We’re excited to introduce you to the always interesting and insightful Jonatan Montanez. We hope you’ll enjoy our conversation with Jonatan below.

Jonatan, looking forward to hearing all of your stories today. Do you manage your own social media?

I manage my own social media pages, specifically Instagram and TikTok. It’s something that initially started as a hobby during the COVID-19 pandemic and it progressed into something more in 2022. I was graduating with my bachelor’s in Psychology at CSUSB and while I was finishing up my final semester, I was going Live on TikTok. This officially launched my social media presence as a part-time content creator. I made the choice to view it as a side-gig, knowing the possibility of it not lasting long. Social Media is unpredictable and not reliable because of how fast the algorithms and trends change. Having a motivated mentality, however, made me treat every Live like it was my last and in return, I grew a community that is still very active today.

I learned how to market myself as a brand and work with several businesses who wanted to promote their products with my name attached to them. It’s something I never went to school for nor had the intention of doing, but I managed to learn throughout these past 2 years how to create something meaningful that would get the attention of corporations and brands.

Jonatan, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

As I mentioned previously, I started content creating during the early stages of the pandemic. During the lockdown, I was also struggling with health issues that resulted in major weight loss, a weakened immune system, and chronic pain. My doctors highly recommended me to remain indoors to not contract the virus and in turn, I had to find things to keep me occupied. I started making silly videos on TikTok that would occasionally attract some viewers, but it took two years to actually become something more.

One major thing that got me through the pandemic was short-form comedy content. It’s something I replicated during my first Live with a well-known TikTok Star named Terri Joe. I found it amusing to play characters and get creative with the format of TikTok Live so I created a schedule where I would going Live four nights a week. I had themes days that would target specific topics. On Sundays I had ASMR nights (Autonomous Sensory Meridian Response) where I would dress up in character and offer relaxing, yet comedic, live streams for two hours straight. On Tuesdays, I had a Trauma Tuesday segment where I spoke about mental health and my personal experiences with depression, anxiety, and trauma. I took this opportunity to listen to my fans and give them a platform to tell their stories as well. On Wednesdays, I had a podcast segment to talk about current events pertaining to pop culture, politics, etc. Lastly, on Fridays, I would just be myself and go live with mutuals!

The culture on TikTok eventually converted to consumerist centered content and an easy gateway to money, but I wanted to do something meaningful that left a lasting impact to my audience. I think that’s what sets me apart because it’s very rare to find creators on the app that prioritize creativity and their community, instead of the money. I knew it was something thousands of people were looking forward to and I knew it made me happy as well. Why not do something I am passionate about, especially if it helps others?

I am very proud of the community I built. I currently have 95k followers on TikTok and 35k on Instagram. Because most of my content revolves around comedy and politics, I created a safe space for people to get together and find community in a place that is accessible to people around the world. I have followers in New Zealand, India, Brazil, you name it! It’s amazing to see my brand expand past my small town and into places I’ve never been before.

Any insights you can share with us about how you built up your social media presence?

I believe building an audience on social media is a difficult thing that could be accomplished if you are passionate enough. It’s certainly no easy task because many platforms today have algorithms that are viral friendly but don’t offer longevity. Regardless, it’s not impossible and all it takes is one viral video to set up your name and brand. There are so many personalities online and it takes someone unique to make something of themselves. The typical viewers don’t want to follow someone who is just like everyone else. People want someone authentic and genuine that can add something to their lives. If you can offer that, and have motivation to stay consistent and make good quality content, you can make it. No one is stopping you, only yourself.

Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?

Someone who does not work in content creating will not completely understand how overwhelming having a social media presence could be. The internet can be a nasty place where people are hungry for the meanest type of funny and it can be crippling on your mental health. I had “fans” send unsolicited items to my personal home and I’ve been stalked multiple times— in public places and spaces with my loved ones. I’ve been harassed, bullied, and belittled. It’s not for the weak and it has definitely affected me in so many ways. I am now cautious about the things I post, I make sure to keep several things personal to me, including my relationships, family, and work life.

Contact Info:

• Website: https://www.tiktok.com/johnnymontanez5
• Instagram: https://www.instagram.com/johnnymontanez
• Youtube: https://youtube.com/@jonatanmontanez?si=7h0kXQfrz9LfwB9J

Image Credits
Jonatan Montanez