Ramneek Singh and his family of five entered the world of social media in 2019. Now, the family has six YouTube channels, five individual Instagram accounts, three Facebook pages, and two accounts on MX TakaTak, taking their total social media following to over 18 million! The influencer talks about the family’s foray into social media, dealing with the pressure to create content, and upcoming family vacations. By Adila Matra
T+L India: Tell us how you and your family entered the world of social media.
Ramneek Singh: None of it was part of the plan, social media just happened to us. I was introduced to TikTok when it was abuzz around the world and I joined with family in making these videos for the fun of it. There were no viewers or followers back then. Everything changed when one of our videos went viral– all of us went on a cruise to the USA in January 2019. That viral video encouraged us to create more content. It’s been three years now and our journey continues.
T+L India: With six YouTube channels, five individual Instagram accounts, three Facebook pages, and two accounts on MX TakaTak, you have a total social media following of over 18 million. How do you deal with the pressure of creating content every day?
Ramneek Singh: Once you step into the field of content creation it becomes an everyday task and that’s what we are expected to do. But we don’t let the pressure weigh us down. We shoot three days a week for two to three hours a day. The rest is taken care of by our team who plans and writes all our content and script. They post our work too. So, there is not much pressure on us to be active on all the social media platforms there are.
T+L India: Your YouTube channel features a variety of content, from documenting day-to-day life to taking up challenges. What is the ideation process?
Ramneek Singh: We try to keep up with the present trends and make different types of content because every viewer has a choice of their own. As content creators, we have to present all the available options to our audience. That’s what we try to do as well. Ideation is very simple. I try to incorporate all kinds of content into our schedule and our team takes care of the rest.
T+L India: Your claim to fame was TikTok. How easy was the transition to other platforms when TikTok got banned in India?
Ramneek Singh: We were already present on other social media platforms before Tik Tok was banned in India. But we primarily focused and poured more effort into Tik Tok. We received a phenomenal amount of response on Tik Tok. We had 9 million followers on Tik Tok when the app got banned. All of us were disheartened on hearing the news because it is not easy to gain so many followers and stay relevant on such a competitive platform. But there was nothing we could do about it. We are on all major social media platforms now. Before Tik Tok was banned we had only 2.5 million subscribers on YouTube. Post the ban we transformed ourselves into creating long-form videos. That’s how we proceeded and the audience loved us.
T+L India: What part do your children play in content creation?
Ramneek Singh: They are young to understand the concept but they do enjoy the process, it’s a fun family time, and going to various locations for shoots is all that they are concerned with. They are not bothered by the number of views or followers. Neither are they aware of what videos are working or not working for us. But they keep an eye out on what other content creators are making, they watch different videos and also come up with a bunch of ideas for our channel such as challenges we can do or locations we can shoot at.
T+L India: What are the challenges/setbacks of opening your daily life to public scrutiny? Have there been times when you wanted to give it up?
Ramneek Singh: No, we have never thought about stopping. It’s our love for content creation and the support of our audience that keep us going. It automatically boosts our energy to work more. We usually wake up in the morning and put all our heads together to plan what video we will do and what will go up tomorrow. So, it’s always an energetic discussion of ideas.
T+L India: Which by far is your favorite vlog and why?
Ramneek Singh: Every vlog is different and we make a vlog on every place we visit. The only motivation is to spread happiness among people and bring a smile to their faces. We also intend to give morals through our videos so that they learn something while being entertained. For us, it’s an achievement when people walk up to us and say they love our videos, and we enjoy a laugh together. Out of all the genres we create, my family loves it when we shoot challenges.
T+L India: What is one piece of advice that you give your kids as they navigate the world of social media?
Ramneek Singh: I will obviously tell them that a chunk of people might like their content and others might not. So may even some may envy their success. And they will just have to keep working hard and giving their best while making content. I would tell them not to read all the comments written below a video. One thing I will definitely tell my kids is whatever they do, they should enjoy it. If they don’t enjoy what they are doing then they should stop doing that. This will also take the pressure off them and make their lives easy.
T+L India: What are the favourite destinations of your family members? How do you decide the destinations for family vacations?
Ramneek Singh: The Maldives is one of our favourite holiday destinations. My wife is a beach person, she adores places by the water. So we try and choose places accordingly
T+L India: Do you plan to introduce more travel content on your YouTube channel?
Ramneek Singh: You can find 18 videos alone on Goa on our channel. We shot everywhere in Goa. I just got back from Amritsar where I shot five vlogs, they will go up soon. This summer we are also planning to go on a cruise across Europe, so hopefully, plenty of videos will follow. We love travelling and people who don’t get to travel much enjoy our videos which in turn makes us happy.
T+L India: What are your bucket list destinations?
Ramneek Singh: My kids are looking forward to visiting USA and Canada, a royal Mediterranean cruise in Europe is also on our mind for this upcoming summer season.