Exclusive | Salish Matter is one of the worlds most popular social media stars | Latest Tech News
Salish Matter was just 10 when she first appeared on her father Jordan’s burgeoning YouTube channel. At the time, 5 million subscribers have been tuning in to watch the photographer-turned-content-creator set himself numerous oddball challenges.
But it was when he determined to contain his daughter in a fitness problem video — where Salish confronted off against a Muscle Beach bodybuilder — that issues actually took off.
“That’s where I really was, like, ‘Oh, wow, she’s good at this,’” the 59-year-old father of two told The Post. “We started seeing more engagement from the audience. Now I was a father [to the viewers], and there was a relationship that people could relate to. There was this niche that we didn’t even consider.”
The video, filmed six years in the past, has over 30 million views to date. And it was from there that their father-daughter partnership was born, where each week wildly popular YouTube videos show Salish taking part in even more wacky challenges and video games, which simply rack up anyplace from 30 million to 50 million views not long after posting.
Together, they now have a mixed 46 million followers across YouTube, Instagram and TikTok.
When Jordan Matter (left, with Salish) began his YouTube web page back in 2017, he had no thought of the internal workings of the creator business. Alex Kenealy
But their success raises looking questions about how youngsters ought to be allowed to be online. Many of today’s mother and father fear about rationing their youngsters’ screen time and monitoring their online exercise — and could be horrified at the thought of that many strangers watching a teen woman’s online antics.
Echoing related considerations, this week Australia’s social media ban for under-16s finally got here into impact, shutting down more than 1 million social media accounts created by customers under 16 across the nation beginning Wednesday.
However, Jordan insists that what he and Salish have created is nothing of concern since he’s cautious about the content they produce, making an attempt not to reveal an excessive amount of about his teen daughter’s personal life.
“We’re not a vlog-style channel where vloggers really do open up their lives. If we go on vacation, neither of us wants to film that. It’s more like we are choosing what aspects of ourselves to share with the audience,” the 59-year-old explained.
Nevertheless, Salish has grow to be one of the most recognizable faces for today’s tween technology, and their long-suffering mother and father. Over the last 5 or so years, Salish has risen to a degree of fame only today’s chronically online technology may perceive.
She’s received two Nickelodeon Kids’ Choice Awards and has acquired A-list celeb followers like Khloé Kardashian, Shakira and Dr. Dre.
Salish Matter is one of the most well-known influencers in the world proper now. Kimmie Torgerson
And alongside her gargantuan following, she is also the co-founder of a skincare line geared in the direction of prospects her age, “Sincerely Yours,” which offered out in Sephora soon after launching in September.
A current pop-up event celebrating the launch at the American Dream Mall in New Jersey attracted a crowd of more than 80,000 followers — which was finally shut down due to security considerations.
But, for her half, the now 16-year-old insists she doesn’t suppose a lot of it.
“I don’t think of myself as famous; I don’t like that word. I feel like I am just a normal teenager, but then sometimes people do come up to me, and that kind of reminds me of everything,” Salish told The Post.
Jordan himself says that he never set out to contain his daughter, but that it’s truly allowed the household to spend more time together.
The 59-year-old father of two, who now devotes his skilled consideration to Salish and her YouTube profession, began as a headshot-turned-dance photographer.
In an period where children yearn to grow to be web well-known, Salish has managed to determine the secret system — all before she may legally drive. WireImage
In 2017, Jordan created a YouTube video sequence called the “10-minute photo challenge,” which concerned taking as many high-quality images as potential of dancers holding different poses in the allotted time.
The hit sequence not only helped Jordan grow his web page to 5 million subscribers over the course of three years, but it also launched him to an enviable youthful technology of creators.
“I started doing stuff with [TikTokers] Charli D’Amelio, Addison Rae, more well-known influencers. That’s kind of where we were until Salish joined the channel five years ago,” he explained.
After involving Salish in the bodybuilding problem video and seeing the wildly elevated engagement and views, it appeared to be a no-brainer business choice to start a “family” business.
“I just wanted to work with her, and she was good on camera. It was fun. And so then the big question was, does she want to do this? That’s not an easy question for a 10-year-old to answer, but five years later, every week we’re still filming videos,” Jordan explained to The Post.
“She was a very shy kid back in the day, but when we started putting the camera on her, she started bringing life to it,” Jordan said about Salish. Penske Media via Getty Images
Over the last half-decade, the duo has racked up tons of of tens of millions of views of their videos that embrace “My Daughter Survives 100 HOURS ALONE” and “Sneaking Into YouTube Millionaires’ Houses.”
“Last year, our channel was top-10 Nielsen-rated with all streaming platforms,” Jordan told The Post. “We had more views than almost any show.”
Salish isn’t Jordan’s only protégé.
His 19-year-old son and Salish’s older brother, Hudson, who sometimes seems in each other’s videos, is also now an online star in his own proper, entertaining his over 2 million followers, with YouTube videos of him staying in a single day in the world’s most haunted faculty or vandalizing his sister’s bed room and building her a new one.
The only member of the Matter household who is not often seen online is Lauren, Salish and Hudson’s mother, and Jordan’s spouse.
One would assume that a teenage daughter and father working together would put a pressure on their relationship. But that’s apparently not the case for these two.
Salish told The Post that she and her father would often butt heads when she was youthful, but “not as much anymore because we’re very close.”
The duo told The Post they’ve a very close bond, which is one thing viewers witness by watching their YouTube videos. Salish Matter/Instagram
Jordan also explains that he has a tight-knit group working behind the scenes, making it simpler for Jordan and Salish to separate their personal and working relationships.
“Rowan, who’s the creative director, has known her since she was born and is a family friend. He takes over the directing responsibilities for her so that I’m not stepping in, so I can just be on camera with her and we can have our relationship and be authentic,” Jordan told The Post.
When requested about her day-to-day, Salish’s response is shocking for a teen who retains tens of millions entertained online. She told The Post that, like any teen her age, she goes to faculty, performs sports activities and hangs out with her pals.
That is, when she’s not filming or hanging out in Shakira’s suite at a film premiere.
Jordan revealed that all their YouTube filming, which is completed on an iPhone, takes place only on Sundays, “so she can have a normal life the other six days.”
As regular as it may be for somebody who will get mobbed by followers when she goes out, even though Salish insists her classmates and close pals barely bat an eyelash at her fame and wealth.
Filming just one day a week, Salish can focus on faculty, her pals and extracurricular actions, like taking part in soccer. Salish Matter/Instagram
“I spend time with our team Monday through Saturday, prepping the video for Sunday so that she doesn’t have to do much more than arrive and have fun. She has a lot of input when she wants to, but I just don’t want to burden her with too much,” her father said.
Salish appears to be working her own social media, but there are a few apparent restrictions on her accounts. For occasion, on Instagram, she limits who can tag her in their tales, and her TikTok videos can’t be embedded, so she will preserve control over her content.
Having a guardian carefully monitor their youngsters’ fame could be a slippery slope — one that Jordan is very conscious of and one thing the world has witnessed the unfavorable results of with former youngster stars like Britney Spears, who was under a conservatorship for 13 years of her profession, and Jennette McCurdy, whose mom allegedly made her the household’s main financial supplier.
But Jordan insists that in their occasion, that’s actually not the case.
“People who don’t watch our content assume I’m exploiting her. That’s usually people who don’t ever see the videos or see our relationship, and they know nothing about us. They just assume, well, father-daughter, he must be taking all the money and using his daughter. It’s so not the case,” he said.
With the help of her father, the 16-year-old has received two Nickelodeon Kids’ Choice Awards: Favorite Creator Family in 2024 and Favorite Female Creator in 2025. Getty Images
When it comes to what she needs for her future, Salish shrugs and tells The Post she doesn’t suppose it’s truthful for that variety of strain to be put on a 16-year-old.
“So many people ask me this. I feel like there’s an expectation that in junior year [of high school], you’re supposed to know what you want to do and have it all figured out and be applying for college applications,” she said.
“I have no idea what I want to do. I think the college experience would be amazing, but it’s so much money that I don’t know if I want to waste it just for an experience.”
While most mother and father would hesitate to enable their teenage daughter to be so outstanding online, Jordan doesn’t have any qualms because he said they purposely don’t reveal their personal lives in their videos.
“It’s not really like we’re opening up our private lives. It’s more like we are choosing what aspects of ourselves to share with the audience. But I think what we share is very authentic and real. Ironically, sometimes people who open up their lives more are actually not showing their lives. They’re just making it seem like it’s real.”
Jordan admitted that people who aren’t acquainted with him and Salish assume he’s exploiting her — but that’s far from the reality. Salish Matter/Instagram
If something, Jordan believes that more mother and father ought to embrace their technology-obsessed youngsters and see what doorways it may open for them.
“I don’t think that my generation of parents of this age has caught up yet. They don’t realize that this is an incredible opportunity, not just in front of the camera, but the creator economy is one of the few growing economies that has limitless employment potential,” he told The Post.
“But people are still going after white collar jobs; all that most likely will be gone in five years from AI or at least severely limited compared to this, which is thriving.”
Regardless of where Salish needs to take her thriving online profession, like what any guardian needs for their child, Jordan’s purpose is for his daughter to be joyful.
“For me, it’s all about her happiness. If she’s happy, this is great. If she’s not, then we shouldn’t be doing it,” he said.
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