I’m always impressed with content creators on YouTube, the amount of ideas, execution and production that goes into creating stuff, I think sometimes it’s easy to underestimate the amount of work, time and effort that goes into doing something like that.
It’s not my style to create videos as I’m more of a person that enjoy writing more than creating videos despite the fact that I do have a film degree and have spent enormous amount of time editing in my early days, which I do enjoy occasionally but other skills take priority nowadays. I’m more of a producer and a show runner giving direction behind the scenes of which I thoroughly enjoy that process.
I also have been running a monthly marketing show for about 4 years for my inner circle and I’d be safe to say a few of them have gone on to build huge agencies and are even raking in the big bucks.
I’ve also have a separate regular Bi-Weekly Friday show that I do in another industry.
If there’s one thing that works for me is that is to have a blend of creating just so you have a life to live and having an impact so that the lives you transform can make a difference to others as well.
I was watching an interview with one of a top Youtuber interviewed by Logan Paul on his (IMPaulsive) Channel, Lele Pons which has nearly 20M subscribers and she said some wise words about why she do what she do in the past 7 years or so, creating videos daily without fail — she said while she doesn’t have a “life”, she emphasises that you’ve got to have that passion and interest to do so.
Logan then chipped in and said that it’s incredible hard to do that, even for a creator like him doing some insane PR stunts on WWE and Youtube.
Side note to how this blog post came to be: I was on a YouTube rabbit hole watching Adam Waheed on YouTube, which was something my kid used to watch before I started consuming his content and by some weird turn of events, I tuned into a show called Encounter which lead to me being curious about Lele Pons’s collaboration with Adam W, then seeing Anwar Jibawi(Which I do watch and thought he was pretty funny until Adam came into the picture.) being a guest judge on that show.
Oddly, they were the most serious judges there as compared to their usual funny/comedic style giving their professional thoughts as content creators.
To me, that is what stands out from being a creator and a consumer.
I try to gather lessons that I can takeaway as a consumer watching creators grab attention on YouTube by using crazy stories and pulling emotions.
At the end of the day, there’s a formula to it and the formula isn’t quite a formula either, there needs to be a creative process, combined with the right message to the audience (market) and executed with near-perfection.
Being a Youtuber can be unforgiving as well, as some succumb to mental pressures, the difficulty of creating content daily and even comments from audiences that demand more from their creators.
Will there ever be a balance? I think in this age of consumerism, it is never going to be enough and people will be hungry for more.
What’s feeding into this hunger?
The need to escape, to fantasise and to fulfil the needs of the amygdala, as Seth Godin puts it –the Lizard Brain. Our human kryptonite if left unmanaged, will lead us to a path of — well a Matrix movie like situation.
Yet creators create to activate this very part of the brain and YouTube as a whole monetizes this process, rewarding creators for doing a great job turning emotions into a multi-billion dollar industry and creating aspiring wannabe Youtubers and a generation of people inspiring others to live off their YouTube incomes — which are incredibly substantial.
Okay, I think I’ve gone into another rabbit hole altogether. I’ll stop right here.