"Be honest". That’s the advice to radio bosses from a 14-year-old YouTuber on how to succeed in an online space.
Jessie Kavanagh has had her own channel since 2015 and earns more than €1,000 a month.
She was a guest speaker at today’s Radio Days Ireland conference, and she explained how her parents had no idea what she was up to on her phone as she began to develop her online presence.
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Jessie said: "From when I first started, they actually didn't know that I was doing it. I was filming on my phone, so when we'd be leaving the house, they'd be like 'why is she talking to herself in the bathroom?'
"But they think it's really good now, and they didn't think I'd be here doing this.
"So far, one of my videos has over 40 million views. I have a little over 220,000 subscribers.
"When they comment what they would like to see, I put that up and then the following week they are all eager to come back and see what I have done."
As more and more companies become multi-platform, radio stations are expanding their online offerings to compliment their on-air product.
More than three million people listen to radio everyday and stations now also want to reach their listeners through digital platforms and social media.
Jessie’s advice is to be honest and be yourself, something she hopes will help her develop a long-lasting career into the future.
She said: "I think it is a good opportunity if you're young and you want to start a YouTube channel, I think it's a good idea.
"You never know where it's going to go and hopefully one day I'll get to make a career out of it."