At least 111 people killed as buildings collapse in Colombia after magnitude 7.4 earthquake

Isabel Gomez runs a small gift shop in Cali, next to a five-story building that collapsed entirely when the earthquake struck. All of the families who lived there are now homeless.

"We don't have food, water, power," she says.

Gomez, a native of the city, has spent the day broadcasting live from the site, amassing thousands of views, as rescue teams work through the rubble.

In her videos, she holds up a handwritten sign with the location of the collapse, appealing for help. "They're calling for more people to help in the rubble, but no one is answering," she says, her voice breaking, in one of her livestreams.

Five people - all from one family - have been pulled out alive so far.

With phone signal patchy and no power in the area, Gomez has become an informal point of contact for hundreds of anxious relatives trying to find out whether their loved ones have been found.

Using pen and paper, she is keeping a handwritten list of everyone rescued nearby, in case she runs out of battery on her phone, she says.

Rescuers believe a young girl may still be trapped inside, and are listening for any sign of life beneath the debris.

"It's a tragedy bigger than anything we've seen," she says. "We really need help."