Location: Mumbai, India
YoBoHo New Media, Mumbai is building a nimble creative team launching the next viral animated content brand. It is essential that the candidate start up mindset, entrepreneurial and super copywriting skills especially in the kawaii” space: To further add to this - Awkward or funny everyday situations — it’s about relatable visual narrative.
Social Media Audience Development Manager
Social Media Manager
🎀 Job Overview: Social Media Manager (Kawaii Content)
Goal:
Grow a loyal and emotionally engaged audience around cute, comforting, or aesthetic content — while maintaining a consistent visual and emotional brand identity.🧠 Core Responsibilities1.
Content Strategy & Planning
- Plan a content calendar around holidays, launches, moods (e.g., "back to school," "cozy season")
- Define content pillars (e.g., product posts, lifestyle scenes, mood quotes, character stories)
- Analyze performance metrics to improve posting strategy
2.
Creative Direction
- Guide the visual aesthetic — pastel tones, soft lighting, cute character framing
- Develop moodboards and reference styles (e.g., Jellycat’s cozy minimalism vs. Meetquack’s comic style)
- Ensure every post fits the kawaii brand identity — nothing harsh, messy, or emotionally jarring
3.
Content Creation (or Oversight)
- Coordinate or create photos, videos, or animations
- Write captions that feel “in character,” gentle, or comforting
- Match music / sounds to the soft or cute vibe for Reels/TikTok
- Edit content for color balance, softness, and cuteness
✨ In kawaii,
tone matters
: captions are often dreamy, funny, or childlike (“Good night, little beans 💤”).4.
Community Management
- Reply to comments and DMs warmly and in-brand ("Aww, thank you sm! 🥺💗")
- Create polls, Q&As, and interactions in stories
- Foster a safe, emotionally warm community vibe
- Feature fan art or user content (with credit)
5.
Trend Monitoring & Adaptation
- Stay current with soft trends: e.g., cozycore, pastel edits, TikTok “gentle vibes”
- Use relevant trending audio in kawaii-safe ways
- Monitor competitors and viral kawaii posts
6.
Platform-Specific Execution
Instagram
📈 Analytics & Optimization
- Track engagement, reach, saves, shares — not just likes
- Use insights to guide future creative (e.g., what kind of cute works best?)
- Report performance to brand founders or merch team
🤹♀️ Skills Needed
Aesthetic eye -
Copywriting -
Photo & video editing -
Emotional intelligence -
Trend fluency -
💼 Job Titles in This Space Might Include:
- Social Media Manager (Kawaii Brand)
- Digital Content Curator (Soft Aesthetic)
- Community & Content Manager (Plush Toy Company)
- Brand Storyteller (Cute / Character Brand)
- Instagram/TikTok Specialist (Kawaii Products)
✅ Final Notes
Being a Social Media Manager for kawaii content is less corporate, more creative lifestyle curation. You're nurturing an emotionally soft, loyal space that gives people joy or comfort. It’s a mix of:
Artist
Therapist
Marketer
Friend
Our Content / Product
Our Content is based on some common stylistic themes across these brands / accounts, especially in the “cute / plush / character / soft aesthetic / kawaii” space:
Soft color palettes
— pastels, muted tones, gentle contrasts (avoiding harsh, saturated primaries).Minimal / clean layouts
— letting the character or plush take center stage.Focus on texture & form
— close‑ups showing softness, fuzziness, details in seams, eyes, limbs.Personification / anthropomorphism
— giving characters emotions, expressions, little stories.Cute / emotive narratives
— small moments, daily life, cozy settings, small joys.Consistency / character branding
— each brand has a signature “character world” (a duck, a pig, a plush creature, etc.) and maintains visual coherence across posts.Lifestyle integration
— showing the plush / characters in home, decor, flatlays, nightstands, among plants, etc.
Skill:
Telling tiny stories or emotions through stills or short animations.Why it matters:
These creators often convey a mood, vibe, or situation in one image or frame — such as “feeling sleepy,” “lonely at night,” or “soft joy.”Formats:
Instagram carousels, reels, TikToks, GIFs, or webtoons.
What You’ll Do:
- Launch and grow new social media accounts
- Optimize short-form video performance
- Analyze audience data to guide strategy
- You’ll drive short-form video strategies, write compelling English captions, and use analytics to grow and retain audiences across multiple languages and markets.
What You’ll Need:
- 3+ years in social media or audience development
- Experience with TikTok, Reels, Shorts, and Facebook
- Strong English writing skills
- Familiarity with localization workflows
- A creative, global-first mindset
What you will oversee..
- You’ll also oversee localized content in Japanese, Spanish, Portuguese, Hindi, and French, working with translators and regional teams to ensure content stays culturally relevant, engaging, and on-brand.
- Manage localized social pages in English and then 5+ languages
- Collaborate with translators
About Yoboho
YoBoHo, is a digital first kids media entertainment company headquartered in Mumbai, India. YoBoHo has built a vast digital footprint with over 150 owned and operated YouTube channels and a monthly reach of more than 200 million unique viewers worldwide. Yoboho was acquired by Visional Pop in May 2025.
Visional Pop is a U.S.based entertainment company focused on developing animated IP franchises in collaboration with leading online content creators. The company’s mission is to build vibrant fan communities around original IP and monetize through consumer goods and experiences. Visional Pop has also announced the acquisition of YoBoHo, .
Visional Pop / Yoboho will continue to invest in creator partnerships, original IP development, and fan engagement across digital and physical touch points, with a focus on building long-term franchise value. The company intends to announce its first slate of investments and creator partnerships in the coming months.
Official Website - https://www.yoboho.com/
Linkedin Page - https://www.linkedin.com/company/yoboho/
Instagram - https://www.instagram.com/hooplakidz/
Facebook - https://www.facebook.com/hooplakidz
email us at jobs@yoboho.com
Requirements added by the job poster
• Can start immediately
• 2+ years of copywriting Animation and Post-production experience
