Anyone can be a content creator, at least according to food archivist John Sherwin Felix.
In the crowded landscape of digital influencers, John Sherwin Felix stands out by looking backward. As the founder of Lokalpedia, Felix has carved a unique niche by documenting rare indigenous ingredients and local food producers.
Five years since its launch, Lokalpedia has reached a combined 161,000 followers on both Facebook and Instagram. Together, the social media accounts generate an estimated ₱11,000 a month from page monetization. His income is further supported through crowdfunding and other side projects.
“Anyone can be a content creator,” Felix asserts. But to stay relevant, he believes you need more than just a camera; you need a conscience. Here is his guide to mastering the niche content strategy.
1. Prioritize media ethics over engagement
“A controversy can destroy you if you don’t know to do the right thing. Dapat alam mo na yung kung ano ang dapat tamang gawain.”
In today’s media landscape, sensationalist content creators and media outlets exoticize stories for engagement. Felix emphasized going back to the basics and learning the appropriate ethics in media and communication. Ensure information is factual and researched well instead of aiming for clicks. Lack of integrity can lead to a quick downfall, so consider the proper rules of producing content.
2. Cultivate multi-disciplinary knowledge beyond your scope
“Yung ginagawa ko hindi siya isolated sa nangyayari sa paligid. Very important to know para hindi ka mukhang clueless.”
A successful niche content strategy requires looking beyond your immediate topic. Felix started with food, but his work naturally intersected with agriculture, politics, and environmental awareness. To build a credible personal brand, you must understand the socio-political issues that affect your niche. This complexity makes your content authoritative and “future-proof.”
3. Foster collaboration, not competition
“Do not shut yourself off from other people. Talk to other content creators or kung saan man kayong field.”
As the number of content creators rapidly increases over time, the competition for clicks and virality becomes apparent. But to Felix, collaboration is key. While extensive research can help you gain more knowledge and wisdom, opening doors to other people can invite new perspectives and experiences. Adapting and personalizing others’ approaches can bring out more identity and depth in you and your content.
4. Retrace your roots for authenticity
“Yung interest mo, nan’dyan lang before. Hugutin mo lang.”
If you are struggling with where to start, Felix suggests looking at your childhood passions. Authentic content creation stems from genuine interest. When you advocate for something you truly care about—like Felix did with Philippine biodiversity—you are less likely to experience “creator burnout” and more likely to attract a loyal, engaged community.
It’s beautiful to create content. You’re carving your identity and there’s no other meaningful thing in the world pag nahuhubog mo sarili mo.
John Sherwin Felix, Lokalpedia
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