Interview: Meet the Saccone Joly family

Miranda Jessop meets Jonathan and Anna Saccone Joly, the Reigate couple who are bringing up their children online

Forgive me, but until a week ago I had never actually heard of the Saccone Joly family. My 10-year-old daughter had though. In fact, unbeknown to me, she has been glued to their daily YouTube vlogs for the past year.

Purely for research purposes, I join my middle child for a glimpse into Saccone Joly world: the 16-minute vlog uploaded every day at 6pm. Oddly, I find myself coming back for more, eagerly anticipating the next instalment of this likeable family’s life. By the time I actually meet them, it’s as if I know them all really well: happy-go-lucky Jonathan (35), with his jokey commentary; his gorgeous wife, Anna (28); their two adorable children, Emilia (3) and Eduardo (1); and, last but not least, their six Maltese dogs.

An Irish couple, Jonathan and Anna first started vlogging back in 2009.

“It began as a bit of an experiment,” recalls Jonathan, who has a degree in interactive media. “At that time, we didn’t have any children, just one dog. We started for a week and attracted a bit of interest, so we decided to carry on for another month and it just went from there.”

Steadily, the number of viewers increased. Eventually, thanks to the YouTube Partner Programme – whereby the uploader of a video shares any revenue produced by advertising on the site – Jonathan started to make as much money from his monthly vlogging as from his job as a studio manager.

“Two years ago, I realised that we could turn it into something much bigger, so I decided to give up my ‘real’ job,” he explains.

Today the daily vlog channel receives an average of 19 million views per month. Anna also has a beauty and lifestyle channel – alongside her own range of jewellery – while Jonathan has an additional channel too. The combined total of subscribers across the three channels now stands at a rudely healthy 2.4 million.

Not surprisingly, Jonathan and Anna are relishing their success. Their beautiful Reigate house abounds with luxury products, many of which have no doubt been donated by clever marketing companies. Yet Jonathan is adamant that the material spin-offs are not the driver for the family’s vlogging way of life.

“It’s not about monetary value,” he insists. “The best thing about it is the fact that we are able to spend all our time with our children, and we are truly grateful to our viewers for giving us that opportunity.”

So grateful, in fact, that they have taken to addressing their audience – who range in age from six to 80 – as ‘friends’. Each vlog begins with the catchphrase: ‘Good morning, friends!’

“The reaction of your audience and the relationship you have with them, it’s almost addictive,” says Anna.

Even so, the rosy view of family life portrayed in the daily snapshot belies the mountain of work behind the scenes. In six years, Jonathan hasn’t had a day off.

“Many people think we’re an overnight success, but it has actually taken years of slog to get to this point,” reveals Anna. “Jonathan does a really good job of implying that he doesn’t work hard, but I see at first hand what he does. He’s there every morning, editing. He is always thinking about the filming and never switches off.”

One wonders about the effect of all this; the constant pressure to be upbeat. Jonathan, however, is more than equal to the task.

“I’m a weirdo, I’m always happy,” he laughs.

Do they ever share more poignant moments?

“We have shown more serious stuff in the past, yes. I come from a broken home and there were a lot of family politics around the time of our wedding. In addition, Anna lost her father and we also lost a puppy.”

Some matters, however, are off-limits.

“We don’t talk about money, religion or politics, or show intimate things like potty training and disciplining the children,” says Anna.

Do they fear any negative long-term effects on Emilia and Eduardo?

“I don’t think we put up anything that will embarrass them in the future; just happy family memories. What we’re doing isn’t really any different from what everyone else is doing, sharing pictures and videos of their children on Facebook. The only difference is that more people watch.”

Jonathan agrees.

“If I were to ask the kids in 10 years’ time if they’d prefer to have had mum and dad out at work all day, rather than at home doing this, I think I know what the answer would be.”

And what about when they turn into bolshy teens and no longer want to play along?

“We will leave it completely up to them,” says Anna. “We started this before we had children. Obviously they are part of our journey, but if they don’t want to be filmed any more, that is fine.”

As a mother of three girls, constantly warning of internet perils, I have to ask what happens if any of the family’s so-called ‘friends’ turn out to be not so friendly after all.

“When we lived in Ireland, we did have to contact the police,” admits Jonathan. “Someone keyed Anna’s car and we had letters through our door saying terrible things. You are opening up your world without really knowing who you’re letting in. 99% are cool, but you can get one bad egg.

“As parents, we always put the safety of Emilia and Eduardo first. We are really careful not to overshare and, as long as we remain in control, I don’t think we have too much to worry about.”

Fancy an interview with another local celebrity family? You can check out our chinwag with Tyger and Linzi Drew-Honey by clicking here

Still, it was largely the unwanted attention in Ireland that prompted the couple’s move to the UK. Since settling in Reigate two years ago, they have suffered no such abuse.

“It is very family friendly here,” says Jonathan. “People have welcomed us in and we love it.”

After a week of watching Saccone Joly vlogs, I’m still struggling to pinpoint their addictive appeal. What do the couple themselves think?

“We just try to be ourselves,” says Anna. “We’re real and honest and I think that people feel they can relate to us.”

As with their mate and fellow vlogger Zoella, who has made a fortune from her books and beauty products, things may be just hotting up for these rising vlogstars. It is with reticence, therefore, that I make my parting confession: that my daughter’s year-long ‘friendship’ with them had passed her plodding mother by.

“You need to be careful,” chuckles Jonathan. “Often a young girl starts watching and her mum decides to check it out. Next thing she’s completely addicted.”