Ever questioned what might be residing inside cloves of spoilt garlic? Or underneath the sand of Singapore coasts? Perhaps, perhaps not. However Kong Man Jing needs you to care, and she or he appears to have a knack for piquing individuals’s curiosity with short-form nature and local weather storytelling, judging by her a whole lot of 1000’s of on-line followers.
The 30-year-old has made herself considerably a family title in Singapore amongst younger nature fans and their mother and father. In 2019, she co-founded Simply Maintain Considering, a science and biodiversity channel on social media, the place she goes by the title Biogirl MJ.
Her minute-long movies function biodiversity trivia – for example why throwing sea stars again into the ocean is probably not a good suggestion – interspersed with details you didn’t know you wanted – reminiscent of how a pimple patch works. All movies begin along with her iconic and energetic “Hello guys!”, and options her in yellow outfits and black-framed spectacles. Simply Maintain Considering has some 275,000 followers on Instagram and 130,000 on TikTok.
Just lately, Kong has pivoted into local weather and sustainability subjects, reminiscent of clear vitality and the carbon markets. She can now not depend on the attraction of cute animals to carry her younger viewers’ consideration, and a few have advised her that the brand new content material feels considerably dry. The place she takes on branded work – together with with the Singapore authorities – she tries to search out the fitting stability between constructing belief and having the autonomy to do issues her means.
There may be additionally the difficulty of presenting a nuanced story amid a plethora of competing local weather narratives. The complexities had been made clear to Kong throughout her journey to the COP28 international local weather summit in Dubai late final 12 months.
“However I see it as a problem for me, and that’s the reason I’m doing extra on such subjects. I maintain excited about how I can current advanced points higher, how I could make them extra enjoyable and attention-grabbing,” Kong stated. Whereas she tracks month-to-month viewership numbers, it’s particular person anecdotes of youths launching their very own sustainability initiatives after watching Simply Maintain Considering that retains her going, she added.
On the again of her Sustainability Management Youth A-Checklist win, Eco-Enterprise spoke with Kong about her future plans, how she maintains her distinctive model whereas working with sponsors, and her dream of a giant break within the documentary house.
Inform us your origin story.
Simply Maintain Considering has some 270,000 followers on Instagram, and one other 130,000 on Tiktok.
It isn’t like I had inexperienced fingers since I used to be 5. I solely obtained fascinated with nature and wildlife once I went for a visit to Saint John’s Island (off mainland Singapore) again in junior school, once I explored the mangroves, intertidal zone and the forests there.
That was once I realised, Singapore has a lot loopy wildlife, however nobody is aware of about it. Then in college, I studied environmental biology and obtained to know extra concerning the biodiversity and environmental points we face.
Again then, we had a close-knit however very small biodiversity group in Singapore. It was at all times the identical few individuals assembly one another. So I had been excited about find out how to attain out to extra individuals.
Later I met Raye, my companion, whom I co-founded Simply Maintain Considering with. He was a videographer and didn’t know something concerning the surroundings. However as soon as we went snorkelling collectively, and he filmed me utilizing his GoPro. Whereas ready for a sampan boat, I picked up a lifeless coral and simply began speaking about it, stating the coralites, the place the polyps was once. I used to be being my ordinary self.
Later, we realised that it might be a enjoyable academic video, and began a channel to submit these clips on-line. A few of our first movies ended up having about 14,000 views, once we nonetheless had zero followers. That’s once we realised we had one thing fairly invaluable, and the remainder is historical past.
I generally have children or their mother and father inform me about how excited they’re when watching my movies collectively. It is rather heartwarming, and I really feel this will increase their entry to environmental schooling that they might not get at school.
What had been your highlights of 2023?
Quite a bit occurred. I went on a visit to Antarctica, which I had received from an environmental advocacy contest organised by [real estate firm] Metropolis Developments Restricted.
Final 12 months we additionally expanded our programmes, so I gave many talks in faculties, which I actually take pleasure in. We launched a wildlife documentary sequence final 12 months in partnership with [state broadcaster] Mediacorp, that was enjoyable, and might be a primary step in the direction of larger reveals sooner or later.
Just lately, I went to COP28 as an official companion for the Singapore pavilion. I used to be there as a science communicator, I by no means knew my abilities might be helpful in representing Singapore at a world stage. It’s one thing I’m actually proud of and grateful for.
How did you discover the expertise of attending COP28?
It would sound like an exaggeration however it was actually life-changing for me. In Singapore, you are inclined to see issues by way of a neighborhood lens,which may make you considerably narrow-minded. Then while you step out and see the world, how international locations prioritise their nationwide pursuits within the local weather convention … you realise the fact of the very pragmatic world we dwell in.
In Singapore, you’ve got a problem, you complain about it and it will get solved – we’re fairly pampered that means. On the world stage, you make noise that means, you’ll simply be left alone. So if you wish to transfer the needle on local weather motion, you actually require lots of collaboration, speaking, convincing individuals, making associates and networking.
I had entry to closed-door negotiations whereas there, and I obtained to see the environment minister Grace Fu in motion – she was a co-facilitator for the local weather mitigation workstream. Main as much as the ultimate determination textual content, she was assembly with officers from international locations sad with how issues stood. Somebody stated to her: “We can not part out fossil fuels in any respect, that’s inconceivable”. Our minister requested about their challenges, and reiterated the necessity for a net-zero future. Interpersonal gentle abilities had been so vital in that context.
How has COP28 influenced the way in which you make your movies?
From the start, our movies have by no means been preachy – they’re meant for individuals to ponder about points. Attending COP28 and interacting with individuals from different international locations made me realise that the way in which we relate to environmental points might be vastly totally different. That is one thing I take into accout extra typically as of late, as a result of our channel does attain regional and Western audiences.
This implies when I’m researching sure points, I’d take note of historic nuances and the wording I ought to use. For example, on phasing out coal, there are some communities on the market who actually need it as the most cost effective choice, and can’t wind down shortly after simply constructing out their infrastructure. I have to current to my viewers a good telling of tales.
Are there sure subjects you discover more durable to create content material on?
We began out as a biodiversity-focused channel, however now we’re speaking extra about local weather change and sustainability points. They aren’t the sexiest subjects on the market.
For biodiversity content material, in case you have a cute animal, it simply piques curiosity. Sustainability subjects like carbon credit and renewable vitality can get fairly dry. Simply exhibiting a photo voltaic panel is so boring! I believe this can be a problem many content material creators are dealing with.
It’s uncommon, however we do get feedback reminiscent of, “I wish to see extra biodiversity stuff”, or {that a} video “is just too dry for my liking”. That’s completely tremendous. We attempt our greatest, and I believe we nonetheless managed to make a lot of the sustainability content material as attention-grabbing as potential.
The problem retains me going too. For example I’ve tried to clarify carbon markets utilizing supermarkets the place individuals purchase and promote tonnes of carbon, to make it as palatable to laymen as potential.
The purpose of my channel is admittedly to make extra individuals fascinated with environmental points. Some individuals could find yourself turning into environmentalists, which is nice, however I believe it’s adequate for me if individuals simply turn into extra inquisitive about sustainability. Then in the event that they wish to study extra, there are different platforms that cowl points in-depth. However with out this curiosity they’ll by no means interact with these subjects by themselves.
Kong Man Jing was a companion at Singapore’s COP28 nation pavilion. Picture: Kong Man Jing.
What would you say are the professionals and cons of minute-long social media reels on the subject of science communication?
You could have the potential to succeed in hundreds of thousands of individuals around the globe, I believe that’s the greatest benefit in comparison with some other platforms on the market. For tv – I believe children nonetheless watch documentaries, however in any other case I believe few watch tv these days.
Individuals’s consideration spans are additionally shorter now, in order that they take pleasure in shorter reels – our longest movies received’t go previous 90 seconds or so. The emergence of Tiktok actually modified the entire social media scene, and now we have to alter with the instances.
Nonetheless, issues come and go – I do see longer type content material coming again. That’s how social media is, you by no means know what occurs subsequent.
However with social media content material now, I do have to surrender loads on the small print and jargon. Personally, with a science background, I’m used to introduction – methodology – outcomes – dialogue and so forth. I can’t try this now, and if I’m going too in-depth, I lose my target market.
I believe that is nonetheless an inexpensive trade-off. The concept remains to be to pique individuals’s curiosity first. I maintain that purpose in thoughts and create movies primarily based on that. If individuals wish to study extra, there are lots of avenues for them to take action, and I don’t must be replicating that. I’m positive there are a lot of individuals on the market doing in-depth content material. They might not get the identical viewership [as me], however I believe they’ve a extra devoted viewers. My purpose is to extend the variety of those who go to them.
How do you measure the affect you create together with your content material?
I suppose the easiest way on social media is by way of the metrics – now we have information to point out who watches our content material. On Instagram now we have 30 million viewers month-to-month, and now we have 500,000 followers throughout all platforms. I’m fairly pleased with what we’ve achieved with enjoyable and academic content material. It reveals that social media will be greater than way of life skits.
Whether or not these numbers will truly flip into actual and significant motion? That is one thing I can not actually affirm. However I do hear tales of individuals being impressed by our movies. There may be this one child, one in every of our earliest followers, who began an Eco Membership in her main college after watching our movies. This actually touched my coronary heart. I realised I’ve to take extra accountability for my content material, quite than simply posting any content material I would like – I’ve to take this slightly extra significantly now!
A few of my different viewers finally joined the ecology scene in Singapore too. I’ve a pal who obtained very fascinated with snakes after watching one in every of our movies, and he’s now probably the greatest snake fans I do know in Singapore. He’s a snake knowledgeable proper now. We’ve additionally had individuals messaging us saying they’re contemplating learning environmental science due to what they’ve learnt from our movies. These are the tales that maintain me going.
Extra content material creators are taking to social media to share about sustainability. Is there room for everybody to speak about these points?
It’s undoubtedly a superb factor. I’m pleased to see extra individuals encouraging others to care concerning the surroundings.
There’s a flip facet to it, although. There are some who aren’t very real with their messaging, or clearly have no idea sufficient on the subjects they’re sharing about. Perhaps they’re paid to do it, or they only wish to bounce on a development. It’s completely tremendous to see this as a enterprise alternative, however it additionally comes with a accountability to know what you’re speaking about. It displays badly too, particularly when their movies appeal to unfavorable feedback from the general public.
I bear in mind seeing an influencer on Tiktok writing about find out how to lead a extra sustainable way of life by adopting sure greener merchandise or practices. And the primary few feedback on the video had been individuals saying, “don’t lie, I’m positive you don’t try this on a regular basis”. It seems to be actually dangerous on the influencer, however you can too see how it’s bizarre when, out of nowhere, somebody claims to wish to be sustainable on a video.
Even in my very own movies, I don’t declare to know the whole lot about sustainability, I’m nonetheless studying alongside the way in which, and I’ll solely talk about what I do know.
How do you’re employed with sponsors whereas retaining to your individual model and avoiding turning into too promotional?
Most of our sponsors don’t count on us to promote something due to the character of our channel. They primarily need us to assist with a marketing campaign or increase consciousness of sure subjects.
There are some – now we have been approached by individuals who declare to have anti-Covid badges you may put on for defense, or those that make important oils and tout miraculous advantages. There was a palm oil firm who needed to work with us too. These requests had been straight-up “no”s from me.
It does depend upon their messaging, however to date they haven’t been proper for us. We had been requested to showcase the biodiversity present in palm oil plantations. However these are non-native species, and largely the identical animals! Typically I get slightly offended by individuals who assume I’m ignorant, and simply wish to use my platform. However I’d nonetheless write again properly to clarify that isn’t how they need to be working with environmentalists.
Once we do work with companions, some would insist on their very own strategy. We might inform them that our viewers won’t like that. We present them our previous movies and the way extra artistic work will get the views. As soon as they see the outcomes, they often belief us the subsequent time spherical. It’s about convincing shoppers to take the chance and allow us to do issues in our model. Constructing this belief and rapport with shoppers is vital.
There appears to even be a development of de-influencing on social media, the place influencers speak about what to not do or purchase to be extra sustainable. What’s your tackle this?
Effectively, consumerism is at all times bleah on the subject of sustainability, proper? So de-influencing is sweet, particularly in case you have the details and proof to show why you shouldn’t help sure manufacturers or tendencies. I’ve executed a video on [fast fashion brand] Shein and why you shouldn’t help them – there’s plenty of proof towards this firm.
However that being stated, I really feel we additionally have to have executed sufficient analysis first. If firms making an attempt to be sustainable get shot down, it might additionally result in greenhushing, or they could simply not wish to do something about sustainability anymore. I believe a superb step earlier than de-influencing can be to contact the corporate in query and ask for clarifications.
You don’t wish to be referred to as the influencer that solely scolds individuals on-line – it isn’t a superb status to have.
Additionally, it nonetheless goes again to being your self – in case you preach a lot about main a sustainable way of life, and sooner or later I meet you and see that you just’re not – it’ll look dangerous on you! You actually do have to evangelise what you consider in and what you practise.
Do you’ve got plans to additional develop Simply Maintain Considering?
We’re planning to have our personal house sooner or later for exhibitions, workshops, and a small workplace for my group. It will likely be actually useful, to have the ability to work anytime we would like with out having to worry about venues.
On-line, now we have extra regional and international followers, so we are attempting to see if we will make content material exterior of Singapore, and if we will work with larger names on the market. Hopefully, who is aware of – Nationwide Geographic or Netflix might be potential too! I hope they see worth in a extra informal strategy to nature and sustainability storytelling in social media. We have now the potential to succeed in hundreds of thousands around the globe with few obstacles.
How related is your offline persona to Biogirl MJ?
Oh my god, I’m nearly precisely the identical. After I meet my viewers, they’ll inform me that I’m precisely like who they noticed in my movies. They’re shocked to know I’m the identical individual. Am I speculated to be totally different?
I believe it’s as a result of Simply Maintain Considering began as a ardour undertaking. I didn’t begin the channel considering I’d make it huge. If something, I’m only a bit extra animated, a bit extra hyper, and my phrases are extra coherent on digicam. Aside from that, after all I’m not at all times in my black spectacles and yellow gown on a regular basis.
The interview has been edited for brevity and readability.
Kong Man Jing was one in every of 10 younger sustainability leaders chosen for the Eco-Enterprise Youth A-Checklist 2023. Learn our tales with the opposite winners right here.
