NASSAU, BAHAMAS — While some Bahamians consider time spent on social media apps like TikTok as wasted, Matejah Cunningham’s journey from a recreational user to the Content and Marketing Lead at Fincastle Media Group demonstrates the opportunities the platform can create for career development through viral marketing.
Cunningham’s transformation began when she began to see TikTok as more than entertainment, leveraging her creative skills to produce compelling content.
“I realized it was not just a platform for fun and entertainment; but you can have serious conversations on it,” she stated to Eyewitness News. Her content, focusing on Christian-based themed vlogs and “Tae Talks,” is inspired by her commitment to her faith. Over the years, she has amassed a platform with 14,000 followers and many viral videos with hundreds of thousands of views.
Further fueled by her studies in Art at the University of the Bahamas, her journey streamlined when she transferred to a school abroad and discovered an emerging career path. Reflecting on this “lightbulb moment,” she stated that she “didn’t know how vast the marketing space was.” She realized that her art background, combined with her social media expertise from the popular app, could open up new opportunities in marketing and content creation.
TikTok iis known for its short-form video content, gaining a massive user base since its launch in 2016. As of 2024, the app boasts over 1.2 billion active users worldwide. It allows users to create and share 15-second to 3-minute videos on various topics, and has quickly become a cultural phenomenon. TikTok’s user-friendly interface, extensive music and effects library, and engaging algorithm personalize content for each user. Its influence extends beyond entertainment, impacting trends in music, fashion, and social and political movements.
The Bahamas alone has an estimated 243,000 on the viral app where anyone can “go viral” with the right content. One of Cunningham’s best-performing videos gained almost 2 million views.
“The space is so diverse; it is not limited to one kind of content,” she noted. Additionally, she highlighted how TikTok promotes Bahamian culture globally, beyond the usual stereotypes that showcase a diverse Bahamian lifestyle and dialect. “TikTok has opened doors for us to be known as more than just sun, sand, and beaches,” she added.
Cunningham’s journey exemplifies TikTok’s dual nature as an entertainment hub and a platform for meaningful conversations and career opportunities. While controversial, her professional journey has proven that it can provide young Bahamians with a unique space to express creativity while offering career opportunities in a digitalized society.
