When we met Niomi Smart to talk about her brand new book, Eat Smart, she’s glowing more than ever. With her debut book finally hitting the shelves, Niomi is rightfully relishing in seeing her hard work pay off. Having built one of the smartest brands on YouTube (no pun intended), Niomi is one of the few creators who appeal to so many different audiences – from those who loved her fitness and beauty videos, to those with a genuine interest in food who aren’t especially bothered about her social reach but value a brilliantly crafted recipe.
It’s safe to say that Niomi Smart is not only a social media star, but an entrepreneur the truest sense of the word.
We asked Niomi why she’s so unique to a platform open to everyone; “There are some amazing YouTubers out there and the amazing thing is that we’re all doing something different. My unique stance is that I’ve tried to break into the foodie industry and I feel like I’ve really done that with my Eat Smart book. My unique position on YouTube is that I’m seen as a real credible author for cookbooks”.
But surely it’s not as easy as that? Do people really understand the hard work that goes into creating YouTube videos? “A lot of people on the outside probably don’t see it as hard work, getting one video [out] a week out, but when you’ve got so much going on and so many projects, it’s hard.”
Niomi is clearly thankful for her audience- which includes over 1.6 million YouTube subscribers and 1.7 million Instagram followers: “My fans are so supportive – I feel like every YouTuber says this but they’re so lovely. Even though there’s quite a lot of [fans], it’s still like a close knit family”
Despite her success, loyal fans and kind nature, Niomi faces online hate like most people: “Haters are one thing that will always come with being a YouTuber, blogger or having any social influence; when you’re targeting that many people you’re not going to please everyone. It’s so easy to tell people to ignore the haters but you do have to realise that not everyone is going to like you, so just forget about it.”
When it comes to being a YouTuber yourself and aiming for the top, Niomi has some great advice for those wanting to create content online: “Try to mix it up and keep it a bit different. If you’re into fitness, try and show different ways you can be fit not just by going to the gym all the time. If you’re a foodie, I’d say to keep it fun and it doesn’t have to be really serious”.