We were lucky to catch up with Kimberley Henry-Atkinson recently and have shared our conversation below.

Kimberley, appreciate you joining us today. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?

One of the biggest challenges to profitability in the content creation space – especially in Jamaica – is the fact that the industry is largely undervalued. As travel content creators, we often find that brands and even stakeholders expect high-quality content, consistency, and influence, but without the corresponding compensation or respect. I have found that there’s a perception that because we’re sharing beautiful destinations and experiences, it’s more of a hobby than a professional pursuit. The reality is that content creation requires time, skill, equipment, planning, editing, and a lot of behind-the-scenes work that isn’t immediately visible.

In Jamaica, the content creation space is still developing, and many creators like us are working hard to shift the narrative. For example, we’ve had situations where we’ve been asked to promote experiences or accommodations in exchange for “exposure”. Because I work a 9–5 job, I’m able to be more selective about who we collaborate with, which allows us to prioritise authenticity and brand alignment.

Our goal with The Country Edit XO is to not only inspire travel but to also help build a standard of professionalism in the industry. We’re positioning ourselves as a brand – not just a page – so that we can influence how content creators, especially in the Caribbean, are seen and valued.

Kimberley, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m Kimberley, and I’m from Jamaica. I have a deep love for storytelling, travel, and sharing beautiful experiences. By profession, I work in the corporate world as a communications specialist, but beyond the 9–5, I’m the creator and strategist behind The Country Edit XO – a travel and lifestyle brand I’m building with my husband, Hakeem.

My journey into content creation started with a genuine love for capturing and sharing the magic of everyday moments years ago via my YouTube channel (KimberleyVlogsXO) but over time, as I started travelling with my husband, we organically started sharing that part of our life. I realised that persons grew interested in our journey and how we captured authentic experiences.

While Hakeem and I work together on the brand, our roles are quite distinct. I lead on content direction, community engagement, and overall brand growth. I love connecting with other creators, researching trends and aesthetics, and finding new ways to make our content resonate. I’m constantly thinking about how we evolve – how to grow our community, sharpen our storytelling, and deepen our impact.

Hakeem manages much of the technical side – cameras, drones, framing. He’s helped me become more comfortable behind the lens as a photographer too and more open to trying new formats and tools. Together, we’ve built a solid rhythm that blends creativity, strategy, and execution.

What sets The Country Edit XO apart is the balance we strike between beautiful visuals and real, down-to-earth storytelling. I’m proud that our content shows both the charm of faraway places and the soul of our home, Jamaica. We focus not just on where to go, but how to get there, and what makes each experience meaningful.

What I hope people take away from my work is that you can build a life that reflects your passions – even while juggling a full-time job. You can explore the world, even on a budget. And you can create content that matters.

The Country Edit XO is my creative outlet, my passion project, and my way of inspiring others to travel more, see more, and live more intentionally and beautifully.

We’d love to hear the story of how you built up your social media audience?

Our social media journey really took off through virality. On January 15, 2023, we shared a video on Instagram highlighting a beautiful spot in Jamaica, and it unexpectedly took off. That reel sparked a wave of new followers who resonated with the content and wanted to see more. Since then, we’ve experienced similar spikes in growth whenever a video performs well – it’s a reminder of just how quickly your audience can expand when your content connects.

But while virality gave us visibility, building a community has required consistency and intentionality. It’s important to engage and stay AUTHENTIC and I honestly think people like authentic persons on social media. We’ve focused on showing up with content that feels good & true to us – highlighting travel moments, sharing helpful tips, and creating visuals that reflect our aesthetic and values.

For anyone just starting out, my advice is to stay consistent, stay curious, and stay true to your voice. Don’t wait for perfection – start with what you have and build from there. Learn what resonates with your audience, but also be willing to experiment. Pay attention to aesthetics, storytelling, and sound – all the small details that can elevate your content. Most importantly, don’t chase virality – focus on adding value, and the growth will come.

How do you keep your team’s morale high?

Well, first of all, managing a team when the “team” is your husband comes with its own… unique challenges.

Working closely with your partner – especially in a creative space like content creation – requires a lot of communication, patience, and the ability to laugh when things don’t go as planned (which is often). We’ve learned to divide and conquer based on our strengths.

At the end of the day, high morale comes from knowing you’re building something meaningful – and remembering that your relationship matters more than the algorithm.

Contact Info:

• Website: https://thecountryeditxo.weebly.com/
• Instagram: https://www.instagram.com/thecountryeditxo?igsh=MTgxazB4anA4OTJ3NA%3D%3D&utm_source=qr
• Linkedin: https://jm.linkedin.com/in/kimberley-henry-atkinson-517763b9
• Youtube: https://youtube.com/@kimberleyvlogsxo?si=JpGI2oUTbin3xuuD

Image Credits

Hakeem Atkinson Photography/ @thecountryeditxo