a portfolio. This led to a role at a YouTube production company, where she sharpened skills like video editing through ‘YouTube University’ and a trial-and-error approach.

After gaining confidence in her abilities, Zenaye set her sights on Hoorae Media. Boldly reaching out to team members via LinkedIn, she demonstrated her enthusiasm and why she was the perfect fit. Her persistence paid off—she landed her dream job. She reminded students, 

“You get where you need to go, when you need to get there.” 

Zenaye’s story underscores the power of resourcefulness and the importance of securing a few key advocates to open doors. Zenaye recalls her first day at Hoorae with humor and confidence. Nerves aside, she knew she belonged. She told herself, 

“I got this in the bag.” 

Her advice to students aiming for similar roles is simple: lean into your resources, learn by doing, and never underestimate the power of networking.

The Keys to Success in Social Media

In her role, Zenaye oversees social media for Hoorae Media’s three verticals, including Hoorae, Radio, and Color Creative. She highlights the challenge of balancing creativity with data, emphasizing that knowing which aspect to lead with is critical to finding balance. Once that balance is achieved, success comes from aligning content strategies with the business’s goals, platform, or client-driven, impactful results. Zenaye also offered some advice on creating a healthy workplace environment. She stated,

“It’s important to have a team you trust and that’s supportive,” 

A positive teamwork culture produces better quality work and streamlines the vetting process for published content. She also advised aspiring social media coordinators not to get too attached to their ideas: 

“Get other people’s opinions. Respect and a collaborative team can help workshop ideas to create something bigger and better.”

Finally, Zenaye’s refreshingly human perspective on failure received a round of snaps from the audience:

 “Don’t be too hard on yourself—social media isn’t life or death.”  

While being chronically online is part of her job, she finds inspiration in the world around her, from art to nature. This balance helps her stay ahead of trends and create fresh, engaging content. Zenaye’s non-linear journey proves that adaptability and a willingness to learn can lead to meaningful success.

As the Lunch & Learn wrapped up, Zenaye left students with a lot to learn from her journey. From molecular biology to Hoorae Media, she embodies the power of embracing change and taking risks to achieve your goals.