Cambodia: The Story Behind the Website

Kjel Niyey

By: Tang Porgech, Kong Somavatey & Sar Sokpanha

Kjel Niyey Facebook Page (Screenshot on 23 Dec, 2024)

Where most content creators showcase their lifestyles on Facebook, Kjel Niyey stands out as a unique page that has gained significant support from teenagers and adults. Named after the phrase “I don’t want to say anything, but” in Khmer, it was created to share useful information, spread awareness of social issues, and inspire positivity.

Lim Buntheng graduated with a Bachelor of Arts in Mass media from Pannasastra University of Cambodia. He is a full-time social media manager and copywriter at Urban Living Solutions, a real estate development company, while also managing his Facebook page as a part-time content creator. Running this page as a hobby, he embarked on his content creation journey with a passion for sharing valuable information and inspiring others.

Buntheng Lim, a founder of Kjel Niyey Facebook Page

Buntheng’s content creation process is driven by a mix of curiosity and a desire to help others. He explained, “I’m naturally a curious person, and when I come across a technical topic or something unfamiliar, it sparks my interest. That’s when I include content with technical terminology. This type of content isn’t meant for a general audience but for those who share a similar curiosity and interest in exploring it.”

For his content on positive psychology and self-help, he aims to connect with his audience by using the word “you” to make them feel as though he is offering advice as a senior or someone who genuinely wants to help. At times, he also uses “we” to create a sense of shared experience.

One example of Kjel Niyey’s educational and inspirational content is a post telling people to “Learn to Stand Up for Yourself”. The post emphasizes that staying silent in the face of mistreatment often enables bad behavior, as it may be perceived as weakness. It encourages readers to confront such people confidently, highlighting that many bullies have fragile egos and insecurities hidden behind their aggression. This empowering message resonated with a wide audience, gaining 261 shares, which reflects the impact and relevance of its message.

Buntheng said that he used to be very shy in front of the camera and he prefers to keep his identity private. He thinks that engaging in online debates and discussions can often be challenging, especially for those who prefer to avoid attention. He values anonymity and is cautious about the risks of negative interactions.

Kjel Niyey Artwork (Screenshot on 23 Dec, 2024)

Although Buntheng initially kept his identity anonymous, his page reflected his personality, and also kept the audience curious adding to its unique appeal.” I want my audience to have the freedom to imagine how I look or who I am, just as I do when I picture characters while reading a book. That’s one of the main reasons I choose to remain anonymous,” he said.

Unlike what others might think, Buntheng uses simple tools to create his content. He shared that he relies on Canva for all his artwork designs, appreciating its simplicity, speed, and wide range of design elements.

‘Whenever I design an artwork, I always try to understand my audience. Overloading a design with too many elements or text can distract readers and make them lose interest in the content,” he said.

Recently, to make this more convenient, and to balance it with his full-time job, he decided to invest in a Canva Premium subscription using his own money.

In the beginning, he focused on trending topics that highlighted social issues or went viral on social media.“For instance, I wrote about domestic violence, which was a trending topic at the time and involved a prominent figure in society. The post gained significant attention, going viral and sparking numerous comments along with a wave of criticism,” he recalled.

“However, lately, I’ve felt it’s challenging to keep up with trends or find relevant social issues to write about. As a result, I’ve shifted my focus to positive psychology. I also want my platform to avoid becoming a space for gossip about trendy topics,” he added.

Unlike other content creators who earn a steady income from sponsorships, Buntheng finds sponsorships to be an inconsistent and unreliable source of income.

Despite the financial appeal, Buntheng has turned down sponsorships that don’t align with his values.

For example, he was recently offered a sponsorship by a beer company but chose to decline it. “I decided to decline the offer because I don’t want to promote alcohol consumption. Similarly, I avoid endorsing gambling or smoking advertisements.”

While sponsorships are not his primary focus, Buntheng occasionally accepts unpaid guest speakers or partnerships.

Buntheng believes that as a content creator, it’s important to understand oneself first before choosing a target audience. By staying true to the personality, it naturally attracts the right audience. He explained, “If I focused on the target audience first, I would end up changing myself to cater to them, which wouldn’t be sustainable.”

He said that his target audience is primarily high school students and young adults, ages 20 to 35, who relate to his content on mental health and other topics.

He chose Facebook as his primary platform because it is more popular among Cambodians than blogging, making it an ideal space for him to share his thoughts and engage with others.

Recently, he created a TikTok account, and his first video, posted on December 1st, marked a shift. In this video, he added a sticker to his face and spoke his own words, presenting a new approach to his content.

Kjel Niyey TikTok Account (Screenshot on 23 Dec, 2024)

“The reason I want to expand to TikTok is that I want to create short videos that may be useful for others since most of us have short attention spans and are too lazy to read as well,” he said.“This way, I can expand my audience on TikTok. At the same time, I get to learn new skills in video editing (basic ones) as well as learning about the TikTok algorithm,” he added.

He also said that believes that if he stays consistent with his content, TikTok will become more effective than his Facebook page.