“So great leaders don’t try to please everyone. Great leaders don’t water down their message in order to make the tribe a bit bigger. Instead, they realize that a motivated, connected tribe in the midst of a movement is far more powerful than a larger group could ever be.” ― Seth Godin, Tribes: We Need You to Lead Us
On Sunday, November 24th, Andrea Dempster-Chung of Kingston Creative, asked me to make a presentation on YouTubers in Jamaica. I wanted the presentation to be informative and to tell the real story of the Jamaican content creator community.
Hootsuite released a report in January 2019 on the Digital Report on some of social media statistics. View the full report here.
YouTube has the second highest active users, user accounts or unique visitors at 1.9 million in Jamaica.
Spoke to a crowd at Kingston Creative’s Artwalk on Sunday, November 24th about the content creator community in Jamaica including YouTubers.
After introducing myself and explaining some of what the Love Not Likes community is doing including our experiences and positioning micro-influencers to the forefront, I explained that they are able to monetize their platforms which less than 10,000 followers. I discussed how using micro-influencers brings an authenticity as they are more likely to work with brands that they actually like and not just for money.
Micro-Influencers also are usually less expensive and their engagement is usually good because they are more likely to take the time to build their community I.e answer questions and respond to comments.
So now some the trends. I put the YouTubers into categories namely:
Comedy
Media
Podcasts
Beauty
Vlogging
Lifestyle
Family/Couples
Filmakers
Travel
Comedy
Jnel Comedy did a spoof on the hit song Old Town Road and grew to 182k subscribers which went viral on Twitter earlier this year.
Oryan is a teenager making slapstick comedy with just himself playing different characters. He has 36k subscribers.
Nitro_Immortal follows the trends of using Dancehall lyrics and characters to tell a story.
Podcasts
Some trends include listening and watching recordings of your favourite podcasts.
Some of the people in our network include @ultra_rush, first lady of the The Late Night Par
Family and Couples
Family and Couple creator channels are the new reality tv. Carter Family are Jamaican couple living in the US.
IG influencers are branching out into YouTube to gain more momentum
Kesi Gardner is an educator, marketing consultant, and storyteller. Her blog is hailed as one of the top marketing blogs in the Jamaica.
She has worked in the non-profit world, PR, and marketing positions for more than 10 years and provides consulting services as Director of The Storyteller Agency. Co which focuses on public relations, content creation, marketing consultation and influencer marketing..
View all posts by Kesi Gardner
