Kimberly Lobo.
In this exclusive interview, we delve into the world of Kimberly Lobo (@kimberlities), a prominent Goa-based content creator whose passion for fashion, lifestyle, and food has made her a standout voice in the digital space. With a flair for storytelling and a knack for inspiring her audience, Kimberly’s journey is a testament to the power of creativity and perseverance.
From starting as a “promoter” in an era before the term “influencer” gained recognition, to becoming one of Goa’s most recognisable digital creators, Kimberly’s story reflects the evolution of content creation. Her work captures the vibrant essence of Goa, blending its natural beauty, cultural richness, and culinary delights into engaging content.
In this conversation, Kimberly shares her journey into the world of content creation, her rigorous process for crafting captivating visuals, and her thoughts on navigating challenges in a competitive market. She also opens up about her future aspirations, the importance of staying authentic, and her advice for aspiring influencers.
Journey into Influencing
Honestly, when I started this journey, the terms influencer or content creator didn’t even exist. Back then, we had YouTubers, but they were a completely different category, focused solely on YouTube. I didn’t know what to call myself at the time, so I referred to myself as a promoter or someone who helped advertise brands.
My journey into content creation truly began during the lockdown in 2020-2021. With no job and plenty of free time, I found myself looking for ways to stay productive. The world was shut down, but in Goa, especially in the villages, restrictions were relatively lenient. Since it was monsoon season, I started exploring waterfalls and spent my time visiting these serene spots.
I genuinely enjoyed posting about my experiences online, and to my surprise, my waterfall content began getting massive reach. In fact, the kind of reach I got back then is something I don’t see now. People loved watching travel content, especially during the lockdown when everyone was stuck at home. My posts inspired many to explore new activities, and it became evident from the engagement I received.
Thousands of people started asking me, “Where is this place?” or “How do I get there?” That’s when it hit me—I was influencing people’s choices and encouraging them to try new things. It was at that moment I decided to fully embrace content creation, focusing on travel and inspiring others to explore the beauty of Goa.
Content Creation Process
Honestly, being a content creator is no easy task. It demands an immense amount of time and effort—seven days a week and at least 19 to 20 hours a day if you’re serious about making a living from it. That’s why I firmly believe that only those who are ready to invest this level of dedication should consider pursuing content creation as a profession.
When it comes to my content creation process, the first step is understanding the brand. I take the time to grasp the essence of the brand and its main USPs (unique selling points)—the aspects that will resonate with people and be genuinely helpful or attractive to them. Once I have a clear understanding, I dive into research. Research is a crucial part of my process. I go through every detail, and I also watch other creators’ reels to ensure I haven’t missed out on any vital information.
After gathering all the necessary insights, I draft a brief script focusing on the key points. Once the script is ready, I move on to the shooting phase. I have my own team, including a videographer and a photographer, to assist with capturing the content. However, when it comes to editing, I do it all myself. I prefer editing my videos because I have a very specific vision and style, and I feel only I can do justice to it.
During editing, I ensure my video aligns perfectly with the script. Every word I say is reflected visually in the reel. I like keeping my content clean, crisp, and easy to watch. To make my reels more accessible, I always include captions or subtitles. This way, even if someone can’t listen to the audio—like in an office setting—they can still understand the content just by reading the captions.
Another key aspect of my process is incorporating hooks. Over time, I’ve realized how important it is to grab the viewer’s attention within the first few seconds. Hooks make a big difference in retaining engagement.
Ultimately, I aim to make my reels informative, visually appealing, and engaging. I’ve been fortunate to receive a lot of positive feedback from people who appreciate the way I edit, speak, and tell stories. And that’s what motivates me to keep creating.
Challenges in a Smaller Market
Honestly, I don’t believe Goa is a very small market. While it may not be as large as cities like Mumbai or Bangalore, it’s far from insignificant. The booming tourism in Goa plays a massive role in creating opportunities for content creators. Thanks to this, we work with a wide range of Goan brands, local restaurants, clubs, food trucks, nightlife venues, mega stores, and supermarkets. With tourism constantly growing, the market here never feels saturated, and we always have work.
However, there is one challenge that comes with being in a smaller state. Many PR agencies and brands from bigger cities tend to undervalue Goan influencers. They often assume we lack negotiation skills, especially when compared to influencers in metro cities. But as someone who has been in this field for over four years, I consider myself an OG influencer. Back when I started, content creation and influencing weren’t even recognized professions. Those of us who’ve been here from the beginning know our worth and are skilled at negotiating with brands.
The issue lies in how agencies approach newer or micro-influencers in Goa. They tend to offer very low rates, assuming that influencers here don’t understand the value of their work. I believe that over time, as Goan influencers—especially those just starting out—realize their worth and begin charging fairly for their hard work, this problem will naturally resolve itself.
Content creation requires significant investment—of time, effort, and equipment. If you factor in the cost of gadgets alone, it easily exceeds three lakhs. Influencers deserve to be paid accordingly for the value they bring.
That said, I genuinely feel Goa is a fantastic market. In fact, sometimes we earn more than influencers in metro cities because of the unique opportunities tourism brings here. The key is for Goan influencers to continue setting high standards and proving the value of our work to brands and agencies across the country.
Collaborations and Partnerships
To be honest, I’m very particular about the brands I choose to work with. No offense to anyone, but I always check the visual appeal and overall presentation of a brand’s profile before deciding to collaborate. This is because my reel will also be featured on their page, and I want to ensure it aligns with the image I’ve built. I wouldn’t want to associate with a brand that doesn’t reflect a certain level of class or quality.
I believe that to have longevity in this field, it’s essential to be selective about the brands you partner with. My content focuses on a semi-luxury to luxury lifestyle niche, so it’s crucial for me to work with brands that complement that image. This applies not only to local Goan brands but also to national and international ones.
I avoid working with brands that don’t align with my niche because it can impact the reach and engagement of my content on Instagram.
Balancing Authenticity and Trends
One thing about me is that I don’t follow trends. The only trend I might incorporate is using trending Instagram music, but otherwise, I steer clear of them. I believe trends come and go, and while they may bring massive reach in the moment, they don’t align with my content creation style or goals.
I prioritize staying authentic to the way I create content, and that’s something I’ll always stick to. For instance, many Instagram trends revolve around dance videos or similar formats, which aren’t even part of my niche. So, while I acknowledge that Instagram thrives on trends, I don’t let that pressure influence me.
For me, it’s about having a clear vision and working towards it without compromising on my authenticity. I know I won’t achieve my goals by simply following every trend, so I focus on creating meaningful content that resonates with my audience and reflects my true self.
Engaging with Your Audience
As a content creator, my audience is the backbone of my business and life. Without them, I wouldn’t be where I am today. It truly makes me happy to know that people get influenced and inspired by the content I share. I make sure to reply to every DM, especially when people ask me questions like “Where is this place?” or “How did you get there?” I try to be as helpful as possible, providing them with the details they need.
Of course, being a girl, I do receive some inappropriate DMs, but I focus on the positive ones and engage with my audience as much as possible. I also put up polls, questions, and ask my followers for their preferences so that the content I create aligns with what they want to see, not just what I want to post. This interaction keeps me relevant and engaged with my audience.
I also believe in guiding my followers on how they can support me. I encourage them to save, share, and follow my content, which helps increase engagement and reach. This simple call-to-action in my posts, stories, or reels is essential in growing my community.
Growing Competition
Honestly, a few months back, I started noticing that the market is getting saturated. Every teenage Gen Z is jumping into content creation, and while it’s a great job from the outside, it has created a lot of competition. A lot of new creators, as well as some established ones, have resorted to what we call “barter collaborations” just to stay relevant. For those unfamiliar with the term, “barter” refers to a system where brands offer free products or services in exchange for content, like a reel. It’s become a widespread trend among both new and big creators looking to pump out more content or gain clout.
However, despite this growing wave of creators, I’ve realized that I’m still getting a steady stream of work. I’ve come to understand that, even though the market is saturated, I’ll always be considered an OG in this space, and the work keeps coming. Brands that value quality know exactly where to find creators who offer genuine engagement and value. So, new creators don’t really affect me because I know my worth and my position in this industry. Quality and experience always stands out.
Future Aspirations
I often get asked by my relatives or close friends, “How long will you be a content creator? Isn’t this industry going to fade away someday?” My answer to that is always the same: content creation is an evergreen process. It’s not about being stuck in one niche — I can create content on anything. Right now, I’m a single, independent woman, and I create content that resonates with a millennial crowd. But when my life changes — whether I get married or become a mom — I can pivot and create mommy content. Content creation has endless possibilities, and that’s why it’s called “creation.” You’re always evolving and adapting your content to your life stages.
As for my future aspirations, I plan to continue creating content as long as it brings me happiness. It’s something I truly enjoy, and I believe you should always pursue what makes you happy. Alongside content creation, I also have passive income streams, like real estate, and I work as a freelance social media manager, handling a few accounts on the side. I’d like to keep expanding these ventures and start more businesses in the future. My goal is to keep evolving and doing what I love while creating more opportunities for myself.
Advice for Aspiring Influencers
The only advice I would want to give influencers is that you treat content creation as your business. Nobody can stop you from making money. Okay, it finally boils down to how much you're making. Come on, this is a very competitive world and that is what you should care about. Making money, that is. So treat your content creation like a business and don't do anything for barter. The moment all influencers realize their worth and stop doing everything for barter is when each and every influencer will be highly paid. Okay, don't ruin the market and be a hindrance for somebody else's commercials.
Also, create a media kit that is very important. You have to be very professional in your career. You need to make a proper professional media kit. Either you make it on Canva or you tell somebody to make it for you. But a media kit with your commercials, what you can offer the brand, what brands have you worked with is very important. And something that I see other influencers do, I didn't have to do it in my earlier days because I should readily get brands to work with me. But now, since the competition has increased so much, I feel it's better you text brands from your side and you send them your media kit and what you can do for them and for how much.
So pitching brands also would be a good option for budding influencers. Also, don't confuse people with all the content you're making. If you're making travel content, only make travel content. If you're making lifestyle content, then you mention that you want to portray your lifestyle through your Instagram. So don't confuse people. This is my only advice.
