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Hank Green - 🗽🤖 @hankgreen
, 10 tweets, 2 min read Read on Twitter
I'm going to go on a YouTube creator rant thing right now. Sorry!

A rule that has been true on YouTube since 2007...if your audience perceives you as looking like a professional, they will abandon you. Old school PR tactics have a negative affect on YouTube success.
You can /be/ a professional, but you can’t film or talk like one. Fancy graphics make personality-based content /less/ appealing, even if they aren’t complicated. The only way to get around that is to have the people making the content look fancy be part of the show.
If your team is public and your relationship with them is on-screen somehow, you can get away with having people know that it’s more than just you. Otherwise, communities will feel the existence of secret people helping with the content, and it turns them off.
Moving into mainstream success can only be additive to a YouTube creator if they are somehow fighting for something the community cares about and /has cared about/ for a long time. That fight has to both real and perceived.
And the fight cannot be “I’m fighting to get more famous and powerful” not just because it isn't #relatable, but ultimately because mainstream success is bad for YouTube audiences. It /feels/ bad, because it feels like YouTube wasn’t /they/ weren’t enough.
Traditional PR is about getting your name and face in front of tons of people so that you can have low-level connection among huge numbers. YouTube success is about having high-level connection among smaller numbers.
And having your content look and feel like TV or movies is about /nothing/ except your perception of your success. YouTube creators who want to look like TV often feel to communities like people who wish they were doing something else.
That's not what it actually's usually about insecurity or creative freedom or imposter syndrome or your brain doing everything it can to convince a creative person that their success isn't real. But to a community it can look like you're turning your back on them.
But creators who are at a point in their career when they're deciding between low connection with tons of people or high connection with smaller numbers...that is a choice you have to consciously make, but don't think one won't be sacrificed for the other.

This has been “Hank is distracting himself from the mid-term elections by thinking about YouTube stuff.”
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