TotallyAwesome launches influencer incubator program in Australia, dedicated to kid-safe content

APAC’s leading digital kids media startup reveals TotallyAwesome Squad, focused on empowering kid-safe YouTube influencer content for the Australian market.

TotallyAwesome, the leading kids digital media startup in APAC, today announced the launch of it’s TotallyAwesome Squad program, an incubator for aspiring young YouTubers in Australia. The TotallyAwesome Squad is a hand-picked club of content creators who inspire others to create, imagine, express and share their creative ideas within a global social community of like-minded kids under 13 years old.
Each week Squad creators will host various short form featured videos, challenges, reviews, what’s trending and share what they love doing most on PopJam, the #1 safe social content platform for kids under 13. Kids can engage directly with the TotallyAwesome Squad on PopJam, watching the latest featured video releases, completing challenges, and sharing their art, craft, and stories. PopJam is the fastest growing digital kids platform in Australia with over 30% monthly growth, over 140 influencers and entertainment channels, 2 million kids’ creations and 13 million total engagement to date. Designed specifically for the under-13 audience, PopJam provides a safe, moderated environment for kids to engage with content and creators.

Since 2015, TotallyAwesome has conducted a series of studies to explore media consumption and preferences among children in Asia-Pacific. According to their 2018 report, over half of Australian kids aged 6-14 yo watch clips on the internet in their spare time with YouTube being by far their favorite platform. Young consumers have a clear preference for authentic, relatable and local video content. The TotallyAwesome Squad offers kid-safe user experiences that foster strong brand affinity, in a safe social community environment.

“With increasing demand for more local kid-safe content, the TotallyAwesome Squad will not only deliver highly engaging influencer content, but will enable us to incubate new up-and-coming global influencers to support our growing Influencer Network dedicated to kids under 13 years old,” says Jeremy Carr, TotallyAwesome’s Commercial Director for the Asia-Pacific region. “Part of TotallyAwesome’s mission is to create great digital content for this generation of kids which is truly authentic and relevant. Our TotallyAwesome Squad is the first step on this path”.

TotallyAwesome is working with its preferred talent agency partner StarFish Kids in the selection of lead Squad talent as part of the TotallyAwesome Squad incubator program. Hannah Boffa, co-owner of StarFish Kids, stated, “StarFish Kids is thrilled to be involved in the new partnership with TotallyAwesome for the Australian launch of the TotallyAwesome Squad. This is an exciting new platform that will provide a fantastic opportunity for many of our talent in allowing them to create safe online content that has also been SafeFam-certified.”

TotallyAwesome Squad content is currently being distributed in Australia through PopJam, although the company plans to expand this distribution model through the other South-East Asian countries which it operates in including Vietnam, Malaysia, Singapore, Thailand, South Korea, Indonesia and Philippines.

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