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Today, we'll be discussing the impact of Russ Cook’s 16,422km spectacle run on future extreme athlete storytelling. Following that, we have a part 2 from last week, where we explore 3 ways creators can sustain a career on YouTube. Finally, we'll delve into the question of whether going viral can be a curse or a career breakthrough?

The ‘Hardest Geezer’ Is Redefining The Storytelling Standard For Future Extreme Challenges

A trailblazing journey from the toe to tip of Africa and the online community that broke borders to see it finished.

Meet Russ Cook, aka the 'Hardest Geezer', the name that's been buzzing big time lately. Russ is about to complete a historic feat as the first person to tackle the epic journey of running the entire length of Africa! 

Project Africa in numbers: 12 months… 16 countries… 14,500 kilometres!

But this isn't Russ's first rodeo. Since smashing his first half marathon, he's been on a mission, from pounding out 71 marathons in 66 days to a mind-blowing run from Asia all the way back to London in 2019.

So, what's driving Russ to push the limits like this? “Project Africa is about more that just one geezer running across a continent.” It's about breaking barriers, learning and sharing cultures, and proving that dreams can become reality.

Extreme Sport Challenges are becoming Community Stories.

With Russ and his content team documenting over 100 YouTube videos and even more social posts, his followers have done more than just shared in the journey across Africa… they’ve influenced it!

Where content creators meet community power…

When the project came to an abrupt halt in January 2024 after Russ was refused entry into Algeria – a must-cross country to complete the journey – he turned to his community to help him. Creating a social media storm and call to action his community of followers forced the hand of two governments to grant a visa! 

Through Project Africa, Russ and his crew have raised over $320,000 for charities on the continent – much of which have come from his community of followers.

It's proof that extreme sports aren't just about thrills anymore; they're about connecting people, sparking change, and crafting stories that we all can directly be a part of.

Part 2: How Can Creators Sustain A Career On YouTube? Let’s See…

Many successful creators have cracked the code. Here are 3 key takeaways EVERY creator should consider before entering the game…

1. Pick a format which you can consistently create

Success takes time, so pick something you will love doing in 10 years.

E.g people may assume daily vlogging is easy. But zooming out 10 years from now, it’s not that feasible. You need to consistently brainstorm new ideas & eventually a cycle emerges where each video needs to be crazier, more adventurous & higher stakes than the last.

Ask yourself; can I do this every week for 5-10 years? And still enjoy it?

Honestly, we haven’t even figured this out yet. We want to make STORY STREET creator documentaries on YouTube but it requires weeks of research, reliance on creator schedules followed by more weeks of editing etc.

What are some smart options? Podcasting, interview formats, team based videos, journalism, education etc etc. That’s not to say vlogging, adventures & challenges aren’t valuable too - but to stand out every week, they require consistent resources, different ideas, crazier concepts & more often than not, longer hours editing.

2. TEAM > INDIVIDUAL

Casey Neistat tells aspiring creators “Do you have 10 years to commit to this?” It’s true. To truly master your craft & get recognised, it will take a decade. The question is…can you work as an individual creator for 10 years?

That means; editing, filming, brainstorming, monetising & growing by yourself. It’s really hard to sustain. Thankfully there are three options

Option A: build a creator group (e.g The Sidemen, Yes Theory - all individuals who came together & now build their business as one)

Option B: 1 individual builds the creator start-up & slowly finds like-minded people to join (e.g Mr Beast - started with Jimmy Donaldson, now all his friends are involved)

Option C: be an individual disruptor whose inherent talent carries everything (e.g Casey Neistat, Mark Rober)

Behind the greatest accomplishments are teams which work cohesively with uniquely valuable & distinguished roles.

3. Build outside of YouTube too…

Building communities off YouTube provides a safety-net against the ever-changing algorithm. Plus, the truth is, diversifying your interests now leaves your options open if you ever have a change of passion.

For example, Yes Theory are some of the most consistent, popular & passionate YouTubers to date - yet adventurous content is time & resource consuming. So? Outside of their videos, they’ve built a clothing company (Seek Discomfort), a card game (Spark), ventured into hostels (Yes Hostel), written a book (Talk To Strangers), released a documentary on Apple TV (Project Iceman)…the list goes on.

Your YouTube audience can’t stay with you forever, but the more diversified you are; chances are they might find another outlet of yours to enjoy.

Going Viral… Make Or Break?

Going viral is – intense, unstoppable, unreal… but potentially life-changing for you and your brand. So how exactly can creators leverage the double-edged sword of one powerful moment?

A great example of exploring virality is Brittany Broski, aka "Kombucha Girl." Her epic facial expression TikTok in 2019 launched her into meme stardom overnight… Brittany was able to translate it into YouTube success. But only because she played it smart.

Here's the double-edged sword:

• Wrong Audience = Short-lived Fame: Viral fame can attract viewers for the wrong reasons. Broski's fame stemmed from reactions in a clip, not her love of fermented drinks. If a viral moment falls outside of one’s niche, it may be a struggle to get that audience back into your space, seriously jeopardising your brand and content.

• The Pressure to Replicate: Trying to recreate the viral magic can be a recipe for disaster. Imagine Broski stuck making "kombucha girl" face-reactions forever – this strategy would fizzle out faster than her original can of kombucha! (queue laughter). Hunting the next viral video can also lead to the start of the burnout hamster wheel we explored in last week’s edition.

• Short Attention Spans: The internet audience craves novelty. Viewers who came for the viral video might not stick around if subsequent content doesn't offer something fresh and engaging.

Many successful Creators have noted how the best thing to happen to their brand was NOT going viral at any stage! An interesting thought.

Fortunately for Broski, her viral moment helped her bring out a passion that was always in the background. She had a knack for comedy and built a channel around it. With sketches, vlogs, and collaborations, she proved her comedic ability went beyond a single clip. Broski's down-to-earth and witty personality helped her build a loyal community.

So, how do you avoid getting "Kombucha'd" and instead leverage the viral power?

• Know Your Niche: Viral videos can be flukes. A strong channel thrives on consistency. Identify your niche, the specific area you're passionate and knowledgeable about and stick to your formula.

• Content is King: Focus on creating high-quality videos that cater to your niche.

• Build a Community: Don't just broadcast, foster interaction. Loyal viewers become your biggest cheerleaders.

• Embrace the Long Haul: Building a successful YouTube channel takes time and dedication. Celebrate milestones, big and small, and don't get discouraged by setbacks or hunt viral videos without a plan.

The Takeaway:

A viral moment can be a content creators make or break, but it's your content, authenticity, and audience connection that leads you to the dream goal. Use the initial buzz to showcase your true potential, and your content can flourish. It's about building a lasting fire, not just a viral flash in the pan.

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