By Mpumzi Mshweshwe:
In a world dominated by curated perfection and filtered images, Amahle-Imvelo Jaxa, known to her growing legion of 211,300 TikTok followers and 22,700 Instagram followers as Jaxx, dares to break the mold. From her humble beginnings in Komani in the Eastern Cape, she transformed from a shy, uncertain girl into an outspoken entrepreneur and educator with a powerful voice in social media.
Armed with knowledge of politics, economics, and philosophy, she uses her platforms to spark change, challenge perspectives, and educate her audience on critical issues. Jaxa’s journey is nothing short of inspiring. She opens up about her rise to fame, her authentic approach to influencing, and the mission driving her every post.
1. What motivated you to become a social media influencer, and what keeps you passionate about it?
I wasn’t initially aiming to become an influencer, but as I started posting content on political and social issues, I saw how much it resonated with people. The ability to break down complex topics in a relatable way and help others understand current events keeps me passionate. It’s rewarding to know that I am making an impact through education.
2. Which social media platform do you find most effective for your content, and why?
Right now, TikTok is the most effective for my content because of its huge reach and the ability to easily engage with people through videos. It’s a great platform to break down complex issues in a short, digestible format, and I’ve seen significant growth there.
3. How do you engage with your followers to build a strong community around your brand?
I engage with my followers by responding to their comments, asking for feedback, and sharing my personal thoughts. It’s important to me to create a space where people feel like they can connect with me beyond the surface. I value their opinions and enjoy having meaningful conversations with them.
4. Can you share a specific campaign or collaboration that you’re particularly proud of?
I’m particularly proud of my collaboration with a major brand for an event I co-hosted. The concept was simple: we threw a party where everyone had to dress in school uniforms, and it was a huge success with 800 attendees. That experience really showed me the power of creativity and how an idea can turn into something bigger.
5. What trends do you see emerging in social media, and how do you plan to adapt to them?
I see video content continuing to dominate, especially with short-form videos on platforms like TikTok. I plan to adapt by focusing more on creating impactful, educational videos that still entertain and engage my audience. I also think there’s a shift toward more personal, authentic content—something I’m really passionate about.
6. How do you handle negative comments or feedback from followers?
I try to remove myself from situations that might cause me to react impulsively. The internet never forgets, and I don’t want to say something I might regret later. I prefer to focus on the positive and engage with people who want to learn and grow with me.
7. What tools or strategies do you use to plan and schedule your content?
I use social media management tools to plan and schedule my posts. I also keep a content calendar to ensure that my content stays consistent and relevant. Planning ahead allows me to be more organized and gives me time to focus on creating quality content.
8. How important is authenticity to you, and how do you maintain it in your posts?
Authenticity is everything to me. I always make sure that what I’m sharing reflects my true beliefs and values. I don’t post for the sake of trends; everything I put out is something I genuinely care about. If I ever feel like something doesn’t align with who I am, I won’t share it.
9. Are there any influencers you admire or look up to, and what have you learned from them?
I admire influencers who use their platforms to make a difference, like those who raise awareness for social issues. I’ve learned that influence isn’t just about popularity—it’s about the positive impact you can have on your followers.
10. What goals do you have for your social media presence in the next year?
In the next year, I plan to expand my content and reach even more people. I want to dive deeper into political and social education, using my platform to challenge perspectives and promote thoughtful discussion.
11. Do you believe that authenticity is becoming a lost art in the influencer space, especially with the rise of overly curated content?
Yes, I think authenticity can sometimes be overshadowed by the pressure to present a ‘perfect’ image. But I believe people value realness, and I aim to stay true to myself regardless of trends or expectations.
12. How do you respond to critics who say that influencers promote unrealistic lifestyles and contribute to mental health issues?
I think it’s important for influencers to be mindful of what they promote. I try to be transparent about the realities of my life and share both the highs and lows. It’s crucial to remind people that social media is only one aspect of life and that it’s okay not to have everything together.
13. Have you ever felt pressured to compromise your values for brand deals, and how did you handle it?
Yes, I’ve been in situations where I’ve had to turn down brand deals that didn’t align with my values. I believe in staying authentic, and if something doesn’t feel right, I won’t do it, even if it means turning down an opportunity.
14. What are your thoughts on cancel culture in the influencer community? Have you ever experienced it firsthand?
I think cancel culture can be harmful, as it doesn’t always leave room for growth or understanding. I haven’t experienced it firsthand, but I think it’s important to have open conversations rather than immediately cancel someone without context.
15. Social media algorithms often prioritise engagement over genuine connection. Do you think this is harmful, and how do you navigate it?
It’s definitely a challenge. I try not to get too caught up in the numbers and focus more on the quality of the connections I’m making. While engagement is important, I believe true connection comes from creating content that matters to people.
16. How would you address accusations that influencers often misrepresent their sponsorships or fail to disclose partnerships properly?
I believe in full transparency with my audience. If I’m promoting something, I make sure it’s clearly disclosed. My followers trust me, and I don’t take that lightly.
17. Do you believe that influencers have a responsibility to address social or political issues, or should they stick strictly to their niche?
“I believe influencers have a responsibility to use their platforms for good. While it’s important to stick to your niche, social and political issues are part of the world we live in. Influencers can help spark important conversations and raise awareness.”
18. How do you feel about the idea that many influencers are simply ‘selling out’ by partnering with brands that don’t align with their personal brand?
I think it’s important to stay true to your values and partner with brands that align with them. If the collaboration doesn’t resonate with me, I wouldn’t feel comfortable promoting it.
19. What do you think about the growing trend of influencers using bots or other manipulative tactics to inflate their follower count?
I think it’s dishonest, and it undermines the integrity of the influencer space. Authentic growth is more important than inflated numbers, and I would rather have a smaller, engaged audience than fake followers.
20. Do you think that the influencer industry is perpetuating consumerism, and how do you reconcile that with your content creation?
Consumerism is definitely a big part of the influencer world, but I think it’s important to balance it. I try to promote products and services that I genuinely believe in and that can benefit my followers. My goal is to educate and inform, not just sell. – @NewsSA_Online
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