The bitter truth about content creation as a career.
(A thread by a YouTuber)
(A thread by a YouTuber)
Who am I?
Began as a YouTuber in 2015.
As of November 2020, we have 3 YT channels (5 million+) subs.
Run the No.1 podcast in India (TheRanveerShow)
Presence on almost every single social media platform.
IG - 1.1 million
LinkedIn - 200k
Twitter - 160k
Even had TikTok - 1M
Began as a YouTuber in 2015.
As of November 2020, we have 3 YT channels (5 million+) subs.
Run the No.1 podcast in India (TheRanveerShow)
Presence on almost every single social media platform.
IG - 1.1 million
LinkedIn - 200k
Twitter - 160k
Even had TikTok - 1M
Along the way, I decided to co-found a talent management company called Monk Entertainment (@MonkEtweets)
Why? Because in 2017, my industry was highly disorganized. And frankly I needed some help with my backend (accounts, brand deals, invoices, events, PR)
Best decision.
Why? Because in 2017, my industry was highly disorganized. And frankly I needed some help with my backend (accounts, brand deals, invoices, events, PR)
Best decision.
I was lucky. Found the right manager and co-founder in the form of @viraj_sheth.
This allowed me to focus purely on creative tasks like :
- Appearing on screen
- Writing content pieces
- Content strategy
- Expansion strategy (new channels, new social media handles)
This allowed me to focus purely on creative tasks like :
- Appearing on screen
- Writing content pieces
- Content strategy
- Expansion strategy (new channels, new social media handles)
Truth be told, the money in this industry is fantastic.
You make a heap of money even on a single brand deal.
The blessing/curse of my life is that I approach content creation like a business. And all the money I make is primarily reinvested in the business.
Why?
You make a heap of money even on a single brand deal.
The blessing/curse of my life is that I approach content creation like a business. And all the money I make is primarily reinvested in the business.
Why?
Because fame and content creation careers are BOTH extremely temporary.
Dilip Kumar is not as relevant as he once was.
Neither is Al Pacino.
That's the truth about fame. Its a temporary high in the journey of a professional.
While you have fame, you MUST MAKE THE MOST OF IT.
Dilip Kumar is not as relevant as he once was.
Neither is Al Pacino.
That's the truth about fame. Its a temporary high in the journey of a professional.
While you have fame, you MUST MAKE THE MOST OF IT.
Therefore while I'm experiencing peak fame in my career, I'm honestly not sure how long it will last.
As a cricketer, you know that you have a 10-15 year window.
As an leading actor, you know you have at least a 5 year window.
As a YouTuber, you have no reference point.
As a cricketer, you know that you have a 10-15 year window.
As an leading actor, you know you have at least a 5 year window.
As a YouTuber, you have no reference point.
The only way to survive on YouTube :
Ensure that your content is relevant.
Now imagine that you began YouTube in 2015, when you were 22.
You grew because of the teenagers who related with your content (15-19 year olds)
In 2020, you're 27. Your audience is at least 20.
Ensure that your content is relevant.
Now imagine that you began YouTube in 2015, when you were 22.
You grew because of the teenagers who related with your content (15-19 year olds)
In 2020, you're 27. Your audience is at least 20.
So in 2020, you either :
1. Keep making FRESH, original videos for new teenagers (who were 10 years old in 2015. And are 15 now.)
[- Very difficult because its hard to stay fresh & original 5 years into creating videos.
- Teenagers are very different now.]
Or...
2. You reinvent.
1. Keep making FRESH, original videos for new teenagers (who were 10 years old in 2015. And are 15 now.)
[- Very difficult because its hard to stay fresh & original 5 years into creating videos.
- Teenagers are very different now.]
Or...
2. You reinvent.
Every content creator MUST reinvent in order to stay relevant.
This is much easier said than done. It includes :
- Studying a lot, behind the scenes.
- Taking tough feedback.
- Not getting carried away into the highs of a good phase (because you know a bad one is coming...)
This is much easier said than done. It includes :
- Studying a lot, behind the scenes.
- Taking tough feedback.
- Not getting carried away into the highs of a good phase (because you know a bad one is coming...)
Most YouTubers & creators fade away because they fail here.
No matter how good your content was at one point, the world demands more from you as you grow.
Mental health issues, career pressure, status games & insecurity are widespread in my world. Audiences just don't see it.
No matter how good your content was at one point, the world demands more from you as you grow.
Mental health issues, career pressure, status games & insecurity are widespread in my world. Audiences just don't see it.
One huge solution for me has been the process of team building.
Of course, as you grow... the weight of expectation increases.
But a team by your side helps you deal with the pressure.
Today, I have a writing unit, editing unit, business development unit & a social media unit.
Of course, as you grow... the weight of expectation increases.
But a team by your side helps you deal with the pressure.
Today, I have a writing unit, editing unit, business development unit & a social media unit.
I urge every single creator/potential-creator, to approach this career just as they would a business.
It is not a sustainable career if you're going into it alone.
At some point, you will need help. You will need people to speak to. You will need the right kind of feedback.
It is not a sustainable career if you're going into it alone.
At some point, you will need help. You will need people to speak to. You will need the right kind of feedback.
The more you grow, the more the fame will increase. The more you will get isolated. The more you will lose your relevance. The closer you will move towards a downfall.
Currently seeing a few downfalls starting to happen around me
The solution in this case IS TEAM-BUILDING.
Currently seeing a few downfalls starting to happen around me
The solution in this case IS TEAM-BUILDING.
So while I've mostly highlighted negatives of this life, let's also highlight a huge positive.
Running a big personal brand will create numerous jobs if you play the game right.
The soaring ups & deflating downs are a constant in this content career.
A team will keep you sane.
Running a big personal brand will create numerous jobs if you play the game right.
The soaring ups & deflating downs are a constant in this content career.
A team will keep you sane.
While kids these days say they wish to become content creators or social media stars, its important for them to know this side of things as well.
Be an entrepreneur. An entrepreneur that builds teams, brands, videos, content & products.
Achieve fame.
Use fame.
Create wealth.
Be an entrepreneur. An entrepreneur that builds teams, brands, videos, content & products.
Achieve fame.
Use fame.
Create wealth.
The most beautiful part of this journey is not the viral videos or the money or the adulation.
The most beautiful part is the memories I've created with my teams.
Going to battle together.
Crying together.
Growing together.
Chase this game. Not the fame. It's not sustainable.
The most beautiful part is the memories I've created with my teams.
Going to battle together.
Crying together.
Growing together.
Chase this game. Not the fame. It's not sustainable.
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