Salish Matter first appeared on her father Jordan’s YouTube channel when she was just 10 years old. At that time, Jordan was gaining popularity with his growing audience, which had reached 5 million subscribers, as he took on various fun challenges.
Jordan decided to bring Salish into the mix, particularly with a fitness challenge against a bodybuilder. The result was surprisingly positive. “What struck me was how good she was at it,” he recalled, noting that viewers connected with their dynamic. “It created a niche we hadn’t considered.”
That video, shot six years ago, has amassed over 30 million views. Thus began their father-daughter collaboration, with their fun videos quickly raking in views between 30 to 50 million shortly after release.
Today, they boast a combined following of 46 million across platforms like YouTube, Instagram, and TikTok.
However, their rising success has sparked concerns about children’s access to online spaces. Many parents today worry about screen time and monitoring their kids’ online activities, particularly with the idea of strangers observing their teenage daughters.
In line with these concerns, Australia has implemented a ban on social media for users under 16, resulting in over a million accounts being shut down recently.
Despite the scrutiny, Jordan reassures that their content is created carefully, ensuring not to expose too much of Salish’s personal life. “We’re not a vlog channel; we don’t share our vacations,” he clarified, stressing a selective approach to what they disclose.
Salish has, meanwhile, become quite the influencer within her generation, winning two Nickelodeon Kids’ Choice Awards and gaining fans among celebrities like Khloe Kardashian and Shakira.
In addition to her fame, Salish has co-founded a skincare line aimed at her peers, which quickly sold out at its launch in September. A promotional event at American Dream Mall attracted over 80,000 fans but had to be shut down due to safety issues.
As for how she views her fame, Salish, now 16, is somewhat reluctant. “I don’t see myself as famous. I feel like I’m just a regular teenager, but, you know, sometimes people approach me and it reminds me,” she shared.
Jordan, who never planned to involve Salish, has found that working together has strengthened their bond. With the content focusing on Salish’s career, Jordan has transitioned from a photographer to a supportive father navigating the world of online content creation.
He points out that their successful “10 minute photo challenge” series, which required capturing high-quality images of dancers within time constraints, significantly contributed to their subscriber growth. It introduced him to many younger creators who have since risen in prominence.
After noticing a surge of interest following Salish’s debut in that fitness challenge video, he felt it was a logical step to develop their collaboration further. “I wanted to work with her, and she was great on camera. The key question was whether she wanted this, and, remarkably, here we are, still making videos five years later,” he indicated.
Their partnership has resulted in content garnering hundreds of millions of views, including popular videos like “my daughter survives alone for 100 hours” and “YouTube Sneaking into a millionaire’s house”.
Last year, their channel ranked among the top 10 in Nielsen ratings across all streaming platforms, receiving more views than many traditional shows.
Jordan’s 19-year-old son, Hudson, makes occasional appearances in their videos, having developed his own following of over 2 million with his engaging content.
Surprisingly, the relationship dynamic between Salish and Jordan seems strong. Salish noted she had conflicts with her dad in the past, but they’ve grown closer over time.
Jordan explained that they have a dedicated team supporting them behind the scenes, which allows them to balance their personal and professional interactions effectively.
Despite being famous, Salish maintains a typical schedule, attending school, participating in sports, and socializing with friends. However, filming occasionally takes precedence, especially when hanging out with celebrities like Shakira.
All their YouTube footage is recorded on her iPhone, with filming happening only on Sundays, allowing her to maintain a sense of normalcy during the week.
While some fans tease her in public, her close friends tend to treat her as just another teenager, seemingly unfazed by her online persona.
Jordan manages most of the video preparation throughout the week, allowing Salish to focus on enjoying the filming process rather than feeling overwhelmed by it.
Although Salish is quite active online, there are restrictions to her accounts, which help her manage her engagement with social media more safely.
Jordan acknowledges the challenges that come with monitoring a child’s rise to fame, noting how past child stars have faced difficulties. He firmly believes their scenario is different. “People who don’t know us might think I’m exploiting her, but that isn’t the reality,” he stated.
Looking ahead, Salish feels the pressure to know her future plans at a young age. “It’s a lot of expectation. I think college will be great, but it’s expensive, and I don’t want to waste it just to have an experience,” she confessed.
Jordan feels comfortable with Salish’s visibility online, as they maintain boundaries regarding their private lives. “We’re particular about what to share, making sure it’s genuine,” he noted.
In his view, parents should embrace their children’s digital interests. “Many haven’t adjusted to the idea that this is a huge opportunity, especially with the growth of the creator economy,” he expressed, recognizing the potential for job development in this realm.
Ultimately, Jordan’s main hope for Salish is her happiness. “It’s all about her joy; if she’s happy, that’s what matters,” he concluded.
