Word on the street: Why a content creator is aiming beyond virality

A social media account that offers a street-level perspective on how people earn money through various jobs, side hustles, and everyday efforts is changing digital storytelling in Aotearoa.

Josiah Paul Robertson, better known as JP, launched wordonthestreetofficial on Instagram and word0nthestreet on TikTok in 2022. Since then, he and his team have attracted over 12,000 followers on Instagram and nearly 29,000 followers and 900,000 likes on TikTok.

Robertson began creating content in 2014 or 2015 with comedy skits, but he found his true purpose in sharing income stories that reflect today’s economic challenges. “I was trying to figure out how people were making money in a recession where things were expensive,” he says.

“I just grabbed my cell phone, bought a microphone and I got one of my mates to go figure out how this thing works. I had no particular experience. I just wanted to give it a go. Interviewed a couple of cool people, and started posting online.”

Initially, Robertson conducted random street interviews. As he developed his brand, he began focussing on specific voices. Robertson’s content features a range of interviewees, from truck drivers and drain layers, to music artists.

“The reactions and the engagement was unbelievable because there wasn't really a niche for it here in New Zealand. People were doing styled interviews here in New Zealand, but it wasn't based around how to make income and getting into particular job fields.”

In March 2025, JP interviews Kiwis living in South Korea.

He also works full-time in healthcare, helping reconnect families across the North Island with overdue immunisations. Robertson has also worked with the Pacific brand Matai watches.

His previous work has focussed on community-centred initiatives, which have helped him further define his own brand. “All of that was based on the Pacific community which was cool.”

“I was able to understand how to bring people together and how to draw people to a brand. I started there and once all that was popping off, I was like ‘let's see how we can transfer that onto wordonthestreet, and it's been doing amazing so far.”

Despite growing his reach, Robertson is upfront about the challenges of turning content into income. He says a common misconception about content creation is that success in popularity equates to financial success.

“It's dependent on what social media platforms that you're on. There are content creators in New Zealand that make great money from sites like YouTube, Snapchat and Facebook. But there are a lot of content creators that don't know how to monetise their platform.

“They’ve got a million followers on TikTok and Instagram, but that doesn't reflect their bank account. It's all about getting like the right people in place, like a management team, to figure out how to start turning those gears for you so that you can generate revenue.”

He says clarity and intention are crucial for aspiring creators, adding that when he first started, he had aimed for fame and numbers. But Robertson advises against making that the focus in a content creation career.

“When you start idolising that, you start to spiral down when things don't go right.” He says for those thinking about pursuing their dream careers, to “go all in”. “Whatever is true to you, that you enjoy and you love”.

“It's hard to not do what you're called to do here on Earth. It's like you're avoiding greatness, even though you know you're destined for it. I have a lot of family members that feel like their life is just, it is what it is, they’ve accepted it.

“If you want to become a content creator, just go for it. You don't need to understand the strategy, the ideas and the plan of everything at that moment in time, but just get the ball rolling. Get the ball rolling, figure out if it's for you or not, if it's your niche or not, and then understand why you want to do it.”

Watch Josiah Paul Robertson's full interview below.