@uhitsjaala

Jaala James, a content creator from Phoenix, started creating content in high school around 2019. From her short comedic content origins to her current college lifestyle videos, her platform has grown tremendously over time. The senior marketing major has amassed over 1.5 million followers on TikTok, and 23k on Instagram, and even launched a digital marketing business. 

“My inspiration comes from thinking that I get to have a conversation with younger girls who want a role model…it feels nice to be able to provide content that may make them feel like they're great, and they can be successful,” James said.

Makenna Underwood, a senior journalism major, started as a blogger but moved on to various platforms including YouTube and TikTok. With 3K TikTok followers and 200+ Youtube Subscribers, Underwood built her platforms on college, lifestyle, fashion, and empowerment for black women.

Aside from working with brands like Amazon, Samsung, and Bartleby, Underwood runs her blog, Mckenna’s Meditation, which currently has 1.2k followers on Instagram. 

“My blog just started from the pandemic. I was really kind of lonely. And I felt like everyone was protesting and passionate about a certain cause I was like, ‘I need to do something, even if it isn't protesting’ and writing has always been a thing that I've loved. So I started my blog to write about issues that involved marginalized women, specifically black women, slots about colorism, classism,” Underwood shared.

@jalentgunter

Through consistency and originality, Jalen Gunter, a senior psychology major,  has built a following of over 4k on TikTok from speaking on mental health and showcasing his fashionable lifestyle.

“For me, it's like making outfits or working out. Just doing little things like that to kind of keep your mind okay, and make sure you know, at the end of the day, you're good. Because if you're not good, you can't do anything for anybody else,” Gunter expressed.

Blending Student Responsibilities with Content Creation

In the process of working towards goals and completing school, most HU student influencers prioritize on-campus extracurriculars as well. Some balance their full plates by simply making content as they go. 

“Everything is content, and you make content based around your life, you don't base your life around your content,” Underwood added. 

Gunter shared that in the case of being consistent he “didn't have the balance” initially.

“It was like TikTok was another thing I had to do and it wasn't good for me. But I think eventually once I realize that all I really have to do is kind of just make it a habit or just use my everyday life as content rather than trying to go out of my way every day to try to be profound, that's when the balance started balancing,” Gunter said.

Social Life Balance

The high social climate of college is not an issue for Jaala James as she fills her time more with running her business, building her platform, and playing on the Howard University Women’s Lacrosse Team.

“I don't have a super major social life. I know, that's crazy to say for an influencer, but I kind of have to force myself to be social,” said James. “I have a digital company. So I consult with businesses mostly on their social media, but for all forms of digital marketing, and sometimes I run their marketing for them. Sometimes I'm just telling them what to do. And so that keeps me decently busy as well, but it's honestly so much fun.”

For Underwood, her social life can also be hard to juggle alongside her demanding work schedule.

As Investigative Editor at The Hilltop, Underwood has to balance managing the Investigative section of the newspaper and her own content. As if leadership positions, a blog, and multiple social platforms were not enough, Underwood is also in a relationship. She feels as though she’s debunked the myth of not being able to focus on yourself and your passions while having a partner. 

“Whenever it comes to finding a balance, journalism is so different from content creation. I had to let go of all the things that I'm used to and embrace, new standards, new opportunities, collaborating with different people,” said Underwood. “I think the great thing about my boyfriend is he's also a creative. So, I write, I create videos, and he creates music. So we kind of balance each other out. I think whenever we’re both getting into our creative moves, we're able to coexist and work either together or just work separately, just like work in cohesion,” Underwood said.

Hard Work Pays Off 

All of the efforts of managing life, creating content, and maintaining academic excellence have not been in vain.

James is fulfilled by being able to interact with people who have viewed her content. The financial freedom content creation affords her as a college student is also rewarding.

“The highlight of my life as an influencer, has been being able to provide for myself  financially that's a huge deal. But then also, meeting people in person is really rewarding because you tend to forget that there's actual people watching you,”James said.

Gunter shares similar sentiments as he says what keeps him going is “any little moment where somebody kind of notices my hard work.” Even a simple compliment is enough to show that their content is making a difference in someone's life.

Advice for Aspiring Influencers

As for the students who are interested in becoming an influencer, these creators shared three pieces of advice on balance, getting started, and staying consistent.

Underwood encouraged others to think of creating as a cuisine rather than a quick bite.

“There was a sermon that said ‘I want that good, baked in the oven success. I don't want microwave success’. I want that too,  therefore being consistent will lead to longevity and the outcome that you're looking for, but also just being creative and being original.”

James also believes slow and steady wins the race.

“I had somebody say they would race me to two million. They had like 2,000 followers at the time, and I was one of them. He beat me to two million, and he's now almost pushing three million. So I would just say stick with it. It's not gonna happen in a month or two months and it's rewarding if they keep with it and don't give up on it.”

Lastly, Gunter believes flexibility is key in an ever-changing digital space.

“You have to just try new things. If you see one thing isn't working, don't just keep doing the same thing over and over and expect it to work. You have to be able to be flexible and to pivot and move and just don't get comfortable with one thing.”