Buffbaby88’s Journey from Media Student to Influencer
Jeynelle Ng shares about her journey as a freelance content creator and how NYP’s Mass Media Management helped shape it.
Finding a Voice: The Accidental Start to Content Creation
What started as goofy Musically videos in 2013, turned into a full-fledged career of creating content for Jeynelle Ng, 24, now widely known as Buffbaby88.
In her earlier days of content creation, one of her videos blew up, sparking her realisation that content creation could be more than just a hobby.
“That was when I felt like.. maybe I should try this out,” mused the freelance content creator.
Jeynelle officially started her TikTok account in 2020, and later signed on with Wah!Banana in 2021, which was a move that boosted her career. “They really helped me grow my following. I’ve been with them for four years now,” she shared, grateful for the exposure the company provided her.
Jeynelle, a talent at Wah!Banana. Photo credit: Wah!Banana
Today, Jeynelle has a strong online presence with 38.6K followers on Instagram and 149K followers on TikTok.
She first started off with fitness content. “You know Chloe Ting? I felt like my videos were the Singaporean version,” she said with a laugh. As her videos gained traction, she realised she could monetise her content. And the rest is history.
Her time in Nanyang Polytechnic’s Diploma in Mass Media Management (DMMM) played a crucial role in guiding her through her content creation journey. She enrolled in 2018.
“This course taught me technical skills like editing, storyboarding and how to operate a camera.” She emphasised the importance of having certain skill sets, being a content creator. “Storyboarding is so crucial – until now, clients always expect a storyboard.”
Riding the Wave: Growth, Momentum & the Madness of Going Viral
She recalls back then that as her videos racked up views, she found herself becoming more strategic with the content she posted. “I realised there’s a pattern to what performs well. But the moment you try to force content out, the audience can tell… they can sense when it’s not authentic.”
From comedy skits to her signature “yapping” content, she explored various perspectives – not just to entertain, but to connect with her viewers on a personal level. She had to find a way to connect with them on an emotional level.
“I started talking about my weight loss journey, my eating disorder, and life in general. It made me realise people don’t just want to see the beautiful side of things, but also the real side of it.”
However, going viral meant more than just increased views, it also meant being noticed by brands, agencies and sometimes critics. “It used to be just me posting whatever I wanted. Now, I have to think about what brands may say the second the content goes up.”
The pressure to stay relevant slowly crept in as her popularity increased. Every post she created sparked questions: “Is this still me? Will people care?”
She found herself juggling and exploring different aspects of her identity – funny, sporty and vulnerable – all while trying not to burn out. Also, once known for regularly posting gym content, she has since shifted gears.
“I had to constantly work out – even on days I didn’t want to. It started to feel fake, like I wasn’t doing it for myself anymore,” she admitted. “I want to work out because it makes me feel good, not because people expect to see me doing it online.”
Over time, she realised the importance of staying true to herself.
“It’s easy to lose yourself when everyone has an opinion. But I’ve learnt that the more real you are, the more people will connect with you. Authenticity is what truly resonates with your audience.”
Freelance Life & Money Talk: Passion Meets Practicality
For Jeynelle, being a freelance content creator isn’t just about the viral trends or aesthetics. It’s all about strategy, stress, and staying relevant. Despite having management support, she storyboards, edits her videos and posts, and manages every detail of her social media accounts.
Each post is tracked, reviewed, and reported, especially since clients request for content data and analytics quite quickly. Analytics play a critical role in her process. “Once I post, I’m refreshing every minute,” she admitted, acknowledging that while some may see it as vanity, it's crucial for brand deals.
Her current gender ratio is skewed towards males due to her motorsports content, which affects the kind of sponsorships she lands.
And most brands often request female-targeted audiences for campaigns, relating more to beauty or even sanitary products.
To recalibrate her content, Jeynelle experiments with reliability: makeup routines, relationship hot takes, and casual yapping sessions, which keeps her female audience engaged.
“Sometimes, I wake up and think – what’s even relatable anymore?” she shared with a laugh.
She added that it’s tough to deliver fresh, authentic content consistently. She doesn’t always upload content on a schedule, Jeynelle thrives on spontaneity, believing that the audience can sense forced content.
“There’s a kind of energy in impromptu ideas that you just can’t fake.”
While there are the upsides of being an influencer – the brand gifts, the reach, the attention, there are the downsides too. Jeynelle explained the downsides, such as mental burnout, inconsistent income, and the constant fear of being outpaced by new creators.
“It’s a competitive space,” she said reflectively. “You can go viral today and be forgotten tomorrow.”
Jeynelle posing in front of her car.
The Long Game: Legacy & Advice
Over the years, burnout became something that Jeynelle stopped pushing through. Instead, she treats it as a sign to change paths.
Her journey has been far from predictable — bouncing from early fitness videos to motorsports and now eyeing real estate as a side hustle.
Each of these shifts have kept her sane and her content entertaining.
Yet, this job will likely remain a part of her. As she said, “Content is here to stay, because social media is the future.”
But, it doesn’t mean it’s easy. For any freelance work, she emphasised that “you really have to rely on yourself to make things work.” Recognising perks like a flexible schedule as double-edged swords, she believes discipline is everything.
However, one of the more challenging problems for her would be staying relatable. But, she holds onto a key principle: “The most important thing is to just be yourself… When people can feel more authenticity, they are able to connect.”
Ultimately, Jeynelle is not the type to gatekeep her profession.
“A lot of my friends want to go into social media… I say just do it! You’ll never know if you are cut out for it unless you try.”
