Welcome to Creators on the Rise, the place—in partnership with international creator firm Jellysmack—we discover and profile breakout creators who’re within the midst of extraordinary development.
Hannah Montoya cherished theatre, however it didn’t love her again.
Or, a minimum of, that was the way it felt.
Montoya had all the time dreamed of being onstage, however when she started taking long-awaited theatre courses in highschool, the ambiance was harsher than she’d anticipated. It took such a toll on her, she says, that she misplaced almost all perception in herself and her abilities as an actress.
That was when she turned, first, to her vocal coach, who helped rebuild her confidence, and second, to TikTook.
For so long as she’d been an aspiring actress, Montoya had additionally been an aspiring content material creator. At ten years previous, she started sharing her labors of affection–that’s, her self-described “horrible” comedy sketches–on her dad’s YouTube channel. After every add, she imagined she’d go viral, netting tens and even a whole bunch of 1000’s of views for her painstakingly scripted and filmed productions. But her movies have been misplaced in YouTube’s seemingly countless sea of content material, and by no means garnered greater than a handful of views.
Years later, on TikTook, it was a distinct story.
Montoya “performed round” on the shortform app for a few 12 months, utilizing it to construct a group and assist rekindle her ardour for appearing, she says. Then, in late 2020, she introduced Aunt Jackie, a personality chock filled with daring, brash New Jersey power (with a spot-on accent, in addition). Her first Aunt Jackie video netted greater than 100,000 views in a single day–precisely the moment takeoff her youthful self wished for.
With Aunt Jackie’s success in thoughts, Montoya developed a variety of characters primarily based on standard and/or memeable archetypes (the “pick me” girl, the high school senior, and the queen bee, for instance). These characters and their (mis)adventures have helped push Montoya’s account to greater than 3.8 million followers, along with her movies netting, on common, 4.8 million views every.
But, in fact, Montoya didn’t cease at TikTook.
Montoya’s channel took off after she started importing her TikTook content material to YouTube Shorts in May. Monthly viewership knowledge from Gospel Stats.
Having established herself on that platform, Montoya returned to YouTube in May. Her technique? Crossposting a few of her high TikToks to YouTube’s shortform competitor, Shorts, within the hopes that they’d discover a equally enthused viewers.
Since then, Montoya has uploaded round 120 movies, which collectively have boosted her channel to 190,000 followers and 75 million views. Montoya says this early response is encouraging, and sees it as a possible basis for her to return to her roots and start importing the form of long-form sketches that made her fall in love with content material creation.
Check out our chat along with her under.
Tubefilter: Tell us just a little about you! Where are you from? What did you rise up to earlier than rolling onto TikTook and YouTube?
Hannah Montoya: Hi! I’m Hannah! I’m from Rockford, Ill., spent a couple of years in Charlotte, N.C., however am again in Illinois once more! Growing up, I used to be into quite a lot of issues: volleyball, artwork, singing, and theatre.
Tubefilter: How and when did you determine to start out making content material on TikTook?
HM: To make a fairly lengthy story brief, I went by means of a tough patch in highschool, primarily involving theatre. The surroundings was harsh, and thru the expertise, I misplaced nearly all confidence and perception in myself. Fortunately, there are actually nice and supportive academics on the market. I used to be greater than fortunate to have met my voice teacher outdoors of the college, who helped construct me again up and impressed me to maintain going. That was in regards to the time once I began creating content material on TikTook as an outlet. It instantly turned such a supply of assist and positivity. It couldn’t have come at a greater time. To today, my followers on all platforms proceed to be so uplifting.
Tubefilter: A variety of your content material chronicles the (mis?)adventures of individuals archetypes just like the choose me woman, the great man, the cool aunt…How did this grow to be your “factor”? Did you all the time intend to make this sort of content material, or did you form of fall into it?
HM: I completely love comedy. When I used to be little, I might write these horrible sketches and add them to YouTube, or pressure my mates to star in a DIY play within the neighborhood. I used to be ridiculously annoying about it. But it’s all the time been one thing I’ve cherished and supposed to do. I feel individuals are inherently humorous, and I take inspiration from everybody I meet.
Tubefilter: When did you “take off” on TikTook? Were there particular movies that actually appeared to go viral and draw a number of consideration to your accounts?
HM: After taking part in round with TikTook for a few 12 months, I made the “aunt from New Jersey visits for Thanksgiving” sketch. I posted it at night time, woke as much as 100,000 views, and completely freaked out. I keep in mind shaking from pleasure and calling my dad and mom instantly. Now my dad and mom are astounded that my common video on TikTook will get 4.8M views. From that actual level on, Aunt Jackie has grow to be a daily character. I’ve had a lot enjoyable engaged on and persevering with to develop her and different characters.
Tubefilter: As for YouTube, why did you determine to launch a channel there? Is the content material you’ve uploaded there the final three months new movies, or crossposts from TikTook?
HM: I’ve had my particular YouTube channel since I used to be fourteen, and even had one other one earlier than that. When I used to be round ten years previous, I might log into my dad’s account and add sketches, praying that they’d take off, and so they’d max out round 5 views. Now, I’m past grateful that they didn’t take off, as a result of they’re extraordinarily embarrassing. Most of my YouTube content material is shortform and cross-platform, however I’m hoping to commonly add long-form sketches sooner or later!
Tubefilter: What position has YouTube Shorts performed within the development of your channel? Do you suppose Shorts gives creators benefits that YouTube principal doesn’t? What is it like by way of attracting views/subscribers vs YouTube principal? Is it simpler? What different perks does Shorts supply?
HM: YouTube Shorts has fully revamped my channel, and it has been superb!! I’ve prioritized YouTube a couple of instances earlier than, and by no means really had something take off till I began importing Shorts. The platform was all the time very intimidating to me, but it surely feels much less daunting making shortform. Not solely has it helped with development in subscribers and views, but it surely gives me a very new solution to interact with individuals in a distinct, extra intimate method. I adore it. I do intend on posting common long-form content material, and at present have some very thrilling surprises within the works.
Tubefilter: Can you speak just a little bit about your manufacturing course of? How lengthy does it take you to create the common video? How many movies do you make per day/per week? Is there a particular add schedule you attempt to adhere to?
HM: I attempt my greatest to stick to an off-day, on-day kind of schedule. I write and add movies on totally different days, which has positively helped me keep according to posting. One day is a writing-designated day the place I mock up a couple of scripts, and attempt to arrange a scene or create a brand new character. The subsequent day I shoot, edit, and add. It takes a bit longer, however I’ve a lot enjoyable doing it.
Tubefilter: Why does making brief movies attraction to you?
HM: Currently, I’m loving shortform! There’s one thing a lot much less intimidating to me about importing a brief video versus one over three minutes or so lengthy. Eventually, I need to work in a form of combined format, with each short- and longform POV/sketch content material.
Tubefilter: Has your latest engagement uptick modified something for you professionally? Do you might have any new plans or targets to your content material profession? Is content material a full-time pursuit for you proper now?
HM: My administration at The Network Effect has helped me a lot with staying updated with content material, greatest practices, and monitoring development and engagement. Social media has positively modified loads in my profession for the perfect. I’m at present pursuing my main in digital advertising with a minor in theatre, and capable of see firsthand what I’m studying at school. That in itself has been superb!!
Tubefilter: What’s your favourite a part of making content material as a complete?
HM: Ultimately, my favourite half are the feedback. The group I’m surrounded by is the very best. It has been superb assembly supporters, and making mates within the course of.
Tubefilter: What’s subsequent within the speedy future for you and your channel? Where do you see your self in 5 years?
HM: For my speedy future, I’ve some new characters I’ve been engaged on and I’m very excited to introduce them! I’m planning on staying according to posting on all platforms, and starting to conceptualize longer video sketches for YouTube. In phrases of the long term, I hope to pursue comedy and appearing! It can be a dream come true. I’m at present taking courses at The Second City in Chicago, and I hope to proceed down that very same path.
Jellysmack is the worldwide creator firm that detects and develops the world’s most proficient video creators. The firm’s proprietary video optimization expertise and knowledge drive social viewers development, unlocking new income streams and amplifying monetization.
Currently dwelling to over 150 influential Creators together with PewDiePie, MrBeast, Brad Mondo, and Bailey Sarian, Jellysmack optimizes, operates, and distributes creator-made video content material to Facebook, Instagram, Snapchat, TikTook, Twitter, and YouTube. Jellysmack-managed content material boasts 10 billion international month-to-month video views and a cross-platform attain of 125 million distinctive U.S. customers, making it the most important U.S. digital-first firm in month-to-month social media viewers.
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