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A social media influencer — while an excellent title to hold these days — is an incredibly ambiguous term. Who are they influencing? And how? THR is scouring the web for the newest, most liked social stars to find out just what the term entails.
Samantha Jones, 31, hails from Brooklyn and doesn’t give a f— what you think. She’s a powerhouse one-stop shop — producing, directing, writing and managing her own content. Jones’ wheelhouse includes videos, Snapchats and memes that poke fun at back fat, vaginas, vibrators (or anything else that’s traditionally hush-hush) and put an irreverent and delightful spin on the typical feel-good content for women.
The comic self-propelled herself into a new social media sphere: The feminist influencer. While she’s worked with Kanye West (“He’s really nice”), Lady Gaga and Katie Holmes, it’s her own work that’s drawing likes and follows. Jones currently holds a Klout score of more than 75 percent, and had the most watched video (99,000 views and counting) on Instagram’s Discover page.
The self-proclaimed “poorest member of Soho House” (her signature drink is water with lemon) creates content for her Funny or Die channel “At Home With Sam Jones” and claims the hashtag #OwnYourCrazy as her own. Conceptualized campaigns and social commentary (think: AdBusters) for Playtex, Revlon and Coca-Cola are Jones’ specialty. A now-famous Instagram video shows Jones walking down the street, singing the praises of Playtex’s “18-Hour Bra,” a piece she found at Walmart.
Jones isn’t afraid to touch the subjects that other young creatives wouldn’t go near with a 10-foot-pole. Much like comedians Lena Dunham, Amy Schumer, and Abbi Jacobson and Ilana Glazer of Broad City, nothing’s off the table. Her repertoire includes videos titled, “Mom Finds Black Vibrator,” “Free Gluten,” “My Father the Alcoholic” and “How to Save Money In NYC” (a must watch). Her original content has a combined social reach of 100,000.
The rules of engagement for Jones are simple: “What’s the point if I’m not being myself? When I lose followers, I’m almost happy that they’re gone. They’re not going to be fans, I want people to connect with me.” In an age where personal brands are trying to please everyone at once, Jones’ method presents a new way to look at audience building.
So how does a Brooklyn girl represent herself without an agent? “I call as my own agent with a British accent,” Jones explained, “I’m very proud of this.”
In the works is a biopic with the hopes of a Netflix or Comedy Central deal. “Social media is the podium for our voices to be heard. Without outlets like Funny or Die, Instagram, YouTube or Facebook, I’d probably have to blow a bunch of big network execs to even get my foot in the door.”
Follow this one, natch.
Talk Emoji to Me, with Sam Jones:
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