Since its 2007 inception, Clicknetwork has published numerous YouTube features on plastic surgery, sex shops and even a long-running series titled “Bored In Bikinis”, which saw two blasé female hosts do mundane things – such as attempting to induce brain freeze by drinking a frozen drink, or casually sunbathing in the middle of Singapore’s bustling Orchard Road – clad in nothing but two-piece swimsuits.

Clicknetwork’s founder Gillian Tan says her intention was never to titillate or produce clickbait – she just wanted to make videos that she wanted to see herself.

“I didn’t have much of a vision or direction back then – I just did what I thought was fun,” she laughs. “It was more of a hobby and creative outlet for me. I just did videos I thought would be interesting to watch.”

Tan, who describes herself as “definitely pretty far left” on the spectrum, says that she was always surprised whenever her videos caused controversy.

“When it came to content creation back then, most people preferred to play it safe, so touching on taboo topics wasn’t the norm,” Tan says.

As Tan explains, Clicknetwork has always been an extension of herself – so naturally, as she began maturing from a curious 20-something into the 40-year-old head of an international media company, her channel was bound to follow suit.

“Since I produce stuff that I would personally watch and find interesting, the content I produce has matured as well,” she says. “I also find myself leaning towards content that is more meaningful, or that we all can learn something from. My goal isn’t just pure entertainment any more.”

That’s also because Tan is now accountable to a host of clients and advertisers. Beyond its YouTube channel, Clicknetwork has since branched out into an events management company and even a fitness app, all managed by Tan’s production company, Munkysuperstar Pictures.

“I chose to focus on content for women because that’s what interested me, and it was what I knew best,” says Tan, who adds that most of Clicknetwork’s hosts and behind-the-scenes crew are also women “for the same reasons”.

Long-time Clicknetwork host Oon Shu An has fronted the channel’s “Tried And Tested” series for the past nine years. The series began life primarily focused on beauty, with Oon trying out different methods to get “bigger eyes” or to “fix flat hair”, but has since evolved into an all-encompassing, feel-good series covering food, lifestyle and travel for women.

“I think it’s amazing that Gillian has created this space and platform for women,” says the 34-year-old actress and host, who credits her work on Clicknetwork for giving her experience with hosting on social media. “For any group of people who aren’t represented in a field, it’s so important for them to be in positions where they can control their own narratives, where they are in positions to make choices.”

But Tan doesn’t see her trailblazing as a big deal. “I’ve never thought much about the gender thing,” she says. “I guess ever since I started my career, I’ve always been in the minority – so it’s just something that I’ve got used to.”

Tan is similarly blithe about Clicknetwork’s future, given the industry’s rapidly changing nature.

“I’ve always been more of a ‘go with the flow’ person, rather than a planner,” she laughs, adding that she never planned for Clicknetwork’s journey when it began life as a series of “low budget vlogs” produced while on holiday with her girlfriends.

“The industry is very fickle and fast-changing, so I prefer to evolve with it – and I know things will always have a way of working out.”