Nadia, Mihlali and Jessica are three of the most recognisable names on South African YouTube. More than just filling our feeds with pretty pictures, our cover stars are also video editors, producers and entrepreneurs. COSMO editor Holly Meadows chats vlogs, beauty and building a business with the new A-list of social-media influence.
Nadia Jaftha
Nadia, 26, is known for her LOL vlogs featuring her mom, grandpops, celebrity besties and hundreds of comments. In the last year alone she’s released a single, and flown around the world for jobs in Ibiza, Barcelona and Berlin. 2019 is set to catapult her to new career heights – watch this space
How did your journey as a social-media superstar start?
I suppose how every other person’s journey on social media started – I picked up my phone and started creating content.
What was the first video you posted?
It was so embarrassing that I ended up deleting it, but maybe I’ll repost it in the future. It featured the Harlem Shake Challenge that went viral at the time.
What does your average week look like?
I’ve always been one for routine, so my manager will let me know at the start of each week what my obligations are. It usually consists of filming content for clients, going to events and attending meetings.
Your family often features in your videos. What made you decide to do that?
I always feel like I can be my most authentic self when I’m with them, and it really shows when I feature them in my videos.
Best LOL moment on social media?
Probably hearing a rumour that my niece is actually my own child. When did I have time to have a whole kid?!
Biggest hurdle you’ve overcome in your career?
Probably cyber-bullying. It’s a daily struggle, but it gets better.
Most you’ve ever made in a month?
I’ve always maintained that I never want to base my value on how much I make, but rather the impact that I have on others and how I make people feel.
Your most-viewed video to date?
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